The Russia Smartphone Market: Results of 2011 and Key Trends Mobile World Congress Barcelona February 26, 2012 Simon Baker Program Manager IDC CEMA Copyright IDC. Reproduction is forbidden unless authorized. All rights reserved.
Data Source
The IDC Worldwide Mobile Phone Tracker Q4 2011
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Agenda
• Russian Mobile Handset Market in 2011 • A comparison of Russia and Western Europe • IDC Forecasts
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Despite Growth of Smartphones, Feature Phones Still a Larger Market in Russia The Unit Share of Smartphones vs Feature Phones 2011
2009 5%
21% Feature phones Smartphones
95%
Total: 32.18 million units
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79%
Total: 40.92 million units
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Nokia and Samsung Dominate Total Mobile Phone Market in Russia Vendor Unit Shipment Share of Mobile Phones 2011
2009
15%
22% 44%
Nokia
46%
Samsung Others 35%
Total: 32.18 million units
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39%
Total: 40.92 million units
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Nokia Remains Leader of Russian Smartphone Market - Though its Share is Falling Vendor Unit Shipment Share of Smartphones 2011
2009
8%
14% Nokia
6%
11%
Samsung Apple
10% 58% 11%
Total: 1.58 million units
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48%
8%
HTC Others 24%
Total: 8.67 million units
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Price Structure of Demand for Smartphones in Russia is Changing Quickly The Russian Smartphone Market: Breakdown by Price Band 100% 90%
80% 70% 60%
<$150 $150-$200
50%
$200-$300 $300-$450
40%
$450+ 30% 20% 10% 0%
2009
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2011
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Average Mobile Phone Prices Are Falling Average End-User Selling Price for Mobile Phones in Russia USD
600
500
400
300 Feature Phone Smartphone 200
100
0
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Symbian Remains Major Force in Russia Though Android is Making Major Gains Russian Smartphone Market: Shares by OS Platform 2009
2011 14%
28%
Symbian
8% 48%
Android iOS 10%
62%
Others 32%
Total: 1.58 million units
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Total: 8.67 million units
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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
21% Feature phones Smartphones
47% 53%
79%
Total: 40.92 million units
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Total: 183.04 million units
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Mobile Phone Pricing Trends in Russia are Also Very Different Average Sales Price of Smartphones (USD) Russia
Germany
600
600
500
500
400
400 Feature Phone
300
300
Smartphone Total
200
200 100
100
0 0
2009 2009
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2010
2010
2011
2011
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Price Structure in Russia Very Different From Regions Where Operators Sell Most Phones Smartphone Markets: Breakdown by Priceband, 2011 100% 90% 80% 70% 60%
<$150 $150-$200
50%
$200-$300 $300-$450
40%
$450+ 30% 20% 10% 0%
Russia
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Western Europe
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A Very Different Product Mix Gives Rise to Very Different OS Competitive Environment Smartphone Markets: Shares by OS Platform, 2011 Russia 1%
Western Europe
12%
6%
5%
15%
Symbian
8% 48%
Android
20%
iOS Blackberry
32%
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Others 55%
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Forecast Changes in Smartphone OS Shares in Russia This Year OS Shipments by Units 2012
2011 3%
11%
10%
23% Symbian
8% 48%
Android
iOS Microsoft
32%
14%
9%
Others 43%
• 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 © IDC
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Questions?
Simon Baker Program Manager IDC CEMA sbaker@idc.com
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