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市場調查報告書

終端的經濟學:終端市場的各種市場區隔中功能的價值及創新成本

Handset Economics: Features' Value and Cost of Innovation Across Various Segments of the Handsets Market- 2nd edition

出版商 Ovum, Ltd. 商品編碼 256406
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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終端的經濟學:終端市場的各種市場區隔中功能的價值及創新成本 Handset Economics: Features' Value and Cost of Innovation Across Various Segments of the Handsets Market- 2nd edition
出版日期: 2014年01月07日 內容資訊: 英文
簡介

全球行動電話市場上,為了自激烈市場競爭中勝出而投入各種技術和功能。在消費者尋求以更低費用取得更高功能的環境下,各業者與供應商,暴露於不斷檢討支援各功能的成本效益的壓力下。在高階市場上,以實現應對LTE的真正行動寬頻經驗這個形式,來獲取市場價值。設備零件成本增加,不過添加LTE功能對於收益擴大、差異化是重要的。在低價格設備的情況下,抑制添加新功能、性能強化伴隨的成本增加,還有實現產品的差異化成為課題。從各國、供應商看來,高階終端為Samsung和Apple的獨佔狀態,還有低價格品方面由中國、印度的國內廠商擴大勢力。

本報告提供全球行動電話終端市場上,添加新功能(硬、軟體)的價值、成本方面的效果相關分析、現在納入手機的各功能概要,及對相關產業的影響、平均銷售價格的變動預測等彙整資料,為您概述為以下內容。

定義與市場規模的測量

  • 新分類模式的必要性
  • 各種領域定義和規模測量
  • Informa的分析方法結構
  • 各種OS平台、供應商的市場機會
  • 價格分類的概要
  • 主要的結論與Informa的見解

各種市場部門的功能一覽表(BOM)與價值分析

  • 各領域的BOM(Bill of Material:零件結構表)分析
  • 記憶體使用量的差異化:在各部門並不重要
  • 顯示器市場:尺寸成為話題,不過成本是如何?
  • 行動、雙內核、處理器:對一般開放時
  • 相機、影像功能:巨大象素 vs. 最適合的象素
  • 跟LTE一體化的成本
  • 軟體BOM:UI及終端機軟體IPR vs. 無線IPR
  • 電池技術:至今還沒有突破
  • 主要的結論與Informa的見解

全球市場的規模與報酬率

  • 行動電話的營利率趨勢及各供應商的排行榜
  • 行動電話平均價格(ASP)的全球趨勢
  • 超級智慧型手機及入門級智慧型手機的價格彈性
  • 智慧型手機的平均價格:各設備類型
  • 智慧型手機以外的行動電話的平均價格:各設備類型
  • 低成本智慧型手機和功能型手機的競爭:價格 vs. 用戶體驗
  • 全球終端市場規模:各設備類型
  • 主要的結論與Informa的見解

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目錄

The duopoly of Samsung and Apple at the high end of the smartphone market together with the increasing prominence of local Chinese and Indian manufacturers in the affordable segment are putting significant pressure on traditional OEMs. The new environment will make it hard for these vendors to balance generating scale while maintaining decent margins.

Summary

This research provides a panoramic overview of the cost and value related to various handset features and components.

It assesses handset price evolution and market opportunities across different segments of the market.

Overview

Various technologies and features are fighting for space in an already crowded and expensive mobile phone real-estate. In an environment where consumers are increasingly demanding superior experiences at lower price points, operators and OEMs are under steady pressure to re-evaluate the cost and benefits of the various features they support in order to comply with increasingly complex requirements associated with the different mobile handset market segments.

At the very high end of the market, the industry has already grasped the value of supporting LTE as an enabler of a true mobile-broadband experience. However, this experience requires an inter-correlated matrix of handset features without which it could not be guaranteed. While this significantly increases the BOM cost of the device, the value of adding LTE is currently of paramount importance for product differentiation and therefore for an increased margin.

In cost-sensitive segments, OEMs are under pressure to control the cost related to adding new features or enhancing the performance of mobile phones. Any business value should be measured by both the commercial and technical benefit for adding this feature, the difficulty of implementing it, and how critical this feature could be for product differentiation.

This report provides a detailed and quantitative assessment of the perceived value versus cost attached to a number of different features, hardware and software components. This analysis is derived from a meticulous and balanced examination of demand and supply chains across various segments of the mobile handset market. The end result provides the reader with a detailed price map of various components embedded in both the current and the future generations of mobile phones.

A good understanding of economies of scale, price elasticity and strategies deployed by various stakeholders combine to enable Informa to forecast the average selling price attached to various mobile phones. In turn, this allows estimates to be made for the value of the mobile handset market across its different segments from basic phones to super-smartphones.

How will this research help you

  • Assess the value and cost attached to supporting various features and performance components both now and in the future.
  • Evaluate vendors' positioning and pressure from competition.
  • Evaluate market demand and its impact on handset average selling price (ASP).
  • Provide a quantitative overview of the market value across different handset segments.

New report format:

New Report format - designed for sharing - This research is available from our online store either as a hardcopy report or electronic format, featuring a series of PPT files, each designed to provide you with business critical intelligence which is easy to share with your colleagues.

Contributing Analysts

  • Malik Saadi, Principal Analyst, Handsets & Devices, Informa Telecoms & Media
  • David McQueen, Principal Analyst, Handsets & Devices, Informa Telecoms & Media
  • Nidhir Maudgalya, Principal Forecaster, Informa Telecoms & Media

Table of Contents

Handset Economics: Definitions and market sizing

  • The need for a new segmentation model
  • Defining and sizing different segments
  • The architecture of Informa's methodology
  • Opportunities for different OS platforms and vendors
  • A glimpse of our pricing segmentation
  • Key takeaways and Informa's viewpoint

Handset Economics: BOM and value analysis of features across different market segments

  • BOM analysis by market segment
  • Differentiating on memory footprint is not key for all segments
  • The display market: Size matters but at what cost?
  • Mobile dual-core processors, time to democratization
  • Camera and imaging: Many pixels vs. good pixels
  • The cost of migration to LTE
  • Software BOM: UI and terminal software IPRs vs. wireless IPRs
  • Battery technology - still no breakthrough
  • Key takeaways and Informa's viewpoint

Handset Economics: Global market value and margins

  • Trends of mobile phone gross margins and vendors' positioning
  • Global trend of mobile phone ASPs
  • Price elasticity of super-smartphones and entry-level smartphones
  • Smartphone ASP by device type
  • Non-smartphone ASP by device type
  • Competition between low-cost smartphones and feature-phones: price vs. user experience
  • Global handset market value by device segment
  • Key takeaways and Informa's viewpoint
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