Mobile Phone Market Data & Analysis: Functional Features, Vendor Strategies, Applications and Pricing Pattern-1Q/09, Korea
Yonku & Kenkyu
May 1, 2009 81 Pages - SKU: YKKU2275478
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Countries covered: South Korea
This report examines the mobile phones, applications, and services surrounding Korean markets and consumers.
This study goes into the mobile handset and application and services surrounding Korean markets and consumers. Yonku and Kenkyu examines the market shipments data based on 1Q,08-1Q,09, segment analysis by functional features, mobile application and service issues directly impacting on handset functions and components, competitive environment between Korean trio - Samsung, LG, and Pantech - and new entrants - Nokia, RIM, and Sony Ericsson, etc,.
This report also reviews the pricing pattern analysis, new services developed by Korean mobile carriers, product strategy analysis mainly focusing on Samsung and LG, consumer demand and behavior analysis, and future outlook.
Along with the fact of Samsung and LG’s home, Korea in mobile phone space is an exceptional and advanced market in which market players are serving world-first innovative mobile handsets with extensive use of applications ranging from mobile TV to navigation, full browsing, mobile banking, gaming, etc. Korean consumers are also well educated to mobile functions with high degree of embrace of advanced technologies. As such, Korean market, as the “Test Market”, is a clear indicator to see the future trend for mobile phone, rather the shipments volume, itself.
In addition, from 2009, the entrance of outside manufacturers including Nokia, Sony Ericsson, HTC, and possibly expected Apple in Korean market will significantly impact on Samsung and LG, whereby this competitive market place - Korean market will bring all global market participants valuable implications and lessons to understand how the future mobile phone will evolve.
The segmented issues discussed in this study are Camera phones, LCD window size and resolution, Touchscreen and full browsing phones, Smartphone, navigation and mobile TV phones, mobile banking and transportation smart card phones, and Bluetooth enabled phones.
This study provides in-depth analysis of the individual segmented issue with a comprehensive assessment in related market dynamics.
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- 1 Key Issues in 1Q, 2009 in Korea
- 1.1 Data: 1Q, 2008-1Q, 2009 Mobile Phone Shipments Trend
- 1.2 Analysis: The Driving Force for Soaring Shipment 1Q, 2009
- 1.3 Data: 1Q, 2009 Mobile Phone Shipments & Market Share by Vendors
- 1.4 Analysis: The Performance and Strategy - Samsung
- 1.4.1 Strength in Premium Phone Lineup
- 1.5 Analysis: The Performance and Strategy - LG
- 1.5.1 Focusing on Touchscreen and Generation customized Phone Lineup
- 1.6 Global Competitors entrance into Korean Market From 2009
- 1.6.1 Analysis: WIPI Abolition
- 1.6.2 Analysis: “Test Market” for Advanced Phone Lineup
- 1.6.3 Korean Consumer Behavior: Ideal for Test Market
- 1.6.4 Outlook and Analysis: Challengeable Market Environment to New Entrants
- 1.6.4.1 1Q, 2009 Models by Nokia, Casio, Sony Ericsson, HTC, and RIM
- 1.6.4.2 Impact on Consumers
- 1.6.4.3 Impact on Mobile Carriers
- 1.6.4.4 Challenges from Price Competition
- 1.6.4.5 Challenges from Localization
- 2 Market Analysis by Functional Features
- 2.1 Camera Phone
- 2.1.1 Data: Camera Phone Market Share and Shipments by Pixels
- 2.1.2 Analysis: Samsung’s Leaderships in Camera Phones
- 2.1.3 Analysis: Market Drivers for Camera Phone
- 2.1.4 Outlook: Ultra High Resolution Phones over 10 Megapixels in 2009?
- 2.2 LCD Display Size
- 2.2.1 Data: Market Share and Shipments by Display Size
- 2.2.2 Analysis: Market Trigger for Larger LCD Phones
- 2.2.3 Analysis: Samsung’s Strategy for LCD Screen
- 2.2.4 Analysis: LG’s Strategy for LCD Screen
- 2.3 LCD Display Resolution
- 2.3.1 Data: Market Share and Shipments by Display Size
- 2.3.2 Analysis and Outlook: Display Resolution
- 2.3.2.1 Status of QVGA in Korea
- 2.3.2.2 Status of WQVGA in Korea
- 2.3.2.3 Status of QCIF in Korea
- 2.3.2.4 Status of VGA and WVGA in Korea
- 2.4 Form Factor
- 2.4.1 Data: Market Share and Shipments by Form Factor
- 2.4.2 Analysis: Renascent Bar-type in Korea?
