澳洲市場智慧電話的競爭分析：2008年第3季

澳洲市場智慧電話的競爭分析：2008年第3季 是由出版商Telsyte在2008年10月所出版的。 這份英文市場調查報告書包含39 Pages, 22 Tables, 2 Figures 價格從美金3295起跳。

目錄

Abstract

With a record number of smartphones being launched in the first nine months of this year, Telsyte sees 2008 as the year of the smartphone in Australia, following the rollouts of HSPA networks, which created excitement and drove much of the country' s mobile market developments last year. This fast-growing and highly competitive market has been rejuvenated by the debut of the long-awaited Apple iPhone.

Produced annually as the flagship report in Telsyte' s Vendor Competitive Analysis Series, this study provides a detailed comparative analysis of leading smartphones and vendors in the Australian market. It is an essential guide for organisations planning to mobile their workforce with smartphone technologies.

• Annual mobile phone shipments in Australia have grown by nearly 60% in the past five years, with Telsyte projecting 10.8 million handsets shipped in 2008. Three million smartphones are expected to be shipped in 2008, constituting nearly 30% of this year' s total mobile handset shipments.
• Since the inception of the smartphone market in Australia in 2003, over 140 models of smartphones have been introduced, led by Nokia with 81 models, and BlackBerry with 18 models.
• The Apple iPhone has redefined the smartphone market and heightened consumer awareness around next-generation smartphones - a move that has benefited both the vendor and its competitors alike. These next-generation smartphones are characterised by a large touch screen with highly intuitive gesture-based input mechanism and very few or no buttons.
• Smartphone users who make up 9% of Australia' s overall mobile phone user base, spend considerably more (20-70%) on mobile services compared to their regular phone user counterparts.
• Telsyte' s end user research suggests Australia' s largest smartphone vendors by installed base are Finland' s Nokia (33%), Canada' s BlackBerry (17%), Taiwan' s HTC including O2 and dopod (9%), US-based Palm (7%), Korea' s Samsung (4%) and Dubai-based iMate (4%).
• Nokia is perceived very well in price competitiveness, ease to use, and reliability, but weak in technology innovation, multimedia, and PC/IT system compatibility.
• BlackBerry scores highly in technology innovation and security in the minds of business users, while being seen as prestigious by consumer users. It is seen as very strong in business offerings and PC/IT system compatibility, but not as a price competitive device.
• Handset features valued by business users include multi-mode connectivity (3G/WiFi) and mobile PBX functionality, while in-demand applications include mobile VoIP, IM, locationbased services, social networking, and line-of-business applications, led by CRM in particular.
• For consumers, strong adoption trends are seen around mobile IM, search, maps, Internet browsing, wireless email and social networking as well as the concept of fixed-mobile convergence. They also prefer phones with a large touch screen, already a feature of many modern smartphones.
• While the smartphone OS market landscape remains unsettled, open-source platform momentum is building as user and carrier preferences slowly shift towards choice.
• Telsyte finds a large untapped market opportunity for entry-level, first-time smartphone users, a segment that can be effectively subsidised by mobile advertising.
• Telsyte suggests that smartphone vendors differentiate through form factor choice and latest features, covey the right image to the right target audience, and promote the products directly to users.
• They must also work with carriers to offer packages with exclusivity, educate users on usage and future applications, and open up their platforms to grow ecosystem partners while maintaining their unique competitive and secure features.
• Conclusion and recommendations.

Table of Contents

1. EXECUTIVE SUMMARY

2. INTRODUCTION

• 2.1 Methodology
• 2.2 Definitions

3. AUSTRALIAN SMARTPHONE MARKET OVERVIEW

• 3.1 Rapid Emergence of Smartphones
• 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 leads in business..... by a narrow margin
  • 3.3.3 Nokia clear leader in consumer market

