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市場調查報告書

中東·北非的智慧型手機市場趨勢·預測:2015-2020年

Smartphones in the Middle East and North Africa: Trends and Forecasts 2015-2020

出版商 Analysys Mason 商品編碼 348317
出版日期 內容資訊 英文 31 Slides
商品交期: 最快1-2個工作天內
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中東·北非的智慧型手機市場趨勢·預測:2015-2020年 Smartphones in the Middle East and North Africa: Trends and Forecasts 2015-2020
出版日期: 2016年01月07日 內容資訊: 英文 31 Slides
簡介

中東·北非 (MENA) 的智慧型手機普及率,從豐富的GCC各國佔人口比50%以上,到微微多於10%的許多北非各國各有不同。業者及供應商需要訂定配合這些次級地區各自不同的需求特徵之有效手法。

本報告提供中東·北非的智慧型手機市場相關調查,提供您智慧型手機的銷售額·影響普及的地區性趨勢預測,並彙整各國的預測·趨勢分析,該地區的業者·供應商手法等資料。

摘要整理

全球趨勢

  • 飽和的智慧型手機市場:業者及供應商必須重新評估優先權
  • 預計銷售台數的增加將仰賴新興市場,大部分來自亞太地區
  • 業者在大部分地區都是智慧型手機的主要來源,但形勢比其他流通管道都不利
  • 供應商的融資與其說正在急劇變化不如說是業者設備策略階段性轉移的試驗指標
  • 供應商的融資計劃在用戶已接受SIMonly契約的各國中成功可能性高
  • 業者的綁定套組有需求,在從預付轉換成綁約上達到重要作用
  • Apple領導高階市場,中國供應商獲得低階需求
  • 銷售台數上iOS的市場佔有率預計到2020年前將以約15%維持穩定

地區趨勢

  • 中東·北非:轉換活動的劇增及潛在初次買主促進大幅成長
  • 中東·北非:主要地區的趨勢
  • 中東·北非:最近得到智慧型手機的所有者轉換的趨勢強烈-理由五花八門
  • 中東·北非:「其他」智慧型手機流通管道佔走手機業者市佔率

各國趨勢

  • 埃及:預付持續普及限制了在智慧型手機流通·引進上,業者所發揮的作用
  • 摩洛哥:新4G網路提高消費者引進智慧型手機的興趣
  • 沙烏地阿拉伯:業者採用與服務契約附綁定套組設備的不同方法
  • UAE (阿拉伯聯合大公國) :業者的組合缺乏地主力模式

預測手法·前提條件

著者·Analysys Mason

圖表清單

目錄

"Operators in the region are reluctant to bundle smartphones with services, but they may be missing out on demand from a large group of consumers who rely on informal channels."

Smartphone penetration rates in the Middle East and North Africa (MENA) vary from more than 50% of the population in wealthy GCC countries to slightly more than 10% in most North African countries. Operators and vendors need to devise effective means to address the different demand characteristics in these sub-regions.

This report and accompanying data annex provide:

  • forecasts for, and analysis of trends that affect, smartphone sales and penetration in MENA
  • country-level forecasts and trend analysis for Egypt, Morocco, Saudi Arabia and the United Arab Emirates (UAE)
  • operator and vendor approaches in the region, and in the aforementioned list of countries.

GEOGRAPHICAL COVERAGE

Data and commentary are provided for the following countries in the Middle East and North Africa.

Data is provided for the following countriesDetailed commentary is provided for the following countries
  • Algeria
  • Egypt
  • Israel
  • Morocco
  • Saudi Arabia
  • United Arab Emirates (UAE)
  • Egypt
  • Morocco
  • Saudi Arabia
  • United Arab Emirates (UAE)

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 in North Africa and low-income segments of the GCC countries will drive unit sales
  • 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.Middle East and North Africa: Surges in replacement activity and a large pool of potential first-time buyers will drive growth
  • 18.Middle East and North Africa: Key regional trends
  • 19.Middle East and North Africa: Owners of recently acquired smartphones are more likely to replace - reasons vary
  • 20.Middle East and North Africa: ‘Other' smartphone distribution channels stole share from mobile operators in 2015
  • 21.Country-level trends
  • 22.Egypt: Prevalence of prepaid connections limit the role of operators in smartphone distribution and adoption
  • 23.Morocco: The new 4G networks will increase interest in smartphone adoption
  • 24.Saudi Arabia: Operators take different approaches to bundling devices with service contracts
  • 25.United Arab Emirates: Operators' portfolios are thin and oriented toward flagship models
  • 26.Forecast methodology and assumptions
  • 27.Forecast methodology and assumptions
  • 28.About the authors and Analysys Mason
  • 29.About the authors
  • 30.About Analysys Mason

List of figures

  • Figure 1: Smartphone unit sales and smartphones' share of mobile handset unit sales, Middle East and North Africa, 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, Middle East and North Africa, 2012-2020
  • Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, Middle East and North Africa, 2012-2020
  • Figure 13: Key regional trends in handset markets, Middle East and North Africa
  • Figure 14: Intention to replace current smartphone within 1 year, by device age and country
  • Figure 15: Most recent smartphone purchase by channel and country, a comparison of 2014 and 2015
  • Figure 16: Intended (within 6 months) and current mobile tariffs, by country and type, a comparison of 2014 and 2015
  • Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, Egypt, 2012-2020
  • Figure 18: Smartphone unit sales and smartphones' share of mobile handset unit sales, Morocco, 2012-2020
  • Figure 19: Smartphone unit sales and smartphones' share of mobile handset unit sales, Saudi Arabia, 2012-2020
  • Figure 20: Smartphone unit sales and smartphones' share of mobile handset unit sales, United Arab Emirates, 2012-2020
  • Figure 21: Main enablers and constraints for our smartphone forecasts
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