Abstract
Produced annually as the flagship report in Telsyte' s Vendor Competitive
Analysis Research Series, this study offers a detailed comparative analysis of
leading smartphone vendors and their latest products in the Australian market.
It is also an essential guide for organisations planning to mobile their
workforce with smartphone technologies.
This study provides:
- An overview of the Australian smartphone market, including shipment
history, usage penetration and vendor installed base shares for both the
business and consumer markets;
- Reviews of the strategies and latest smartphones by Australia' s the top
five vendors by installed base: Nokia, Apple, BlackBerry, HTC and Samsung; as
well as user perceptions of each vendor on key attributes such as technology
innovation, price competitiveness and ease of use;
- Discussions on emerging trends in the smartphone space, including the rise
of vendor app stores, the evolving roles of mobile carriers, consumer cloud
computing, and the anticipated debut of “the fourth screen”- a new
Internet mobile device;
- A comparison of the features and the applications offered by the selected
latest smartphone from each of the top five vendors; and
- Conclusion and recommendations, aimed at assisting smartphone vendors and
their mobile carrier partners take advantage of the anticipated growth in the
Australian market.
Table of Contents
1. EXECUTIVE SUMMARY
2. INTRODUCTION
- 2.1 Methodology
- 2.2 Definitions
3. AUSTRALIAN SMARTPHONE MARKET REVIEW
- 3.1 Recession-resistant Smartphone Market
- 3.2 Smartphone Usage Penetration
- 3.3 Smartphone ARPU and Vendor Installed Base Shares
- 3.3.1 Smartphone ARPU carries significant premium over regular phone' s
- 3.3.2 BlackBerry continues to lead in business segment
- 3.3.3 Apple encroaches on Nokia' s lead in consumer market
4. REVIEWS OF RECENT PRODUCT DEVELOPMENTS AND END-USER PERCEPTIONS OF LEADING SMARTPHONE VENDORS
- 4.1 Nokia
- 4.2 Apple
- 4.3 BlackBerry
- 4.4 HTC
- 4.5 Samsung
5. SMARTPHONE MARKET AND RELATED DEVELOPMENTS
- 5.1 BlackBerry Strengthens, Apple Surges While Microsoft OS Weakens Across
the Board
- 5.2 Vendor App Stores Take Centre Stage.....
- 5.3 ..... Bypassing Mobile Carriers
- 5.4 Rise of Consumer Cloud Computing
- 5.5 Emergence of the “Fourth Screen”
6. COMPARATIVE ANALYSIS OF FEATURES AND APPLICATION CAPABILITIES OF SELECTED AUSTRALIA' S LATEST SMARTPHONES, 3Q09
7. CONCLUSION AND RECOMMENDATIONS
- 7.1 Smartphone/OS Vendor Recommendations
- 7.2 Mobile Carrier Recommendations
8. RELATED RESEARCH
APPENDIX A: Australian Smartphone Launches by Vendor, Model and Year,
2004-2009F
Figures
- Figure 1 - Australian Mobile Phone Shipments, Regular Phones vs
Smartphones, 2003 - 2009F
- Figure 2 - Number of Smartphone Models Introduced in Australia, 2004 -
2009F
- Figure 3 - Australian Smartphone Models Introduced, 2009
- Figure 4 - Business Mobile Device Penetration by Form Factor by Business
Size, 2009
- Figure 5 - Smartphone Penetration Among Australian Consumer Users, 2009
- Figure 6 - Business and Consumer Smartphone vs Regular Phone Monthly ARPU
by Spending, 2009
- Figure 7 - Business Smartphone Handset Vendor Installed Base Penetration,
Mid-2009
- Figure 8 - Consumer Smartphone Handset Vendor Installed Base Penetration,
Mid- 2009
- Figure 9 - Nokia' s Latest Smartphones for Australia as of 3Q09, N97 and E75
- Figure 10 - Australian Business and Consumer Perceptions of Nokia, 2009
- Figure 11 - Apple' s Latest Smartphones for Australia as of 3Q09, iPhone 3GS
- Figure 12 - Australian Business and Consumer Perceptions of Apple, 2009
- Figure 13 - BlackBerry' s Latest Smartphones for Australia as of 3Q09,
Curve 8900 and Curve 8520
- Figure 14 - Australian Business and Consumer Perceptions of BlackBerry,
2009
- Figure 15 - HTC' s Latest Smartphones for Australia as of 3Q09, Touch Pro2,
Touch Diamond2 and Hero
- Figure 16 - Australian Business and Consumer Perceptions of HTC, 2009
- Figure 17 - Samsung' s Latest Smartphones for Australia as of 3Q09, Omnia
Icon, HD Icon and Galaxy Icon
- Figure 18 - Australian Business and Consumer Perceptions of Samsung, 2009
- Figure 19 - Smartphone OS Standardisation Plans by Australian Businesses,
2008-2009
- Figure 20 - Australian Consumer Smartphone Purchase Intentions by OS, 2009
- Figure 21 - Australian Smartphone Models Launched by OS, 2004-2009F
- Figure 22 - Major Smartphone OS Release Timeline, 2007-2010F
- Figure 23 - Mobile Carriers Repositioning Themselves In The App/Content
Ecosystem
- Figure 24 - Examples of “Fourth Screens” Expected in Next 12
Months
Tables
- Table 1 - Estimated Smartphone Installed Base Units and Penetration,
Mid-2009
- Table 2 - Comparison of Australia' s leading smartphone features and
application capabilities, 3Q09
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