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2011〜2016年における低価格携帯、多機能携帯、およびエントリーレベル・スマートフォン市場調査報告

Low Cost Handsets, Feature Phones and Entry Level Smartphone Report 2011-2016

発行 Visiongain Ltd 商品コード 229868
出版日 ページ情報 英文 128 Pages
納期: 即日から翌営業日
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2011〜2016年における低価格携帯、多機能携帯、およびエントリーレベル・スマートフォン市場調査報告 Low Cost Handsets, Feature Phones and Entry Level Smartphone Report 2011-2016
出版日: 2011年12月15日 ページ情報: 英文 128 Pages
概要

新興経済諸国では当分の間多機能携帯電話機が主流を占めると予測され、その中でも低価格携帯電話機と超低価格携帯電話機が二大潮流となると考えられます。先進市場で普及がますます進んでいるスマートフォンについても新興経済諸国では入門機レベルのスマートフォンがまず受け入れられるものと予測され、新規参入企業とAndoroidの出現によりかつて無いほど低コストのスマートフォンが姿を現しています。

当レポートでは、多機能電話機と入門機レベルのスマートフォン市場についての調査分析を行い、2016年までに低価格多機能携帯やエントリーレベル・スマートフォンの市場がどのように発達するのか、こういった端末の増加によってMNOが直面する課題は何か、Android出現の影響はどのようなものか、MNOはこのようなビジネス機会をどのようにすれば収益に結びつけられるのか、またクラウドコンピューティングが新興経済圏市場に与える影響は何か、といった重要な疑問に応える分析および提言を提供しており、概略下記の構成でお届けいたします。

エグゼクティブ・サマリー

  • 高機能携帯電話機の売上は上昇を続ける
  • 新興経済圏の主要市場
  • スマートフォンの普及速度は遅い
  • 不十分なインフラ
  • 本調査報告で明らかになった事項

第1章 序論

  • 「低価格携帯端末」の定義
  • 「超低価格携帯端末」の定義
  • 新興市場の定義
  • 入門機レベルのスマートフォンの定義
    • 3Gインフラの不足がスマートフォン普及を遅らせる
    • ITU技術標準がブロードバンドアクセスに与える影響
    • モバイルブロードバンドがBRIC諸国に与える影響
  • 低コストなモバイルインターネットの重要性
  • 世界の多機能携帯電話機普及率
  • 本調査報告の目的
  • 本調査報告の構成
  • 調査手法

第2章

  • 入門機レベル携帯端末の市場スペース
  • 通信事業者
    • Vodafone
  • OEM企業
  • 各社戦略および提供機能の比較分析

第3章 世界諸地域の市場および事業者参画状況分析

  • BRIC各国
  • 欧州市場でのビジネス機会
  • アフリカ市場でのビジネス機会

第4章 現在の新興市場動向および将来展開

  • エントリーレベル・スマートフォン販売に対して新興市場インターネットビジネスチャンスが持つ影響
  • 将来のモバイル端末要求事項とOEM戦略
  • 顧客区分け戦略ならびにエンドユーザーの見方
  • 新興経済圏におけるクラウドサービスの活用
  • 部品表明細 vs. 平均販売価格 - マージン最大化方法

第5章 市場予測

  • 2011〜2016年における世界の低価格端末出荷量
  • 2011〜2016年における世界の超低価格端末出荷量
  • 2011〜2016年における世界のエントリーレベル・スマートフォン出荷量
  • 2011〜2016年における低価格端末のコスト低減
  • 2011〜2016年における超低価格端末のコスト低減
  • 2011〜2016年におけるエントリーレベル・スマートフォンのコスト低減
  • コスト低減のまとめ
  • スマートフォンおよび多機能携帯電話の世界諸地域別販売額
  • 世界の端末製造業者上位企業の市場シェア(2011〜2016年)

第6章 提言および結論

  • 顧客中心のアプローチ
  • 地域区分戦略
  • 地域に根ざした企業との提携
  • インフラの構築
  • 結論

付図

付表

目次

Is the Feature Phone Still Relevant?

