Tier Two Handset Vendor Analysis / ABI リサーチ

ティアツー(Tier 2)携帯端末ベンダの分析:京セラ、ZTE、Huawei、Pantech、Ningbo Bird、日本電気、パナソニック、Sagem、Alcatel

Tier Two Handset Vendor Analysis
Kyocera, ZTE, Huawei, Pantech, Ningbo Bird, NEC, Panasonic, Sagem, and Alcatel

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出版社	出版日	価格	ページ数	図表数
ABI リサーチ	2009年4月	お問い合わせください	48	48

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昨年の、ティアツー(Tier 2)の携帯端末ベンダの出荷台数は8050万台で、世界全体から見るとわずかな数だった。ティアツーベンダは市場シェアを伸ばすうえで、大きな課題を抱えている。それは、世界市場の約70％を握っているティアワン(Tier 1)ベンダとの競争である。ティアツーベンダはいっそうの差別化をはかるために、認知度の高いブランドを立ち上げようとしている。米国の調査会社ABIリサーチの調査レポートは、このティアツー(Tier 2)ベンダに開かれているようにみえる戦略は必ずしも最善策ではないと報告している。

Overview

Tier Two handset vendors are well-established companies with histories of moderate success in the mobile handset market. While these companies do not carry significant market share compared to Tier One manufacturers, they have developed significant expertise in creating handsets for the markets that they serve. Tier Two vendors have developed relationships with many global Tier One wireless operators through ODM and carrier infrastructure channels. Today these smaller vendors are seeking to expand their reach and influence in the global handset market through niche, regional, and value segment-expanding portfolio strategies.

This study investigates the historical qualities that have led to the unique strengths of nine key Tier Two handset vendors. The report analyzes the unique positions of these vendors based upon their handset portfolios, key markets of focus, and the value segments targeted by each organization.

What Questions Does This Report Answer?

On what features are Tier Two handset vendors focusing?
On what handset strategies are Tier Two handset vendors focusing?
What are the current and future ASPs for Tier Two handset vendor products
What are the key barriers to growth for Tier Two handset vendors?
What are the technological strengths of Tier Two handset vendors?
What regions are Tier Two handset vendors targeting?
Where are the market opportunities for Tier Two handset vendors?
Which are the key Tier Two handset vendors?

Who Needs This Report?

CE vendors
Cellular platform vendors
Handset commercialization companies
Handset OEMs and ODMs
Mobile operators, service providers
Retail chain stores

Section 2.
MARKET ISSUES
2.1. Handset Feature Penetration
2.2. Operator-Driven Handset Manufacturing
2.2.1. Recommendations for Established Handset Vendors
2.2.2. Recommendations for New Handset Vendors and ODMs
2.3. Handset Value Segments
2.3.1. Ultra Low-Cost Handsets (ULCH)
2.3.2. Low-Cost Handsets
2.3.3. Enhanced/Feature Handsets
2.3.4. Smartphones
2.4. Regional Issues
2.4.1. China
2.4.2. India
2.4.3. Japan

