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市場調查報告書

先進亞太地區的智慧型手機市場趨勢、預測:2015-2020年

Smartphones in Developed Asia-Pacific: Trends and Forecasts 2015-2020

出版商 Analysys Mason 商品編碼 348313
出版日期 內容資訊 英文 29 Slides
商品交期: 最快1-2個工作天內
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先進亞太地區的智慧型手機市場趨勢、預測:2015-2020年 Smartphones in Developed Asia-Pacific: Trends and Forecasts 2015-2020
出版日期: 2016年01月05日 內容資訊: 英文 29 Slides
簡介

先進亞太地區的智慧型手機市場極為飽和。大部分的高階設備對消費者而言喪失吸引力,緩慢的替換周期妨礙銷售台數的成長。

本報告提供先進亞太地區的智慧型手機市場相關調查、影響智慧型手機的銷售額&普及的地區性趨勢的預測、各國的預測與趨勢分析、該地區的業者、供應商的方法等彙整資料。

摘要整理

全球趨勢

  • 飽和的智慧型手機市場:業者及供應商必須再評估優先權
  • 銷售台數的增加依賴新興市場,預計大部分由亞太地區帶來
  • 業者在大部分的地區是智慧型手機的主要來源,不過,變得比其他的流通管道形勢不利
  • 供應商的融資與其說是急劇變化不如說是業者設備策略的階段性轉移的終點
  • 供應商的融資計劃在擁有整備的SIM only契約用戶的國家中成功的可能性高
  • 有業者套組的需求,從預付轉移到後付中發揮重要作用
  • Apple領導高階市場,中國供應商獲得低階的需求
  • 銷售台數中iOS的市場佔有率預計到2020年穩定維持在約15%

地區趨勢

  • 先進亞太地區:Apple用高階區分雖然帶來成長,但是智慧型手機市場失速
  • 先進亞太地區:主要地區的趨勢

各國趨勢

  • 澳洲
  • 日本
  • 韓國
  • 台灣

預測手法、前提條件

關於著者、Analysys Mason

圖表清單

目錄

"Incremental smartphone innovation is not enough to convince the sophisticated smartphone user base of the region to commit to fast replacement cycles."

Developed Asia-Pacific is home to highly-saturated smartphone markets, with large sophisticated user bases and small groups of first-time buyers left to be converted to smartphones. Most high-end devices are failing to attract consumers' attention and slower replacement cycles are hindering growth in unit sales.

This report and accompanying data annex provide:

  • regional forecasts for, and trends that affect, smartphone sales and penetration
  • country-level forecasts and trend analysis for Australia, Japan, South Korea and Taiwan
  • operator and vendor approaches in the region, and in the aforementioned list of countries.

GEOGRAPHICAL COVERAGE

       Region
  • Developed Asia-Pacific
       Detailed country commentary
  • Australia
  • Japan
  • South Korea
  • Taiwan

DATA COVERAGE

Connections
  • Mobile handsets (smartphone or basic phone)
  • Smartphones' share
Unit sales
  • Mobile handsets (smartphone or basic phone)
  • Smartphones' share

About the authors

Kerem Arsal (Senior Analyst) is a key contributor to Analysys Mason's Mobile Services research programme, which helps operators to understand, and monetise to maximum efficiency, the interplay between voice, messaging and data services. His work involves in-depth coverage of issues such as customer retention, mobile data pricing, MVNO strategies, and the impact of regulation and roaming. Previously, Kerem was a research manager at Pyramid Research, where he was responsible for setting the thematic research agenda across multiple tracks and regions. He also headed numerous projects around operator strategies, as well as commercialisation of, and demand assessment for, new products in the consumer and enterprise segments.

