Gartner: Prodej mobilních telefonů, analýza trhu

Počet mobilních telefonů ve třetím čtvrtletí 2012 klesl meziročně o 3,1 %, na 428 milionů. Podíl smartphonů se zvýšil z 26 % v 3Q11 na 37 procent. Co se týče podílu dodavatelů, Samsung zvyšuje svůj náskok jak v telefonech celkově, tak ve smartphonech.

Níže najdete bližší informace, vybrané z analýzy společnosti Gartner. Data za ČR nejsou k dispozici.

Prodeje mobilních telefonů koncovým uživatelům, 3Q12 (tis. ks)

 

 

 

 
   

prodeje

podíly

  Dodavatel

3Q11

2Q12

3Q12

3Q11

2Q12

3Q12

1

Samsung

82 612,2

90 432,1

97 956,8

18,7%

21,6%

22,9%

2

Nokia

105 353,5

83 420,1

82 300,6

23,9%

19,9%

19,2%

3

Apple

17 295,3

28 935,0

23 550,3

3,9%

6,9%

5,5%

4

ZTE

14 107,8

17 936,4

16 654,2

3,2%

4,3%

3,9%

5

LG Electronics

21 014,6

14 345,4

13 968,8

4,8%

3,4%

3,3%

6

Huawei Technologies

10 668,2

10 894,2

11 918,9

2,4%

2,6%

2,8%

7

TCL Communication

9 004,7

9 355,7

9 326,7

2,0%

2,2%

2,2%

8

Research In Motion

12 701,1

7 991,2

8 946,8

2,9%

1,9%

2,1%

9

Motorola

11 182,7

9 163,2

8 562,7

2,5%

2,2%

2,0%

10

HTC

12 099,9

9 301,2

8 428,6

2,7%

2,2%

2,0%

11

Sony Mobile Communications  

7 346,8

8 202,4

0,0%

1,8%

1,9%

12

Lenovo

3 588,1

6 821,7

7 203,7

0,8%

1,6%

1,7%

  Ostatní

141 874,1

123 064,9

130 709,0

     
  Celkový součet

441 502,2

419 007,9

427 729,5

100,0%

100,0%

100,0%

   

Notes: Alcatel and TCL Communication Equipment are two brands that are part of the single entity TCL Communications.
Samsung Galaxy Note devices are now included in this report, and we have revised numbers from 4Q11 to reflect same.
We have renamed Sony Ericsson Mobile Communications to Sony Mobile Communications.
Toshiba numbers merged with Fujitsu from 4Q10; Casio numbers are merged under new name NEC Casio Mobile Communications from 2Q10; NEC numbers are merged with NEC Casio Mobile Communications from 2Q10.
Hitachi numbers are merged with NEC Casio Mobile Communications from 2Q10; Sanyo numbers merged with Kyocera from 2Q08.
Zdroj: Gartner, listopad 2012

 

Prodeje smartphonů koncovým uživatelům, 3Q12 (tis. ks)

 

 
   

prodeje

podíly

  Dodavatel

3Q11

2Q12

3Q12

3Q11

2Q12

3Q12

1

Samsung

24 089,4

45 603,8

55 054,2

20,9%

29,7%

32,5%

2

Apple

17 295,3

28 935,0

23 550,3

15,0%

18,8%

13,9%

3

Nokia

18 377,4

11 651,6

7 182,9

16,0%

7,6%

4,2%

4

HTC

11 919,6

9 301,2

8 428,6

10,3%

6,1%

5,0%

5

Research In Motion

12 701,1

7 991,2

8 946,8

11,0%

5,2%

5,3%

6

Huawei Technologies

4 449,9

5 428,4

7 804,3

3,9%

3,5%

4,6%

7

LG Electronics

4 592,2

5 827,8

6 986,1

4,0%

3,8%

4,1%

8

ZTE

2 822,2

6 331,4

7 664,1

2,5%

4,1%

4,5%

9

Motorola

4 220,6

4 620,5

5 079,8

3,7%

3,0%

3,0%

10

Sony Mobile Communications

5 346,5

6 648,1

0,0%

3,5%

3,9%

11

Lenovo

358,5

4 370,9

6 981,0

0,3%

2,8%

4,1%

12

Yulong

883,2

3 456,6

4 834,6

0,8%

2,2%

2,9%

  Ostatní

13 476,0

14 818,2

20 017,8

  Celkový součet

115 185,4

153 683,1

169 178,6

100,0%

100,0%

100,0%

Zdroj: Gartner, listopad 2012

Overall Sales Improved After Two Consecutive Weak Quarters

Users bought 427.7 million devices, up 2.1% from 2Q12 but still down by 3.1% from 3Q11, as demand improved slightly in the third quarter of the year — leading to a less steep decline for feature phones and much steeper growth for smartphones. Demand improved across markets after two consecutive weak quarters in 2012, resulting in improved sales in both mature and emerging markets. A slower sequential decline for feature phones was noted, as sales dropped to 258.5 million in 3Q12 from 265.3 million in 2Q12. Similarly, smartphone sales jumped steeply to 169.2 million in 3Q12.

