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The Taiwanese Mobile Phone Market, 2004 and Beyond Product Image

The Taiwanese Mobile Phone Market, 2004 and Beyond

  • Published: March 2005
  • Region: Taiwan
  • 18 pages
  • Market Intelligence & Consulting Institute (MIC)

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The fourth quarter of 2004 saw several of the leading mobile phone brands introduce special promotions, offering high-end handsets with digital camera function for low prices in an effort to stimulate demand for replacement of existing handsets. This aggressive strategy encouraged price cuts on mainstream handset models as well, helping to generate total fourth quarter sales of 1.6 million units in the Taiwanese mobile phone market. Whereas at the beginning of 2004 the market was the scene of intense competition between many different brands, none of which held a significant lead over the others, by the end of the year a group of leading international vendors had re-established a dominant position in the market. 3G services are expected to witness a concerted rollout in 2005, however, the stimulus is likely to be mild given lack of consumer familiarity.

Topics covered in this report include:

Market size forecast for 2005, 2H 2004 and full year review of market size, sales value, ASP, sales by price point, display types, display color count, handset shape, brand-name vendor market share, camera phone share, and camera phone sales by array format.

Market Size
Market Value and ASP
Price Trends
Display Types
Camera Phones
Handset Shape
Brand Market Share
Forecast
Appendix

List of Figures

Figure 1 Taiwanese Mobile Phone Market Size, 3Q 2002 - 4Q 2004
Figure 2 Taiwanese Mobile Phone Market Value and ASP, 3Q 2002 - 4Q 2004
Figure 3 Taiwanese Mobile Phone Market Sales by Price Point, 3Q 2002 - 4Q 2004
Figure 4 Taiwanese Mobile Phone Market Share by Price Point, 3Q 2002 - 4Q 2004
Figure 5 Taiwanese Mobile Phone Market Share by Price Point, 3Q 2002 - 4Q 2004
Figure 6 Taiwanese Mobile Phone Market Share by Display Type, 1Q 2003 - 4Q 2004
Figure 7 Taiwanese Mobile Phone Market Share by Display Type, 2003 - 2004
Figure 8 Taiwanese Mobile Phone Market Share by Display Color Count, 1Q 2003 - 4Q 2004
Figure 9 Taiwanese Mobile Phone Market Camera Phone Share, 1Q 2003 - 4Q 2004
Figure 10 Taiwanese Mobile Phone Market Camera Phone Share, 2003 - 2004
Figure 11 Taiwanese Mobile Phone Market Embedded Camera Share by Array Format, 4Q 2003 - 4Q 2004
Figure 12 Taiwanese Mobile Phone Market Share by Handset Shape, 1Q 2003 - 4Q 2004
Figure 13 Taiwanese Mobile Phone Market Share by Brand Grouping, 2001 - 4Q 2004
Figure 14 Taiwanese Mobile Phone Market Sales by Brand Grouping, 2001 - 4Q 2004
Figure 15 Taiwanese Mobile Phone Market Share by Brand Grouping, 2001 - 4Q 2004

List of Tables

Table 1 Taiwanese Mobile Phone Market Share by Brand, 1Q 2003 - 2Q04

It had originally been anticipated that, with no revolutionary new handset designs appearing, there would be little to drive consumer demand in the fourth quarter of 2004. In the event, however, with the leading handset vendors rolling out a series of new models and cutting prices to encourage consumers to replace mainstream models with these new handsets, total sales in the Taiwanese handset market rose to 1.6 million units in the fourth quarter, representing year-on-year growth of 3%.

The fourth quarter of 2004 saw the leading handset vendors launching a large number of new handset models in the Taiwanese market, while at the same time adopting a low-price strategy in the entry-level market. Between them, Nokia, Motorola, Sony Ericsson,
Panasonic, Siemens and the Taiwanese handset distributors rolled out more than 35 new handset models in the fourth quarter.

- Alcatel
- ASUS
- Aurora
- BenQ
- Chunghwa Telecom
- DBTEL
- Giya
- GPlus
- Innostream
- LG
- Mitsubishi
- Motorola
- NEC
- Nixxo
- Nokia
- OKWAP
- Palmax
- Panasonic
- Philips
- PION
- Sagem
- Samsung
- Senao
- SEWON
- Sharp
- Siemens
- Sony Ericsson
- Synnex
- Taiwan Cellular Corporation
- Taiwan Tele-Shop
- Toplux
- Toshiba

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