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Low Cost Handsets, Feature Phones and Entry Level Smartphone Report 2011-2016

Visiongain
December 15, 2011
128 Pages - SKU: VSG6778487

Abstract Table of Contents Related Reports

Low Cost Handsets, Feature Phones and Entry Level Smartphone Report 2011-2016

Is the Feature Phone Still Relevant?

Visiongain believes that not only is the feature phone still relevant but in the next five years it will become even more essential as an essential device in handset manufacturers portfolios. Over 70% of handsets shipped in 2011 were feature phones and as emerging economies come to fruition we believe the popularity of these devices will remain stable.

We discuss the two main segments of feature phones that will come to prominence in under developed markets, the low cost and ultra low cost handsets. The Smartphone continues to grow in popularity in mature markets, but we believe that the entry level Smartphone will follow a similar path in emerging economies. New market entrants and the advent of Android have combined to create cheaper than ever Smartphones. We believe these devices and ecosystem players are poised to gain significant market share in areas where subscriber penetration rates remain low.

Key Strategies

For ecosystem members wishing to devise a winning strategy to capitalise on new opportunities, this report details key offerings from major players and analyses the specific local and regional needs of key areas. Comparing these strategies reveals the best route to devising an unbeatable offering.

Key factors in low and ultra low cost offerings are margins and the BOM versus ASP. A detailed breakdown of these issues combined with forecasts of how the ASP for each handset type will decline over the forecast period will allow ecosystem members to position themselves effectively in order to gain significant market share.

What is Different about this Report?

We conducted an independent and unbiased non-vendor affiliated assessment of the feature phone and entry level Smartphone market. We surveyed and interviewed several key industry players to gain an in-depth view of the market. We believe such a research will help you in assessing the market potential and in designing feature phone and entry level Smartphone strategies.

Some of the key points researched and forecasted include:

How will the low cost, feature phone and entry level Smartphone market will evolve by 2016?
What are the low cost, feature phones and entry level Smartphone related challenges facing MNOs?
What is the impact of Android's growth on feature phone adoption by mass market?
What are the key entertainment applications necessary to drive adoption of feature phones?
How can operators monetise these opportunities?
What are the partnership opportunities for handset subsidies in the prepaid and post paid markets?
How will cloud computing impact on the emerging economies market?

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Additional Information

Report Excerpt

2.3.1.7 Nokia to Create New Feature Phone Operating System

Nokia is reportedly developing a new mobile operating system designed to power its ongoing range of low and ultra low cost feature phones. Nokia most recently focused its software development efforts on MeeGo, the open-source platform combining its former Maemo platform with Intel's former Moblin initiative. Nokia effectively abandoned its MeeGo push in February 2011 when it inked a broad strategic partnership with Microsoft that positions Windows Phone as Nokia's primary Smartphone platform.

Companies Listed

Aditya Birla Group
Aircel
AIS (Advanced Info Service)
Alcatel Lucent
Alfa Group
Algar
America Movil
Apollo Hospital
Apple
Axiata Group Berhad
Batelco
BDNES
Beeline
Bharti Airtel
Bharti Enterprises
BSNL
China Mobile
China Telecom
China Unicom
Claro
CTBC
DTAC
Dynamix Balwas Group
Ericsson
Essar Group
Etisalat
Gentag
HFCL Infotel
Huawei Technologies
Idea Cellular
International Telecommunication Union
IPOC International Growth Fund
KT
LG Electronics
Loop Mobile India
Maxis Communications
MediaTek
Megafon
Micromax
Motorola
Movirtu
MTNL
MTS India
NetFront
New Telephone Company
NEXTEL
NII Holdings
Nokia
NSN
Oi
Opera
Ping Mobile
PT Telecom
Reliance
Research In Motion
Rostelecom
S Tel
Safaricom
Samsung
Santa Trading Pvt
Scartel
Sercomtel
Shyam Group
Singapore Telecommunications
Sistema
Siva Group
SkyLink
SMARTS
Sony
Sotel
Sotovaja Svjaz MOTIV
Svyazinvest
Tata Group
Tata Teleservices
Tele2
Tele2 AB
Telecom Italia
Telefonica
Telekominvest
Telenor
TeliaSonera
TIM
True Move
Uninor
Unitech Group
Videocon
Vimpelcom
Vivo
Vodafone
Vodafone Essar
Yota
ZTE

