Australia - Mobile Communications - Handset Market

Synopsis

As the smartphone sector in Australia takes off, the handset market has seen a shift towards other vendors such as HTC and Apple. This sector has previously been dominated by Nokia for many years now, but in late 2011 as the Android market overtakes the iPhone as the user’s choice as the top smartphone, Nokia may see its total market share go below 30%, although in the lower end of the market it may remain a dominant force.

While the cost of mobile broadband is still markedly expensive as compared to fixed broadband, increased usage is being led by smartphones as around 50% of smartphone users use a mobile phone to access the internet. While the iPhone started the trend, competition from the Android operating system and others will see the smartphone market continue to increase to around 50% penetration by end-2011.

In this report BuddeComm provides statistics, trends in handsets and an overview of the market. The report also provides information on mobile recycling and developments in the industry, including the rise of smartphones.

Companies mentioned

Companies mentioned in this report include – Apple, Nokia, NAVTEQ, QuickerFeet, BlackBerry, HTC, Google, Nokia, Sony Ericsson, Samsung, Vodafone, 3, VHA, Optus, Telstra, Mobile Muster, Australia Post, Motorola.

Table of Contents

• 1. Synopsis
• 2. Market overview – mid-2011
  • 2.1 Trends in mobile handset market
  • 2.2 Service provider-driven market
  • 2.3 Replacement market
  • 2.4 Android sales overtake iPhone but ARPU going down in 2011
  • 2.5 Smartphone app gives shoppers access to great deals
• 3. Predictions into 2011
  • 3.1 Smart devices
  • 3.2 Tablets
  • 3.3 Battery boosting
  • 3.4 Worldwide market overview
• 4. Historical overview
  • 4.1 Summary of activity in 2010
  • 4.2 Summary of activity in 2009
  • 4.3 Summary of activity in 2008
• 5. Handset statistics
  • 5.1 Shipments
  • 5.2 Handset recycling
  • 5.3 Handset supplier market shares
• 6. Analysis
  • 6.1 Overview
  • 6.2 Apple and Google – hijacking the mobile operators
  • 6.3 Mobile vendors set to lose the proprietary battle
  • 6.4 Mid-tier mobile phones to decline
  • 6.5 Rise of smartphones
    • 6.5.1 Smartphone overview
    • 6.5.2 The Apple iPhone
• 7. Market surveys
  • 7.1 Overview
  • 7.2 Smartphones lead to higher data spend
  • 7.3 Australians are smartphone fanatics
  • 7.4 iPhone takes out top spot globally
  • 7.5 Smartphone usage
• 8. Safety and security issues
  • 8.1 Cyber bullying and use of mobile phones by children
  • 8.2 Children and the internet
  • 8.3 Mobile security
  • 8.4 Mobile phones and viruses
• 9. Related reports

• Table 1 – Australian handset shipments – 2004 - 2011
• Table 2 – Seasonal comparison – Australian shipments per quarter – 2004 - 2011
• Table 3 – Seasonal comparison – Australian shipments per quarter as a proportion of annual shipments – 2004 - 2011
• Table 4 – Change in Australian shipments per quarter – seasonally adjusted – 2005 - 2011
• Table 5 – Key recycling indicators – Mobile Muster – 2006 - 2011
• Table 6 – Estimated Australian handset supplier market share – major suppliers – 2008 - 2011
• Table 7 – Handset supplier worldwide market share – top five suppliers – 2008 - 2010
• Table 8 –Australian 3G handset market – by major operator – 2008 - 2010
• Table 9 – Low-end, mid-tier and high-end mobile device markets – percentage of units sold – 2007; 2013.
• Table 10 – Payment plan data – 2009 - 2010
• Table 11 – Percentage of paid-for applications
• Table 12 – Customer loyalty with phone OS - % likely to stay with their existing operating system for next phone purchase
• Table 13 - Use of advanced phone features - % of mobile users who access rich media and other smartphone features
• Table 14 – Smartphone usage by children in Australia – 2009
• Table 15 – Smartphone users accessing the internet – 2009 - 2011

• Chart 1 – Australian handset shipments – 2004 - 2011
• Chart 2 – Tonnes of mobile equipment collected versus public awareness – 2006 - 2011
• Chart 3 – Estimated Australian handset supplier market share – major suppliers – 2008 - 2011
• Chart 4 – Cyber bullying information study – 2011