The smartphone market is expected to continue its rapid growth over the next five years and, as a consequence, is increasing in complexity. To reflect this market development, new opportunities are arising for smartphones to target various segments and price tiers. This has led to the implementation of a variety of strategies from players across the value chain, which is reflected in the market positioning of the different operating system platform suppliers.
Overview
The smartphone market is exploding and increasing in complexity so that it can no longer be treated as a single segment with a specific addressable market and technology requirements. This segmentation is also creating huge differences in hardware requirements.
As a result, the price differential continues to widen between the lowest and the highest ends of the market. The wide price range is fed by disparities in the addressable markets as buying decisions depend on consumers' lifestyle, demography and disposable incomes. This new segmentations now also takes into account a number of key emerging elements including feature and functionality tiers, usability, pricing, market type (prepaid vs. postpaid) and access technology.
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Additional InformationThe smartphone market has moved on significantly from addressing premium and advanced users’ requirements to expand into the mass market. In 2010, smartphones that cost more than US$300 represented 85% of global smartphone sales - this proportion is expected to decline to below 50% in 2016, reflecting the democratization of this type of device over the next five years. This market is now exploding and increasing in complexity and can no longer be treated as a single segment with a specific addressable market and technology requirements. This development has led to the implementation of a variety of strategies from players across the value chain in line with potential demand from various market segments.
Operators and vendors are now both seeking to segment this market in a variety of ways in order to cope with these trends and to aid the differentiation of their products to attract and retain customers. OS or platform segmentation is therefore no longer enough to differentiate smartphones but needs to be topped by a number of other key emerging elements including feature and functionality tiers, usability, pricing, market type (prepaid vs. postpaid), and access technology.
Informa’s new smartphone segmentation is set to reflect these new developments and size opportunities for different segments by technology tier, price point, platform and ecosystem, form factor, and usability. This research will provide you with landmark analysis and granular forecasts across various market segments. It will also provide you with in-depth SWOTs of the market’s key competitors and associated market opportunities in different regions of the world.
- Smartphones and Mobile Operating Systems Executive Summary - PowerPoint file (33 slides)
- Smartphones and Mobile Operating Systems: Creating segmentation for an increasingly complex market - Executive Summary
- Fig. 1: Motorola shipment volumes and smartphone shares, 1Q10-3Q11
- Fig. 2: In your opinion, what is the most important factor driving smartphone adoption in your market?
- Fig. 3: Vodafone Smart SWOT analysis
- Fig. 4: Global smartphone vs. nonsmartphone sales, 2010-2016
- Fig. 5: Global smartphones sales in developed and emerging markets, 2010-2016
- Fig. 6: Global, smartphone sales forecast split by various price points, 2010-2016
- Fig. 7: Global, smartphone volume sales, by segment, 2010-2016
- Fig. 8: Global, smartphone users, by region, 2010-2016
- Fig. 9: Total mobile applications in store: Apple App Store, Android Market and BlackBerry App World, 4Q09-2Q11
- Mobile smartphone and OS forecasts, 2010-2016 - Excel file
- Global smartphone users, 2010-2016- Excel file
- Smartphone Survey Analysis - PowerPoint file (19 slides)
- SWOT analysis of major smartphone platforms: Android, BlackBerry, iOS, Symbian and Microsoft - Excel file
- Deep software-hardware integration and the role of CPU/GPU integration
- Multimedia applications performance: Integration vs. software on hardware
- Making sense of the smartphone market: Definitions and segmentation
- Fig.1 : Segmentation of handset-OS platforms and application environments by openness
- Fig. 2: Smartphone segment definitions, 2011 and 2016: technology & hardware
- Fig. 3: Smartphone segment definitions, 2011 and 2016: features
- Fig. 4: Smartphone segment definitions, 2011 and 2016: core applications
- Fig. 5: Smartphone segment definitions, 2011 and 2016: addressable market
- Is there a place for Linux in the mobile market?
- Global, mobile Linux† handset sales, 2010-2016
- Symbian’s shelf-life could be extended by Belle
- Fig. 1: Symbian ^3 OS versions
- Fig. 2: Symbian OS SWOT analysis
- The rise and rise of Android
- Fig. 1: Android OS version releases, Sept-09 to Oct-11
- Fig. 2: Relative number of active* Android devices, by version, 2011
- Fig. 3: Global share of Android models in market, by vendor, 2009, 2010 and 1H11
- Fig. 4: Android OS SWOT
- Android’s newest OS release, Ice Cream Sandwich, changes the game for dynamic data-usage control
- The rationale behind RIM’s new BBX OS - what are the challenges?
- Fig. 1: BlackBerry OS platform releases, Sep-09 to Oct-11
- Fig. 2: BlackBerry OSs SWOT analysis
- Apple iOS looks beyond smartphones to boost growth
- Fig. 1: Apple iOS X versions
- Fig. 2: Apple iOS SWOT analysis
- Microsoft’s Windows Phone platform is under pressure to provide a compelling value proposition in face of strong competition
- Fig. 1: Microsoft Windows Mobile/Phone OS versions
- Fig. 2: Microsoft, hardware requirements for Windows Phone 7.x OS
- Fig. 3: Microsoft Windows Phone OS SWOT analysis
- Will Microsoft open a new Windows of opportunity to Nokia in the smartphone market?