Visiongain believes that not only is the feature phone still relevant but in the next five years it will become even more essential as an essential device in handset manufacturers portfolios. Over 70% of handsets shipped in 2011 were feature phones and as emerging economies come to fruition we believe the popularity of these devices will remain stable.

We discuss the two main segments of feature phones that will come to prominence in under developed markets, the low cost and ultra low cost handsets. The Smartphone continues to grow in popularity in mature markets, but we believe that the entry level Smartphone will follow a similar path in emerging economies. New market entrants and the advent of Android have combined to create cheaper than ever Smartphones. We believe these devices and ecosystem players are poised to gain significant market share in areas where subscriber penetration rates remain low.

Key Strategies

For ecosystem members wishing to devise a winning strategy to capitalise on new opportunities, this report details key offerings from major players and analyses the specific local and regional needs of key areas. Comparing these strategies reveals the best route to devising an unbeatable offering.

Key factors in low and ultra low cost offerings are margins and the BOM versus ASP. A detailed breakdown of these issues combined with forecasts of how the ASP for each handset type will decline over the forecast period will allow ecosystem members to position themselves effectively in order to gain significant market share.

What is Different about this Report?

We conducted an independent and unbiased non-vendor affiliated assessment of the feature phone and entry level Smartphone market. We surveyed and interviewed several key industry players to gain an in-depth view of the market. We believe such a research will help you in assessing the market potential and in designing feature phone and entry level Smartphone strategies.

Some of the key points researched and forecasted include:

  • How will the low cost, feature phone and entry level Smartphone market will evolve by 2016?
  • What are the low cost, feature phones and entry level Smartphone related challenges facing MNOs?
  • What is the impact of Android's growth on feature phone adoption by mass market?
  • What are the key entertainment applications necessary to drive adoption of feature phones?
  • How can operators monetise these opportunities?
  • What are the partnership opportunities for handset subsidies in the prepaid and post paid markets?
  • How will cloud computing impact on the emerging economies market?

Table of Contents

Executive Summary

  • E1. Feature Phone Sales Will Continue to Rise
  • E2. Key Markets in Emerging Economies
  • E3. Slow Uptake for Smartphones
  • E4. Insufficient Infrastructure - Skipping the PC Revolution
  • E5. Points Emerged from this Research

1. Introduction

  • 1.1. Defining Low Cost Handsets
  • 1.2. Defining Ultra Low Cost Handsets
  • 1.3. Defining Emerging Markets
  • 1.4. Defining the Entry level Smartphone
    • 1.4.1. Lack of 3G Infrastructure Leading to Slow Smartphone Adoption Rates
    • 1.4.2. Impact of ITU Regulations on Broadband Access
    • 1.4.3. Impact of Mobile Broadband on BRIC Nations
  • 1.5. Importance of Low Cost Mobile Internet
  • 1.6. Global Penetration of Feature Phones
  • 1.7. Aim of the Report
  • 1.8. Questions Answered by the Report
  • 1.9. Structure of the Report
  • 1.10. Methodology

