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端末のエコノミクス:端末市場の多様なセグメントにおける機能の価値および革新のコスト

Handset Economics: Features' Value and Cost of Innovation Across Various Segments of the Handsets Market- 2nd edition

発行 Ovum, Ltd. 商品コード 256406
出版日 ページ情報 英文
納期: 即日から翌営業日
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端末のエコノミクス:端末市場の多様なセグメントにおける機能の価値および革新のコスト Handset Economics: Features' Value and Cost of Innovation Across Various Segments of the Handsets Market- 2nd edition
出版日: 2014年01月07日 ページ情報: 英文
概要

世界携帯電話市場では、激烈な市場競争を勝ち抜くために様々な技術や機能が投入されています。消費者がより低い費用でより高い機能を求める環境下で、オペレーター・ベンダー各社は、サポートしている諸機能のコスト・便益を絶えず見直す圧力に晒されています。ハイエンド市場では、LTEへの対応による本格的なモバイル・ブロードバンド経験の実現という形で市場価値の獲得が進んでいます。デバイスの部品コストは増大しますが、LTE機能の追加が収益拡大・差別化のために重要となっています。低価格デバイスの場合は、新機能追加・性能強化に伴うコスト増加を抑え、かつ製品差別化を図ることが課題となっています。国別・ベンダー別に見ると、ハイエンド端末はSamsungとAppleの独占状態にあり、また低価格品は中国・インドの国内系メーカーが勢力を拡大しています。

当レポートでは、世界の携帯電話端末市場における、新規機能(ハード・ソフト)の追加による価値・コスト面での効果について分析するとともに、ハンドセットに現在組み込まれている諸機能の概要や、関連産業への影響、平均販売価格の変動見通しなどをまとめて、概略以下の構成でお届けします。

定義と市場規模の計測

  • 新たな分類モデルの必要性
  • 様々な分野の定義と規模計測
  • Informaの分析手法の構造
  • 各種OSプラットフォーム・ベンダーにとっての市場機会
  • 価格分類の概略
  • 主な結論とInformaの見解

様々な市場部門における機能の一覧表(BOM)と価値分析

  • 分野別のBOM(Bill of Material:部品構成表)分析
  • メモリー・フットプリントの差別化:どの部門でも重要というわけではない
  • ディスプレイ市場:サイズが話題となっているが、コストはどうなのか?
  • モバイル・デュアルコア・プロセッサ:一般への開放の時
  • カメラ・画像機能:巨大画素数 vs. 最適な画素数
  • LTEとの一体化のコスト
  • ソフトウェアBOM:UIおよびターミナル・ソフトウェアIPR vs. ワイヤレスIPR
  • バッテリー技術:いまだにブレークスルーが存在しない
  • 主な結論とInformaの見解

世界市場の規模と利益率

  • 携帯電話の粗利益率の動向と、ベンダー各社のランキング
  • 携帯電話の平均価格(ASP)の世界的傾向
  • スーパースマートフォンおよびエントリーレベル・スマートフォンの価格弾力性
  • スマートフォンの平均価格:デバイスの種類別
  • スマートフォン以外の携帯電話の平均価格:デバイスの種類別
  • 低コストスマートフォンとフィーチャーフォンの競合:価格 vs. ユーザーエクスペリエンス
  • 世界の端末市場の規模:デバイスの種類別
  • 主な結論とInformaの見解

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目次

The duopoly of Samsung and Apple at the high end of the smartphone market together with the increasing prominence of local Chinese and Indian manufacturers in the affordable segment are putting significant pressure on traditional OEMs. The new environment will make it hard for these vendors to balance generating scale while maintaining decent margins.

Summary

This research provides a panoramic overview of the cost and value related to various handset features and components.

It assesses handset price evolution and market opportunities across different segments of the market.

Overview

Various technologies and features are fighting for space in an already crowded and expensive mobile phone real-estate. In an environment where consumers are increasingly demanding superior experiences at lower price points, operators and OEMs are under steady pressure to re-evaluate the cost and benefits of the various features they support in order to comply with increasingly complex requirements associated with the different mobile handset market segments.

At the very high end of the market, the industry has already grasped the value of supporting LTE as an enabler of a true mobile-broadband experience. However, this experience requires an inter-correlated matrix of handset features without which it could not be guaranteed. While this significantly increases the BOM cost of the device, the value of adding LTE is currently of paramount importance for product differentiation and therefore for an increased margin.

In cost-sensitive segments, OEMs are under pressure to control the cost related to adding new features or enhancing the performance of mobile phones. Any business value should be measured by both the commercial and technical benefit for adding this feature, the difficulty of implementing it, and how critical this feature could be for product differentiation.

This report provides a detailed and quantitative assessment of the perceived value versus cost attached to a number of different features, hardware and software components. This analysis is derived from a meticulous and balanced examination of demand and supply chains across various segments of the mobile handset market. The end result provides the reader with a detailed price map of various components embedded in both the current and the future generations of mobile phones.

A good understanding of economies of scale, price elasticity and strategies deployed by various stakeholders combine to enable Informa to forecast the average selling price attached to various mobile phones. In turn, this allows estimates to be made for the value of the mobile handset market across its different segments from basic phones to super-smartphones.

How will this research help you

  • Assess the value and cost attached to supporting various features and performance components both now and in the future.
  • Evaluate vendors' positioning and pressure from competition.
  • Evaluate market demand and its impact on handset average selling price (ASP).
  • Provide a quantitative overview of the market value across different handset segments.

New report format:

New Report format - designed for sharing - This research is available from our online store either as a hardcopy report or electronic format, featuring a series of PPT files, each designed to provide you with business critical intelligence which is easy to share with your colleagues.

Contributing Analysts

  • Malik Saadi, Principal Analyst, Handsets & Devices, Informa Telecoms & Media
  • David McQueen, Principal Analyst, Handsets & Devices, Informa Telecoms & Media
  • Nidhir Maudgalya, Principal Forecaster, Informa Telecoms & Media

Table of Contents

Handset Economics: Definitions and market sizing

  • The need for a new segmentation model
  • Defining and sizing different segments
  • The architecture of Informa's methodology
  • Opportunities for different OS platforms and vendors
  • A glimpse of our pricing segmentation
  • Key takeaways and Informa's viewpoint

Handset Economics: BOM and value analysis of features across different market segments

  • BOM analysis by market segment
  • Differentiating on memory footprint is not key for all segments
  • The display market: Size matters but at what cost?
  • Mobile dual-core processors, time to democratization
  • Camera and imaging: Many pixels vs. good pixels
  • The cost of migration to LTE
  • Software BOM: UI and terminal software IPRs vs. wireless IPRs
  • Battery technology - still no breakthrough
  • Key takeaways and Informa's viewpoint

Handset Economics: Global market value and margins

  • Trends of mobile phone gross margins and vendors' positioning
  • Global trend of mobile phone ASPs
  • Price elasticity of super-smartphones and entry-level smartphones
  • Smartphone ASP by device type
  • Non-smartphone ASP by device type
  • Competition between low-cost smartphones and feature-phones: price vs. user experience
  • Global handset market value by device segment
  • Key takeaways and Informa's viewpoint
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