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7/31/2019 Proposal for BU1
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Proposal for BU1
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Contents
Market competition
Arimacomms insight
Heavy steps in growth
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A3618 GC75 T100 Z200 J200 K300J210
2005 2006
Z300J220 J230
Before 2004
K220K200
More volume not equal to more value
WW ShipmentVendor 2005 2006 YoY(%)
Nokia 265 345 30.19%
Motorola 146 209 43.15%
Samsung 104 116 11.54%
SEMC 51 74 45.10%
LG 55 62 12.73%
(Unit: M)
2005 Arima occupiedSEMC 20 %
2006 Arima occupiedSEMCs 16 % 2007 Arima expect to
SEMCs 10 %
2007
T250
http://www.xuncai.com/toolbar/pic2_to/imagedown.asp?imageUrl=http://www.dabaoku.com/sucai/shangwu/shangwurenshi/032bf.jpg&publisher=xuncai010@dabaokuhttp://www.xuncai.com/toolbar/pic2_to/imagedown.asp?imageUrl=http://www.dabaoku.com/sucai/shangwu/shangwurenshi/032bf.jpg&publisher=xuncai010@dabaokuhttp://www.xuncai.com/toolbar/pic2_to/imagedown.asp?imageUrl=http://www.dabaoku.com/sucai/shangwu/shangwurenshi/032bf.jpg&publisher=xuncai010@dabaokuhttp://www.phonedaily.com/mobile/phone/?prod_id=1956http://www.phonedaily.com/mobile/phone/?prod_id=1957http://www.phonedaily.com/mobile/phone/?prod_id=19557/31/2019 Proposal for BU1
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Top 5 Vendor ASP
1Q04 2Q04 3Q04 4Q04 1Q05 2Q05 3Q05 4Q05 1Q06 2Q06 3Q06 4Q06 1Q07
Nokia 145.9 135.2 131.1 140.5 145.6 133.1 125.3 119.2 125.1 129.0 119.4 119.1 118.7
Motorola 161.3 161.1 167.9 155.6 153.8 144.6 144.7 146.2 138.8 137.6 130.8 118.8 119.2
Samsung 196.7 174.6 174.3 164.6 182.1 170.4 158.4 165.0 155.0 161.8 152.1 145.5 130.4
LG 152.9 166.7 167.7 168.2 165.1 149.3 143.7 146.0 121.0 139.0 135.2 138.4 143.4
Sony Ericsson 190.1 174.2 191.6 206.1 180.0 170.9 181.5 170.5 180.1 181.8 187.3 192.0 177.7
Note: ASP (Average Sales Price)Source: MIC Data, May 2007 Whats the value of entry phone ??
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SEMC 07 Q2 financial result
Whats the value of entry phone ??
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Market competition
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WW mobile phone shipment forecast (2004-2010)
Source: MIC June 2007
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WW mobile phone shipment by product type
Source: MIC June 2007
Smart cellular device grow fast!
Feature phone keeps main stream
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13.80%
9.60%
7.30%
36.50%37.1%36.2%34.7%
33.0%33.1%
32.1%
18.5%
17.7%
20.3%
21.8% 21.1% 21.5%
14.40%
14.2%11.3%12.0%11.1%12.8%12.5%
8.9%9.0%7.8%
6.4%5.8%6.2% 6.4%6.3%
6.5%
6.6%6.9%6.7%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
2005 1Q06 2Q06 3Q06 4Q06 1Q07 2Q07
Nokia Motorola Samsung SEMC LG
Source : company data
Top 5 vendors take lions share at 82%.