2. Key Ecosystem Players - Offerings and Strategies

  • 2.1. The Entry Level Handset Space
  • 2.2. Operators
    • 2.2.1. Vodafone
      • 2.2.1.1. Vodafone Partnership Strategies
      • 2.2.1.2. Vodafone Own Brand Handsets
      • 2.2.1.3. Analysis of Vodafone Own Brand Handset Features
      • 2.2.1.4. Pre-Pay Balance Indicator
      • 2.2.1.5. M-PESA
      • 2.2.1.6. Regional Adoption of M-PESA
      • 2.2.1.7. Analysis of Vodafone's use of M-PESA
      • 2.2.1.8. Vodafone Using Opera Mini to Combat Data Restrictions and Network Capacity Issues
      • 2.2.1.9. Summary Analysis of Vodafone's Own Brand Handset Offering
  • 2.3. OEMs
    • 2.3.1. Nokia Offerings and Strategies
      • 2.3.1.1. Is Nokia's Market Share in Terminal Decline?
      • 2.3.1.2. Nokia Handset Offerings
      • 2.3.1.3. Nokia Life Tools (NLT)
      • 2.3.1.4. Analysis of Nokia Life Tools
      • 2.3.1.5. Nokia Money
      • 2.3.1.6. Nokia Money - Benefits and Analysis
      • 2.3.1.7. Nokia to Create New Feature Phone Operating System?
      • 2.3.1.8. Nokia's Entry Level Smartphone Offering
      • 2.3.1.9. Analysis of Nokia's Entry Level Smartphone Offerings
    • 2.3.2. Huawei
      • 2.3.2.1. Huawei's Strategy
      • 2.3.2.2. Analysis of Huawei's Reverse Innovation Strategy
      • 2.3.2.3. Huawei's Android Based Handset Offerings
      • 2.3.2.4. Huawei Optimus / U8180
      • 2.3.2.5. Cloud Based Feature Phones for Indian Market
      • 2.3.2.6. 3G Feature Phones
      • 2.3.2.7. Huawei's 3G Feature Phone Strategy
    • 2.3.3. ZTE Offerings and Strategies
      • 2.3.3.1. Analysis of ZTE's Shifting Strategy
    • 2.3.4. Micromax Offerings and Strategies
      • 2.3.4.1. Micromax Rural Subscriber Strategy
      • 2.3.4.2. Micromax Segmentation Strategies
      • 2.3.4.3. Analysis of Micromax Strategies
    • 2.3.5. Gentag to Offer Low Cost NFC/RFID Handset
      • 2.3.5.1. Analysis of NFC Handsets in Emerging Markets
    • 2.3.6. Motorola Offerings and Strategies
      • 2.3.6.1. Motorola Feature Phone Offerings
      • 2.3.6.2. Targeting the Emerging Economies with Feature Phones
      • 2.3.6.3. Google Acquisition and Potential Transformation of Strategies
      • 2.3.6.4. Motorola's Entry level Smartphone Offering
      • 2.3.6.5. Analysis of Motorola's Offerings
    • 2.3.7. MediaTek Strategy and Offerings
      • 2.3.7.1. MediaTek Leveraging Facebook for Emerging Economies Market Share
        • 2.3.7.1.1. Will Facebook Capable Feature Phones be a Game Changer?
      • 2.3.7.2. Single Chip Solutions to Further Strengthen MediaTek's Position
      • 2.3.7.3. Analysis of MediaTek's Offerings
  • 2.4. Comparative Summary Analysis of All Key Offerings

3. Regional Markets and Operator Involvement Analysis

  • 3.1. BRIC Nations
    • 3.1.1. Brazil
      • 3.1.1.1. Latin America to Reap Revenues from Mobile Finance Services
    • 3.1.2. Russia
    • 3.1.3. India
      • 3.1.3.1. Indian Operators to Partner for 3G Roaming
      • 3.1.3.2. Current Handset Vendor Market Share India
    • 3.1.4. China
      • 3.1.4.1. How Operators Tackle Saturated Markets
      • 3.1.4.2. Smartphone Sales: China vs. United States
      • 3.1.4.3. Further Opportunities in Asia Pacific
        • 3.1.4.3.1. Thailand
  • 3.2. Opportunities in the European Market
  • 3.3. Opportunities in the African Market
    • 3.3.1. France Telecom Orange
    • 3.3.2. Analysis of France Telecom Orange's Involvement in African Markets

