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市場調查報告書

智慧型手機市場:全球趨勢與預測、策略

Smartphone Markets: Worldwide Trends, Forecasts and Strategies 2014-2018

出版商 Analysys Mason 商品編碼 256527
出版日期 內容資訊 英文 PPT and PDF (52 slides); Excel
商品交期: 最快1-2個工作天內
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智慧型手機市場:全球趨勢與預測、策略 Smartphone Markets: Worldwide Trends, Forecasts and Strategies 2014-2018
出版日期: 2014年05月12日 內容資訊: 英文 PPT and PDF (52 slides); Excel
簡介

智慧型手機市場在先進各國中達到飽和即將進入一個新的階段,供應商和業者不得不變更策略。設備生態系統和與其對應的供應商策略,今後數年將帶給業者業務很大的影響。

本報告提供全球智慧型手機市場相關調查、智慧型手機的用戶數(裝機量)、銷售需求的5年預測、智慧型手機市場各地區簡介、智慧型手機引進趨勢、促進要素、阻礙要素及企業的智慧型手機引進擴大策略的詳細的分析、連網型消費者調查的資料,及主要供應商簡介等等,為您概述為以下內容。

摘要整理

主要的預測

預測及分析:全球

  • 智慧型手機的終端連接的佔有率預計到2018年停留在50%以下
  • 已發展市場約有40%的非智慧型手機用戶對智慧型手機完全沒有興趣
  • 18%的行動受訪者如果行動電話不壞掉的話不轉換成智慧型手機
  • 2014年先進各國的高階智慧型手機市場達到到飽和對供應商來說是極為重要的一年
  • 全球OS市場佔有率:預計Android在2018年獲得市場佔有率的72%保持充分的領先
  • 分析:Apple和iOS
  • 分析:Google Android
  • 分析:Windows Phone
  • 供應商的全球市場的佔有率:Samsung銷售台數的市場佔有率從2013年的32%下降到2018年27%
  • 供應商分析:HTC
  • 供應商分析:Huawei
  • 供應商分析:Lenovo
  • 供應商分析:LG Electronics
  • 供應商分析:Nokia
  • 供應商分析:Samsung
  • 供應商分析:Sony Mobile

預測及分析:地區

  • 全球
  • 北美
  • 西歐
  • 中東歐
  • 先進亞太地區
  • 新興亞太地區
  • 南美
  • 中東、非洲
  • 撒哈拉以南非洲

預測及分析:各國

  • 法國
  • 德國
  • 西班牙
  • 英國
  • 美國

市場定義

著者、關於Analysys Mason

圖表清單

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目錄

Vendors will need to ramp up their ecosystems and operators will have to bundle content or push handset leasing to improve customer loyalty.

The smartphone market is about to enter a new phase as it reaches saturation in developed countries, forcing vendors and operators to change their strategies. We anticipate device ecosystems and corresponding vendor strategies will have a significant impact on operators' business in the next few years. This report aims to provide guidance and recommendations accordingly.


This report and accompanying data annex provide:

  • a 5-year forecast of the installed base and sales demand for smartphones, including the following forecasts:
    • smartphone connections by region and by country
    • smartphone connections by operating system (OS) for France, Germany, Spain, the UK and the USA
    • unit sales by region and by country
    • worldwide unit sales by OS and by handset manufacturer
  • profiles of regional smartphone markets
  • an in-depth analysis of the trends, drivers and inhibitors for the adoption of smartphones, and the strategies that players are adopting to expand smartphone adoption
  • analysis of data from our Connected Consumer Survey regarding customers' propensity to buy a smartphone
  • key implications and recommendations for mobile operators and vendors
  • a comparative analysis of strengths, weaknesses, opportunities and threats (SWOT) for Android, iOS and Windows Phone
  • SWOT analysis on Apple, HTC, Huawei, Lenovo, LG Electronics, Nokia, Samsung and Sony Mobile.

