智慧型行动电话产品发展趋势与突围策略探索

(MIC)[e-mail]174.8%74.8%19.8%19.8%128%128%89%89%140%6,00040004,50020132022%100%120%4,0005,0003,0003,5004,00060%80%20003,0001,5002,0002,50048%68%27%19%11%20%40%1,0002,00005001,00027%19%0%-20092010201120122013DevelopedDevelopingDevelopedpenetrationDevelopingpenetration03DevelopedpenetrationDevelopingpenetrationITUMIC2013950304050102030-10WesternEuropeNorthAmericaCentral&EasternChinaIndiaRestofAPACMiddleEastAfricaLatinAmerica-20-10EuropeAmericaEasternEuropeAPACAmerica-3011Q412Q112Q212Q312Q413Q113Q24EricssonMIC2013912Q312Q32014Smartphone90%3,000SmartphoneFeaturePhone60%70%80%2,0002,50030%40%50%10001,50010%20%30%5001,00020112012201320142015201620172018Smartphone4666989911,2621,5101,7081,8551,952Featurephone1,1291,0549278076865905194670%0TotalmobilephoneYoY11%10%9%8%6%5%3%2%Smartphonepenetration29%40%52%61%69%74%78%81%2013192Smartphone52%MIC201395201319.2Smartphone52%201824.2Smartphone81%45%2,500Smartphoneby30%35%40%2,00017%20%25%30%1,0001,50028%5%10%15%500,00055%42%31%27%20122013(e)2014(f)2015(f)2016(f)2017(f)2018(f)600~245270280308302307323450~6001141692332813233303180%5%042%450600114169233281323330318300~450110136152167181199236150~300169232317404452495509~15060185281351450525565YoY42%27%20%13%9%5%6MIC20139600300~6003004GLTELTEGrowthGrowth201225SthLTE2012201262Million201225SmartphoneLTE20175SmartphoneLTE2017920MillionLTEPhoneLTESKT20127LTESKT20127VoLTEHDVoiceHDVoice3DHDVoice2-2.273DGSMAMIC20139UXAndroid100%20072008Sep-iOS1.1.1Aug-iOS2.0.1Sep-Android1080%90%100%20082009Jun-iOS3.01.0Apr-Android1.5(Cupcako)Sep-Android1.6(Donut)Oct-Android2.0(Eclair)50%60%70%2010Jun-iOS4.0May-Android2.2(Froyo)Dec-Android2.3(Gingerbread)Feb-Android3.0(Honeycomb)30%40%50%2011Oct-iOS5.0Nov-Android4.0(IceCreamSandwich)Sep-Android4.1(JellyBean)Jun-iOS6.00%10%20%v.sOpenWebAPIHTML5HTML5HTML5//0%201120122013(e)2014(f)SymbianBlackBerryOSAndroidiOSWindowsOthers8MIC20139HTML5800FeaturePhoneSmartphonePanelsize2012~2013Smartphone2013FeaturePhoneASP$454”CoolpadQuattro4G$129AlcatelOneTouch991$142ZTEAvid4G$149MicromaxA44$84ZTEOpen$79LGEOptimusL5II$280LGEOptimusL4II3.5”MotoMotosmartZTEV790$130NokiaAsha501$99SamsungGalaxyFLGEOptimusL4II$178SonyXperiaTipo$199HTCDesireC$1803”MicromaxA50$93MotoMotosmart$129LGEOptimusL3II$196SamsungGalaxyPocketNeo$155Fame$242SGlAlcatelOneTouch983$7525”AlcatelOneTouch903$142SamsungGalaxyStar$110$155SamsungGalaxyYPlus$140SamsungGalaxyMusicDuos$199MicromaxA25$74150150ProcessorProcessorSingleSingle--dualdual--core600~1,200MHzcore600~1,200