Top 5 Vendor - market share ranking
(Unit:%)
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Top five 07 new models launch schedule
Samsung name ruleC series :Classic and practical
D series :DeluxeE series :Exclusive and FashionP series :Premium and multimediaX series :New Generation and stylisZ series :WCDMAF series :Ultra SpecialI series :PDA SPU series :Ultra Edition II
LG model name ruleKE series New generation and shining styleKG series Black label chocolate
KU series 3G chocolate family
Sony Ericsson name ruleK series :CameraW series :MultimediaZ series :Fashion clamshellP series :EnterpriseT series: DesignJ/K series :Entry
07 May
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Street price range
ource: retail price from http:// www.phonesource-usa.com
(UNIT:USD$)
$100
$200
$300
$400
$500
U600(10.9)
U700(12.1) U300(9.6)
U100(5.9)
F300(MUSIC)
F500(VIDEO)
i600
F700
E900
X830
Z150
D900
KE970(Shine)
KG800
KE820
KE850(PRADA)
KU800
KG600
K810
M600
Pi
S500
W300
W580
W880
W950Z610
K800
K310
J110/J120$60
C140
K200/K220
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Handset shipment: 37.4 mn units (8% QoQ ,49% YoY)
(cumulative sales of Ultra Edition :exceed 12 mn units)
More than 30 models with high-end camera and slim design
Main drivers
Good reference: Samsungs ambition
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Arimacomms insight
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Alliance with SEMC
Music
imaging
Design
Entry
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Not only assemble a phone, but more
Whats the spirit of ODM ?
2: If Cybershot is state-ofart but
proprietary >> Zeiss Optics/ Schneider
Nokia N90LG prada
Next product
1: Copy another Kxxx
Wxxx even better
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Lifelong planning
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:
2007/08/07 - 01:19:20
SymbianWindows Mobile
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Start to devoted to develop smartphone based on windows mobile OS
P series SP model
P1i featureLaunch date:2007 Q3(USD$692)Symbian OS 9.1UIQ 3.0 platformWCDMA GSM240x320 pixels3.2 MP cameraTouch screenNo GPS/HSDPA/802.11g Wi-fi
Extend SP battle line
Convergence phone
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Leverage branding image & goodwill to expand product mix
Smart phone function and quality,feature phone look
Low-end price, middle-end feature andquality
SEMC product strategy assumption
Follow the market Lead the market
1
2
High-end section: smart phone and multimedia phone
Suggestion
mid-end/low-end section: rich feature phone
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WW converged phone market outlook by volume
0
100
200
300
400
500
600
700
800
900
1,000
2004 2005 2006 2007 2008 2009 2010 2011
-10
0%
10
20
30
40
50
60
70
80
90
100
Smart phone PDA phone Feature phone Smart phone YoY
PDA phone YoY Feature phone YoY
2004 2005 2006 2007 2008 2009 2010 2011Smart phone 25 48 82 120 169 211 241 265PDA phone 6 8 14 17 21 24 27 29
Feature phone 598 739 866 915 925 935 936 938Total 629 795 962 1,052 1,115 1,171 1,204 1,232
Smart phone YoY 87% 73% 45% 41% 25% 14% 10%PDA phone YoY 33% 73% 25% 21% 16% 10% 8%Feature phone YoY 24% 17% 6% 1% 1% 0% 0%
Unit: Million units
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Smartphone market share trends
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0%
10%
20%
30%
40%
50%
60%
70%
2003 2004 2005 2006 2007E 2008E 2009E
Blackberry OS Linux Palm OS
Symbian Windows Mobile Others
WW smart device shipment ratio breakdown by OS (%)
15% 15%17% 19%
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Boundary is blurry!
Converged device snapshot
North America West Europe APAC
Samsung i620 SEMC M600MOTO Q9Nokia E90
Nokia N95Apple iphone
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Convergence trend is popular
Alliance diversity
WiMAX+T-DMB+VOIP+IMS
3G
GPS
WCDMA HSXPA6110 Navigator
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Emerging Market Handsets Plan (EMH
Asia and Africa market
ULC phone grow in emerging market
C series
Mobile phone manufacturer attempt to replace basic phone
with middle and low-end feature Phone.
1100 series C series J /K series
China and India market
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WW mobile phone market: replacement ratio(%)
Source: MIC June 2007
S E i W lk i L t l i !
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SE W800
Sony Ericsson Walkman series- Let us play music!
2005 2006 2007
SE W550
SE W900
SE W810 SE W850
SE W950 SE W700
SE W880
SE W610
SE W660
SE W580
(9mm)
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Product Position
SEMC entry level phone should migrate the product image
from walkman and cyber-shot phone
(At least for ID image)
SEMC leverages SONY consumer experience
for walkman and cyber-shot brand image
Mobile phone considers a consumer-oriented merchandise nowadays
Marketingposition on: Low tier walkman or cyber-shot phone
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