GEOGRAPHICAL COVERAGE

The report includes forecasts and analysis for the following regions:

  • North America (NA)
  • Western Europe (WE)
  • Central and Eastern Europe (CEE)
  • Developed Asia-Pacific (DVAP)
  • Emerging Asia-Pacific (EMAP)
  • Latin America (LATAM)
  • Middle East and North Africa (MENA)
  • Sub-Saharan Africa (SSA)

Forecasts and analysis are also provided for the following countries:

  • France
  • Germany
  • Spain
  • UK
  • USA

COMPANY COVERAGE

This report includes information on the following companies.

  • Apple
  • BlackBerry
  • Google
  • HTC
  • Huawei
  • Lenovo
  • LG Electronics
  • Microsoft
  • Motorola
  • Nokia
  • Samsung
  • Sony Mobile
  • TCL
  • Xiaomi
  • ZTE

ABOUT THE AUTHOR

Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Devices and Digital Economy research programmes. His primary areas of specialisation include smartphone and tablet adoption, rich media applications and services on mobile, mobile content and data monetisation, and over-the-top (OTT) company strategies.

Ronan has been analysing the telecoms and media industry since 2003. Prior to joining Analysys Mason, Ronan was a Senior Analyst and the Head of Mobile at IHS Screen Digest, where he had overall responsibility for the Mobile Media Intelligence service and all related activities. For the past 5 years, Ronan has led the conception and development of various mobile media and technology forecasts, including those for mobile applications, mobile broadband and smartphones. Ronan has also written thought-leadership reports on Facebook and Google's mobile strategies, and participated in the production of Analysys Mason's key primary research projects such as the Connected Consumer, Tablet survey and Consumer smartphone usage report series.

Before becoming an industry analyst, Ronan was an academic researcher at the Centre for Telecommunications Research at King's College London. He had numerous articles published in international technology journals and also gave various presentations at high-profile conferences. Ronan holds a PhD in Telecommunications from King's College London. He has also participated on the GSMA Global Mobile Awards judging panel.

Table of Contents

  • 7. Executive summary
  • 8. Executive summary: Improving customer loyalty via stronger device ecosystems will help vendors sustain their market share
  • 9. Key implications
  • 10. Key implications
  • 11. Forecasts and analysis: worldwide
  • 12. Smartphones' share of handset connections will not exceed 50% until 2018
  • 13. Almost 40% of non-smartphone users in developed markets are not really interested in smartphones
  • 14. 18% of mobile respondents will not convert to smartphones unless their phone breaks
  • 15. 2014 will be a pivotal year for vendors as the high-end smartphone market reaches saturation in developed countries
  • 16. OS worldwide market shares: Android will maintain its comfortable lead, with a 72% volume market share in 2018
  • 17. Analysis: Apple and iOS
  • 18. Analysis: Google and Android
  • 19. Analysis: Windows Phone
  • 20. Vendors' worldwide market shares: Samsung's market share of unit sales will decline from 32% in 2013 to 27% in 2018
  • 21. Vendor analysis: HTC
  • 22. Vendor analysis: Huawei
  • 23. Vendor analysis: Lenovo
  • 24. Vendor analysis: LG Electronics
  • 25. Vendor analysis: Nokia
  • 26. Vendor analysis: Samsung
  • 27. Vendor analysis: Sony Mobile
  • 28. Forecasts and analysis: regional
  • 29. Worldwide view: Latin America's contribution to the smartphone market will increase the most during the forecast period
  • 30. North America: Operators have been particularly successful at converting prepaid and other low-end customers to smartphones
  • 31. Western Europe: Making smartphones more affordable via financing plans and refurbished handsets will help maximise smartphone penetration
  • 32. Central and Eastern Europe: The region will have almost as many smartphone connections and sales as Western Europe by the end of 2018
  • 33. Developed Asia-Pacific: 96% of handset sales will be smartphones in 2018
  • 34. Emerging Asia-Pacific: 47% of connections will be smartphones by 2018, and the market will continue to grow steadily beyond the forecast period
  • 35. Latin America: The region is set to overtake North America in yearly smartphone unit sales by the end of 2015
  • 36. The Middle East and Africa: Strong demand for OTT communication apps is driving smartphone take-up
  • 37. Sub-Saharan Africa: The average selling price for smartphones will remain high in comparison with income levels and ARPU
  • 38. Forecasts and analysis: country-level
  • 39. France: Android's market share will decline by 8 percentage points during the forecast period because of a high-end-focused market
  • 40. Germany: Low ARPU and a relatively high share of prepaid connections will continue to drive low-end Android smartphone adoption
  • 41. Spain: Android smartphones will account for three out of four smartphone connections in 2018
  • 42. UK: Windows Phone will gain users from BlackBerry's user base
  • 43. USA: This is the only market we tracked in which iOS's market share will continue to grow during the forecast period
  • 44. Market definition
  • 45. Definition of geographical regions [1]
  • 46. Definition of geographical regions [2]
  • 47. About the author and Analysys Mason
  • 48. About the author
  • 49. About Analysys Mason
  • 50. Research from Analysys Mason
  • 51. Consulting from Analysys Mason

