中國智慧型電話市場、應用與相關OME配合

本報告已在2012年04月27日停止出版。

簡介

對全球汽車產業及導航產業來說，智慧型電話所帶來的威脅與商機十分受到矚目，智慧型電話製造商、OS製造商、通訊業頋、其它業者營運應用在近年急速擴大，而形成了新的應用產業，目前全球行動電話及新車最大市場的中國也積極對汽車製造商與新興應用產業提供新的策略。

本報告針對中國應用市場及國內海外汽車製造商的電話行銷服務影響，提供市場及商業策略觀點分析，目錄介紹如下。

第1章　總述

• 開頭
• 結論

第2章　中國智慧電話市場

• 甦醒的成長
• 行動電話市場
• 中國最新智慧型電話
• 智慧型電話與中國消費者

第3章　中國應用價值鏈

• 開頭
• 應用與操作系統
• China Mobile -- MM ovi Store (與Nokia共同設立))
  • Open Mobile System (OMS)
  • 全球網路操作相關
• China Telecom -- eStoreeStore
• China Unicom -- UniStoreUniStore
  • Unicorn3.5.1 Apple iPhone and Unicorn
• Motorola -- Shop4Apps ZhiShop4Apps / Zhi--JianJian--YuanYuan

第4章　應用販售、定位資料服務、導航

• 中國應用販售
• LBS商業模式
• 智慧電話導航應用
  • AutoNavi Mobile Navigator
  • Baidu Maps
  • Careland Navigation
  • Mapabc Minimap
  • Nokia OVi Maps
  • Papago!
  • TeleNav
  • Zorro GPS
• 整理

第5章　汽車製造商的回應

• 開始
• 智慧電話整合
  • Ford Sync
• 内建應用
  • SAIC Roewe InkaNet
  • HawTai IVI
• 車外應用
  • Shanghai GM Onstar
• 中國市場的反應
  • 中國汽車製造商的商機

圖表

• 表 1. 網路操作應用收益構造
• 圖 2. 中國促進汽車應用的兩項因素
• 圖 3. 中國智慧電話年販售台數
• 圖 4. 智慧電話市場浸透率（與電話使用的比例）
• 圖 5. 製造商分類智慧電話市場佔有率（20092009年）
• 圖 6. 中國網路操作の市場佔有率
• 圖 7. 中國行動操作應用價值鏈
• 圖 8. 透過ChinaChina Mobile MM與Apple iPhone應用可得到的應用數量
• 圖 9. 中國應用軟體販售預測
• 圖 10. 定位資料服務販售額
• 圖 11. 中國智慧電話LBS應用的商業模式變化
• 圖 12. AutoNavi Mobile Navigator的畫面
• 圖 13. Baidu Maps的畫面
• 圖 14. Careland Navigation的畫面
• 圖 15. Mapabc Minimap的畫面
• 圖 16. Minimap 服務使用度
• 圖 17. Nokia Ovi Maps中國版畫面
• 圖 18. Papago!的畫面
• 圖 19. 汽車應用系統與課題
• 圖 20. SAIC InkaNet 應用
• 圖 21. Roewe 350 Android InkaNet的畫面

目錄

Abstract

Smartphone ownership and the market for apps are entering a phase of dramatic growth in China as new young wealthy consumers are becoming comfortable with the technology. Consumers are being introduced to locationbased services such as connected navigation through their phones.

Unlike Europe and the USA where handset suppliers are driving the fragmented smartphone app market, network operators in China are attempting to control the apps market through vertical integration of app store, operating system and user interface.

The Chinese smartphone market is dominated by China Mobile and Nokia with over 70% and 60% market share respectively. These two giants have joined forces to offer a Mobile Market MM Ovi app store.

SBD recommends that vehicle manufacturers should investigate the potential of directly cooperating with one of the Chinese network operators to develop in-car app solutions.