Section 3.
COMPETITIVE LANDSCAPE
3.1. Huawei
3.1.1. Overview
3.1.2. Technology Strategy
3.1.3. Device Strategy
3.1.4. Handset ASP Analysis
3.1.5. Handset Feature Penetration Analysis
3.1.6. Regional Analysis
3.1.7. Carrier and Technology Partnerships
3.1.8. Future Outlook
3.2. Ningbo Bird
3.2.1. Overview
3.2.2. Technology Strategy
3.2.3. Device Strategy
3.2.4. Handset Shipment Analysis
3.2.5. Handset ASP Analysis
3.2.6. Handset Feature Penetration Analysis
3.2.7. Regional Analysis
3.2.8. Manufacturing Strategy
3.2.9. Carrier and Technology Partnerships
3.2.10. Future Outlook
3.3. Kyocera
3.3.1. Overview
3.3.2. Technology Strategy
3.3.3. Device Strategy
3.3.4. Handset ASP Analysis
3.3.5. Handset Feature Penetration Analysis
3.3.6. Regional Analysis
3.3.7. Manufacturing Strategy
3.3.8. Carrier and Technology Partnerships
3.3.9. Future Outlook
3.4. Pantech
3.4.1. Overview
3.4.2. Technology Strategy
3.4.3. Device Strategy
3.4.4. Handset ASP Analysis
3.4.5. Handset Feature Penetration Analysis
3.4.6. Regional Analysis
3.4.7. Manufacturing Strategy
3.4.8. Carrier and Technology Partnerships
3.4.9. Future Outlook
3.5. NEC
3.5.1. Overview
3.5.2. Technology Strategy
3.5.3. Device Strategy
3.5.4. Handset ASP Analysis
3.5.5. Handset Feature Penetration Analysis
3.5.6. Regional Analysis
3.5.7. Carrier and Technology Partnerships
3.5.8. Future Outlook
3.6. Sagem
3.6.1. Overview
3.6.2. Technology Strategy
3.6.3. Device Strategy
3.6.4. Handset ASP Analysis
3.6.5. Handset Feature Penetration Analysis
3.6.6. Carrier and Technology Partnerships
3.6.7. Future Outlook
3.7. Alcatel (TCL)
3.7.1. Overview
3.7.2. Technology Strategy
3.7.3. Device Strategy
3.7.4. Handset Shipment Analysis
3.7.5. Handset ASP Analysis
3.7.6. Handset Feature Penetration Analysis
3.7.7. Regional Analysis
3.7.8. Manufacturing Strategy
3.7.9. Carrier and Technology Partnerships
3.7.10. Future Outlook
3.8. ZTE
3.8.1. Overview
3.8.2. Technology Strategy
3.8.3. Device Strategy
3.8.4. Handset Shipment Analysis
3.8.5. Handset ASP Analysis
3.8.6. Handset Feature Penetration Analysis
3.8.7. Regional Analysis
3.8.8. Carrier and Technology Partnerships
3.8.9. Future Outlook
3.9. Panasonic
3.9.1. Overview
3.9.2. Technology Strategy
3.9.3. Device Strategy
3.9.4. Handset Shipment Analysis
3.9.5. Handset ASP Analysis
3.9.6. Handset Feature Penetration Analysis
3.9.7. Regional Analysis
3.9.8. Carrier and Technology Partnerships
3.9.9. Future Outlook

Section 4.
COMPANY DIRECTORY

Section 5.
ACRONYMS

SCOPE OF STUDY
SOURCES AND METHODOLOGY
NOTES

Tables

■Handset Vendor Market Share, World Market: 2008
■Handset Average Selling Prices by Value Segment, World Market, Forecast: 2008 to 2014
■Handset Shipments by Technology, China, Forecast: 2008 to 2014
■Handset Shipments by Technology, Japan, Forecast: 2008 to 2014
■Handset Shipments by Technology, India, Forecast: 2008 to 2014
■Handset Shipments by Vendor, World Market, Quarterly: 2003 to 2008
■Huawei Handset Shipments, World Market: 2007 to 2008
■Huawei Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■Huawei Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■Ningbo Bird Handset Shipments, World Market: 2007 to 2008
■Ningbo Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■Ningbo Bird Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■Kyocera Handset Shipments, World Market: 2007 to 2008
■Kyocera Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■Kyocera Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■Pantech/Curitel Handset Shipments, World Market: 2007 to 2008
■Pantech/Curitel Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■Pantech/Curitel Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■NEC Handset Shipments, World Market: 2007 to 2008
■NEC Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■NEC Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■Sagem Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■Sagem Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■Alcatel (TCL) Handset Shipments, World Market: 2007 to 2008
■Alcatel (TCL) Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■Alcatel (TCL) Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■ZTE Handset Shipments, World Market: 2007 to 2008
■ZTE Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■ZTE Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■Panasonic Handset Shipments, World Market: 2007 to 2008
■Panasonic Annual Shipment Volumes by Price Band, World Market, Forecast: 2008 to 2014
■Panasonic Handset Average Selling Price, World Market, Forecast: 2008 to 2014
■Handset Average Selling Price, World Market, Quarterly: 2004 to 2008

Charts

■Handset Feature Penetration, World Market, Forecast: 2007 to 2014
■Handset Shipments by Value Segment, World Market, Forecast: 2008 to 2014
■Handset Vendor Market Share, China: 1Q 2008
■Handset Shipments by Technology, India, Forecast: 2008 to 2014
■Handset Shipments by Technology, Japan, Forecast: 2008 to 2014
■Mobile Subscription by Air Interface, China, Forecast: 2008 to 2014
■Huawei Handset Feature Penetration, World Market: 2008
■Ningbo Bird Handset Feature Penetration, World Market: 2008
■Kyocera Handset Feature Penetration, World Market: 2008
■Pantech/Curitel Handset Feature Penetration, World Market: 2008
■NEC Handset Feature Penetration, World Market: 2008
■Sagem Handset Feature Penetration, World Market: 2008
■Alcatel (TCL) Handset Feature Penetration, World Market: 2008
■ZTE Handset Feature Penetration, World Market: 2008
■Panasonic Handset Feature Penetration, World Market: 2008

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プレスリリース

(日本語訳)

