Juniper Research's “Smartphone Market” research is an invaluable analysis of one of the most competitive technology industries of today; evaluating ways in which device vendors are innovating in the face of a slowing market, with discussions of differentiation strategies, alongside new technologies like 5G and the impact of changes in the smartphone value chain.
The report provides vital analysis of the future outlook for this key market segment; examining the strategies that leading smartphone vendors are using to respond to the changing landscape. This is presented alongside extensive forecasts and insight into the market share of smartphone operating systems and vendors.
The research includes:
- Market Trends & Opportunities (PDF)
- 5-year Market Sizing & Forecast Spreadsheet (Excel)
- 12 months' Access to harvest Online Data Platform
KEY FEATURES
- Market Dynamics & Device Innovation: Examination of the trends affecting the smartphone market, including consumer preferences, design trends and the impact of new form factors, such as foldable smartphones, and the impact of regional factors on the market.
- Supply Chain Analysis: Examination of factors impacting the smartphone supply chain, including component manufacture and capabilities.
- 5-year Forecasts: Smartphone market prospects analysis, together with 5-year forecasts for key metrics, including device revenue, shipments and installed base, split by iOS, Android and others, in addition to global vendor forecasts.
- Competitive Landscape: Comprehensive assessment of the leading smartphone vendors and their strategies, including an assessment of market position using the Juniper Research Leaderboard. These include:
- Apple
- Asus
- BBK
- Google
- Honor
- HTC
- Huawei
- Lenovo
- Meizu
- Samsung
- Sony
- TCL
- Tanssion
- Xiaomi
- ZTE
KEY QUESTIONS
- 1. Where are the strongest smartphone growth opportunities over the next 5 years?
- 2. What features can maximise profits on these devices?
- 3. What impact will 5G have on the smartphone market?
- 4. What device innovations can serve as differentiators to drive up vendor revenue?
- 5. Where can different stakeholders in the market derive value?
COMPANIES REFERENCED
- Case Studied: Apple, Google, OnePlus, Samsung.
- Included in Juniper Research Leaderboard: Apple, Asus, BBK, Google, Honor, HTC, Huawei, Lenovo, Meizu, Samsung, Sony, TCL, Transsion, Xiaomi, ZTE.
- Mentioned: Airtel, Alcatel, Amazon, AMD, América Móvil, AppAnnie, ARM Holdings Ltd, AT&T, Audiomack, Bank of Kigali, Best Buy, Black Shark, BT, Cisco, Deutsche Telekom, Disney, Dixons Carphone, EE, Ericsson, ESPN+, Etisalat, Excel Esports , Facebook, Fingerprints Cards, Firework, Flipkart, Foxconn, GCC (Gulf Cooperation Council), GDSA (Global Developer Service Alliance), Goodix, GSMA, Hulu, Iflix , Infinix, InOne Smart Technology, iQOO, Iqoo, Itel, Jazztel, JD.com , Joyent, KDDI, LG, Liberty Global, Lucent, MagSafe, Mara Phones, MediaTek, Medion, Mi, Micron Technology, Microsoft, Millicom International, Motorola, Nedbank, Netflix, Nokia, Novaled, Nutanix, Omdia, Ooredoo, Oppo, Orange, Pew Research Center, Pixelworks , Pocophone, Qualcomm, Realme, Redmi, Safaricom, Sagem Wireless, Snapdragon, SoftBank, Spice Mobility, Sprint, STC, Tata Sky, Tecno, Telefónica, Telna-KnowRoaming, Tigo, TikTok, T Mobile, TrueDepth, Verizon, Virgin Media, Vivo, VMware, Vodacom, Vodafone, Walmart, Wingtech, Yamaha, Zain, ZEISS, ZUK Mobile.
DATA & INTERACTIVE FORECAST
Juniper Research's “Smartphone Market” forecast suite includes:
- Installed base of smartphones, split by operating system:
- Shipments of smartphones, split by operating system
- Smartphone average selling price and revenue, split by operating system
- 5-year benchmark forecasts for key metrics in 8 key regions and 25 country-level splits including:
- Argentina
- Australia
- Brazil
- Canada
- China
- Colombia
- Denmark
- France
- Germany
- India
- Italy
- Japan
- Mexico
- Netherlands
- Norway
- Poland
- Portugal
- Saudi Arabia
- Singapore
- South Africa
- South Korea
- Spain
- Sweden
- UK
- US
- Global installed base and shipments of smartphones, split by the following vendors:
- Apple
- BBK
- Huawei
- Lenovo
- Samsung
- Xiaomi
- Others
- Access to the full set of forecast data of 25 tables and more than 4,500 datapoints.
