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

  • ID: 3600556
  • Report
  • Region: Asia Pacific
  • 30 pages
  • Analysys Mason Group
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Emerging Asia–Pacific to Represent the Best Opportunity for Smartphone Vendors Because of the Many First-Time Buyers in Large Underpenetrated Markets
"Smartphone unit sales in emerging Asia–Pacific will exceed 1 billion in 2020, thanks to the many regional vendors that are bringing to market affordable yet feature-rich devices."

First-time buyers will be a steady source of demand for smartphones in the region, but the prevalence of prepaid connections makes device financing difficult for operators. Price declines led by regional vendors, as well as operator efforts to expand mobile coverage and improve device bundles, will play a key role in generating sales growth.

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 China, India, Indonesia and Malaysia
- operator and vendor approaches in the region, and in the aforementioned list of countries.

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

It is based on several sources:
- 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

Emerging Asia–Pacific

Detailed country commentary

- China
- India
- Indonesia
- Malaysia

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

Emerging 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: First-time buyers will drive smartphone sales growth
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. Emerging Asia–Pacific: Low penetration rates and demand for mobile data usage will boost smartphone sales
18. Emerging Asia–Pacific: Key regional trends
19. Emerging Asia–Pacific: Operators have a peripheral role as smartphone distribution channels in Southeast Asia
20. Country-level trends
21. China
22. India
23. Indonesia
24. Malaysia
25. Forecast methodology and assumptions

List of Figures
Figure 1: Smartphone unit sales and smartphones’ share of mobile handset unit sales, emerging 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, emerging Asia–Pacific, 2012–2020
Figure 12: Smartphone unit sales and smartphones’ share of mobile handset unit sales, emerging Asia–Pacific, 2012–2020
Figure 13: Key regional trends in handset markets, emerging Asia–Pacific
Figure 14: Operators as a channel for most recent handset purchase, by country, 2015
Figure 15: Intention to replace current smartphone within 1 year, by device age and country
Figure 16: Smartphone unit sales and smartphones’ share of mobile handset unit sales, China, 2012–2020
Figure 17: Smartphone unit sales and smartphones’ share of mobile handset unit sales, India, 2012–2020
Figure 18: Smartphone unit sales and smartphones’ share of mobile handset unit sales, Indonesia, 2012–2020
Figure 19: Smartphone unit sales and smartphones’ share in total handset sales, Malaysia, 2012–2020
Figure 20: Main enablers and constraints for our smartphone forecasts

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- China
- India
- Indonesia
- Malaysia

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