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市場調查報告書

亞太新興地區的智慧型手機市場趨勢、預測:2015-2020年

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

出版商 Analysys Mason 商品編碼 348315
出版日期 內容資訊 英文 30 Slides
商品交期: 最快1-2個工作天內
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亞太新興地區的智慧型手機市場趨勢、預測:2015-2020年 Smartphones in Emerging Asia-Pacific: Trends and Forecasts 2015-2020
出版日期: 2016年01月06日 內容資訊: 英文 30 Slides
簡介

在亞太地區的新興地區,許多地區供應商備齊可購買的價格分佈與富有功能的設備,預計智慧型手機銷售台數2020年超越10億台。

本報告提供亞太地區的新興地區的智慧型手機的市場相關調查、全球智慧型手機市場現狀、亞太地區的新興地區整體及主要國家的趨勢、行動終端的連線數及銷售台數的變化與預測、智慧型手機的佔有率等彙整資料。

調查資料

  • 連線數
    • 行動終端 (智慧型手機、基本電話)
    • 智慧型手機的佔有率
  • 銷售台數
    • 行動終端 (智慧型手機、基本電話)
    • 智慧型手機的佔有率

目錄

  • 摘要整理
  • 全球趨勢
    • 飽和狀態的智慧型手機市場:通訊業者、供應商需要再次考慮優先事項
    • 銷售台數的增加依賴新興市場,多為亞太地區帶來
    • 在大部分的地區,通訊業者是智慧型手機的主要採購途徑,不過,多少讓給其他途徑一些佔有率
    • 供應商融資:與其說是突然變化不如說是通訊業者的設備策略的階段性轉移的終點
    • 供應商融資計劃:擁有可對應SIM only契約的用戶的國家成功的可能性高
    • 有通訊業者的配套需求,以及在預付轉移到後付發揮重要作用
    • Apple領導高階市場,中國的供應商獲得低階的需求
    • iOS的銷售台數的市場佔有率預計到2020年穩定維持約在15%
  • 地區趨勢:亞太地區的新興地區
    • 行動數據利用的低滲透度和低需求預計加速智慧型手機的銷售額
    • 主要地區趨勢
    • 在東南亞的通路中通訊業者所扮演的角色不太重要
  • 各國的趨勢
    • 中國
    • 印度
    • 印尼
    • 馬來西亞
  • 預測手法、前提條件
  • 關於著者及ANALYSYS MASON
  • 圖表
目錄

"Smartphone unit sales in emerging Asia-Pacific will exceed 1 billion in 2020, thanks to the many regional vendors that are bringing to market affordable yet feature-rich devices."

First-time buyers will be a steady source of demand for smartphones in the region, but the prevalence of prepaid connections makes device financing difficult for operators. Price declines led by regional vendors, as well as operator efforts to expand mobile coverage and improve device bundles, will play a key role in generating sales growth.

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 China, India, Indonesia and Malaysia
  • operator and vendor approaches in the region, and in the aforementioned list of countries.

GEOGRAPHICAL COVERAGE

       Region
  • Emerging Asia-Pacific
       Detailed country commentary
  • China
  • India
  • Indonesia
  • Malaysia

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: First-time buyers will drive smartphone sales growth
  • 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.Emerging Asia-Pacific: Low penetration rates and demand for mobile data usage will boost smartphone sales
  • 18.Emerging Asia-Pacific: Key regional trends
  • 19.Emerging Asia-Pacific: Operators have a peripheral role distribution channels in Southeast Asia
  • 20.Country-level trends
  • 21.China
  • 22.India
  • 23.Indonesia
  • 24.Malaysia
  • 25.Forecast methodology and assumptions
  • 26.Forecast methodology and assumptions
  • 27.About the authors and Analysys Mason
  • 28.About the authors
  • 29.About Analysys Mason

List of figures

  • Figure 1: Smartphone unit sales and smartphones' share of mobile handset unit sales, emerging 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, emerging Asia-Pacific, 2012-2020
  • Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, emerging Asia-Pacific, 2012-2020
  • Figure 13: Key regional trends in handset markets, emerging Asia-Pacific
  • Figure 14: Operators as a channel for most recent handset purchase, by country, 2015
  • Figure 15: Intention to replace current smartphone within 1 year, by device age and country
  • Figure 16: Smartphone unit sales and smartphones' share of mobile handset unit sales, China, 2012-2020
  • Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, India, 2012-2020
  • Figure 18: Smartphone unit sales and smartphones' share of mobile handset unit sales, Indonesia, 2012-2020
  • Figure 19: Smartphone unit sales and smartphones' share in total handset sales, Malaysia, 2012-2020
  • Figure 20: Main enablers and constraints for our smartphone forecasts
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