- Interactive Scenario Tool allowing users to manipulate Juniper Research's data for 5 different metrics.
Juniper Research's highly granular Interactive Forecast Excels (IFxls) enable clients to manipulate Juniper Research's forecast data and charts to test their own assumptions by using the Interactive Scenario Tool, and compare select markets and sectors side by side in customised charts and tables. IFxls greatly increase clients' ability to both understand a particular market and to integrate their own views into the model.
Table of Contents
1. Smartphone Market: Key Takeaways & Strategic Recommendations
- 1.1 Key Takeaways
- 1.2 Strategic Recommendations
2. Smartphone Market: Key Market Trends
- 2.1 Stagnation of the Smartphone Market
- Figure 2.1: Global Smartphone Shipments, 2013-2020
- i. Saturation of Smartphone Usage in Urban Populations of Emerging Markets
- Figure 2.2: Internet Users (m), 2013-2020
- Figure 2.3: Samsung A51 5G
- ii. Current 5G Network Limitations
- iii. Impact of Market Stagnation on MNOs
- Figure 2.4: Iflix Partnership with Kuwaiti MNO Zain
- 2.2 The Impact of COVID-19 on the Smartphone Market
- i. COVID-19's Impact on the Smartphone Supply Chain
- ii. COVID-19's Impact on Smartphone OEMs and Consumer Sales
- 2.3 Drivers of Potential Smartphone Market Growth
- 2.3.1 Increased Availability of 5G Smartphones and 5G Networks
- Figure 2.5: Google Pixel 4A 5G
- Figure 2.6: Realme V3
- i. Possible Restrictions on the Growth of 5G Smartphones
- 2.3.2 Innovative Features - Foldable Smartphones and Smartphone Biometrics
- i. Foldable Smartphones
- Figure 2.7: Xiaomi Mi Mix Fold
- Figure 2.8: Samsung Galaxy Z Fold 2
- ii. Smartphone Biometrics
- Figure 2.9: Proportion of Smartphones Launched with Fingerprint Sensors (%), 2011-2021
- Figure 2.10: Huawei Face Unlock
- Figure 2.11: Samsung Ultrasonic fingerprint ID
- 2.3.3 Delayed Consumer Spending
- 2.3.4 Increased Mobile Usage and Rise of OTT (Over-the-top) Video and Social Media Video Services
- 2.3.5 Streamlined and Prepared Supply Chain
- 2.4 BYOD (Bring Your Own Device)
- i. Benefits of BYOD for Employers and Employees
- ii. BYOD Market Growth
- iii. OEMs and Operating Systems Enabling the Growth of BYOD
- Figure 2.13: Android Work Profile for BYOD
- iv. Security Concerns of BYOD Programmes
3. Smartphone Market: Device Innovation
- 3.1 Market Stagnation Necessitating Device Innovation
- 3.2 Foldable Smartphones
- Figure 3.1: Huawei Mate XS 5G
- Figure 3.2: Motorola Razr 5G
- Case Study: Samsung Galaxy Z Fold 2
- ii. Are Foldable Phones Fulfilling a Consumer Desire?