2つの局面で闘うティアツー(Tier 2)携帯端末ベンダ

米国ニューヨーク、2009年4月30日
昨年の、ティアツー(Tier 2)の携帯端末ベンダの出荷台数は8050万台で、世界全体から見るとわずかな数だった。ティアツーベンダは市場シェアを伸ばすうえで、大きな課題を抱えている。それは、世界市場の約70％を握っているティアワン(Tier 1)ベンダとの競争である。ティアツーベンダはいっそうの差別化をはかるために、認知度の高いブランドを立ち上げようとしている。米国の調査会社ABIリサーチの調査レポートは、このティアツー(Tier 2)ベンダに開かれているようにみえる戦略は必ずしも最善策ではないと報告している。

「大半のティアツー(Tier 2)モバイルベンダは、中国、韓国、日本の企業である。その多くが、多くの場合既存のインフラでの提携関係を利用して、世界企業と提携し、活動範囲を国外へ拡げようとした。結果は様々で、成功した企業もあるが、世界的不況の影響により、様々な要因で国内市場に戻らざるを得なくなった企業もある」と産業アナリストのMichael Morgan氏は言う。

今、ティアツーモバイルベンダにとっては、国内市場に再び注力することは重要だとMorgan氏は言う。「現在は苦境にあるが、今後2年以内に状況は回復するだろう。日本を除く全地域でNokia、Motorola、Samsung(三星)といった大企業が再び海外進出を狙って立ち上がるだろう。」

ティアツー(Tier 2)ベンダが出荷数を増加させるためには、製造している携帯電話に適した新興市場に参入しなければならない。安価な携帯電話を製造している企業は、ラテンアメリカ市場への参入を考えるかもしれない。ハイテク企業は、日本市場という選択肢がある。Pantechはそこで成功を収めた。利益率が高いスマートフォン市場にAndroidというオープンソースが登場したため、参入のハードルが低くなり、技術力の高いベンダがスマートフォンの概念に影響を与えられるというビジネスチャンスもあるかもしれない。

中小企業にとって超低価格端末(ULCH)市場は、通常考えられるようなよいビジネスチャンスではないかもしれない。出荷台数が多いティアワン(Tier 1)ベンダなら、超低価格端末をわずかな利益で販売しても収益を上げられるが、それはほとんどのティアツー(Tier 2)ベンダには不可能である。

ABIリサーチの調査レポート「ティアツー(Tier 2)携帯端末ベンダの分析」はティアツー(Tier 2)ベンダ9社のハイレベルの概略を記載している。大半が国内市場である中国、韓国、日本に注力しており、インド、米国、欧州、ラテンアメリカで成長することを切望している。
この調査レポートは、「ビジネスモビリティ年間リサーチサービス」と「モバイルデバイス年間リサーチサービス」の一環である。

(原文)

Tier 2 Mobile Handset Vendors Must Compete on Two Fronts

NEW YORK - April 30, 2009
Tier 2 mobile handset vendors shipped 80.5 million units last year, a small fraction of the global total. But they face significant challenges when seeking greater market share. They are competing against the Tier 1 giants of the industry, which together control about 70% of the global market. They are also trying to differentiate themselves and create recognizable brands. According to a new study from ABI Research, the most obvious strategies open to them may not be the best.

Industry analyst Michael Morgan says, “Most Tier 2 handset vendors are Chinese, Korean, and Japanese. Many have tried to expand beyond their home regions through international partnerships (often leveraging existing infrastructure deals), but with mixed results. Some have succeeded, but often a variety of factors, intensified by global recession, is forcing vendors to retreat to their home bases.”

Such refocusing is necessary for them at this time, says Morgan. “They’re in the bunker now, but within the next two years they’ll have to come out, because in every region except Japan, the big players – the Nokias, Motorolas, and Samsungs – will be coming in with a vengeance.”

To achieve the volumes they need, the Tier 2s will have to get out and into emerging markets suited to the kinds of phones they make. Those making low-cost phones might consider Latin America. For high-tech, there may be space in the Japanese market – Pantech has had some success there. The good news is that in the high-margin smartphone segment, the arrival of the open source Android OS has lowered the entry threshold, and technically proficient vendors may be able to put their own stamp on the smartphone concept.

The ultra-low-cost handset (ULCH) market may not be as logical an opportunity for these smaller players as one might think. With their huge volumes, the Tier 1s are able to sell ULCHs on paper-thin margins and still profit. Most Tier 2s can’t do that.

Tier Two Handset Vendor Analysis provides a high-level snapshot of nine Tier 2 vendors, mostly focused on their home markets of China, Korea, and Japan, which have aspirations to grow in India, the US, Europe and Latin America.

It is part of two ABI Research Services, Business Mobility, and Mobile Devices.