IDC CEMA Telecommunications Newsletter April 2008
 
IDC CEMA (Central & Eastern Europe and Middle East & Africa)
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IDC's Quarterly Mobile Phone Tracker Predicts Australian Mobile Shipments to Exceed 12 Million in 2012

FRAMINGHAM, Mass., March 25, 2008 – IDC’s Quarterly Mobile Phone Tracker has revealed that in 2007, 9.64 million mobile devices were shipped to Australia and 3.55 million of these shipped in Q4, the highest quarter on record.

Converged devices (smart phones) accounted for 27% of the total devices shipped. IDC predicts that by 2012 the number of converged devices will exceed 47% as consumers opt for feature rich handsets.

Shipments of new mobile devices will continue to grow 62% faster than the corresponding increase in subscribers, with shipments set to exceed 12 million in 2012.

"Australians want to own the ultimate device that does it all. We are replacing our mobiles more frequently in a bid to stay on top of technological evolution," said Mark Novosel, market analyst, telecommunications at IDC.

"We can no longer call them mobile phones, they are so much more than that. They have become mobile devices, a source of entertainment, a camera, a navigator, a communications hub and above all a status symbol, forming the foundations of our social lives," adds Novosel.

An increasing refresh rate, rapid 3G adoption and continued innovation from vendors will compel consumers to upgrade mobile devices more frequently than in the past. Many high-spending users are already offered upgrades prior to the end of their contract by their carriers, however early upgrading is expected to increase as Australian mobile users become more fickle and demand the latest innovations.

"In addition to having all the features in one device, Australians want their mobiles to look good too. Style is now next to functionality in terms of importance. Slim sliders are the way of the future, giving the benefits of a large screen and keypad in one attractive device, while touch screen-based devices are also rapidly gaining popularity" said Novosel.

IDC's Q407 Quarterly Mobile Phone Tracker also revealed that:
  • Nokia extends market dominance to 55.1%. Nokia's product portfolio is now more comprehensive than ever, with attractive and compelling devices across all segments of the market, including the highly successful "Classic" line of devices. Nokia has proven that consumers want handsets that look good but do not compromise on functionality and usability.
  • 3G subscribers will outstrip 2G in 2009. Growth in 3G subscribers will continue at a CAGR of 16.4% through 2012, with over 77% of subscribers on 3G by the end of the forecast period. In 2009, 57% of subscribers will already be on 3G networks.
  • GPS remains the most desired feature. The popularity of GPS in Australia shows no signs of slowing, with the mobile industry now at a point where consumers are assuming that GPS will come with their new mobile, the same way that cameras are taken for granted.
  • Blackberry's competitive advantage, fast diminishing. With rapid advancements in Windows Mobile including rich text and HTML email, and the abundance of affordable mobile data plans, minimising data usage is no longer a primary concern. The lack of 3G device diversity and no Telstra NextG capable device for the Australian market is seeing RIM's growth slowing as consumers opt for HSDPA-equipped devices, which also provide access to high-speed mobile Internet.
    • >
  • iPhone's launch in Australia: all huff but no puff. Initial hype surrounding the US launch of the iPhone suggested Apple could take a large slice of the mobile device market, however Australians want more than a large screen and great web-browser; in its current form without 3G connectivity the iPhone's appeal will be severely limited to die-hard Apple fans and the fashion conscious. Competing devices from leading vendors currently offer far superior functionality in a smaller and lighter form-factor, at broadband speeds on HSDPA. IDC is forecasting Australian iPhone shipments to commence in Q3 2008 with iPhone shipments comprising only 3.5% of the Australian mobile phone market. To put this in context, during 2007 Nokia shipped nearly as many devices in a single month.
    • >
For more information about purchasing the study, please contact:
Tatiana Hinova
+420 221 423 140
thinova@idc.com



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