List of figures

  • Figure 1: Summary of report coverage
  • Figure 2: Smartphone unit sales by device manufacturer, worldwide, 2011-2018
  • Figure 3: Mobile handset connections by type, and smartphones' share of connections, worldwide, 2011-2018
  • Figure 4: Propensity to buy a smartphone, 2011 and 2012
  • Figure 5: Primary reasons for getting a new handset, by type of device currently owned
  • Figure 6: Mobile handset unit sales by type, and smartphones' share of unit sales, worldwide, 2011-2018
  • Figure 7: Smartphone unit sales by operating system, worldwide, 2011-2018
  • Figure 8: Smartphone unit sales by device manufacturer, worldwide, 2011-2018
  • Figure 9: Smartphone connections by region, 2011-2018
  • Figure 10: Smartphone unit sales by region, 2011-2018
  • Figure 11: Smartphone connections, share of total connections and year-on-year growth, North America, 2011-2018
  • Figure 12: Smartphone unit sales, year-on-year growth and as a share of total handset sales, North America, 2011-2018
  • Figure 13: Smartphone connections, share of total connections and year-on-year growth, Western Europe, 2011-2018
  • Figure 14: Smartphone unit sales, year-on-year growth and as a share of total handset sales, Western Europe, 2011-2018
  • Figure 15: Smartphone connections, share of total connections and year-on-year growth, Central and Eastern Europe, 2011-2018
  • Figure 16: Smartphone unit sales, year-on-year growth and as a share of total handset sales, Central and Eastern Europe, 2011-2018
  • Figure 17: Smartphone connections, share of total connections and year-on-year growth, Developed Asia-Pacific, 2011-2018
  • Figure 18: Smartphone unit sales, year-on-year growth and as a share of total handset sales, Developed Asia-Pacific, 2011-2018
  • Figure 19: Smartphone connections, share of total connections and year-on-year growth, Emerging Asia-Pacific, 2011-2018
  • Figure 20: Smartphone unit sales, year-on-year growth and as a share of total handset sales, Emerging Asia-Pacific, 2011-2018
  • Figure 21: Smartphone connections, share of total connections and year-on-year growth, Latin America, 2011-2018
  • Figure 22: Smartphone unit sales, year-on-year growth and as a share of total handset sales, Latin America, 2011-2018
  • Figure 23: Smartphone connections, share of total connections and year-on-year growth, Middle-East and North Africa, 2011-2018
  • Figure 24: Smartphone unit sales, year-on-year growth and as a share of total handset sales, Middle-East and North Africa, 2011-2018
  • Figure 25: Smartphone connections, share of total connections and year-on-year growth, Sub-Saharan Africa, 2011-2018
  • Figure 26: Smartphone unit sales, year-on-year growth and as a share of total handset sales, Sub-Saharan Africa, 2011-2018
  • Figure 27: Smartphone connections by operating system, and smartphones' share of total mobile handset connections, France, 2011-2018
  • Figure 28: Smartphone connections by operating system, and smartphones' share of total mobile handset connections, Germany, 2011-2018
  • Figure 29: Smartphone connections by operating system, and smartphones' share of total mobile handset connections, Spain, 2011-2018
  • Figure 30: Smartphone connections by operating system, and smartphones' share of total mobile handset connections, UK, 2011-2018
  • Figure 31: Smartphone connections by operating system, and smartphones' share of total mobile handset connections, USA, 2011-2018
  • Figure 32: Regional breakdown used in this report
  • Figure 33: Regional breakdown used in this report
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