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  5. > The Smartphones in developed Asia–Pacific: trends and forecasts 2015–2020

The maturity of smartphone adoption and the shrinking pool of first-time buyers in developed Asia–Pacific pose challenges to vendors and operators, who need to rely on consumer demand for replacements to grow their sales. This report provides forecasts and explanation of key trends that affect smartphone sales in the region.

Table Of Contents

The Smartphones in developed Asia-Pacific: trends and forecasts 2015-2020

Table of contents


5.Executive summary


6.Executive summary: Incremental innovation is not enough to convince the region's consumers to rapidly replace handsets


7.Worldwide trends


8.Worldwide: Smartphone markets are saturating - operators and vendors must reassess their priorities


9.Worldwide: Growth in unit sales will depend on emerging markets and will come mostly from emerging Asia-Pacific


10.Worldwide: Operators are key sources of smartphones in most regions, but they lost some ground to other channels in 2015


11.Worldwide: Vendor financing is the end-point of gradual shifts in operator device strategies rather than an abrupt change


12.Worldwide: Vendor financing plans are most likely to succeed in countries where users are ready for SIM-only contracts


13.Worldwide: Operator bundles are in demand and play a role in
prepaid-to-postpaid migration


14.Worldwide: Apple leads the high-end market and Chinese vendors are capturing demand at the low end


15.Worldwide: iOS's market share of unit sales will remain stable at around 15% until 2020


16.Regional trends


17.Developed Asia-Pacific: Apple provides growth in the high-end segment in an otherwise stalling smartphone market


18.Developed Asia-Pacific: Key regional trends


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List of figures


Figure 1: Smartphone unit sales and smartphones' share of mobile handset unit sales, developed Asia-Pacific, 2012-2020


Figure 2: Mobile handset unit sales by type, and smartphones' share of unit sales, worldwide, 2012-2020


Figure 3: Smartphone unit sales by region, 2014 and 2020


Figure 4: Percentage of respondents who bought their most recent handset from an operator, 16 countries, and averages for 2014 and 2015


Figure 5: Device bundling and financing plans by type


Figure 6: Seven areas of consideration for operators when assessing the potential impact of SIM-only and vendor financing take-up


Figure 7: Choice of next mobile tariffandnbsp; by type among those who plan to change their tariffs, by current tariff type, 6 European countries, US and South Korea


Figure 8: Choice of next mobile tariffandnbsp; by type among those who plan to change their tariffs, by current tariff type, 8 countries in MEA and emerging APAC


Figure 9: Smartphone unit sales by manufacturer, worldwide, 2012-2020


Figure 10: Smartphone unit sales by operating system, worldwide, 2012-2020


Figure 11: Mobile handset connections by type, and smartphones' share of connections, developed Asia-Pacific, 2012-2020


Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, developed Asia-Pacific, 2012-2020


Figure 13: Key regional trends in handset markets, developed Asia-Pacific


Figure 14: Smartphone unit sales and smartphones' share of mobile handset unit sales, Australia, 2012-2020


Figure 15: Smartphone unit sales and smartphones' share of mobile handset unit sales, Japan, 2012-2020


Figure 16: Smartphone unit sales and smartphones' share of mobile handset unit sales, South Korea, 2012-2020


Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, Taiwan, 2012-2020


Figure 18: Main enablers and constraints for our smartphone forecasts

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