MHz2.5MicromaxQ80$93NokiaAsha203$95NokiaAsha300$135DisplayDisplayHVGAHVGATouchTouchSingleSingle--MultiMulti--touchtouchCameraCamera3MP/0.3MP3MP/0.3MPConnectivityConnectivity2G/3G/4G2G/3G/4GBOMBOMCost=$50~$54Cost=$50~$5410price$80$100$150$93$95$200MIC20139BOMBOMCost$50$54Cost$50$54Apple$800~$849AppleAT&TPresidentandCEORalphdelaVegasaidcarriershaveto“watchsubsidiesandmakesurethatwebringdevicestomarketthatcustomersloveandwillkeepand600700iPhone564GB$700~$799havelowsubsidies.”AT&TiPhone450200300400500iPhone532GB$600~$699$3500100iPhone5iPhone4SiPhone4iPhone5CContract-freepricewithAT&T2-yrplanpriceiPhone516GB$699iPhone4S64GB$500~pyppiPhone4S32GBiPhone4S16GB$599$400~iPhoneiPhone5C5C$549$549MarketingMiMitiiPhone464GBiPhone416GBiPhone48GB$499iPhone432GB$300~MarginMaintain11$300$399MIC20139PriceDisplayProcessorConnectivityCameraMemory$30047”1280x72015GHzdual-core4GLTE8MP/13MP4GB4”300ppi4”300ppi1.5GHzquad1.5GHzquad--corecore8MP8MP$300LGLGOptimusOptimusF7F74.71280x720312ppi1.5GHzdualcoreQualcommS4MSM89604GLTE8MP/1.3MP4GB64GBmicroSD$350SSXiXiZLZL5”1920x1080443i1.7GHzquad-coreQlS4WCDMA/HSDPA13MP/22MP16GB32GBiSDSonySonyXperiaXperiaZLZL443ppiQualcommS4APQ8064HSDPA2.2MP32GBmicroSD$400HuaweiHuaweiAscendP6AscendP64.7”1280x720312ppi1.5GHzquad-coreHiSiliconK3V2WCDMA/HSDPA8MP/5MP8GB32GBmicroSDpp$450ZTEGrandMemoZTEGrandMemo5.7”1280x720267ppi1.7GHzquad-coreQualcommS4APQ8064CDMA/WCDMA13MP/1.3MP16GB32GBMicroSD$500LGLGOptimusOptimusGGProPro5.5”1920x1080400ppi1.7GHzquad-coreQualcommSnapdragon6004GLTE13MP/2.1MP16GB64GBmicroSD$5504”1136x64013GHzdual-core4GLTE8MP/12MP16GB$550AppleAppleiPhoneiPhone5C5C41136x640326ppi1.3GHzdual-coreAppleA64GLTE8MP/1.2MP16GBNomicroSDsupport$6005”1920x10801.9GHzquad-core4GLTE13MP/2MP16GB12SamsungGalaxySamsungGalaxyS4S4441ppiQualcommSnapdragon600NomicroSDsupportMIC20139SamsungGalaxyS42013/3LaunchHTCOne2013/2LaunchSamsungExynos5OctaCMOS1/3-inch2µmpixels300%Cortex-A154cpuCortex-A7cpuARMbig.LITTLECPUf/2.013MP1.1µmpixels8MP14µmpixelsNokiaLumia10202013/7LaunchSonyXperiaZ2013/2Launch2Li10204MP2µmpixels8MP1.4µmpixels3.3CMOS1/1.5-inch1.12µmilLumia1020…2/3(Lumia1020)1/1.2(808PureView)XperiaZIP57pixelsPureView41MP61/3.2(Smartphone)1/2.3()()13NokiaProCamSonyMIC20139DemandgapsupplementFeatureFurtherIntegration14MP3MIC20139WysipsApplePhotovoltaicBandsTransparentLenticularFilmWysipsApple2010LiquidmetalTechnologiesNokia2009TechnologyReviewmagazineNokia2008Morph201110NokiaLTENokia500MHz~10000MHz20102013SunPartnerGroupWhatYouSeeIsPhotovoltaic30201315SurfaceWys