Smartphones in Developed Asia–Pacific: Trends and Forecasts 2015–2020

  • ID: 3600552
  • Report
  • Region: Asia Pacific
  • 29 pages
  • Analysys Mason Group
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Smartphone Shipments in Developed Asia–Pacific Markets will be Relatively Stable between 2015 and 2020
"Incremental smartphone innovation is not enough to convince the sophisticated smartphone user base of the region to commit to fast replacement cycles."

Developed Asia–Pacific is home to highly-saturated smartphone markets, with large sophisticated user bases and small groups of first-time buyers left to be converted to smartphones. Most high-end devices are failing to attract consumers’ attention and slower replacement cycles are hindering growth in unit sales.

This report and accompanying data annex provide:

- regional forecasts for, and trends that affect, smartphone sales and penetration
- country-level forecasts and trend analysis for Australia, Japan, South Korea and Taiwan
- operator and vendor approaches in the region, and in the aforementioned list of countries

This report analyses the smartphone markets in developed Asia–Pacific and describes the trends that affect sales and adoption.

It is based on several sources:
- the internal research, including global and regional telecoms forecasts and the Connected Consumer Survey (conducted in 16 countries in 2015)
- interviews with key stakeholders in the smartphone market
- secondary information from vendors, operators, regulators and other formal sources.

Geographical coverage

- Region



Detailed country commentary

- Developed Asia–Pacific
- Australia
- Japan
- South Korea
- Taiwan

Data coverage

Connections



- Mobile handsets (smartphone or basic phone)
- Smartphones' share

Unit sales

- Mobile handsets (smartphone or basic phone)
- Smartphones' share

KEY METRICS

Worldwide
- Unit sales of mobile handsets (smartphones and nonsmartphones)

- Mobile handset connections (smartphones and nonsmartphones)

- Unit sales of smartphones by vendor and by operating system

Developed Asia–Pacific
- Unit sales of mobile handsets (smartphones and nonsmartphones)

- Smartphones’ share of mobile handset connections and unit sales

Country-level
- Smartphones’ share of mobile handset unit sales

Who Needs to Read this Report
- Operator-based strategy executives and mobile device managers who are interested in smartphone market trends, the role of operators as
smartphone distribution channels, and recent changes in device bundling, financing and upgrade plans.
- Device manufacturers that want to identify worldwide and regional opportunities in terms of smartphone unit sales growth and primary
regional drivers.
- Smartphone distributors and wholesale executives who are interested in learning more about operator and vendor initiatives for smartphone
sales, regional growth expectations and key trends.
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5. Executive summary
6. Executive summary: Incremental innovation is not enough to convince the region’s consumers to rapidly replace handsets
7. Worldwide trends
8. Worldwide: Smartphone markets are saturating – operators and vendors must reassess their priorities
9. Worldwide: Growth in unit sales will depend on emerging markets and will come mostly from emerging Asia–Pacific
10. Worldwide: Operators are key sources of smartphones in most regions, but they lost some ground to other channels in 2015
11. Worldwide: Vendor financing is the end-point of gradual shifts in operator device strategies rather than an abrupt change
12. Worldwide: Vendor financing plans are most likely to succeed in countries where users are ready for SIM-only contracts
13. Worldwide: Operator bundles are in demand and play a role in prepaid-to-postpaid migration
14. Worldwide: Apple leads the high-end market and Chinese vendors are capturing demand at the low end
15. Worldwide: iOS’s market share of unit sales will remain stable at around 15% until 2020
16. Regional trends
17. Developed Asia–Pacific: Apple provides growth in the high-end segment in an otherwise stalling smartphone market
18. Developed Asia–Pacific: Key regional trends
19. Country-level trends
20. Australia: Highly saturated market with a shrinking pool of first-time buyers will prevent growth in smartphone sales
21. Japan: Slow growth in smartphone unit sales will be driven by consumer demand for Apple devices and local brands
22. South Korea: The smartphone market is dominated by local vendors and operator sales channels
23. Taiwan: Greater affordability of 4G-compatible smartphones will boost sales
24. Forecast methodology and assumptions

List of Figures
Figure 1: Smartphone unit sales and smartphones’ share of mobile handset unit sales, developed Asia–Pacific, 2012–2020
Figure 2: Mobile handset unit sales by type, and smartphones’ share of unit sales, worldwide, 2012–2020
Figure 3: Smartphone unit sales by region, 2014 and 2020
Figure 4: Percentage of respondents who bought their most recent handset from an operator, 16 countries, and averages for 2014 and 2015
Figure 5: Device bundling and financing plans by type
Figure 6: Seven areas of consideration for operators when assessing the potential impact of SIM-only and vendor financing take-up
Figure 7: Choice of next mobile tariff by type among those who plan to change their tariffs, by current tariff type, 6 European countries, US and South Korea
Figure 8: Choice of next mobile tariff by type among those who plan to change their tariffs, by current tariff type, 8 countries in MEA and emerging APAC
Figure 9: Smartphone unit sales by manufacturer, worldwide, 2012–2020
Figure 10: Smartphone unit sales by operating system, worldwide, 2012–2020
Figure 11: Mobile handset connections by type, and smartphones’ share of connections, developed Asia–Pacific, 2012–2020
Figure 12: Smartphone unit sales and smartphones’ share of mobile handset unit sales, developed Asia–Pacific, 2012–2020
Figure 13: Key regional trends in handset markets, developed Asia–Pacific
Figure 14: Smartphone unit sales and smartphones’ share of mobile handset unit sales, Australia, 2012–2020
Figure 15: Smartphone unit sales and smartphones’ share of mobile handset unit sales, Japan, 2012–2020
Figure 16: Smartphone unit sales and smartphones’ share of mobile handset unit sales, South Korea, 2012–2020
Figure 17: Smartphone unit sales and smartphones’ share of mobile handset unit sales, Taiwan, 2012–2020
Figure 18: Main enablers and constraints for our smartphone forecasts

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