4. Current Emerging Market Trends and Future Evolution

  • 4.1. Effect of Emerging Market Internet Opportunities on Entry Level Smartphone Sales
  • 4.2. Future Handset Requirements and OEM Strategies
  • 4.3. Customer Segmentation Strategies and End User Perspective
  • 4.4. Leveraging Cloud Services for Emerging Economies
    • 4.4.1. Cloud Services in Madagascar
      • 4.4.1.1. Movirtu Cloud Phone
    • 4.4.2. Cloud for Emerging Economy Enterprises
      • 4.4.2.1. Analysis of Cloud Services Potential Impact on Emerging Economy Enterprises
  • 4.5. Bill of Materials vs. Average Selling Price - How to Maximise Margins
    • 4.5.1. Single Chip Solutions
    • 4.5.2. External Component Costs
    • 4.5.3. Shrinking Designs and Lowering Geometries
    • 4.5.4. Wholesale ARP and Declining BOM
    • 4.5.5. Analysis of Maximising Margins Strategies
    • 4.5.6. Potential Costs Incurred - Long Term Strategies

5. Forecasts

  • 5.1. Global Low Cost Handset Shipments 2011-2016
  • 5.2. Global Ultra Low Cost Handset Shipments 2011-2016
  • 5.3. Global Entry Level Smartphone Shipments 2011-2016
  • 5.4. Declining Cost of Low Cost Handsets 2011-2016
  • 5.5. Declining Cost of Ultra Low Cost Handsets 2011-2016
  • 5.6. Declining Cost of Entry Level Smartphones 2011-2016
  • 5.7. Declining Costs Summary
  • 5.8. Regional Sales of Smartphones and Feature Phones
    • 5.8.1. Smartphone vs. Feature phone sales in Asia Pacific - 2011-2016
    • 5.8.2. Smartphone vs. Feature phone sales in Europe - 2011-2016
    • 5.8.3. Smartphone vs. Feature phone sales in Africa and Middle East - 2011-2016
    • 5.8.4. Smartphone vs. Feature phone sales in North America - 2011-2016
    • 5.8.5. Smartphone vs. Feature phone sales in Latin America - 2011-2016
  • 5.9. Top Global Handset Manufacturers by Market Share (2011-2016)

6. Recommendations and Conclusion

  • 6.1. Customer-Centric Approach
  • 6.2. Regional Segmentation Strategies
  • 6.3. Partnerships with Local Players
  • 6.4. Build Infrastructure
  • 6.5. Conclusion

List of Figures

  • Figure 1.1: Vodafone 250 Handset
  • Figure 1.2: Emerging Markets World Map
  • Figure 2.1: Vodafone Handsets 252, 351 and 455
  • Figure 2.8: Nokia 100 and 101 Handset models
  • Figure 2.10: Nokia Life Tools
  • Figure 2.11: Nokia Money
  • Figure 2.15: Nokia Asha Handset Range
  • Figure 2.18: Estimated Savings on Civil Engineering Costs
  • Figure 2.20: Huawei U8180
  • Figure 2.22: Huawei U8650 and U8510
  • Figure 2.23: Huawei U5510 and Huawei MediaPad
  • Figure 2.30: Micromax Marathon Battery Range (2011)
  • Figure 2.35: Gentag GT-601 Handset
  • Figure 2.36: Motorola Feature Phone Offerings (2011)
  • Figure 2.38: Motorola FIRE Handset
  • Figure 3.18: Mobile Phone Penetration - Europe (Q1 2011)
  • Figure 3.21: France Telecom-Orange Global Operations (highlighted in orange)

List of Tables

  • Table 2.2: Specifications of Vodafone Own Brand Handsets
  • Table 2.5: Vodafone Own Brand Handset Offerings and Analysis
  • Table 2.9: Specifications of Nokia 100 and 101 Handsets
  • Table 2.14: Nokia Money Benefits and Analysis
  • Table 2.16: Nokia Asha Handset Range Specifications
  • Table 2.17: Analysis of Nokia Asha Handset Range
  • Table 2.21: Huawei U8180 Specifications
  • Table 2.24: Huawei U5510 Specifications
  • Table 2.37: Motorola Feature Phone Specifications (2011)
  • Table 2.38: Summary of Key Handset Offerings
  • Table 3.1: BRIC Nations Mobile Landscape Summary
  • Table 3.2: Top Mobile Operators - Brazil (2011)
  • Table 3.5: Top Mobile Operators - Russia (2011)
  • Table 3.6: Top Mobile Operators - India (2011)
  • Table 3.10: Top Mobile Operators - China (2011)
  • Table 3.11: China Mobile Financial Results 2010-2011
  • Table 3.12: China Mobile Operational Statistics (2011)
  • Table 4.5: BOM Cost vs. ASP Based on Unit Sales

