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この調査レポートは、低価格携帯端末市場を詳細に調査し、携帯端末を超低価格端末、低価格端末、エントリーレベルのスマートフォンの3カテゴリに分けて、分析・予測を行っています。

主な掲載内容 (目次より抜粋)

• 低価格携帯端末市場の将来性
• 低価格携帯端末市場の成長促進要因と阻害要因
• 戦略と関連企業
• エントリーレベルのスマートフォン
• エントリーレベル機器の市場予測

Overview

• High Value Strategic Planning Tool
• Three Extensive Forecasting Chapters
• Impact of Illegal File Sharing Analysed

This strategic report provides a detailed assessment of the low cost handset market analysing and forecasting for three handset categories, ultra-low cost handsets, low costs handsets and entry level smartphones.

Within two forecast chapters the number of handset shipments, installed base and the number of users are projected by eight key regions, for each of the three handset segments. The report also identifies and forecasts the combination of low cost and ultra-low cost handsets.

The report investigates the new features on lower end devices, including, browsers, email and social networking facilities and includes strategic recommendations for players across each sub-sector.

Companies Referenced

Bharti Airtel, Broadcom, HTC, LG Electronics, Micromax, MTN, Nokia, Orange Group, Ovi, Qiao Xing Mobile, Samsung, Synchronica, Telefonica, Vodafone, Zain, ZTE

Key Questions

1. Which strategies are players adopting for the entry level smartphone sector?
2. Which markets are operators and vendors focusing on? And why?
3. What drivers have made mobile email and mobile data more on low-end devices?
4. How many low-cost handsets and ultra-low-cost handsets are forecast to be sold over the next five years?
5. How many low-cost smartphones are due to be shipped in 2015?

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TABLE OF CONTENTS

Executive Summary

ES1 Introduction
ES2 The Low Cost Handset Market
ES3 Defining the Low Cost Market
Table ES1: The Low Cost Device Universe in 2010
ES3.1 Ultra Low Cost Handset
ES3.2 The Internet/Email Enabled Handset (Low Cost Handset)
ES3.3 Entry Level Smartphone
ES4 Low Cost Mobile Internet
Figure ES1: Development of the Low Cost Handset Market
ES5 Entry Level Handsets Trends
ES5.1 Entry Level Devices
Figure ES2: Annual Entry Level Handset Shipments (m) Split by 8 Key Regions 2010-2015
Table ES2: Annual Entry Level Handset Shipments (m) Split by 8 Key Regions 2010-2015
ES6 Entry Level Smartphone Trends
Table ES3: Average Price ($) of Entry Level Smartphones (End of Year) 2010-2015
Figure ES3: Number of Entry Level Smartphone Shipments (m) Split by 8 Key Regions 2015
Table ES4: Number of Entry Level Smartphone Shipments (m) Split by 8 Key Regions 2010-2015
ES7 Recommendations
ES8 Conclusion

1. The Low Cost Opportunity

1.1 Introduction

1.1.1 Scope of the Report
1.1.2 Demands on the Low Cost Handset
1.1.3 Low Cost Devices Within the Overall Handset Market
Figure 1.1 Devices and Pricing in the Handset Market
1.1.4 Category Definitions
Table 1.1: The Low Cost Device Universe 2010
i. Ultra low Cost Handset
ii. The Internet/Email-Enabled Handset (Low Cost Handset)
iii. The Entry level smartphone

1.2 Defining Low Cost

1.2.1 Low Cost Markets
i. Limited Penetration
ii. Absence of Infrastructure
iii. Prepaid Rules
iv. Who Owns the Customer?
1.2.2 Low Cost Handset Requirements
i. Voice Functionality
ii. SMS
iii. Low Price-Point
iv. Robust Design
v. Limited Number of Components
vi. Long Battery Life

1.3 The Future of Low Cost Handset

1.3.1 Enabling Basic Phones with the Mobile Browser
Table 1.2: Features of Different Tiers of the Handset Market
1.3.2 Critiques Levelled at the Low Cost Handset

