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The New Age of Handset Customisation: 2006 - 2011
ARCchart, Aug 2006, Pages: 200
EXECUTIVE SUMMARY
PREFACE
| Organisation of the report
| Companies and products reviewed
| Methodology and interviews
CHAPTER A The Quiet Revolution
A1 | 1990-2000: The handset as the network endpoint
A2 | 2001–2005: The Handset as a medium for branding and service access
A3 | 2006-2011: Uniquely customised handsets
CHAPTER B The Market Today
B1 | The status of handset customisation today
B2 | Uniquely customised handsets
| What is handset customisation?
| Uniquely customised handsets
B3 | Uniquely customised handsets: global update
CHAPTER C Manufacturers: Disruptive Times in The Age of Customer Segmentation
C1 | Striving for customer segmentation
| The struggle for profit margins
| Charting segments and market niches
The New Age of Handset Customisation: 2006-2011
C2 | Diversity in manufacturer positioning
OEMs, ODMs, ODEs, EMSs, CDMs and OBEs
Continued growth in outsourced handset production
C3 | OEMs: Innovative but organisationally handicapped
| OEM handset innovation, fashion and style
Superficial handset customisation
Independent subsidiaries: Vertu and Xelibri
Uniquely customised handsets: Samsung and Casio
| Organisationally handicapped
Disconnected handset sub-teams
The limitations of economies of scale
C4 | ODMs: Facilitating customised devices
| HTC, a prime example of a handset customiser
C5 | ODEs: Changing the economics of customisation
| FG Wireless
Positioning and revenue model
Development process
Strategy
| Cellon
Positioning and business model
Services and technology
C6 | Case studies of uniquely customised handsets
| Xelibri: lessons learned
A bold experiment in fashion handsets
The year in the life of the Xelibri range
What Xelibri did right
Where did Siemens go wrong?
| The Siemens ESCADA project
A repeated success in handset co-branding
How the ESCADA project benefited from the Xelibri experience
| Bang & Olufsen
Bang & Olufsen, a $600m brand
From concept to design
The handset
Market reaction and strategy
| The ELLE GlamPhone by Alcatel
A brand, a matchmaker and a manufacturer
From design to distribution
Inside and outside the GlamPhone
Market reaction and strategy
| i-kids: a customised kids handset
| Vertu by Nokia
The New Age of Handset Customisation: 2006-2011
Vertu’s brand DNA: obsessive craftsmanship
The Signature and Ascent handsets
Exclusive materials and precision engineering
Commodity hardware and lightly customised UI
Concierge service
Market reaction
| Goldvish
Competition in the horizon
VIPN Black Diamond
C7 | Manufacturer handset customisation: 2006-2011
CHAPTER D Operators & MVNOs: Time for Handset Innovation
D1 | The ageing state of operator handset customisation
| Handset customisation today
Raison d'être
Handset branding
Network service interoperability
Usability and service promotion
Industrial design and aesthetics
| The benefits to operators
| A minefield of challenges
One brand to rule them all?
Development cost on the rise
Longer development and lead times
Organisational constraints
Technology fragmentation
Partner competition
Operators must innovate
D2 | MVNOs: Reinventing the handset
Handsets at the core of the MVNO proposition
| Firefly Mobile: Designed for tweens
Go-to-Market strategy
Market reaction and company strategy
| Disney Mobile
Disney’s surprisingly limited handset customisation
The Dmobo Disney-branded handsets
| Helio
Korean handsets, with a touch of customisation
| Amp’d Mobile
The handsets
| Mobile ESPN
Handset design: A low risk strategy and exacting product definition
The New Age of Handset Customisation: 2006-2011
The handset at the forefront of the ESPN experience
Market reaction
Strategy: more devices by end of 2006
| UIEvolution
The UIEngine application environment
| Voce MVNO
Exclusive leather-moulded handsets
| Jitterbug MVNO
| MVNOs: towards uniquely customised handsets
| MVNEs: Handset customisation as service
D3 | Operator strategies in handset customisation
| Exclusive partnerships
The 5-year Huawei agreement
| Co-branded handsets
Vodafone Ferrari
T-Mobile, Robbie Williams and Sony Ericsson
| Middleware investments
Vodafone to facilitate a more aggressive move
Behind Vodafone’s S60 announcement
The Vodafone-DoCoMo Linux-based reference platform
| From DoCoMo to Vodafone Simply and Orange Experience
DoCoMo and KDDI: Leading the way
Inside the Vodafone Simply Proposition
Mid 2007: the Orange Experience handsets
| Operator-led Handset Innovation
T-Mobile’s vision: Multi-modal access
D4 | Operator-led handset customisation: 2006-2011
| MVNOs
| MNOs
Own-brand handsets
Co-branded handsets
Wholesale
CHAPTER E Consumer Brands: The New Force in Mobile Handsets
E1 | Brands and Mobile
| What’s in a brand?
