Case Study and Sample Slides Smartphone Market Assessment
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Global Smartphone Market Assessment Client •
The client is a leading investment bank in Canada dealing both in the domestic and international equity and debt capital markets
Project Scope •
The client mandated SGS to survey the leading mobile telecom operators across the globe in order to assess the smartphone market on the following issues: – Current and likely future trends in the smartphone market – Key drivers & inhibitors for adopting particular smartphones – Share of Smartphone brands, brands seeing high uptake vs. brands witnessing declining sales – Operators related initiatives to increase smartphone sales, data usage, etc.
Sutherland’s Solution •
50 telephonic surveys were conducted with top level marketing/ sales executives in order to assess the smartphone market. After every interview, the survey data was collated and compiled to facilitate data analysis. The data was analyzed using plain cross tabulations to derive graphs/statistical analysis. The analysis were presented across: – Popular smartphone brand – Region/ Country level
•Benefits to the Client •
•
The complete smartphone dynamics, both current and past was available to the client. It helped the client form an opinion on the leading smartphone brands, how each of them is perceived across different regions & countries, the brands that have increased/ decreased along with reasons, etc. Further, the client could forecast smartphone trends across regions based on the supply and demand dynamics inferred from the leading operators. Finally, the analysis was useful to the client to come up with an extensive report with coverage on leading smartphone brands for each major country
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Geographies Covered Argentina
Movistar Telephonica
Brazil
Oi (Brazil Telecom)
Mexico
Lusacell
Latin America 9%
Asia Pac 35%
Australia
Singtel Optus
Bangladesh
Grameenphone
Cambodia
Mobitel
China
China Telecom
Hong Kong
CSL Hong Kong
Celcom
Tata Tele
Telenor
Middle East 6% India
Israel
Orange- Partner
Morocco
Meditel
UAE
Etisalat
Belgium
Belgacom
France
Vodafone SFR
Germany
Vodafone
Italy
Telecom Italia
Portugal
T-Mobile KPN Vodafone TMN Portugal
Russia Spain Sweden Turkey UK Ukraine
Softbank Maxis
Idea Cellular
Malaysia
DiGi
Pakistan
Warid Telecom
Bharti Airtel
Ufone
Aircel India
Philippines
Globe Telecom
Indosat
Sri-Lanka
Dialog Telekom
Africa 15%
Europe 35%
Movistar
Netherlands
Indonesia
NTT DoCoMo Japan
Beeline
Algeria
Orascom telecom (Djezzy)
Egypt
Vodafone Egypt
Nigeria
Globacom
Euskaltel Spain Vodafone Spain Tele 2
MTN South Africa
Vodacom Cell C
Turkcell Vodafone BT Kyivstar GSM MTS Ukraine
• Every major market except the US and Canada has been considered in the sample • Major focus has been on large markets having mobile subscriber base above 25mn
Source: Sutherland Research
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Key Outcomes (2)
Cluster 1
Cluster 2
• Low smartphone penetration is typically accompanied by lower GDP per capita in case of Asian and African countries. The penetration for such countries lies in the range of 10%-20% as observed in the Cluster 1. Relatively lower 3G penetration & lower disposable income could be the major reasons for the lower smartphone penetration • Singapore is an exception, where smartphone penetration is quite higher accompanied by high GDP per capita • Cluster 2 comprises primarily American and European countries with higher GDP per capita and penetration in the range of 20%-40% Source: Sutherland Research
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Key Outcomes (2) Market Share
Smart Phones
iPhone
# Respondents indicating preference (from 1 to 5)
21
26%
Samsung
22%
9
Nokia
18%
8
BlackBerry
17%
10
Others
17%
1
2
3
5
6
4
5
5 3
13
12
1 indicates the most preferred smartphone and so on.. N=50
4 4
20
2 6
4
13
12
17
22
Countries indicating rank 1
5 21
11
8
2
Algeria, Brazil, France, Italy, Morocco, Philippines, South Korea
Egypt, Nokia, Kazakhstan, Malaysia, Portugal
Indonesia, Mexico, Nigeria, South Africa, Sri Lanka, Turkey, Chile
9
15
Australia, Belgium, Cambodia, Canada, Germany, Greece, Jap an, Kazakhstan, Netherlands, Singapore, Spain, Sweden, UK & the USA
1
Pakistan, China
• BlackBerry was the most preferred smartphone among all, primarily by the AsiaPac, Europe and North American operators • Samsung has been rated well by some of the Asian, African and European operators
Source: Sutherland Research
© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.
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Key Outcomes (3) Performance of the device: Response across Regions 8
18
5
Popular in enterprise segment
1
Good aesthetic appeal
1
Better features than i-Pad
1
7 16
5
7 3
4
3
2
3 2
2
2
2 1
Asia Pac
Europe
Africa
Early to Say
Poor
Not so Good (17) Small Screen Would be popular only with BB users Not a SIM based product & hence operators are… i-Pad more popular
Little expensive device Good for enterprise but not for consumer segment Asia Pac
Good (4)
Europe
Africa
1
Latin America
Not so Good
1
North America
Good
Early to Say (15)
1
Not available in domestic market, people purchase from…
2
Poor (10) Would not appeal to consumer…
1
Expensive device
1
Lacks applications as compared to…
1
1
1 1 1 Launch awaited
3
1
1 1 2 2
1
Recently launched
3
North America
5
3
11
1 Latin America
1
Asia Pac North America
Europe Latin America
Handicapped without BB phones as it…
Africa
3
Asia Pac North America
2
2
Europe Latin America
Africa
Source: Sutherland Research
© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.
www.sutherlandglobal.com January 14, 2013
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