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市場調查報告書

撒哈拉以南非洲的智慧型手機的趨勢與預測:2015年∼2020年

Smartphones in Sub-Saharan Africa: Trends and Forecasts 2015-2020

出版商 Analysys Mason 商品編碼 354045
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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撒哈拉以南非洲的智慧型手機的趨勢與預測:2015年∼2020年 Smartphones in Sub-Saharan Africa: Trends and Forecasts 2015-2020
出版日期: 2016年03月09日 內容資訊: 英文 30 Slides
簡介

撒哈拉以南非洲 (SSA) 的智慧型手機的引進率,由於低價格終端的可用性的提高而被帶動。智慧型手機銷售台數,預計2015年∼2020年以10.8%的年複合成長率增加。

本報告提供撒哈拉以南非洲 (SSA) 的智慧型手機市場相關調查分析,趨勢分析與5年預測,各地區分析,各國分析等系統性資訊。

摘要整理

全球趨勢

  • 全球:智慧型手機市場飽和狀態 - 業者和供應商應該再評估優先順序
  • 全球:銷售台數的增加依賴新興市場,尤其是亞太地區
  • 全球:智慧型手機的主要供應商業者
  • 全球:供應商財政試驗指標
  • 全球:供應商財政計劃
  • 有全球:業者綁定套組的需求
  • 全球:Apple主導高階市場,中國供應商聚集在低階需求
  • 全球:iOS銷售台數的市場佔有率到2020年穩定在15%前後

各地區趨勢

  • SSA:智慧型手機引進上低定價模式是不可或缺的,但留下結構性的課題
  • SSA:主要的各地區趨勢
  • SSA:社群媒體參與層級的提高和資料連接性的需求,促進智慧型手機引進

各國趨勢

  • 迦納:對合理價格終端的強大需求
  • 肯亞:價格競爭和拓寬銷路的業者促進智慧型手機引進
  • 奈及利亞:智慧型手機引進率繼續上升
  • 南非:終端補助金促進高階部門的智慧型手機引進

預測手法與前提條件

關於著者、Analysys Mason

圖表

目錄

"Smartphones will account for 63% of all handset sales in Sub-Saharan Africa in 2020."

The adoption of smartphones in Sub-Saharan Africa (SSA) is being driven by the increasing availability of low-end devices. Smartphone sales will grow at a CAGR of 10.8% between 2015 and 2020, from 63 million units to 105 million units.

This report and accompanying data annex provide:

  • forecasts for, and analysis of trends that affect, smartphone sales and penetration in SSA
  • country-level forecasts and trend analysis for Ghana, Kenya, Nigeria and South Africa
  • operator and vendor approaches in the region, and in the aforementioned list of countries.

DATA COVERAGE

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

ABOUT THE AUTHORS

Devine Kofiloto (Senior Analyst) co-leads Analysys Mason's The Middle East and Africa research programme. His primary area of focus is the Sub-Saharan Africa region and his specialisations include operator strategies, market developments and technology trends within the sub-region. He has over 15 years' experience of the telecoms and media markets and has worked with senior management of major players within the mobile industry to provide market intelligence services, and deliver projects and commercial advisory services. Prior to joining Analysys Mason, Devine was previously a Principal Analyst at Informa Telecoms & Media, focusing on the Middle East and Africa (MEA). He is well travelled in the region and has deep knowledge of the Sub-Saharan African telecoms landscape.

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.

Table of Contents

  • 5. Executive summary
  • 6. Executive summary: Low-income users will drive smartphone unit sales in Sub-Saharan Africa
  • 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. Sub-Saharan Africa: Low-cost models are still critical to smartphone adoption, but structural challenges remain
  • 18. Sub-Saharan Africa : Key regional trends
  • 19. Sub-Saharan Africa: The increasing level of social media engagement and demand for data connectivity will spur smartphone adoption
  • 20. Country-level trends
  • 21. Ghana: Strong demand for affordable handsets is bolstering the informal supply chain
  • 22. Kenya: Price competition and operators expanding their distribution channels are driving smartphone adoption
  • 23. Nigeria: The smartphone adoption rate will continue to rise despite a difficult economic outlook
  • 24. South Africa: Handset subsidies will drive smartphone adoption in the high-end segment
  • 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, Sub-Saharan 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, Sub-Saharan Africa, 2012-2020
  • Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, Sub-Saharan Africa, 2012-2020
  • Figure 13: Key regional trends in handset markets, Middle East and North Africa
  • Figure 14: Smartphone unit sales and smartphones' share of mobile handset unit sales, Ghana, 2012-2020
  • Figure 15: Smartphone unit sales and smartphones' share of mobile handset unit sales, Kenya, 2012-2020
  • Figure 16: Smartphone unit sales and smartphones' share of mobile handset unit sales, Nigeria, 2012-2020
  • Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, South Africa, 2012-2020
  • Figure 18: Main enablers and constraints for our smartphone forecasts
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