Smartphones in Central and Eastern Europe: Trends and Forecasts 2015-2020

  • ID: 3600720
  • Report
  • Region: Central Europe, Eastern Europe, Europe
  • 30 pages
  • Analysys Mason Group
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By 2020, 85.4% of Total Connections and 95.4% of Handset Purchases in Central and Eastern Europe will be Smartphones
"Low-end and mid-range smartphones will be best suited to address consumer demand for smartphones, driven by the affordability of mobile data and expansion of 4G networks."

Improvements in affordability of and access to high-speed mobile data networks will positively impact smartphone unit sales in Central and Eastern Europe (CEE). However, economic difficulties caused by currency crises and sanctions in some markets will limit consumers' budget allocation to smartphones, mostly to low-end and mid-range devices.

This report and accompanying data annex provide:

- forecasts for, and analysis of trends that affect, smartphone sales and penetration in CEE
- country-level forecasts and trend analysis for Czech Republic, Poland, Russia and Turkey
- operator and vendor approaches in the region, and in the aforementioned list of countries.

This report analyses the smartphone markets in Central and Eastern Europe 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.

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

Central and Eastern Europe
- 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

DATA COVERAGE

Connections

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

Unit sales

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

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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Note: Product cover images may vary from those shown
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5.Executive summary
6.Executive summary: Growth of mobile data consumption will ensure demand for smartphones; affordability will be key
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.Central and Eastern Europe: Smartphone sales will grow strongly despite economic obstacles in key markets
18.Central and Eastern Europe: Key regional trends
19.Central and Eastern Europe: Premium smartphones struggle in the largest markets; affordability is key for growth
20.Country-level trends
21.Czech Republic: Operators are encouraging 4G take-up through selling compatible smartphones
22.Poland: Operators are actively encouraging smartphone take-up, while mobile payment platforms gain popularity
23.Russia: Economic difficulties cut consumer spending on smartphones
24.Turkey: Affordable smartphones in Turkey are ready to address demand for 4G smartphones
25.Forecast methodology and assumptions

List of figures

Figure 1: Smartphone unit sales and smartphones' share of mobile handset unit sales, Central and Eastern Europe, 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, Central and Eastern Europe, 2012-2020
Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, Central and Eastern Europe, 2012-2020
Figure 13: Key regional trends in handset markets, Central and Eastern Europe
Figure 14: Overview of the three largest markets in Central and Eastern Europe
Figure 15: Smartphone unit sales and smartphones' share of mobile handset unit sales, Czech Republic, 2012-2020
Figure 16: Smartphone unit sales and smartphones' share of mobile handset unit sales, Poland, 2012-2020
Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, Russia, 2012-2020
Figure 18: Smartphone unit sales and smartphones' share of mobile handset unit sales, Turkey, 2012-2020
Figure 19: Main enablers and constraints for our smartphone forecasts

Note: Product cover images may vary from those shown
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Data is provided for the following countries

- Bulgaria
- Croatia
- Czech Republic
- Estonia
- Hungary
- Latvia
- Lithuania
- Poland
- Romania
- Russia
- Slovakia
- Slovenia
- Turkey
- Ukraine

Detailed commentary is provided for the following countries

- Czech Republic
- Poland
- Russia
- Turkey
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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