- 2.5 Touchscreen Phone
- 2.5.1 Data: Shipments and Penetration Rate of Touchscreen Phone
- 2.5.2 Analysis: Lineup and Strategy Comparison of Touchscreen Phone
- 2.5.3 Analysis: Consumer Acceptance for Touchscreen Phone
- 2.5.4 Analysis: Samsung’s Strategy for Touchscreen Phone
- 2.5.5 Analysis: LG’s Strategy for Touchscreen Phone
- 2.6 Full-Browsing Phone
- 2.6.1 Data: Shipments and Penetration Rate of Full-Browsing Phone
- 2.6.2 Analysis: Market Drivers - LG Telecom’s Full Browsing Service: Oz
- 2.6.3 Outlook: LG Telecom’s 100% support for Full Browsing Phones from 2009
- 2.6.4 Analysis: Full Browsing Service Usage Pattern
- 2.6.5 Outlook: Competitors Plan for Full Browsing Service
- 2.7 Smartphone
- 2.7.1 Data: Smartphone Users by Mobile Carriers and Penetration Rate
- 2.7.2 Analysis: Market Environment for Low Uptake of Smartphone in Korea
- 2.7.2.1 Cultural Aspect with Enterprise Users
- 2.7.2.2 High-end Phone with ‘Smart’ for General Users
- 2.8 Navigation Phone
- 2.8.1 Data: Shipments and Penetration Rate of Navigation Phone
- 2.8.2 Analysis: Phone Navigation Service in Korea
- 2.8.3 Analysis: The Slump of Phone Navigation Service
- 2.8.4 Outlook: Deterioration of Navigation Phone?
- 2.9 Mobile Banking Phone
- 2.9.1 Data: Shipments and Penetration Rate of Mobile Banking Phone
- 2.9.2 Analysis: The Environment of Mobile Banking Service in Korea
- 2.9.3 Analysis: Market Drivers for Mobile Banking Service
- 2.9.4 Analysis and Outlook: IC Chip embedded Phone vs. Virtual Machine Downloading
- 2.10 Mobile TV (DMB) Phone
- 2.10.1 Data: Shipments and Penetration Rate of Mobile TV Phone
- 2.10.2 Analysis: S-DMB vs. T-DMB: Service Comparison and Market Position
- 2.10.3 Analysis: DMB 2.0 Service - New Growth Momentum?
- 2.10.3.1 Bi-Directional Service
- 2.10.3.2 The Background of Introduction - DMB 2.0
- 2.10.3.3 Service Features of DMB 2.0
- 2.10.3.4 Impact on Mobile Phone Markets
- 2.11 Transportation Smart Card Mobile Phone (T-Money Phone)
- 2.11.1 Data: Shipments and Penetration Rate of T-Money Phone
- 2.11.2 Analysis: T-Money in Korea
- 2.12 Bluetooth Phone
- 2.12.1 Data: Shipments and Penetration Rate of Bluetooth Phone
- 2.12.2 Data: Market Share by Bluetooth Version
- 2.12.3 Analysis: Surging Penetration Rate of Bluetooth enabled Phones
- 2.12.4 Analysis: Market Drivers and Barriers for Bluetooth in Mobile Phone
- 2.12.4.1 Market Drivers
- 2.12.4.2 Market Barriers
- 3 Pricing Pattern Analysis
- 3.1 Pricing Range and ASP by Vendors
- 3.1.1 Data: Pricing Range and ASP by Vendors
- 3.1.2 Analysis: Pricing Strategy
- 3.1.2.1 Analysis: Samsung’s Pricing Strategy
- 3.1.2.2 Analysis: LG’s Pricing Strategy
- 3.1.2.3 Analysis: Nokia, HTC, RIM, and Sony Ericsson - Pricing Strategies
- 3.2 Pricing Range and ASP by Cellular Technologies
- 3.2.1 Data: Pricing Range and ASP by Cellular Technologies
- 3.3 Data: Pricing Range and ASP by Camera Resolution
- 3.4 Pricing Range and ASP for High- and Low Tier Segments
- 3.5 Data: Pricing Range and ASP by Smartphone Models
- 3.6 Data: Technical Functions and Pricing
- 4. Appendix
- 4.1 Acronyms
- List of Charts
- Chart 1. Mobile Phone Shipments, 1Q/08-1Q/09, Korea
- Chart 2. Mobile Phone Share by Cellular Technologies, 1Q/08-1Q/09, Korea
- Chart 3. Mobile Phone Shipments & Market Share by vendors, 1Q/09, Korea
- Chart 4. Premium Phone Revenue Share by Samsung, 1Q/09, Korea