Heenu Nihalani (Research Analyst) is a member of Analysys Mason's Consumer Services research team in London, contributing to the Mobile Services, Mobile Devices, Future Comms and Media, and Digital Economy Strategies research programmes. Prior to joining Analysys Mason, she worked as a financial knowledge broker in London, and as a journalist and copywriter in Hong Kong. Heenu holds an MSc in financial analysis from the Hong Kong University of Science and Technology, and a Bachelor's degree in philosophy, politics and economics from the University of Warwick.

Table of Contents

  • 5.Executive summary
  • 6.Executive summary: Incremental innovation is not enough to convince the region's consumers to rapidly replace handsets
  • 7.Worldwide trends
  • 8.Worldwide: Smartphone markets are saturating - operators and vendors must reassess their priorities
  • 9.Worldwide: Growth in unit sales will depend on emerging markets and will come mostly from emerging Asia-Pacific
  • 10.Worldwide: Operators are key sources of smartphones in most regions, but they lost some ground to other channels in 2015
  • 11.Worldwide: Vendor financing is the end-point of gradual shifts in operator device strategies rather than an abrupt change
  • 12.Worldwide: Vendor financing plans are most likely to succeed in countries where users are ready for SIM-only contracts
  • 13.Worldwide: Operator bundles are in demand and play a role in prepaid-to-postpaid migration
  • 14.Worldwide: Apple leads the high-end market and Chinese vendors are capturing demand at the low end
  • 15.Worldwide: iOS's market share of unit sales will remain stable at around 15% until 2020
  • 16.Regional trends
  • 17.Developed Asia-Pacific: Apple provides growth in the high-end segment in an otherwise stalling smartphone market
  • 18.Developed Asia-Pacific: Key regional trends
  • 19.Country-level trends
  • 20.Australia: Highly saturated market with a shrinking pool of first-time buyers will prevent growth in smartphone sales
  • 21.Japan: Slow growth in smartphone unit sales will be driven by consumer demand for Apple devices and local brands
  • 22.South Korea: The smartphone market is dominated by local vendors and operator sales channels
  • 23.Taiwan: Greater affordability of 4G-compatible smartphones will boost sales
  • 24.Forecast methodology and assumptions
  • 25.Forecast methodology and assumptions
  • 26.About the authors and Analysys Mason
  • 27.About the authors
  • 28.About Analysys Mason

List of figures

  • Figure 1: Smartphone unit sales and smartphones' share of mobile handset unit sales, developed Asia-Pacific, 2012-2020
  • Figure 2: Mobile handset unit sales by type, and smartphones' share of unit sales, worldwide, 2012-2020
  • Figure 3: Smartphone unit sales by region, 2014 and 2020
  • Figure 4: Percentage of respondents who bought their most recent handset from an operator, 16 countries, and averages for 2014 and 2015
  • Figure 5: Device bundling and financing plans by type
  • Figure 6: Seven areas of consideration for operators when assessing the potential impact of SIM-only and vendor financing take-up
  • Figure 7: Choice of next mobile tariff by type among those who plan to change their tariffs, by current tariff type, 6 European countries, US and South Korea
  • Figure 8: Choice of next mobile tariff by type among those who plan to change their tariffs, by current tariff type, 8 countries in MEA and emerging APAC
  • Figure 9: Smartphone unit sales by manufacturer, worldwide, 2012-2020
  • Figure 10: Smartphone unit sales by operating system, worldwide, 2012-2020
  • Figure 11: Mobile handset connections by type, and smartphones' share of connections, developed Asia-Pacific, 2012-2020
  • Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, developed Asia-Pacific, 2012-2020
  • Figure 13: Key regional trends in handset markets, developed Asia-Pacific
  • Figure 14: Smartphone unit sales and smartphones' share of mobile handset unit sales, Australia, 2012-2020
  • Figure 15: Smartphone unit sales and smartphones' share of mobile handset unit sales, Japan, 2012-2020
  • Figure 16: Smartphone unit sales and smartphones' share of mobile handset unit sales, South Korea, 2012-2020
  • Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, Taiwan, 2012-2020
  • Figure 18: Main enablers and constraints for our smartphone forecasts
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