BMI Indonesia Consumer Electronics Report Q4 2010.pdf
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1、Q4 2010 consumer electronics report issn 2042-132X published by Business monitor international ltd. inDonesiA INCLUDES 5-YEAR FORECASTS TO 2014 Business Monitor International Mermaid House, 2 Puddle Dock, London, EC4V 3DS, UK Tel: +44 (0) 20 7248 0468 Fax: +44 (0) 20 7248 0467 Email: Web: http:/ 2
2、010 Business Monitor International. All rights reserved. All information contained in this publication is copyrighted in the name of Business Monitor International, and as such no part of this publication may be reproduced, repackaged, redistributed, resold in whole or in any part, or used in any fo
3、rm or by any means graphic, electronic or mechanical, including photocopying, recording, taping, or by information storage or retrieval, or by any other means, without the express written consent of the publisher. DISCLAIMER All information contained in this publication has been researched and compi
4、led from sources believed to be accurate and reliable at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, Business Monitor International accepts no liability whatsoever for any loss or damage resulting from errors
5、, inaccuracies or omissions affecting any part of the publication. All information is provided without warranty, and Business Monitor International makes no representation of warranty of any kind as to the accuracy or completeness of any information hereto contained. INDONESIA CONSUMER ELECTRONICS R
6、EPORT Q4 2010 INCLUDES 5-YEAR FORECASTS TO 2014 Part of BMIs Industry Report opens service centre Nokia is the market leader in the Indonesia handset market with a share of at least 50% ahead of Samsung and Sony Ericsson 97% of the market is prepaid, and in the last two years, Nokia has sought to re
7、ach further into the mass-market segment with launches of low-end mobile phones such as the Nokia 1680 classic, Nokia 2680 slide and Nokia 5000. In 2009, Nokia sales in Indonesia reached IRP29trn, from IRP25 trn in the previous year. In November 2009, Nokia said that it was considering launching its
8、 new Nokia Life Tools service in Indonesia to target rural customers. The service offers subscribers information on agriculture, education and entertainment through the medium of SMS. The service was launched in India in June 2009. Nokia is also strong in the CDMA handset segment as a result of a pa
9、rtnership with Flexi, the CDMA fixed wireless brand of Telkom Indonesia. Nokia is thought to have around a 70% share of the CDMA terminal market, ahead of Motorola and Samsung. Meanwhile, by the end of 2009, Samsung had hoped to move ahead of Sony Ericsson into second place in the brand handset mark
10、et. Samsungs share was thought to be less than 10%, but the company had launched around 15 new models in Indonesia in 2009 in an attempt to boost its penetration. The company set a target of 100,000 units per month after releasing its new Crosby handset, which was priced at IDR1.4mn per unit. Mobile
11、 phones now account for around half of Samsungs revenues in the Indonesian market. For its part, fellow Korean vendor LG said that, in the period January to September 2009, its local handset sales had reached 14.1mn units. This represented growth of 7.9% from the same period of the previous year. LG
12、 expects to grow by targeting the mid-tier market of handsets priced at between IDR1- 2mn. In October 2009, LG released its GW300 model priced at IDR1.5mn, and the company set a target of 80,000 local sales for the handset by the end of the year. However, the Indonesian handset market is distorted b
13、y the presence of a large grey segment, which accounts for about half the market. Handset imports were estimated at around US$716mn, only 52% of the estimated market value of US$1.38bn. Much of the demand is filled by illegal imports and refurbished products. Indonesia Consumer Electronics Report Q4
14、 2010 Business Monitor International Ltd Page 42 In addition to the issue of piracy, the leading brands have lost share in the last couple of years to new Chinese brand entrants. Chinese handsets have secured a strong position in the market, competing on price while showing improvements in quality.
15、Leading Chinese vendor such as TCL have been exploring the Indonesia market since 2008 and are increasingly turning their attention to emerging markets that have been less affected by the global economic crisis. Chinese brands such as Hitech and StarTech sell hundreds of units at day at leading city
16、 outlets, even though they are not yet the brands of choice for status-conscious professionals. The advance of the Chinese vendors mirrors competitive developments in other consumer electronics product segments. In 2009, the Chinese brands moved aggressively into the emerging smartphone segment wher
17、e they challenged global brands such as BlackBerry and Nokia. A number of copycat smartphones appeared in 2009. One of the most popular was the Nexian G900, popularly known as the NexianBerry, because of its similarity to the Research In Motion (RIM) BlackBerry smartphones. The Nexian G900 was launc
18、hed by telecoms operator XL on May 1 2009 and retailed at less than IRP1mn, compared with 2.1mn for the BlackBerry Pearl and 5.4mn for the BlackBerry Bold. Meanwhile, the same handset was offered by Telkomsel for just IRP 599,000. The producers of the NexianBerry believed that it would sell around 2
19、mn units by the end of 2009. Nexian was just of a large number of low-cost brands to flourish in the Indonesian market in 2009, many of them Chinese produced. HT-Mobile expected to sell at least 50,000 units a month. Other popular brands included Mito Slim, Taxco, K-Touch, Dezzo, ToCall, Titan and T
20、iphone, all with models available for below IDR1mn. In reaction to both the piracy issue and competition from cheaper Chinese brands, leading vendors have had to respond by releasing their own low-priced products. LG and Samsung have sought to partner with operator bundling programmes, while Nokia h
21、as adopted an independent approach. Vendors were also reportedly looking more closely at local handset production. The Ministry of Telecommunications and Information Industry recently reported that one European vendor, thought to be Nokia, and two Asian vendors were preparing to invest roughly US$10
22、0mn each to establish production facilities in West Java. Although the market for PDAs and smartphones is a small niche, it is a growing competitive battleground. As of H209, the market was dominated by RIMs Blackberry products. The top three GSM operators in Indonesia, Indosat, Excelcomindo and Tel
23、komsel, all have partnerships with RIM to offer BlackBerry products and services. Excelcomindo signed an agreement with Erafone, one of the largest mobile phone retail chains in Indonesia, which will now provide the BlackBerry Bold and other models. Meanwhile Globe RIM has also expanded its contract
24、 with global mobile handset distributor Brightpoint to cover logistics and supply chain services for BlackBerry smartphones in Indonesia. Brightpoint has appointed local distribution company Teletama as a distributor of BlackBerry products in Indonesia, Indonesia Consumer Electronics Report Q4 2010
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