| Brands in the mobile industry
| Lack of brand differentiation
Lack of manufacturer brand differentiation
Obscure operator brand deliverables
Is brand building only about time and money?
The absence of consumer brands: an unbalanced equation
The New Age of Handset Customisation: 2006-2011
E2 | Consumer brands and mobile content
Branded content everywhere
Brands using On-Device Portals
The future of branded content looks bright
E3 | Branded Handsets: The new frontier
| Branded handsets as a line extension
Consumer electronics as a brand extension
The unique proposition of branded handsets
| The incentives for brands
New revenue sources
Attractive margins
| The barriers to market entry
Limited know-how
Manufacturer flexibility
Operator inertia
Channel pricing, capabilities and retail experience
Lack of technology kudos
E4 | Beyond 2006: The Future of Branded Handsets
| Which brands are best suited to brand handsets?
| The Route To Market
1 The MVNO route
2 The Customised Design Manufacturer (CDM) route
3 The Value-Adding Distributors (VAD) route
Technology as a catalyst
CHAPTER F The Silk Road of Customised Handsets
F1 | The path to handset commercialisation: From design to distribution
Cost and time-to-market
| Brand licensing
| Market research
| Industrial design
| Hardware design
| Handset assembly and manufacturing
| Software integration
| Last mile handset customisatio
| Service integration
| Testing and quality assurance
| Distribution, warehousing and logistics
| Retailing
| Customer support, reverse logistics, warranty and repairs
F2 | Routes to market for uniquely customised handsets
The New Age of Handset Customisation: 2006-2011
| 1 The Customised Design Manufacturer (CDM) route
| 2 The Value-Adding Distributors (VAD) route
| Technology as a catalyst to handset commercialisation
Reference designs
Operating systems
Application environments
User interface frameworks
On-device portals
F3 | Industrial Design: First step of the experience
| The business dynamics of industrial design
Limited differentiation and margin pressures
Towards closer integration of industrial design with manufacturing
No Picnic
Frog design
Lawton & Yeo
The benefits of independent industrial design firms
| The Industrial Design process
| Idem
Services
Positioning and customers
Strategy
| Ocean Observations
Overview
Services
Positioning and customers
Strategy
| Case Study: Nordisk Mobiltelefon
Background
The design of the Nordisk brand
Understanding the Scandinavian rural professionals segment
Development of the rugged line of handsets
Next phase: targeting the consumer segment
Development of The Networker Line
Summary
F4 | Customised Design Manufacturers
| CDM: an OEM without fixed costs
The beginnings and principles of the CDM model
From modelabs to TCL Alcatel
| CDM challenges
| Modelabs
A unique and market leading position
The Elite (modelling agency) and Airness (sport equipment) branded handsets
Strategy: 10 uniquely designed handsets a year
| Tedemis
The New Age of Handset Customisation: 2006-2011
Licensing and on-device portal services
A branded services provider strategy
| Emblaze Mobile
A handset customisation house for operators
A three-stage strategy from an ODM to a CDM model
A service-centric strategy targeted to operators
F5 | Value-Added Distributors
| Challenges for value added distributors
| Emporia Telecom
EmporiaLife: A handset for the 50+ age group
| Dangaard Telecom
| Brightpoint
Brightpoint’s business model
F6 | Handset commercialisation: 2006-2011
CHAPTER G A Guide to Technologies for Handset Customisation
G1 | The Handset technology stack
| Technology as a catalyst to handset customisation
The software stack
On-device portals
User interface frameworks
Application environments
Operating systems
Reference designs
Casing 131
G2 | On-Device Portals
| ODP, the evolution of WAP
| A crowded vendor landscape
Nokia Content Discoverer
Market forecast to 2009
G3 | UI Customisation Platforms
| Who needs UI customisation?