4. REVIEWS OF RECENT PRODUCTS AND END-USER PERCEPTIONS OF LEADING AUSTRALIAN SMARTPHONE VENDORS'

• 4.1 Nokia
• 4.2 BlackBerry
• 4.3 HTC
• 4.4 Palm
• 4.5 Samsung
• 4.6 iMate

5. APPLE' S IPHONE AND GOOGLE' S G1

• 5.1 iPhone rejuvenates entire smartphone market
• 5.2 Here comes Google phone

6. SMARTPHONE OPERATING SYSTEM MARKET DEVELOPMENTS

• 6.1 Smartphone OS market remains unsettled
• 6.2 Rise of open-source platforms

7. DESIRED MOBILE HANDSET FEATURES AND APPLICATIONS

• 7.1 Convergence drives handset features and applications

8. COMPARATIVE ANALYSIS OF FEATURES AND APPLICATION CAPABILITIES OF AUSTRALIA' S LEADING SMARTPHONES, 3Q08

9. CONCLUSION AND RECOMMENDATIONS

10. RELATED RESEARCH

APPENDIX A - AUSTRALIAN SMARTPHONE LAUNCHES BY VENDOR, MODEL AND YEAR, 2002-3Q08

Figures

• FIGURE 1 - AUSTRALIAN MOBILE PHONE SHIPMENTS, REGULAR PHONES VS SMARTPHONES, 2003 - 2008
• FIGURE 2 - NUMBER OF SMARTPHONE MODELS INTRODUCED IN AUSTRALIA, 2003 - 2008
• FIGURE 3 - CUMULATIVE NUMBER OF SMARTPHONE MODELS INTRODUCED IN AUSTRALIA, 2003 - 2008
• FIGURE 4 - SMARTPHONE PENETRATION AMONG AUSTRALIAN BUSINESS USERS, 2008
• FIGURE 5 - SMARTPHONE PENETRATION AMONG AUSTRALIAN CONSUMER USERS, 2008
• FIGURE 6 - BUSINESS AND CONSUMER SMARTPHONE VS REGULAR PHONE MONTHLY ARPU, 2008
• FIGURE 7 - BUSINESS SMARTPHONE HANDSET VENDOR INSTALLED BASE PENETRATION, MID-2008
• FIGURE 8 - CONSUMER SMARTPHONE HANDSET VENDOR INSTALLED BASE PENETRATION, MID-2008
• FIGURE 9 - NOKIA' S LATEST SMARTPHONES FOR AUSTRALIA AS OF 3Q08, E71 AND N96
• FIGURE 10 - AUSTRALIAN BUSINESS AND CONSUMER PERCEPTIONS OF NOKIA, 2008
• FIGURE 11 - BLACKBERRY' S LATEST SMARTPHONES FOR AUSTRALIA AS OF 3Q08, BOLD 9000, PEARL 8220 AND STORM
• FIGURE 12 - AUSTRALIAN BUSINESS AND CONSUMER PERCEPTIONS OF BLACKBERRY, 2008
• FIGURE 13 - HTC' S LATEST SMARTPHONES FOR AUSTRALIA AS OF 3Q08, TOUCH DIAMOND AND TOUCH PRO
• FIGURE 14 - PALM' S LATEST SMARTPHONES FOR AUSTRALIA AS OF 3Q08, CENTRO AND TREO PRO
• Figure 15 - Samsung' s Latest Smartphones for Australia as of 3Q08, i780 and i200
• FIGURE 16 - IMATE' S LATEST SMARTPHONES FOR AUSTRALIA AS OF 3Q08, JAMA 201 AND ULTIMATE 9502
• FIGURE 17 - APPLE' S 3G IPHONE AND HTC' S GOOGLE G1 SMARTPHONE
• FIGURE 18 - SMARTPHONE OS STANDARDISATION PLANS BY AUSTRALIAN BUSINESSES, 2007-2008
• FIGURE 19 - CURRENT AND PLANNED USAGE OF BUSINESS MOBILE TECHNOLOGIES, 2008
• FIGURE 20 - CURRENT AND PLANNED USAGE OF BUSINESS MOBILE APPLICATIONS, 2008
• FIGURE 21 - CURRENT AND PLANNED USAGE OF CONSUMER MOBILE APPLICATIONS, 2008
• FIGURE 22 - CONSUMER INTEREST IN MOBILE HANDSET FEATURES, 2008

Tables

• Table 1 - Estimated Smartphone Installed Base Units and Penetration, Mid-2008
• Table 2 - Comparison of Australia' s leading smartphone features and application capabilities, 3Q08

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