1.4 The SIM-Only Possibility

1.4.1 Phone Sharing
i. Grameen Foundation.s Village Phone Programme

1.5 The Total Cost of Ownership Debate

1.5.1 Nokia Study
1.5.2 Lowering the Cost of Ownership
1.5.2 Extending the Feature Set

1.6 Conclusion

2. Low Cost Markets Drivers & Inhibitors

2.1 Introduction

2.1.1 The Handset Industry in Context
2.1.2 Emerging Market Trends Supporting the Low Cost Handset Market
2.1.3 How the Low Cost Market has Changed
Figure 2.1: Development of the Low Cost Handset Market

2.2 New and Traditional Drivers

2.2.1 .Traditional. Low Cost Handset Drivers
2.2.2 ARPU
Figure 2.2: Mobile ARPU ($) Split by 8 Key Regions 2010-2015
Table 2.1: Mobile ARPUs ($) Split by 8 Key Regions 2010-2015

2.3 Power Availability

Figure 2.3: Coral-200-Solar
2.3.1 Operator Strategies: Growth Through Acquisition
2.3.2 Cost Savings
2.3.3 Increase in Operators. Revenues
2.3.4 Increased Marketing Opportunities
2.3.5 Increase in the Subscriber Base
2.3.6 Reducing the Bill of Materials
2.3.7 "New" Drivers
i. Own-brand handset initiatives from operators are now commonplace
ii. Local handset vendors have entered the market in force
iii. The advent of the low cost Internet

2.4 Inhibitors

2.4.1 Traditional Inhibitors
2.4.2 "New" Inhibitors

2.5 Market Enablers and Opportunities

2.6 Geographical Overview of Low Cost Markets

2.6.1 Africa
Figure 2.4: African Mobile Penetration Rates 2008
2.6.2 Indian
Table 2.2: Leading Mobile Operators and their Owners
Table 2.3: MTS Handset Portfolio
Table 2.4: Selected Handsets Available in India

2.7 Conclusion

3. Strategies & Players

3.1 Introduction

3.2 Handset Strategies

3.2.1 Low Cost and Ultra Low Cost Handsets Trends
i. "Local" Handset Manufacturers are Emerging
ii. Operators are Developing Own-brand Strategies

3.3 Overall Handset Trends

3.3.1 The Challenges of Hardware Differentiation
3.3.2 Commoditisation Brings Risks to Handset Suppliers
3.3.3 Evolving the Strategy Beyond Hardware
3.3.4 Incumbent Handset Vendor/ New Entrant Balance
Figure 3.1 Traditional Versus new Local Players: The Balance

3.4 The Market Players

3.4.1 Nokia
i. Nokia.s Historic Low Cost Handset Initiatives
ii. Focus on Services
iii. Devices
iv. Ovi
v. Ovi Mail
Table 3.1 Ovi Mail (October 2010)
vi. Life Tools
Table 3.2: Nokia Life Tools
vii. Product Launches
3.4.2 ZTE
i. Emerging Market Emphasis
3.4.3 Samsung
i. Low Cost Devices
3.4.4 Other Players
i. LG Electronics
ii. HTC
3.4.5 Local Handset Players-China and India
i. Qiao Xing Mobile
ii. Micromax

3.5 Operators

3.5.1 Orange Group
3.5.2 Vodafone
Figure 3.2: Vodafone Ultra Low Cost Handset

3.6 Local Operators' Initiatives

3.6.1 Zain

3.7 Chipset and Software Manufacturers

3.7.1 Broadcom
3.7.2 Synchronica
Figure 3.3: Synchronica.s MessagePhone
i. MessagePhone
3.7.3 Opera
3.7.4 Emerging Market Trends
i. Russia and CIS
ii. South East Asia
iii. Africa
iv. Latin America

3.8 Conclusion

4. Entry Level Smartphones

4.1 Introduction

4.2 Entry Level Smartphone Trends

4.2.1 Developed Market Operators. Own-Brand Strategies
4.2.2 Developing Markets

4.3 The Role of the Chipset

4.4 Total Handsets Installed Base

Figure 4.1: Total Handsets Installed Base (m) Split by 8 Key Regions 2010-2015
Table 4.1: Total Handsets Installed Base (m) Split by 8 Key Regions 2010-2015

