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The$Two$Speed$Mobile$Handset$Economy$
What’s'going'on'in'the'youth'handset'market?'
!




                                                                                 !
!
The$handset$market$is$polarizing$into$2$distinct,$discrete$markets$
   • Primary!Handsets!(PH)!
   • Secondary!Handsets!(SH)!
!
Impact$of$the$2$Speed$Economy$
   • Renewal!cycles!in!developed!markets!slow!down!
   • Renewal!cycles!in!developing!markets!both!slow!down!and!speed!up!(PH!
      slows!down,!SH!speeds!up)!
   • Critical!mass!for!youth!innovation!in!developing!markets!
!
Implications$for$Handset$Manufacturers$and$Mobile$Operators$
Understand!the!key!distinction.!Are!you!targeting!the!PH!or!SH!markets?!Each!
market!has!distinct!drivers!and!buying!patterns.!Vendors!occupying!the!middle!
ground!(e.g.!SonyEricsson,!Motorola,!Samsung!and!Nokia)!need!to!identify!key!
market!Beachheads!of!support!to!retain!and!grow!their!position.!!
!
$                            $




                mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
2$Distinct$Markets$within$Markets!
!
    •   The!Primary!Handset!is!often!a!high!end!display!device!–!such!as!a!
        Blackberry!or!Iphone.!Of!all!the!handsets/SIMs!owned!this!is!most!likely!
        the!one!on!contract.!Youth!will!keep!the!handset!in!a!visible!location!
        (hand,!on!clothing)!and!use!it!both!as!a!status!symbol!and!for!key!services!
        (such!as!BBM,!mobile!internet,!FB!or!texting).!!
        !
    •   The!Secondary!Handset!is!a!low!end!device,!sometimes!only!SIM!card.!In!
        emerging!markets,!these!handsets!are!either!Shanzai!phones!(knockUoffs)!
        or!cheap!domestic!brands!(as!in!India).!Secondary!handsets!are!often!
        prepaid!and!kept!in!discrete!locations!(pocket,!bag).!Youth!will!use!
        Secondary!Handsets!for!calling!family,!girl/boyfriends!where!long!voice!
        conversations!are!required.!In!some!cases,!youth!prefer!dual!or!triple!SIM!
        handsets!to!allow!them!to!negotiate!between!multiple!network!offers.!!
!




                                                                                       !
!
!
$                            $




                  mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
Developed$vs$Developing$Markets$
$
Developed$Markets:$
$
In!developed!markets,!youth!are!gravitating!towards!a!oneUhandset!economy!
dominated!by!Primary!Handsets.!(Telegraph)!
!
       Google’s!Android!share!of!the!smartphone!operating!system!market!in!the!
       US!fell!slightly!in!the!first!quarter!of!this!year,!according!to!market!
       intelligence!firm!IDC.!Android’s!share!of!the!market!was!at!52.4!per!cent!
       at!the!end!of!last!year!and!had!dropped!to!49.5!per!cent!by!March,!the!
       figures!show.!!
       !
       Apple’s!iPhone!increased!its!share!of!the!market!over!the!same!period,!
       growing!from!17.2!per!cent!to!29.5!per!cent.!RIM’s!BlackBerry!continued!
       the!steady!decline!which!has!been!ongoing!for!more!than!a!year,!dropping!
       from!37.8!per!cent!of!the!market!a!year!ago!to!just!13.8!per!cent!in!March.!!
!
Developing$Markets:$
!
In!developing!markets,!youth!are!opting!for!multiple!handsets!–!one!expensive!
Primary!handset!for!display!combined!with!a!cheap!locally!manufactured!
Secondary!handset!used!for!calls,!texting!etc.!!
!
In!Vietnam,!low!end!locally!manufactured!handsets!have!become!popular!
(Vietnam!News):!
!
       ChineseUmade!mobile!phone!handsets!with!Vietnamese!brand!names!
       have!overcome!consumer!doubts!about!poor!quality!and!gained!a!toehold!
       on!the!lower!end!of!the!domestic!market!–!with!the!past!two!years!
       witnessing!the!appearance!of!affordable!mobile!phones!with!such!brands!
       as!Hanel,!QUMobile,!FUmobile,!WellcoM!and!MobiStar.!
!
In!Asia!and!Middle!East,!Chinese!manufacturers!flooding!local!markets!have!
potentially!catalyzed!both!social!and!technological!change:!
    • How!Shanzai!phones!are!driving!cloud!computing!(Tech!Node)!!
    • How!China’s!mobile!handset!manufacturers!are!toppling!governments!in!
       India!and!Middle!East!(Fast!Company)!!
!
In!Indonesia,!new!startups!like!Nexian!promise!to!serve!the!growing!market!for!
dual!handsets!(Startup!News):!
!
    • Nexian!is!2nd!to!Nokia!in!handset!sales!in!Indonesia!
    • Nexian!have!their!own!BBM!client!(Nexian!Messenger)!
    • Their!market!is!“middleUlow!class”!
    • Their!phones!start!at!IDR!99.000!(US$11)!
!
$                              $