| Vendors and Technologies
Vendor landscape
Technology and tools
Criteria for UI vendor selection
| TAT
Background and overview
Positioning and unique selling points
Products
Customers and deployments
Technology
Strategy
| Digital Airways
Background and overview
Positioning and unique selling points
Products
Customers and deployments
Technology
Strategy
| e-SIM
Background and overview
Positioning and unique selling points
Products
Customers and deployments
Technology
Strategy
| MSX
Background and overview
Positioning and unique selling points
Products
Customers
Technology
Strategy
| High-end Handset UI Platforms
Nokia S60
Trolltech Qtopia
G4 | Application Environments
| Beyond Java and browsers
Java, a point solution
| Application environments: the new operating system
Decomposing the browser as an application environment
The war of application environments
| Adobe Flash Lite
| Openwave MIDAS
| Obigo
| SKY MobileMedia
SKY-MAP middleware platform
Customers and partnerships
| Open Plug
Product proposition, customers and partners
G5 | Operating Systems
| Symbian
| Microsoft
| SavaJe
| Linux: quickly gaining market share, but challenges remain
Challenges for Linux vendors today
| Purple Labs
G6 | Hardware reference designs
Reference design form factor: crucial to handset customisation
G7 | Casing: new materials for mass customisation
Handset customisation beyond plastics
| Inclosia
Overview
Positioning and revenue model
Products
Customers
| SkinIt
History
Product and positioning
G8 | Handset customisation technology: 2006-2011
CHAPTER H 2006-2011: Market Forecasts and Trends
H1 | Global market forecast 2006-2011
| Forecast model
| Market forecast 2006-20011
H2 | Market trends in handset customisation
| Brand-led handset customisation
| Uniquely customised handsets at the core of the MNO strategy
Own-brand handsets
Co-branded handsets
Wholesale
| The rise of Customised Design Manufacturers
| Verticalisation in handset services and technology
Verticalisation in the service business
Verticalisation in the technology business
| Handset System Integrators
| Mass customisation: micro-segmentation
| Open OSes are out; customisable software stacks are in
CHAPTER I Recommendations For Industry Players
| Recommendations for mobile network operators
Own-brand handsets
Co-branded handsets
Wholesale
| Recommendations for handset manufacturers
| Recommendations for consumer brands
The New Age of Handset Customisation: 2006-2011
List of Figures
Figure 1 – Detailed list of uniquely customised handsets and handset series profiled in this report
Figure 2 - Motorola’s market segmentation chart identifying main consumer clusters
Figure 3 - BenQ Siemens market segmentation chart circa 2004
Figure 4 - Roles of manufacturers, by category
Figure 5 - Global handset production breakdown: in-house vs outsourced
Figure 6 - The Red Motorola SLVR and Dolce & Gabbana RAZR v3i as examples of superficially
customised handsets
Figure 7 - The Sagem my700X Roland Garros designed for fans of the French Open tournament
Figure 8 - Illustration of the LG SD410 handset whose design resembles a sports car
Figure 9 - The Nokia Versace 7270, with Swarovski crystal lanyard
Figure 10 - The 3250 WESC Limited Edition handset
Figure 11 - The Casio G-Zone splash-proof phone
Figure 12 - The grey colours and conventional form factors typically found in mass-market handsets
Figure 13 - The Nokia 5500, the first device to offer ‘mode shifting’
Figure 14 - A music phone design by FG Wireless
Figure 15 - The Philips 968 Linux-based high-end handset designed by Cellon
Figure 16 - Xelibri models 1 through 8
Figure 17 - The Siemens ESCADA range
Figure 18 - The Bang & Olufsen Serene handset
Figure 19 - The ELLE Glamphone No 1 phone (top) and No 2 phone (bottom)
Figure 20 - The i-kids uniquely customised handset targeting the tweens segment
Figure 21 - Selected handsets from Vertu’s Signature range (left) and Ascent range (right)
Figure 22 - The Goldvish diamond-encrusted handset