Executive Summary: E1 Feature Phone Sales Will Continue to Rise; E2 Key Markets in Emerging Economies; E3 Slow Uptake for Smartphones; E4 Insufficient Infrastructure - Skipping the PC Revolution; E5. Points Emerged from this Research
1. Introduction: 1.1 Defining Low Cost Handsets; 1.2 Defining Ultra Low Cost Handsets; 1.3 Defining Emerging Markets; 1.4 Defining the Entry level Smartphone; 1.5 Importance of Low Cost Mobile Internet; 1.6 Global Penetration of Feature Phones; 1.7 Aim of the Report; 1.8 Questions Answered by the Report; 1.9 Structure of the Report; 1.10 Methodology
2. Key Ecosystem Players - Offerings and Strategies: 2.1 The Entry Level Handset Space; 2.2 Operators; 2.3 OEMs; 2.4 Comparative Summary Analysis of All Key Offerings
3. Regional Markets and Operator Involvement Analysis: 3.1 BRIC Nations; 3.2 Opportunities in the European Market; 3.3 Opportunities in the African Market
4. Current Emerging Market Trends and Future Evolution: 4.1 Effect of Emerging Market Internet Opportunities on Entry Level Smartphone Sales; 4.2 Future Handset Requirements and OEM Strategies; 4.3 Customer Segmentation Strategies and End User Perspective; 4.4 Leveraging Cloud Services for Emerging Economies; 4.5 Bill of Materials vs. Average Selling Price - How to Maximise Margins
5. Forecasts: 5.1 Global Low Cost Handset Shipments 2011-2016; 5.2 Global Ultra Low Cost Handset Shipments 2011-2016; 5.3 Global Entry Level Smartphone Shipments 2011-2016; 5.4 Declining Cost of Low Cost Handsets 2011-2016; 5.5 Declining Cost of Ultra Low Cost Handsets 2011-2016; 5.6 Declining Cost of Entry Level Smartphones 2011-2016; 5.7 Declining Costs Summary; 5.8 Regional Sales of Smartphones and Feature Phones; 5.9 Top Global Handset Manufacturers by Market Share (2011-2016)
6. Recommendations and Conclusion: 6.1 Customer-Centric Approach; 6.2 Regional Segmentation Strategies; 6.3 Partnerships with Local Players; 6.4 Build Infrastructure; 6.5 Conclusion
List of Figures: Figure 1.1: Vodafone 250 Handset; Figure 1.2: Emerging Markets World Map; Figure 2.1: Vodafone Handsets 252, 351 and 455; Figure 2.8: Nokia 100 and 101 Handset models; Figure 2.10: Nokia Life Tools; Figure 2.11: Nokia Money; Figure 2.15: Nokia Asha Handset Range; Figure 2.18: Estimated Savings on Civil Engineering Costs; Figure 2.20: Huawei U8180; Figure 2.22: Huawei U8650 and U8510; Figure 2.23: Huawei U5510 and Huawei MediaPad; Figure 2.30: Micromax Marathon Battery Range (2011); Figure 2.35: Gentag GT-601 Handset; Figure 2.36: Motorola Feature Phone Offerings (2011); Figure 2.38: Motorola FIRE Handset; Figure 3.18: Mobile Phone Penetration - Europe (Q1 2011); Figure 3.21: France Telecom-Orange Global Operations (highlighted in orange)
List of Tables: Table 2.2: Specifications of Vodafone Own Brand Handsets; Table 2.5: Vodafone Own Brand Handset Offerings and Analysis; Table 2.9: Specifications of Nokia 100 and 101 Handsets; Table 2.14: Nokia Money Benefits and Analysis; Table 2.16: Nokia Asha Handset Range Specifications; Table 2.17: Analysis of Nokia Asha Handset Range; Table 2.21: Huawei U8180 Specifications; Table 2.24: Huawei U5510 Specifications; Table 2.37: Motorola Feature Phone Specifications (2011); Table 2.38: Summary of Key Handset Offerings; Table 3.1: BRIC Nations Mobile Landscape Summary; Table 3.2: Top Mobile Operators - Brazil (2011); Table 3.5: Top Mobile Operators - Russia (2011); Table 3.6: Top Mobile Operators - India (2011); Table 3.10: Top Mobile Operators - China (2011); Table 3.11: China Mobile Financial Results 2010-2011; Table 3.12: China Mobile Operational Statistics (2011); Table 4.5: BOM Cost vs. ASP Based on Unit Sales
