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The Russia Smartphone Market: Results of 2011 and Key Trends
Mobile World Congress Barcelona
February 26, 2012
Simon Baker
Program Manager
IDC CEMA
Feb-12 © IDC Visit us at IDC.com and follow us on Twitter: @IDC
2
Data Source
The IDC Worldwide Mobile Phone Tracker Q4 2011
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3
Agenda
• Russian Mobile Handset Market in 2011
• A comparison of Russia and Western Europe
• IDC Forecasts
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4
Despite Growth of Smartphones, Feature Phones Still a Larger Market in Russia
The Unit Share of Smartphones vs Feature Phones
2009 2011
Total: 32.18 million units Total: 40.92 million units
95%
5%
Feature phones
Smartphones
79%
21%
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5
Nokia and Samsung Dominate Total Mobile Phone Market in Russia
Vendor Unit Shipment Share of Mobile Phones
2009 2011
Total: 32.18 million units Total: 40.92 million units
44%
35%
22%
Nokia
Samsung
Others
46%
39%
15%
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6
Nokia Remains Leader of Russian Smartphone Market - Though its Share is Falling
Vendor Unit Shipment Share of Smartphones
Total: 8.67 million units Total: 1.58 million units
2009 2011
58%
11%
10%
6%
14%
Nokia
Samsung
Apple
HTC
Others
48%
24%
8%
11%
8%
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7
Price Structure of Demand for Smartphones in Russia is Changing Quickly
The Russian Smartphone Market: Breakdown by Price Band
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2011
<$150
$150-$200
$200-$300
$300-$450
$450+
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8
Average Mobile Phone Prices Are Falling
Average End-User Selling Price for Mobile Phones
in Russia
0
100
200
300
400
500
600
Feature Phone
Smartphone
USD
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9
Symbian Remains Major Force in Russia - Though Android is Making Major Gains
Russian Smartphone Market: Shares by OS Platform
2009 2011
62% 10%
28% Symbian
Android
iOS
Others
48%
32%
8%
14%
Total: 1.58 million units Total: 8.67 million units
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10
Feature Phones Have Larger Role in Russia Than Regions Where Operators Dominate Distribution
The Unit Share of Smartphones vs Feature Phones, 2011
Russia Western Europe
Total: 40.92 million units Total: 183.04 million units
79%
21%
Feature phones
Smartphones47%
53%
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11
Mobile Phone Pricing Trends in Russia are Also Very Different
Average Sales Price of Smartphones (USD)
Russia Germany
0
100
200
300
400
500
600
2009 2010 2011
Feature Phone
Smartphone
Total
0
100
200
300
400
500
600
2009 2010 2011
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12
Price Structure in Russia Very Different From Regions Where Operators Sell Most Phones
Smartphone Markets: Breakdown by Priceband, 2011
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Russia Western Europe
<$150
$150-$200
$200-$300
$300-$450
$450+
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13
A Very Different Product Mix Gives Rise to Very Different OS Competitive Environment
Smartphone Markets: Shares by OS Platform, 2011
Russia Western Europe
48%
32%
8%
1% 12%
Symbian
Android
iOS
Blackberry
Others
15%
55%
20%
6% 5%
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14
Forecast Changes in Smartphone OS Shares in Russia This Year
• First Nokia Windows Phone 7 Shipments in December 2011
• Bulk of Windows 7 shipped on Nokia, HTC, and Samsung phones
• >250,000 units Windows 7 phones sold between September 2011 and
February 2012
48%
32%
8%
3% 10%
Symbian
Android
iOS
Microsoft
Others
23%
43%
9%
14%
11%
2011 2012
OS Shipments by Units
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Questions?
15
Simon Baker
Program Manager
IDC CEMA