Opportunity for vehicle manufacturers

SBD believes there is an opportunity in China for vehicle manufacturers to gain a competitive advantage by quickly developing apps-based solutions to provide navigation and telematics services. The flexible and quick-acting domestic Chinese vehicle manufacturers, such as SAIC and HawTai, are already taking this strategy to leap ahead of western brands that are weighed down by complex product quality assurance procedures and legacy systems such as embedded navigation systems and traditional call centre-based telematics.

Automotive apps available inside the car are beginning to enter the market in China and vehicle manufacturers planning apps have a number of decisions to make on which operating system, apps and business model to use. Vehicle manufacturers need to decide if they will integrate the smartphone with the vehicle or provide the apps through an embedded system.

Uniqueness of the Chinese market

Some of the unique characteristics of the Chinese market are encouraging the deployment of smartphone apps. These characteristics include the new and changing roads and POIs that encourage off-board smartphone navigation ahead of traditional OE embedded navigation systems, high consumer demand for connected navigation highlighted in SBD' s consumer survey research in China, and consumers having their first experience of navigation through a smartphone.

Table of Contents

1. Executive summary

• 1.1 Introduction
• 1.2 Summary of conclusions

2. The smartphone market in China

• 2.1 Strong growth
• 2.2 The handset market
• 2.3 New smartphones in China
• 2.4 Smartphones and Chinese consumers

3. The app store value chain in China

• 3.1 Introduction
• 3.2 App stores and operating systems
• 3.3 China Mobile - MM ovi Store (with Nokia)
  • 3.3.1 Open Mobile System (OMS)
  • 3.3.2 Involvement with network operators around the world
• 3.4 China Telecom - eStore
• 3.5 China Unicom - UniStore
• 3.5.1 Apple iPhone and Unicorn
• 3.6 Motorola - Shop4Apps / Zhi-Jian-Yuan

4. App sales, LBS and navigation

• 4.1 App sales in China
• 4.2 Business models for LBS
• 4.3 Smartphone navigation apps
  • 4.3.1 AutoNavi Mobile Navigator
  • 4.3.2 Baidu Maps
  • 4.3.3 Careland Navigation
  • 4.3.4 Mapabc Minimap
  • 4.3.5 Nokia OVi Maps
  • 4.3.6 Papago!
  • 4.3.7 TeleNav
  • 4.3.8 Zorro GPS
• 4.4 Summary

5. The response from vehicle manufacturers

• 5.1 Introduction
• 5.2 Smartphone integration
  • 5.2.1 Ford Sync
• 5.3 Embedded apps
  • 5.3.1 SAIC Roewe InkaNet
  • 5.3.2 HawTai IVI
• 5.4 Apps outside the car
  • 5.4.1 Shanghai GM Onstar
• 5.5 Chinese market response
  • 5.5.1 Opportunity for Chinese vehicle manufacturers

LIST OF FIGURES

• Fig. 1 Network operator app store eco-systems
• Fig. 2 Factors promoting in-car apps in China
• Fig. 3 Annual smartphone sales in China
• Fig. 4 Penetration of smartphones (by total phones in use)
• Fig. 5 Smartphone marketshare in China
• Fig. 6 Network operator market share in China
• Fig. 7 App value chain for mobile operators in China
• Fig. 8 Number of apps available from China Mobile MM and Apple iPhone app store
• Fig. 9 Forecast app sales in China
• Fig. 10 Spending on location -based services
• Fig. 11 Evolution of business models for smartphone LBS apps in China
• Fig 12 AutoNavi Mobile Navigator screenshots
• Fig. 13 Baidu Maps screenshots
• Fig. 14 Careland Navigation screenshots
• Fig. 15 Mapabc Minimap screenshots
• Fig. 16 User levels for Minimap services
• Fig. 17 Nokia Ovi Maps China screenshots
• Fig. 18 Papgo! Screenshots
• Fig. 19 Solutions and challenges for automotive apps
• Fig. 20 SAIC InkaNet applications
• Fig. 21 Roewe 350 Android InkaNet screenshots

Press Release

China Mobile顧客數是世界最大的行動媒介，為中國智慧手機市場的重要企業

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