- iii. Juniper Research's View
- 3.3 5G Handsets
- i. Growing 5G Network Availability
- ii. Increased Availability of Mid- and Lower-priced 5G Handsets
- Figure 3.3: Motorola One 5G Ace
- iii. Impact of the iPhone 12 on the 5G Smartphone Market
- Figure 3.4: Apple iPhone 12
- Case Study: iPhone 12
- iv. Possible Obstacles to 5G Smartphone Growth
- 3.4 Smartphone Camera Developments
- i. Camera Zoom
- Figure 3.5: Huawei P30 Pro
- ii. Quad- and Penta-rear Cameras and Increased Resolution
- Figure 3.6: Xiaomi Mi Note 10
- iii. Importance of Cameras to Smartphone OEMs
- Figure 3.7: Samsung Partnership with Instagram
- iv. Under-display Cameras
- Figure 3.8: ZTE Axon 20 Under-Display Camera
- v. Camera Software Developments
- Case Study: Google Pixel Cameras
- Figure 3.9: Night Sky Image Taken with the Google Camera App on the Google Pixel 4 XL
- 3.5 Smartphone Biometrics
- i. In-display Fingerprint Sensors
- Figure 3.10: Qualcomm 3D Sonic Sensor Gen 2
- ii. Biometrics to Authenticate Payments
- Figure 3.11: Apple Face ID
- iii. Multi-modal Smartphone Biometrics
4. Smartphone Market: Smartphone Supply Chain Analysis
- 4.1 Smartphone Supply Chains
- Figure 4.1: Wingtech Technology Co
- 4.2 Increasing Vertical Integration
- i. Impact on Component Makers
- 4.3 Device Distribution
- Figure 4.2: Flipkart
- i. Growth of Online Smartphone Sales Channels
- Figure 4.3: Apple Store Online India
- ii. Increasing Challenges for MNOs
- Figure 4.4: Bundling Partnership Between Disney+ and Verizon
5. Smartphone Market: Regional Analysis
- 5.1 Introduction
- 5.2 Latin America
- 5.3 North America
- 5.4 West Europe
- 5.5 Central & East Europe
- 5.6 Asia Pacific
- i. Emerging Asia Pacific
- ii. Developed Asia Pacific
- 5.7 Indian Subcontinent
- 5.8 MENA (Middle East & North Africa)
- 5.9 Sub-Saharan Africa
6. Smartphone Market: Competitive Landscape & Vendor Profiles
- 6.1 Smartphone Providers: The Competitive Market Landscape
- 6.1.1 Smartphone Provider Assessment Methodology
- Table 6.1: Smartphone Provider Scoring Criteria
- Figure 6.2: Juniper Research Leaderboard: Smartphone Providers
- Table 6.3: Juniper Research Heatmap: Smartphone Providers
- 6.1.2 Vendor Scoring Analysis
- i. Established Leaders
- ii. Leading Challengers
- iii. Disruptors & Emulators
- 6.1.3 Limitation and Interpretation
- 6.2 Vendor Profiles
- 6.2.1 Apple
- i. Corporate
- Table 6.4: Apple Financial Snapshot, FY 2018-2020 ($ billion, FYE 30th September)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.2 ASUS
- i. Corporate
- Table 6.5: ASUS Financial Snapshot, FY 2018-2020 ($ million, FYE 31st December)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.3 BBK
- i. Corporate
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.4 Google
- i. Corporate
- Figure 6.6: Google Financial Snapshot, FY 2018-2020 ($ billion, FYE 31st December)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.5 Honor
- i. Corporate
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.6 HTC
- i. Corporate
- Table 6.7: HTC Financial Snapshot, FY 2018-2020 ($ million, FYE 31st December)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.7 Huawei
- i. Corporate
- Table 6.8: Huawei Financial Snapshot, FY 2018-2020 ($ billion, FYE 31st December)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.8 Lenovo
- i. Corporate
- Table 6.9: Lenovo Financial Snapshot, FY 2019-2021 ($ billion, FYE 31st March)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.9 Meizu
- i. Corporate
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.10 Samsung
- i. Corporate
- Table 6.10: Samsung Financial Snapshot, FY 2018-2020 ($ billion, FYE 31st December)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.11 Sony
- i. Corporate
- Table 6.11: Sony Financial Snapshot, FY 2018-2020 ($ billion, FYE 31st March)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.12 TCL
- i. Corporate
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.13 Transsion
- i. Corporate
- Table 6.12: Transsion Financial Snapshot, FY 2018-2020 ($ billion, FYE 31st March)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.14 Xiaomi
- i. Corporate
- Table 6.13: Xiaomi Financial Snapshot, FY 2018-2020 ($ billion, FYE 31st December)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
- 6.2.15 ZTE
- i. Corporate
- Table 6.14: ZTE Financial Snapshot, FY 2018-2020 ($ billion, FYE 31st March)
- ii. Geographical Spread
- iii. Key Clients & Strategic Partnerships
- iv. High-level View of Offerings
- v. Juniper Research's View: Key Strengths and Strategic Development Opportunities
7. Smartphone Market Forecasts
- 7.1 Introduction
- 7.2 Methodology & Assumptions
- Figure 7.1: Smartphones Forecast Methodology
- 7.2.1 Forecast Assumptions
- 7.3 Summary Forecasts
- 7.3.1 Smartphone Installed Base
- Figure & Table 7.2: Number of Smartphones (m), Installed Base per annum, Split by 8 Key Regions, 2021-2026
- 7.3.2 Smartphone Shipments
- Figure & Table 7.3: Number of Smartphones (m), Devices Shipped per annum, Split by 8 Key Regions, 2021-2026
- 7.3.3 Smartphone Revenue
- Figure & Table 7.4: Smartphone Revenue per annum ($m), Split by 8 Key Regions, 2021-2026