                 mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
Market$Drivers:$
$
  • Teenage!Pirates!exploring!new!handset!features!and!launches!!
  • Price!–!Mobile!operators!and!domestic!manufacturers!push!heavily!
     discounted!deals!!
  • Growth!in!Smartphones!–!Youth!want!smartphones!but!are!limited!in!
     financial!resources.!They!need!to!offset!expensive!contracts!with!a!
     Secondary!Handset!that!can!facilitate!their!dayUtoUday!mobile!behavior.!!
  • Youth!Churn!–!loyalty!to!brands!remains!low!due!to!a!general!Broadening!
     strategy!operated!by!mobile!companies!as!opposed!to!one!of!Deepening.!
!
!
More$Trends$
!
If! you! liked! this! free! trends! report! from! mobileYouth! then! why! not! check! out!
more!downloads!like!this!on!our!Youth!Mobile!Trends!Page.!
!
Relevant!trends!include:!
*!Trend:!Curation!is!Innovation!(mobile!apps)!
*!Trend:!Discrete!Social!Media!
*!Trend:!Droidettes!(will!teens!drive!Android?)!
*!Trend:!Arrival!(What!is!driving!Blackberry!Youth!Trend!in!the!Emerging!
Markets?)!
*!Trend:!Weibo!Hacking!(How!are!Teens!reclaiming!Social!Space?)!
$                              $




                  mobileYouth!–!youth!mobile!culture!since!2001!!
!
!
Contact$mobileYouth$
!
We’ve!been!researching!and!making!sense!of!Youth!Mobile!Culture!in!65!
countries!since!2001.!To!talk!to!a!youth!specialist,!send!an!email!to:!
josh.dhaliwal@mobileyouth.org!
!
Josh$Dhaliwal,$Director$
http://www.mobileYouth.org!
http://www.mobileYouthreport.com!
!
UK:!+44!20!3286!3635!
North!America:!+1!646!867!3635!
South!Africa:!+!27!11!08!3635!1!
Asia:!+852!8176!3650!
!




                mobileYouth!–!youth!mobile!culture!since!2001!!
!
THE MOBILEYOUTH 2013 REPORT




   Want more trends?



                  MOBILEYOUTH
                    youth marketing mobile culture since 2001
THE MOBILEYOUTH 2013 REPORT

       youth marketing insights for handset brands,
                  content providers and operators

                                                features:
                                               29 reports
                                              400+ pages
                                       data, charts, cases

                                    mobileYouth:
       tracking youth & mobile culture since 2001

                          MOBILEYOUTH
                            youth marketing mobile culture since 2001
THE MOBILEYOUTH 2013 REPORT




http://www.mobileyouth.org



                   MOBILEYOUTH
                     youth marketing mobile culture since 2001

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mobileYouth trends download: The 2 Speed Handset Economy