With 427.7 million sales in 3Q12, the quarter has slightly exceeded our early estimates. However, the weakness seen in 1H12 will have a negative impact on overall annual sales. Therefore, despite the expectations of a strong 4Q12 we have to revise our market projections of 1,830 million for 2012 down by 40 to 60 million.

In 3Q12, overall demand was seen to pick up across emerging markets. Sales in one of the world’s biggest markets, China, showed signs of improving demand. As in 2Q12, much of this demand came from smartphones devices. Demand for feature phones remained weak because fewer in-segment upgrades were seen in the Chinese market, resulting in lower overall sales year over year. We expect this trend to continue in China, resulting in a much slower rise in overall sales.

We have seen users postponing upgrade decisions in mature markets in 1H12. Mature markets finally saw replacement sales starting to rise in 3Q12 with the launch of new devices such as the iPhone 5, and the Galaxy S3, with the iPhone 4 and 4S reaching lower price points.

Smartphone Sales Continued to Drive Overall Sales in 3Q12

Smartphone sales remained strong, driving overall mobile sales in 3Q12 as in the past two quarters of 2012. Smartphone sales jumped at an accelerated rate to 169.2 million from 153.7 million in 2Q12

In emerging markets, small homegrown brands and Chinese brands raised their smartphone shipments significantly in 3Q12. Chinese players such as Lenovo, Ginoee, Oppo, BBK and Koobee aggressively launched smartphones in their home markets, and they increased sales by more than 50% sequentially in 3Q12. Other Chinese players such as Yulong, Huawei and Hisense also launched new smartphone devices and posted impressive growth in the Chinese smartphone market. Similarly, Karbonn Mobiles and Micromax saw their sequential smartphone sales grow over 50% in India.

Smartphone sales rose in mature markets as well, for example in North America sales grew by 23% compared to a 7.9% sequential decline in 2Q12. Apple’s iPhone 5, with a new design and improved features which collectively offer a rich experience, saw good traction on its launch. Samsung had a great all round performance as its smartphone sales jumped to 55.0 million from 45.6 million in 2Q12. Samsung’s lower price point for the Galaxy S3 and its global expansion brought good volumes across markets. Samsung’s aggressive push into the lower-end market with the Galaxy Y Duos saw a significant contribution coming from many high-growth emerging markets, including China and India.

We saw a busy 3Q12, with many smartphones announced. Some of the smartphones announced included: Samsung’s Note2 and ATIV S, Motorola’s Droid Razr HD, Huawei’s Ascend G600, Pantech’s Flex, LG’s Optimus G and Optimus L9, Nokia’s Lumia 820 and Lumia 920, Sony’s Xperia TX and Xperia V, HTC’s Desire X and ZTE’s Grand X IN — all targeted at the upcoming holiday season in 4Q12. We have also been experiencing a vibrant basic media tablet market, with more attractive and improved products launched from Amazon and Google, and the entry of Apple’s iPad Mini will propel this market further. We may possibly see media tablets competing with smartphones on consumer spending during this holiday season.

No. 3 Spot in Smartphone Market Opens to Competition With Many Challengers

Nokia’s smartphone sales tumbled in 3Q12, with just 7.2 million sales, as its Lumia family is waiting for the new arrivals and Symbian ramped down quickly to a near end-of-life situation for what was once the most popular smartphone operating system. Nokia slipped from No. 3 in 2Q12 to No. 7 in smartphones sales in 3Q12. The arrival of the new Lumia devices on Windows Phone 8 should help to halt the decline in share, although we will have to wait until 2013 to see a significant improvement in Nokia’s position.

With the exit of Nokia from the No. 3 position, we saw Research In Motion (RIM) taking that place in 3Q12 with HTC not far behind — sitting very close at No. 4. Both HTC and RIM have seen their sales declining in past few quarters, and the challenges might prevent them from holding onto their current rankings in the coming quarters.

RIM is struggling with its existing BlackBerry 7 (BB7) platform, and its delayed effort to launch devices on BB10 has resulted in weakening demand for RIM devices, which is being seen even in emerging markets — where it continued to see traction (despite being outpaced in mature markets by Android and iOS devices). We saw channel destocking for RIM in preparation for new device launches, resulting in 8.9 million sell-through (sales to end users) in 3Q12. However, with the arrival of BB10 now set for 30 January 2013 and no new device launch in 4Q12, RIM doesn’t look to be in good shape to hold on to its current position.

HTC saw its sales declining as it continued to struggle to build momentum in 2012, with its flagship model constantly under pressure from Samsung’s Galaxy S3. HTC’s slow response in expanding its portfolio to cater for a larger segment in emerging markets has also affected its sales, because it could not take advantage of the high growth opportunity in those markets. In 4Q12, HTC will benefit from strong Microsoft marketing around the new Windows Phone devices, the 8X and 8S, and it should see some momentum because it still has a stronger brand than Nokia in the U.S. market. However, HTC will have same challenges from a better-capitalized Samsung with Windows Phone, as it does with Android.

As new products are also expected from the Chinese manufacturers, it is likely that one of the rising Chinese stars, Huawei or ZTE, will claim the No. 3 market position in the next quarter.