List of Charts: Chart 1.3: Mobile only Internet Access by Region (2011); Chart 1.4: Global Handset Shipment Market Share by Device Type (2010-2011); Chart 2.3: M-PESA Subscribers - Kenya (2009-2011); Chart 2.4: Global Mobile Browser Market Share (Q4 2011); Chart 2.6: Nokia Handset Shipments by Type (Q3 2011); Chart 2.7: Nokia Handset Market Share (2008-2011); Chart 2.12: % of Indian Retail Outlets that Accept Credit Card Payments (2011); Chart 2.13: % of Indian Population with Bank Accounts (2011); Chart 2.19: Smartphone Market Share by OS (Q3 2011); Chart 2.25: Huawei Revenues from India (2011); Chart 2.26: Huawei's Indian Research and Development Involvements (2011); Chart 2.27: Top 5 global OEMs Market Share (Q3 2011); Chart 2.28: ZTE Revenues by Region (2010-2011); Chart 2.29: ZTE Revenue Shares by Sector (2011); Chart 2.32: % of Bangladesh Population Involved in Fishing (2011); Chart 2.33: Micromax International vs. Local Revenue Share (2011); Chart 2.34: Micromax International vs. Local Revenue Share (2016); Chart 2.39: Comparative Summary Analysis of All Key Offerings; Chart 3.3: Value of Latin American Mobile Banking (2011-2016); Chart 3.4: Market Share of Kenyan Operators (2011); Chart 3.7: Route for Subscribers Accessing Internet - India (2011); Chart 3.8: Handset Vendor Market Share - India (Q3 2011); Chart 3.9: Handset Vendor Market Share - India (2016); Chart 3.13: China Mobile 3G Subscriber Penetration (2011); Chart 3.14: China vs. US Smartphone Market Share by Sales (Q3 2011); Chart 3.15: Mobile Operator Market Share - Thailand (2011); Chart 3.16: Mobile Subscribers in Thailand (2011-2016); Chart 3.17: Broadband Subscribers Thailand (2011-2016); Chart 3.19: Mobile vs. Fixed Penetration Rates Europe (Q3 2011); Chart 3.20: Mobile Only Households - Central and Eastern Europe (2010-2016); Chart 3.22: Pre-Takeover Ownership of Congo Chine Telecom (2011); Chart 3.23: Mobile Subscriber Penetration in the Democratic Republic of the Congo (2011); Chart 4.1: Madagascan Mobile Penetration (2011); Chart 4.2: Enterprise Use of Cloud Services - Asia Pacific (2011); Chart 4.3: % of Operator Owned Cloud Solutions for Enterprise (2011); Chart 4.4: Design Innovation Cost by Vendor (2011); Chart 5.1: Global Low Cost Handset Shipments (2011-2016); Chart 5.2: Global Ultra Low Cost Handset Shipments (2011-2016); Chart 5.3: Global Ultra Low Cost Handset Shipments (2011-2016); Chart 5.4: Low Cost Phone - Declining price (2011-2016); Chart 5.5: Ultra Low Cost Phone - Declining price (2011-2016); Chart 5.6: Entry Level Smartphone - Declining price (2011-2016); Chart 5.7: Declining prices of all handset types (2011-2016); Chart 5.8: Smartphone vs. Feature Phone Sales by Region (2011 estimate); Chart 5.9: Smartphone vs. Feature phone sales in Asia Pacific (2011 - 2016); Chart 5.10: Smartphone vs. Feature phone sales in Asia Pacific (2011 estimate); Chart 5.11: Smartphone vs. Feature phone sales in Asia Pacific (2016); Chart 5.12: Smartphone vs. Feature phone sales in Asia Pacific (2011-2016); Chart 5.13: Smartphone vs. Feature phone sales in Europe (2011 estimate); Chart 5.14: Smartphone vs. Feature phone sales in Europe (2011 estimate); Chart 5.15: Smartphone vs. Feature phone sales in Europe (2011 estimate); Chart 5.16: Smartphone vs. Feature phone sales in Europe (2011 estimate); Chart 5.17: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate); Chart 5.18: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate); Chart 5.19: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate); Chart 5.20: Smartphone vs. Feature phone sales in Africa and Middle East (2011 estimate); Chart 5.21: Smartphone vs. Feature phone sales in North America (2011-2016); Chart 5.22: Smartphone vs. Feature phone sales in North America (2011 estimate); Chart 5.23: Smartphone vs. Feature phone sales in North America (2011 - 2016); Chart 5.24: Smartphone vs. Feature phone sales in North America (2016); Chart 5.25: Smartphone vs. Feature phone sales in Latin America (2011 estimate); Chart 5.26: Smartphone vs. Feature phone sales in Latin America (2011 estimate); Chart 5.27: Smartphone vs. Feature phone sales in Latin America (2011 estimate); Chart 5.28: Smartphone vs. Feature phone sales in Latin America (2011 estimate); Chart 5.29: Top Global Handset Manufacturers by Market Share (2011); Chart 5.30: Top Global Handset Manufacturers by Market Share (2016)

Low Cost Handsets, Feature Phones and Entry Level Smartphone Report 2011-2016

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