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The Smartphones in developed Asia–Pacific: trends and forecasts 2015–2020

The Smartphones in developed Asia–Pacific: trends and forecasts 2015–2020

The maturity of smartphone adoption and the shrinking pool of first-time buyers in developed Asia–Pacific pose challenges to vendors and operators, who need to rely on consumer demand for replacements to grow their sales. This report provides forecasts and explanation of key trends that affect smartphone sales in the region.


Executive summary
Executive summary: Incremental innovation is not enough to convince the region’s consumers to rapidly replace handsets
Worldwide trends
Worldwide: Smartphone markets are saturating – operators and vendors must reassess their priorities
Worldwide: Growth in unit sales will depend on emerging markets and will come mostly from emerging Asia–Pacific
Worldwide: Operators are key sources of smartphones in most regions, but they lost some ground to other channels in 5
Worldwide: Vendor financing is the end-point of gradual shifts in operator device strategies rather than an abrupt change
Worldwide: Vendor financing plans are most likely to succeed in countries where users are ready for SIM-only contracts
Worldwide: Operator bundles are in demand and play a role in
prepaid-to-postpaid migration
Worldwide: Apple leads the high-end market and Chinese vendors are capturing demand at the low end
Worldwide: iOS’s market share of unit sales will remain stable at around until 0
Regional trends
Developed Asia–Pacific: Apple provides growth in the high-end segment in an otherwise stalling smartphone market
Developed Asia–Pacific: Key regional trends
List of figures
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, developed Asia–Pacific, 0
Figure Mobile handset unit sales by type, and smartphones’ share of unit sales, worldwide, 0
Figure Smartphone unit sales by region, and 0
Figure Percentage of respondents who bought their most recent handset from an operator, countries, and averages for and 5
Figure Device bundling and financing plans by type
Figure Seven areas of consideration for operators when assessing the potential impact of SIM-only and vendor financing take-up
Figure Choice of next mobile tariff  by type among those who plan to change their tariffs, by current tariff type, European countries, US and South Korea
Figure Choice of next mobile tariff  by type among those who plan to change their tariffs, by current tariff type, countries in MEA and emerging APAC
Figure Smartphone unit sales by manufacturer, worldwide, 0
Figure Smartphone unit sales by operating system, worldwide, 0
Figure Mobile handset connections by type, and smartphones’ share of connections, developed Asia–Pacific, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, developed Asia–Pacific, 0
Figure Key regional trends in handset markets, developed Asia–Pacific
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Australia, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Japan, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, South Korea, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Taiwan, 0
Figure Main enablers and constraints for our smartphone forecasts

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