- Motorola Mobility’s smartphone strategy in the hands of Google
- Motorola shipment volumes and smartphone shares, 1Q10-3Q11
- Operators must move away from smartphone penetration to profitable smartphone business models
- Fig. 1: Global, smartphone penetration of total handset sales, by region, 2010-2016
- Fig. 2: In your opinion, what is the most important factor driving smartphone adoption in your market?
- Fig. 3: Operators’ goals in generating more profit from existing users
- Fig. 4: The smartphone ecosystem
- Fig. 5: Smartphone segmentation, 2011 and 2016
- Fig. 6: Smartphone push levers
- Fig. 7: Vodafone UK and O2 Germany smartphone subsidy and tariff strategies
- Fig. 8: Smartphone device line-up - operators, vendors and retailers
- Fig. 9: Europe, selected operators’ hire purchase plans, 3Q11
- Fig. 10: Viva Bahrain’s hire purchase strategy, 3Q11
- Fig. 11: Factors that have an impact on the operator/vendor device-supply relationship
- Fig. 12: O2 Priority marketing campaign
- Increasing smartphone sales through handset leasing
- Fig. 1: SIM-free handset prices
- Fig. 2: A selection of hire purchase plans
- Fig. 3: O2 Germany’s MyHandy
- Fig. 4: TDC Rate
- Fig. 5: TDC subscriber acquisition cost, 3Q10-3Q11
- Fig. 6: Europe, selected countries with handset leasing schemes
- Case study: Vodafone’s own-branded smartphone
- Fig. 1: The Vodafone Smart
- Fig. 2: Vodafone Smart SWOT analysis
- Smartphone sales break the 50% barrier by 2016
- Fig. 1: Global smartphone vs. nonsmartphone sales, 2010-2016
- Fig. 2: Global smartphones sales, by region, 2010-2016
- Fig. 3: Global smartphones sales, by region and leading country markets, 2010-2016
- Fig. 4: Global smartphones sales in developed and emerging markets, 2010-2016
- Fig. 5: Global smartphone sales, by OS type, 2010-2016
- Fig. 6: North America, smartphone sales, by OS, 2010-2016
- Fig. 7: Latin America, smartphone sales, by OS, 2010-2016
- Fig. 8: Asia Pacific, smartphone sales, by OS, 2010-2016
- Fig. 9: Europe, smartphone sales, by OS, 2010-2016
- Fig. 10: Africa and Middle East, smartphone sales, by OS, 2010-2016
- Pricing segmentation of the smartphone market
- Global, smartphone sales forecast split by various price points, 2010-2016
- Up, up and away! “Super” smartphones emerging as a key market segment
- Fig. 1: Smartphone segment definitions: technology & hardware
- Fig. 2: Smartphone segment definitions: features
- Fig. 3: Smartphone segment definitions: core applications
- Fig. 4: Smartphone segment definitions: addressable market
- Fig. 5: Global, smartphone volume sales, by segment, 2010-2016
- Smartphone users to exceed the one billion barrier in 2013 and reach two billion three years later
- Fig. 1: Global, smartphone users, by region, 2010-2016
- Fig. 2: Global, smartphone users, by OS, 2010-2016
- Current trends in mobile application store content
- Fig. 1: Application store content categories: Apple App Store, Android Market and BlackBerry App World
- Fig. 2: Informa Telecoms & Media’s normalized content categories
- Fig. 3: Application store content by Informa Telecoms & Media classification: Apple App Store, Android Market and BlackBerry App World
- Fig. 4: Total mobile applications in store: Apple App Store, Android Market and BlackBerry App World, 4Q09-2Q11
- Fig. 5: Android OS version history
- Fig. 6: Monthly net additions of apps: Apple App Store, Android Market, BlackBerry App World, Jan-10 to Jun-11
- Fig: 7: Android Market, linear trend of monthly net addition of apps, Jan-10 to Jun-11
- Fig. 8: Apple App Store, linear trend of monthly net addition of apps, Jan-10 to Jun-11
- Fig. 9: BlackBerry App World, linear trend of monthly net addition of apps, Jan-10 to Jun-11
- Fig. 10: Apple App Store, monthly percentage growth of total apps, Jan-10 to Jun-11
- Fig. 11: Monthly percentage growth of total apps: Apple App Store, Android Market and BlackBerry App World, Jan-10 to Jun-11
- Fig. 12: Android Market, monthly percentage growth of total apps, Jan-10 to Jun-11
- Fig. 13: BlackBerry App World, monthly percentage growth of total apps, Jan-10 to Jun-11
- Fig. 14: Apple App Store content mix over time, 4Q09-2Q11
- Fig. 15: Apple App Store content mix, 2Q11
- Fig. 16: Android Market content mix, 2Q11
- Fig. 17: Android Market content mix over time, 4Q09-2Q11
- Fig. 18: BlackBerry App World content mix over time, 4Q09-2Q11
- Fig. 19: BlackBerry App World content mix, 2Q11
- Fig. 20: Share of apps by category: Apple App Store, Android Market and BlackBerry App World, 2Q11
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