Figure 23 - The VIPN Black Diamond designed by Jaren Goh
Figure 24 - Vodafone’s handset menu icons
Figure 25 - Orange Downloads service
Figure 26 - Vodafone Live Cast screenshots
Figure 27 - T-Mobile’s market segmentation charting segments by life stage
Figure 28 - The Firefly uniquely customised handset for 8-12 year old children
Figure 29 - LG and Pantech handsets customised for Disney Mobile
Figure 30 - Disney-branded fixed, cordless and mobile handsets, manufactured through brand licensing
agreements
Figure 31 - Limited edition of Dmobo M900 with numbered certificate and rag cleaner
Figure 32 - The Hero and Kickflip handsets launched by MVNO Helio
Figure 33 - The Amp’d Jet, Hollywood and Angel handsets
Figure 34 - The Sanyo MVP and the Samsung ACE customised Mobile ESPN handsets
Figure 35 - Leather-embossed Motorola RAZR v3 handsets available exclusively to Voce customers
Figure 36 - The A120 phone models designed and built by Samsung, based on Jitterbug’s conceptual
model
Figure 37 - The Vodafone Ferrari Sharp 902 handset
Figure 38 - The Sony Ericsson W300 Robbie Williams handset, exclusive to T-Mobile
Figure 39 - Vodafone investment in handset user interface, core applications and middleware
Figure 40 - KDDI Designer handsets
Figure 41 - The DoCoMo Music Porter X army-style handset from Mitsubishi
Figure 42 Dedicated single-task buttons as part of the Simply user interface (VS1 handset model)
Figure 43 - Handset retail margins of selected Tier-1 manufacturer handsets
Figure 44 - The 12 stages in the lifecycle of handset commercialisation
Figure 45 - The stages in the lifecycle of handset commercialisation and industry roles alongside the
lifecycle
Figure 46 - Example of the stages of the handset industrial design process
Figure 47 - A dissection of the industrial design of the NMT handset, showing the complex arrangement of
materials
Figure 48 - The Nordisk MobilTelefon logo
Figure 49 - The industrial design for the rugged handset developed by Ocean Observations
Figure 50 - Screenshots of the user interface designed for the NMT handsets
Figure 51 – modelabs’ customisable handset features for project delivery within six months
Figure 52 - The Elite Model Look EML1 handset powered by modelabs
Figure 53 - The EmporiaLife handset designed for the 50+ age group
Figure 54 - Simplified handset technology stack showing core software platforms that enable handset
customisation
Figure 55 - Positioning of on-device portals within the handset technology stack
Figure 56 - Examples of immersive data service experiences delivered by commercial on-device portal
products
Figure 57 - Positioning of UI customisation platforms within the handset technology stack
Figure 58 - Examples of customisable user interfaces delivered by TAT’s product
Figure 59 - Example of a customisable user interface delivered by Digital Airways’ product
Figure 60 - Examples of customisable user interfaces delivered by e-SIM’s product
Figure 61 - Examples of customisable user interfaces delivered by MSX’s product
Figure 62 - Positioning of application environments within the handset technology stack
Figure 63 - Positioning of operating systems within the handset technology stack
Figure 64 - Positioning of hardware reference designs within the handset technology stack
Figure 65 - Evolution of reference design hardware and integration of functionality into fewer chips
Figure 66 - The Dmobo M900 and the Philips Xenium 9@9 handset featuring leather-moulded housing by
Inclosia
Figure 67 - Branded vinyl skins produced by SkinIt, themed around a licensed Star Wars character
Figure 68 - Unit sales of uniquely customised handsets by manufacturer type: 2006-2011
Figure 69 - UCH sales as a percentage of global handset sales: 2006-2011
Figure 70 - UCH sales as a percentage of global handset sales: 2006-2011
Figure 71 - The handset industry shift from vertical to horizontal forms, modelled on Charles Fine’s Double
Helix
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