List of Charts

  • Chart 1.3: Mobile only Internet Access by Region (2011)
  • Chart 1.4: Global Handset Shipment Market Share by Device Type (2010-2011)
  • Chart 2.3: M-PESA Subscribers - Kenya (2009-2011)
  • Chart 2.4: Global Mobile Browser Market Share (Q4 2011)
  • Chart 2.6: Nokia Handset Shipments by Type (Q3 2011)
  • Chart 2.7: Nokia Handset Market Share (2008-2011)
  • Chart 2.12: % of Indian Retail Outlets that Accept Credit Card Payments (2011)
  • Chart 2.13: % of Indian Population with Bank Accounts (2011)
  • Chart 2.19: Smartphone Market Share by OS (Q3 2011)
  • Chart 2.25: Huawei Revenues from India (2011)
  • Chart 2.26: Huawei's Indian Research and Development Involvements (2011)
  • Chart 2.27: Top 5 global OEMs Market Share (Q3 2011)
  • Chart 2.28: ZTE Revenues by Region (2010-2011)
  • Chart 2.29: ZTE Revenue Shares by Sector (2011)
  • Chart 2.32: % of Bangladesh Population Involved in Fishing (2011)
  • Chart 2.33: Micromax International vs. Local Revenue Share (2011)
  • Chart 2.34: Micromax International vs. Local Revenue Share (2016)
  • Chart 2.39: Comparative Summary Analysis of All Key Offerings
  • Chart 3.3: Value of Latin American Mobile Banking (2011-2016)
  • Chart 3.4: Market Share of Kenyan Operators (2011)
  • Chart 3.7: Route for Subscribers Accessing Internet - India (2011)
  • Chart 3.8: Handset Vendor Market Share - India (Q3 2011)
  • Chart 3.9: Handset Vendor Market Share - India (2016)
  • Chart 3.13: China Mobile 3G Subscriber Penetration (2011)
  • Chart 3.14: China vs. US Smartphone Market Share by Sales (Q3 2011)
  • Chart 3.15: Mobile Operator Market Share - Thailand (2011)
  • Chart 3.16: Mobile Subscribers in Thailand (2011-2016)
  • Chart 3.17: Broadband Subscribers Thailand (2011-2016)
  • Chart 3.19: Mobile vs. Fixed Penetration Rates Europe (Q3 2011)
  • Chart 3.20: Mobile Only Households - Central and Eastern Europe (2010-2016)
  • Chart 3.22: Pre-Takeover Ownership of Congo Chine Telecom (2011)
  • Chart 3.23: Mobile Subscriber Penetration in the Democratic Republic of the Congo (2011)
  • Chart 4.1: Madagascan Mobile Penetration (2011)
  • Chart 4.2: Enterprise Use of Cloud Services - Asia Pacific (2011)
  • Chart 4.3: % of Operator Owned Cloud Solutions for Enterprise (2011)
  • Chart 4.4: Design Innovation Cost by Vendor (2011)
  • Chart 5.1: Global Low Cost Handset Shipments (2011-2016)
  • Chart 5.2: Global Ultra Low Cost Handset Shipments (2011-2016)
  • Chart 5.3: Global Ultra Low Cost Handset Shipments (2011-2016)
  • Chart 5.4: Low Cost Phone - Declining price (2011-2016)
  • Chart 5.5: Ultra Low Cost Phone - Declining price (2011-2016)
  • Chart 5.6: Entry Level Smartphone - Declining price (2011-2016)
  • Chart 5.7: Declining prices of all handset types (2011-2016)
  • Chart 5.8: Smartphone vs. Feature Phone Sales by Region (2011 estimate)
  • Chart 5.9: Smartphone vs. Feature phone sales in Asia Pacific (2011 - 2016)
  • Chart 5.10: Smartphone vs. Feature phone sales in Asia Pacific (2011 estimate)
  • Chart 5.11: Smartphone vs. Feature phone sales in Asia Pacific (2016)
  • Chart 5.12: Smartphone vs. Feature phone sales in Asia Pacific (2011-2016)
  • Chart 5.13: Smartphone vs. Feature phone sales in Europe (2011 estimate)
  • Chart 5.14: Smartphone vs. Feature phone sales in Europe (2011 estimate)
  • Chart 5.15: Smartphone vs. Feature phone sales in Europe (2011 estimate)
  • Chart 5.16: Smartphone vs. Feature phone sales in Europe (2011 estimate)
  • Chart 5.17: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate)
  • Chart 5.18: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate)
  • Chart 5.19: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate)
  • Chart 5.20: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate)
  • Chart 5.21: Smartphone vs. Feature phone sales in North America (2011-2016)
  • Chart 5.22: Smartphone vs. Feature phone sales in North America (2011 estimate)
  • Chart 5.23: Smartphone vs. Feature phone sales in North America (2011 - 2016)
  • Chart 5.24: Smartphone vs. Feature phone sales in North America (2016)
  • Chart 5.25: Smartphone vs. Feature phone sales in Latin America (2011 estimate)
  • Chart 5.26: Smartphone vs. Feature phone sales in Latin America (2011 estimate)
  • Chart 5.27: Smartphone vs. Feature phone sales in Latin America (2011 estimate)
  • Chart 5.28: Smartphone vs. Feature phone sales in Latin America (2011 estimate)
  • Chart 5.29: Top Global Handset Manufacturers by Market Share (2011)
  • Chart 5.30: Top Global Handset Manufacturers by Market Share (2016)