- Chart 5. Market Share by Pixel Resolution in Camera Phones, 1Q/09, Korea
- Chart 6. Shipments by Pixel Resolution in Camera Phone, 1Q/09, Korea
- Chart 7. Global Shipments of Camera Phone over 5 Mega Pixels by Samsung, 1Q/08-4Q/08,
- Chart 8. Market Share by Display Size, 1Q/09, Korea
- Chart 9. Shipments by Display Size, 1Q/09, Korea
- Chart 10. Market Share by Display Resolution, 1Q/09, Korea
- Chart 11. Shipments by Display Resolution, 1Q/09, Korea
- Chart 12. Market Share by Form Factor, 1Q/09, Korea
- Chart 13. Shipments by Form Factor, 1Q/09, Korea
- Chart 14. Increased Market Share by Bar type Form Factor 1Q/08-1Q/09, Korea
- Chart 15. Shipments of Touchscreen Phone, 1Q/09, Korea
- Chart 16. Shipments of Touchscreen Phone - Haptic Series by Samsung, 1Q/09, Korea
- Chart 17. Shipments of Full Browsing Phone, 1Q/09, Kore
- Chart 18. Increased Subscribers in LG Telecom’s Full Browsing Service Oz
- Chart 19. Full Browsing Service Usage Pattern, 1Q/09, Korea
- Chart 20. Smartphone Subscribers by Mobile Carriers, 1Q/09, Korea
- Chart 21. Shipments of Navigation Phone, 1Q/09, Korea
- Chart 22. Shipments of Mobile Banking Phone, 1Q/09, Korea
- Chart 23. Mobile Banking Users by using IC embedded Phone and Virtual Machine Method, 03-08, Korea
- Chart 24. Shipments of Mobile TV Phone by T-DMB and S-DMB, 1Q/09
- Chart 25. Subscriber in S-DMB, 05-08, Korea
- Chart 26. Subscriber in T-DMB, 05-08, Korea
- Chart 27. Shipments of T-Money Phone, 1Q/09, Korea
- Chart 28. Shipments of Bluetooth Phone, 1Q/09, Korea
- Chart 29. Market Share by Bluetooth Version, 1Q/09, Korea
- Chart 30. Penetration Rate of Bluetooth in Mobile Phone, 01-09, Korea
- Chart 31. Subscribers for Digital Music Service over Mobile Phone by Carriers, Q1/09, Korea
- Chart 32. Pricing Range and ASP by Vendors, 1Q/08-1Q/09, Korea
- Chart 33. Pricing Range and ASP by Cellular Technologies 1Q/08-1Q/09, Korea
- Chart 34. Pricing Range and ASP by Camera Phone Resolution 1Q/08-1Q/09, Korea
- Chart 35. Pricing Range and ASP by Smartphone Models 1Q/08-1Q/09, Korea
- List of Tables
- Table 1. Mobile Service Subscriber Number and Market Share by Carriers, 1Q/08-1Q/09, Korea
- Table 2 Comparison: new Entrant Phones by Nokia, Casio, Sony Ericsson, HTC, RIM in 1Q/09, Korea
- Table 3. Growth Rate of Shipments by Pixel Resolution in Camera Phone, 4Q/08-1Q/09, Korea
- Table 4. Debuted Years for the World First Camera Phone in each Pixel Segment by Samsung
- Table 5. Touchscreen Phone Comparison: Samsung, LG, Pantech, HTC, Sony Ericsson
- Table 6. SK Telecom’s Phone Navigation Service Tariff Plans and Service Segment
- Table 7. Service Comparison: S-DMB vs. T-DMB
- Table 8. Price and Smartphone Models in Korea
- Table 9. Price and Technical Function Matrix 1Q/09 Korea
- List of Figures
- Figure 1. Samsung Haptic Pop
- Figure 2. Samsung Bodyguard Phone
- Figure 3. LG Cooky
- Figure 4. LG Ice cream Phone
- Figure 5. Smile Shot Function in Camera Phone
- Figure 6. Samsung OMNIA HD with AMOLED
- Figure 7. LG Wine Phone with Larger Key Pad
- Figure 8. Resolution Comparison: QVGA, WQVGA, WVGA
- Figure 9. Resolution Comparison over Full Browsing Phone: WQVGA Vs. WVGA
- Figure 10. Mobile Game using Touchscreen Phone
- Figure 11. Samsung’s Advertising Campaign for ‘Funology’ in Touchscreen Phone
- Figure 12. Full Browsing Service by LG Telecom
- Figure 13. T-Money USIM Chip
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