目次
価格・ご注文についてこの調査レポートは、スマートフォンの市場を、特にOSに注目して分析しています。
Description
The smartphone segment is becoming central to the development of the global mobile industry. With mobile subscriptions’ penetration of the population having already surpassed 100% in most developed markets and quickly approaching that mark on a global level, a sign of near market saturation, industry players are focusing on mobile data as the main revenue growth source for the future. In addition to network and service investments being made to pursue this opportunity, data services need user-friendly terminals and interfaces to engage customers.
Smartphones are just such devices. Following a sluggish start when mainly targeted at business users, they have witnessed exploding sales in recent years, especially since the introduction of Apple’s iPhone in 2007. The iPhone delivered a landmark consumer-focused user experience and changed the way the industry did business. Further contributing to the smartphone segment’s sky-rocketing growth, the launch of Google’s Android open source operating system in 2008 enabled smartphones to reach the mass market, with more handset makers being able to enter the segment with a similar user experience to that of the iPhone and at quickly decreasing price points.
The growing importance of the segment has brought operating systems (OS) and the ecosystems being created around them to the forefront, sparking a war among different platforms for dominance over the smartphone space. Mobile operating systems and the ecosystems evolving around them are shaping the way forward for the mobile industry because of their potential to attract users and drive new business opportunities in data services. In light of this it is crucial to understand which players are involved and how, comprehend how these ecosystems are evolving, and fully apprehend the influence they have in the present and future of the handset and mobile services industry.
In this report, Pyramid Research analyzes the current state of the smartphone market segment, focusing specifically on the developments taking place in the OS arena.
- Following a period of decreasing handset sales in 2008-2009, the global handset industry is growing once again, propelled by the accelerating smartphone segment and by strong emerging markets demand. Pyramid Research expects global handset sales to expand at a 7% CAGR between 2010 and 2015, moving from 1.33bn to 1.86bn devices.
- The stunning expansion of the smartphone segment has been driven by increasing popularity of these devices in consumer segments. This was first caused by the arrival of the iPhone and further boosted by Android-powered devices, which enabled smartphones to be offered at lower price points and is making smartphones the mass market device of choice. We expect these devices to continuing coming down the price ladder, becoming increasingly available to lower-income tiers and emerging markets, which will boost sales.
- The OS is one of the most important differentiating factors within the smartphone segment, given its central role in the handset usability experience. A renewed OS approach to handset usability gave new mobile handset entrant Apple an edge over its competitors. The importance of the OS has also enabled software companies to take a prominent role in an industry so far dominated by handset vendors.
- Who are the key players in the smartphone OS space?
- How much influence do mobile operators and handset vendors have in the value chain?
- What do the value chains look like and which elements are best positioned?
Service providers:
The report is targeted at a range of industry participants requiring an overview of the market and an analysis of the different players, and a particular need to understand how operators are positioning themselves, including:
- Mobile operators;
- Handset vendors;
- Applications developers;
- Operating system developers;
- Handset distributors;
- Device manufacturers
Companies mentioned in this report:
| Apple
AT&T
China Mobile
China Unicom | Google
Huawei
LiMo Foundation
MeeGo | Microsoft
Nokia
RIM
Samsung |
Smartphone Operating Systems: Ecosystem analysis and trends shaping the future of the global smartphone market is part of Pyramid’s research report series. A blend of primary research and qualitative analysis, Pyramid’s research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics.