  • 1. ! The$Two$Speed$Mobile$Handset$Economy$ What’s'going'on'in'the'youth'handset'market?' ! ! ! The$handset$market$is$polarizing$into$2$distinct,$discrete$markets$ • Primary!Handsets!(PH)! • Secondary!Handsets!(SH)! ! Impact$of$the$2$Speed$Economy$ • Renewal!cycles!in!developed!markets!slow!down! • Renewal!cycles!in!developing!markets!both!slow!down!and!speed!up!(PH! slows!down,!SH!speeds!up)! • Critical!mass!for!youth!innovation!in!developing!markets! ! Implications$for$Handset$Manufacturers$and$Mobile$Operators$ Understand!the!key!distinction.!Are!you!targeting!the!PH!or!SH!markets?!Each! market!has!distinct!drivers!and!buying!patterns.!Vendors!occupying!the!middle! ground!(e.g.!SonyEricsson,!Motorola,!Samsung!and!Nokia)!need!to!identify!key! market!Beachheads!of!support!to!retain!and!grow!their!position.!! ! $ $ mobileYouth!–!youth!mobile!culture!since!2001!! !
  • 2. ! 2$Distinct$Markets$within$Markets! ! • The!Primary!Handset!is!often!a!high!end!display!device!–!such!as!a! Blackberry!or!Iphone.!Of!all!the!handsets/SIMs!owned!this!is!most!likely! the!one!on!contract.!Youth!will!keep!the!handset!in!a!visible!location! (hand,!on!clothing)!and!use!it!both!as!a!status!symbol!and!for!key!services! (such!as!BBM,!mobile!internet,!FB!or!texting).!! ! • The!Secondary!Handset!is!a!low!end!device,!sometimes!only!SIM!card.!In! emerging!markets,!these!handsets!are!either!Shanzai!phones!(knockUoffs)! or!cheap!domestic!brands!(as!in!India).!Secondary!handsets!are!often! prepaid!and!kept!in!discrete!locations!(pocket,!bag).!Youth!will!use! Secondary!Handsets!for!calling!family,!girl/boyfriends!where!long!voice! conversations!are!required.!In!some!cases,!youth!prefer!dual!or!triple!SIM! handsets!to!allow!them!to!negotiate!between!multiple!network!offers.!! ! ! ! ! $ $ mobileYouth!–!youth!mobile!culture!since!2001!! !
  • 3. ! Developed$vs$Developing$Markets$ $ Developed$Markets:$ $ In!developed!markets,!youth!are!gravitating!towards!a!oneUhandset!economy! dominated!by!Primary!Handsets.!(Telegraph)! ! Google’s!Android!share!of!the!smartphone!operating!system!market!in!the! US!fell!slightly!in!the!first!quarter!of!this!year,!according!to!market! intelligence!firm!IDC.!Android’s!share!of!the!market!was!at!52.4!per!cent! at!the!end!of!last!year!and!had!dropped!to!49.5!per!cent!by!March,!the! figures!show.!! ! Apple’s!iPhone!increased!its!share!of!the!market!over!the!same!period,! growing!from!17.2!per!cent!to!29.5!per!cent.!RIM’s!BlackBerry!continued! the!steady!decline!which!has!been!ongoing!for!more!than!a!year,!dropping! from!37.8!per!cent!of!the!market!a!year!ago!to!just!13.8!per!cent!in!March.!! ! Developing$Markets:$ ! In!developing!markets,!youth!are!opting!for!multiple!handsets!–!one!expensive! Primary!handset!for!display!combined!with!a!cheap!locally!manufactured! Secondary!handset!used!for!calls,!texting!etc.!! ! In!Vietnam,!low!end!locally!manufactured!handsets!have!become!popular! (Vietnam!News):! ! ChineseUmade!mobile!phone!handsets!with!Vietnamese!brand!names! have!overcome!consumer!doubts!about!poor!quality!and!gained!a!toehold! on!the!lower!end!of!the!domestic!market!–!with!the!past!two!years! witnessing!the!appearance!of!affordable!mobile!phones!with!such!brands! as!Hanel,!QUMobile,!FUmobile,!WellcoM!and!MobiStar.! ! In!Asia!and!Middle!East,!Chinese!manufacturers!flooding!local!markets!have! potentially!catalyzed!both!social!and!technological!change:! • How!Shanzai!phones!are!driving!cloud!computing!(Tech!Node)!! • How!China’s!mobile!handset!manufacturers!are!toppling!governments!in! India!and!Middle!East!(Fast!Company)!! ! In!Indonesia,!new!startups!like!Nexian!promise!to!serve!the!growing!market!for! dual!handsets!(Startup!News):! ! • Nexian!is!2nd!to!Nokia!in!handset!sales!in!Indonesia! • Nexian!have!their!own!BBM!client!(Nexian!Messenger)! • Their!market!is!“middleUlow!class”! • Their!phones!start!at!IDR!99.000!(US$11)! ! $ $ mobileYouth!–!youth!mobile!culture!since!2001!! !
  • 4. ! Market$Drivers:$ $ • Teenage!Pirates!exploring!new!handset!features!and!launches!! • Price!–!Mobile!operators!and!domestic!manufacturers!push!heavily! discounted!deals!! • Growth!in!Smartphones!–!Youth!want!smartphones!but!are!limited!in! financial!resources.!They!need!to!offset!expensive!contracts!with!a! Secondary!Handset!that!can!facilitate!their!dayUtoUday!mobile!behavior.!! • Youth!Churn!–!loyalty!to!brands!remains!low!due!to!a!general!Broadening! strategy!operated!by!mobile!companies!as!opposed!to!one!of!Deepening.! ! ! More$Trends$ ! If! you! liked! this! free! trends! report! from! mobileYouth! then! why! not! check! out! more!downloads!like!this!on!our!Youth!Mobile!Trends!Page.! ! Relevant!trends!include:! *!Trend:!Curation!is!Innovation!(mobile!apps)! *!Trend:!Discrete!Social!Media! *!Trend:!Droidettes!(will!teens!drive!Android?)! *!Trend:!Arrival!(What!is!driving!Blackberry!Youth!Trend!in!the!Emerging! Markets?)! *!Trend:!Weibo!Hacking!(How!are!Teens!reclaiming!Social!Space?)! $ $ mobileYouth!–!youth!mobile!culture!since!2001!! !
  • 6. THE MOBILEYOUTH 2013 REPORT Want more trends? MOBILEYOUTH youth marketing mobile culture since 2001
  • 7. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • 8. THE MOBILEYOUTH 2013 REPORT http://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001