With his research body analysis have release 2011 cellphone market report and the new annual prediction, the smart phone skyrocketed as a glance momentum.
Smart phones bring new business model, pricing system, and the vast market prospect is pushing for a new environmental changes of industrial ecology, the new rules of the game and in the brewing. Domestically, the next few years to mobile phone market will largely depend on the type of brand, smartphone parity prosperity degree.
Mobile phone industry structural shifts running speed
After years of matting, 2011 smart phone handsets to become function structural shifts the important time node.
According to the Strategy Analytics estimates, 2011 global mobile phone shipments year-on-year growth of 14%, and the smart phone shipments surged 54% year-on-year, especially the fourth quarter is a record shipments as high as 155 million department. According to China's Taiwan a framework industry intelligence institute (MIC) estimates, 2011 global smartphone shipments of about 452 million, 2012,-is expected to increase to 614 million department; Current global smartphone penetration rate has reached 14%, facing another blowout inflection point, expected to reach 2016 in will break through the 40% mark.
Google (the Po) Android operating system with open, the industry should be massive alliance of alignment, high school of the low end of the market overall cover caught up in the structural transformation of the dominant status.
The fourth quarter of 2010, Android operating system market share for the first time (the Po) beyond nokia Symbian system, as the world's largest smartphone platform, putting an end to the Symbian keep more than ten years of a dominant position. In 2011 Android platform is accounted for 46% of the global smartphone shipments; Also of the third party report says share for 48%.
In the manufacturer level, samsung (the Po) with Android platform machine and the apple on the smartphone sales alternate head the current campaign. According to the Juniper Research new report, samsung 2011 in the fourth quarter in the smartphone market share has a sharp increase from 21.7% to, at the same time, samsung is still in LTE market sweeping layout, launched a number of 4 G products. There is concern that the 2011's samsung and black dentsu (VIA Telecom) in cooperation with the U.S. market of LTE launch and 3 G products, including mobile phones and tablet computer products. Among them, the star product Droid Charge is samsung's ruling by dentsu CBP7.1 baseband chip LTE + EVDO dual mode mobile phone products. This type of the qualcomm scheme of LTE + EVDO products in the United States for 4 G shots market, market accounts for 90% more than the highest; Following the launch of the same CBP7.1 Galaxy Nexus of is the first launch Android 4.0 + EVDO dual mode of LTE phone. It is reported that in 2011 has become a focus of industry apple sued samsung Galaxy Tab 10.1 the protagonist of the case, is also the manufacturer of dentsu's EVDO chip.
China into the parity smartphone era
If the 2010 China as smart cellphones first year, so one thousand yuan best-selling smartphone marks the 2011 China into the parity smartphone era.
In the past year, China telecom (the Po), China unicom (the Po) had joint manufacturers big push one thousand yuan smartphone, creating a cell phone sales of 6 million V880 zte department, huawei (the Po) C8500 mobile phone sales of 3 million of the department of astonishing Numbers; Lenovo A60 and cool W706 also has realized in 500000 sales of the biggest breakthrough, facilitates the smartphone sales of domestic sharply.
According to internal statistics show that operators, 2011 domestic smartphone sales amounted to 73.58 million department, over the same period increased 45.79 million department, up surged 165%; Accounting for 29% of the whole mobile phone market, a 15% increase in 2010. But the third party research results show that China's mobile phone users spending habits also is in produce change, more than eighty percent of respondents wanted to buy smartphones.
Ubs securities telecom industry analysts CaoJiaJun analysis says: "one thousand yuan in China best-selling smartphone is the cause of the Chinese people like smart phones, consider to China and developed countries in per capita disposable income of one thousand yuan, the big difference of smart phones become iPhone good substitute. For example, enough zte Blade of the hardware configuration and iPhone 3 GS are almost the same, but the price for the iPhone 3 GS only 30%."
In addition to operators high subsidies outside, smart phones cost and benefit from chip manufacturers whole solution (namely Turn Key mode)'s rise. Such as the 2011 has 3 G EVDO black dentsu intelligent terminal solution shipment in succession, CDMA smartphone will quickly the price down to 800 $, cool, JinLi, haier, hisense, domestic a brand that is adopted the book's 3 G mobile phone plan, began to layout 3 G phones market.
The rules of the game change
In the smart phone handsets to function accelerated structural change tendency, the domestic mobile phone market rules of the game have changed.
The importance of smart phones for operators in 3 G era greatly improved, operator customization mode in the channel in proportion to the rising gradually into the mainstream; At the same time, mobile phone manufacturer role more and fuzzy, telecom, Internet, consumer electronics and home appliance and other fields of industrial chain have flocked to join.
However, the key support a few intelligent mobile phone operators in the model form market access requirements, in the long run, the firms will get subsidies to be carried on, consumer choice range reduced, although made a few fashion star type, but against the entire market of sustainable development.
For promoting the brand, the type of smartphone parity prosperity degree, operators of terminal strategy is a change, the introduction of a different vendor's different model, encourage competition. China telecom's ruling with the cooperation of dentsu revitalize CDMA terminal industry chain, which is a successful cases.
According to the operators data, 2010 mobile phone in domestic CDMA EVDO mobile phone market for 23.5% of overall than, since 2011 promoted step by step and by the end of the year as high as 72.1%. Annual cumulative 32.91 million mobile phone sales EVDO department, 3 G mobile phone account for 30% of the overall market sales, a 6.3% rise on 2010; WCDMA sales of 47.5 million department, accounting for more than 43.3%, 3.7% year-on-year drop; Td-scdma cell phone sales for 29.29 million department, accounting for more than 26.7%, year-on-year drop 2.5%. In a sense, China telecom is keep growing fastest 3 G mobile phone operator, demand is also the biggest.
At the same time, the whole 2011 smart phone market share of the midrange machine than 69%, GSM and EVDO this accounts for the than are higher than the overall market level, including smart phone market EVDO midrange machine share of 82.2%, well above WCDMA and td-scdma.
In the new rules of the game are expected to, chip manufacturer of total solution for the position also will improve. According to information, in 2012 China telecom 3 G smart cellphones demand for 45 million department, and smart phones will differentiate clearly for 400 yuan, 600 yuan, 800 yuan of class, cost effective solutions will help operators into effective competition mechanism. From the whole industry chain to control terminal cost, can also meet the field manufacturers to enter the market, increasing your rapidly the urgent needs of competitiveness of products.
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