Companies Listed

  • Aditya Birla Group
  • Aircel
  • AIS (Advanced Info Service)
  • Alcatel Lucent
  • Alfa Group
  • Algar
  • America Movil
  • Apollo Hospital
  • Apple
  • Axiata Group Berhad
  • Batelco
  • BDNES
  • Beeline
  • Bharti Airtel
  • Bharti Enterprises
  • BSNL
  • China Mobile
  • China Telecom
  • China Unicom
  • Claro
  • CTBC
  • DTAC
  • Dynamix Balwas Group
  • Ericsson
  • Essar Group
  • Etisalat
  • Gentag
  • HFCL Infotel
  • Huawei Technologies
  • Idea Cellular
  • International Telecommunication Union
  • IPOC International Growth Fund
  • KT
  • LG Electronics
  • Loop Mobile India
  • Maxis Communications
  • MediaTek
  • Megafon
  • Micromax
  • Motorola
  • Movirtu
  • MTNL
  • MTS India
  • NetFront
  • New Telephone Company
  • NEXTEL
  • NII Holdings
  • Nokia
  • NSN
  • Oi
  • Opera
  • Ping Mobile
  • PT Telecom
  • Reliance
  • Research In Motion
  • Rostelecom
  • S Tel
  • Safaricom
  • Samsung
  • Santa Trading Pvt
  • Scartel
  • Sercomtel
  • Shyam Group
  • Singapore Telecommunications
  • Sistema
  • Siva Group
  • SkyLink
  • SMARTS
  • Sony
  • Sotel
  • Sotovaja Svjaz MOTIV
  • Svyazinvest
  • Tata Group
  • Tata Teleservices
  • Tele2
  • Tele2 AB
  • Telecom Italia
  • Telefonica
  • Telekominvest
  • Telenor
  • TeliaSonera
  • TIM
  • True Move
  • Uninor
  • Unitech Group
  • Videocon
  • Vimpelcom
  • Vivo
  • Vodafone
  • Vodafone Essar
  • Yota
  • ZTE
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