4.5 The Smartphone Market

4.5.1 Smartphones as a Proportion of the Mobile Handset Market
Table 4.2: Percentage of New Handsets that are Smartphones Split by 8 Key Regions 2010-2015
Figure 4.2: Annual Smartphone Shipments (m) Split by 8 Key Regions 2010-2015
Table 4.3: Annual Smartphone Shipments (m) Split by 8 Key Regions 2010-2015
4.5.2 The Entry Level Smartphone
i. Characteristics
Table 4.4: Entry Level Smartphone Handsets Launched in 2010

4.6 Entry Level Smartphone Market Developments

4.6.1 Operator Initiatives
i. Orange
Figure 4.3: Orange San Francisco
ii. Vodafone
4.6.2 India.s Smartphone Market

4.7 Entry Level Smartphone Shipments

Table 4.5: Average Price of Entry Level Smartphones (end of year) 2010-2015
4.7.1 Methodology
Figure 4.4: Methodology for Entry Level Smartphone Forecasts
Figure 4.5: Number of Entry Level Smartphones (m) Shipped Split by 8 Key Regions 2010-2015
Table 4.6: Number of Entry Level Smartphones (m) Shipped Split by 8 Key Regions 2010-2015
Figure 4.6: Entry Level Smartphones Installed Base (m) Split by 8 Key Regions 2010-2015
Table 4.7: Entry Level Smartphones Installed Base (m) Split by 8 Key Regions 2010-2015

4.8 Conclusion

5. Market Forecasts for Entry Level Devices

5.1 Introduction

5.1.1 Global Low Cost Mobile Device Shipment Forecasts
5.1.2 Availability of Prepaid Services
Table 5.1: Proportion of Prepaid Mobile Subscribers as Percentage of Overall Subscriber Base (%) Split by 8 Key Regions 2010-2015

5.2 Low Cost Handsets

5.2.1 Characteristics
Figure 5.1: Entry Level Handsets Forecast Methodology
5.2.2 Shipments
Figure 5.2: Annual Low Cost Handset Shipments (m) Split by 8 Key Regions 2010-2015
Table 5.2: Annual Low Cost Handset Shipments (m) Split by 8 Key Regions 2010-2015
5.2.3 Installed Base
Figure 5.3: Installed Base (m) Low Cost Handsets Split by 8 Key Regions 2010-2015
Table 5.3: Installed Base (m) Low Cost Handsets Split by 8 Key Regions 2010-2015
5.2.4 Market Value
Figure 5.4: Market Values ($m) of Global Low Cost Handset Shipments Split by 8 Key Regions 2010-2015
Table 5.4: Market Values ($m) of Global Low Handset Cost Shipments Split by 8 Key Regions 2010-2015

5.3 Ultra Low Cost Handsets

5.3.1 Characteristics
5.3.2 Shipments
Figure 5.5: Annual Ultra Low Cost Handset Shipments (m) Split by 8 Key Regions 2010-2015
Table 5.5: Annual Ultra Low Cost Handset Shipments (m) Split by 8 Key Regions 2010-2015
5.3.3 Installed Base
Figure 5.6: Installed Base (m) Ultra Low Cost Handsets Split by 8 Key Regions 2010-2015
Table 5.6: Installed Base (m) Ultra Low Cost Handsets Split by 8 Key Regions 2010-2015
5.3.4 Market Value
Figure 5.7: Market Value ($m) of Global Ultra Low Cost Handset Shipments Split by 8 Key Regions 2010-2015
Table 5.7: Market Value ($m) of Global Ultra Low Cost Handset Shipments Split by 8 Key Regions 2010-2015

5.4 Entry Level Handsets Forecasts

5.4.1 Shipments
Figure 5.8: Annual Entry Level Handset Shipments (m) Split by 8 Key Regions 2010-2015
Table 5.8: Annual Entry Level Handset Shipments (m) Split by 8 Key Regions 2010-2015
5.4.2 Installed Base
Figure 5.9: Installed Base (m) Entry Level Handsets Split by 8 Key Regions 2010-2015
Table 5.9: Installed Base (m) Entry Level Handsets Split by 8 Key Regions 2010-2015
5.4.3 Market Value
Figure 5.10: Market Value ($m) of Global Entry Level Handset Shipments Split by 8 Key Regions 2010-2015
Table 5.10: Market Value ($m) of Global Entry Level Handset Shipments Split by 8 Key Regions 2010-2015

5.5 Conclusion

Glossary

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