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Table of exhibits
Companies mentioned
Acronyms and abbreviations
Executive summary
Section 1: Introduction
1.1 Global mobile services industry: Entering the era of data
1.2 Global mobile devices industry: Smartphones drive growth in sales while emerging markets expand addressable market
- Booming smartphone segment is driving global handset market growth
Section 2: Operating (eco)systems
2.1 The role of operating systems in the smartphone industry
2.2 Competing operating systems overview: Ecosystems in the making
2.3 Apple iOS, a groundbreaker that became the benchmark
- iOS characteristics
- Business model and control over the value chain
2.4 Android, by Google, an OS for the masses
- OS characteristics
- Business model and control over the value chain
2.5 Windows Phone, building the third global ecosystem
- OS characteristics
- Business model and control over the value chain
2.6 BlackBerry, leveraging email to build a fourth ecosystem
- OS characteristics
- Business model and control over the value chain
2.7 Nokia’s Symbian, the fading leader, prepares an exit route
- OS characteristics: Complexity and fragmentation played role in decline
- Business model and value chain: Few eggs make fewer omelets
2.8 Other players on the OS scene
2.9 Comparing competing OS platforms
Section 3: Smartphone market dynamics
3.1 Handset vendors’ role in smartphone segment’s development
3.2 Mobile operators: Are these players doomed to be mere smartphone distributors and dumb pipe providers?
3.3 App stores, developers and content providers influence over the fate of OS ecosystems and the smartphone market
Section 4: Forecasts, conclusions and recommendations
4.1 Handsets, smartphones and operating systems market share forecasts
4.2 Major trends shaping the future of the industry
Related resources
Table of exhibits
Exhibit 1: Evolution and forecast of mobile subscription penetration of the population, global and regional, 2006, 2010 and 2015
Exhibit 2: Voice average revenue per subscriber (ARPS) and minutes of usage (MoU), Western Europe, 2006-2010
Exhibit 3: Evolution and forecast of non-messaging mobile data services penetration of total mobile subscribers, global, 2006, 2010 and 2015
Exhibit 4: Handsets sell-through and sales revenue, global total, 2006-2010
Exhibit 5: Smartphone sell-through, global and regional, 2006-2010
Exhibit 6: Smartphone sales revenue, regional and global ASPs, 2006-2010
Exhibit 7: Smartphone models featuring full keyboard and touch screen /stylus
Exhibit 8: OS share of global smartphone sales, 2007 and 2010
Exhibit 9: The first and latest iPhone models, portraying the iOS user interface
Exhibit 10: iOS major releases and changes in features
Exhibit 11: Screenshots of the App Store and Game Center services
Exhibit 12: G1, the first Android smartphone, developed by HTC and T-Mobile
Exhibit 13: Android major releases and main changes in features
Exhibit 14: Major Windows Phone OS releases and main changes in features
Exhibit 15: Current Windows Phone devices, portraying WP7 and WP6.5 UI
Exhibit 16: Windows Phone 7 minimum hardware requirements
Exhibit 17: BlackBerry devices portraying touch-screen and QWERTY layouts
Exhibit 18: Latest BlackBerry OS releases and main changes in features
Exhibit 19: Nokia X7 portraying Symbian Anna OS upgrade, 2011
Exhibit 20: Symbian platform latest releases and main changes in features
Exhibit 21: Examples of devices portraying the LiMo and webOS platforms
Exhibit 22: Samsung Wave, the first bada OS device launched in the market
Exhibit 23: Comparison of main business attributes among competing platforms, 2010
Exhibit 24: OS platforms strategic positioning objectives
Exhibit 25: Smartphone segment value chain and its players
Exhibit 26: Total smartphone sales by vendor and market share 2010
Exhibit 27: Examples of lower-tier targeted smartphones
Exhibit 28: LG Optimus 3D, the first smartphone with 3D technology
Exhibit 29: Motorola’s business-focused Android smartphones
Exhibit 30: Sony Ericsson Xperia Play, a PlayStation-powered device
Exhibit 31: Huawei and ZTE Android smartphones
Exhibit 32: Ericsson analysis on smartphones’ impact on data usage compared with feature phones and PCs
Exhibit 33: Vodafone- and Orange-branded Android smartphones
Exhibit 34: Competing application stores and business conditions and metrics
Exhibit 35: Handsets sell-through, global and regional, 2010-2015
Exhibit 36: Handsets sales revenue, global and regional, 2010-2015
Exhibit 37: Smartphone sell-through, global and regional, 2010-2015
Exhibit 38: Smartphone revenue, global and regional, 2010-2015
Exhibit 39: Smartphone market share by vendor, globally, 2010-2015
Exhibit 40: Smartphone market share by vendor, global and regional, 2015
Exhibit 41: Smartphone market share by OS, global, 2010-2015
Exhibit 42: Smartphone market share by OS, global and regional, 2015
