중국중국 MobileMobile시장조사시장조사

산업분석산업분석왕루이왕루이

INDUSTRYPerspective

MARKETPerspective

FINANCIALPerspective

INOVATIONPerspective

Industry ChainIndustry Chain분류분류 분류 기준분류 기준 11 분류 기준분류 기준 22

서비스서비스//

콘텐츠측콘텐츠측면면

Content Provider (Content Provider ( 콘텐츠 제공업체콘텐츠 제공업체 ))

콘텐츠 콘텐츠 Content Aggregator (Content Aggregator ( 마스터마스터 CP, CP, 모바일퍼블리셔모바일퍼블리셔 ))

Mobile Portal Provider (Mobile Portal Provider ( 모바일포털사업자모바일포털사업자 ))

포털포털 //서비스서비스Mobile Service Provider (Mobile Service Provider ( 이동통신사이동통신사 , , 무선망사업자무선망사업자 ))

Handset Vender (Handset Vender ( 단말제조사단말제조사 )) 단말단말

시스템시스템//

어플리케어플리케이션이션측면측면

Application Developer (Application Developer ( 솔루션벤더솔루션벤더 ))

솔루션솔루션 / / 플랫폼플랫폼Application Platform Vender (Application Platform Vender ( 플랫폼벤더플랫폼벤더 ))

Infrastructure & Equipment Vender (Infrastructure & Equipment Vender ( 통신장비벤더통신장비벤더 ))

장비장비 //원천기술원천기술Technology Platform Vender (Technology Platform Vender ( 통신원천기술벤더통신원천기술벤더 ))

Industry Chain

MMS

SMS

Phone Call

가치연가치연

MobilePortal

MobileService

MobileDevice

UserContent

FinancialService

SystemSuppliers

VendorsAdvertisers

Terminal ProducerTerminal Producer

整体市场整体市场

20062006年年55月月

20062006年年66月月

20062006年年 77月月

20062006年年88月月

20062006年年 99月月

20062006年年1010月月

20062006年年 1111月月

20062006年年 1122月月

20072007年年11月月

20072007年年 22月月

20072007年年 33月月

20072007年年 44月月

NokiaNokia20.520.5

%%22.022.0

%% 21.5%21.5%22.922.9

%% 23.8%23.8%24.324.3

%% 25.3%25.3% 26.3%26.3%26.926.9

%% 26.1%26.1% 27.1%27.1% 28.4%28.4%

MotorolMotorolaa

12.512.5%%

12.212.2%% 12.0%12.0%

12.412.4%% 12.8%12.8%

12.612.6%% 12.7%12.7% 13.5%13.5%

14.914.9%% 16.7%16.7% 18.0%18.0% 20.1%20.1%

SamsungSamsung 9.9%9.9%10.110.1

%% 9.9%9.9% 9.9%9.9% 10.0%10.0%10.110.1

%% 10.2%10.2% 10.4%10.4%10.110.1

%% 10.5%10.5% 10.8%10.8% 10.3%10.3%

BirdBird 6.9%6.9% 6.4%6.4% 7.1%7.1% 6.6%6.6% 6.0%6.0% 6.2%6.2% 6.0%6.0% 6.2%6.2% 6.5%6.5% 6.2%6.2% 6.0%6.0% 5.7%5.7%

LenovoLenovo 4.1%4.1% 3.9%3.9% 4.4%4.4% 5.2%5.2% 5.7%5.7% 6.4%6.4% 6.1%6.1% 6.6%6.6% 7.4%7.4% 7.1%7.1% 6.7%6.7% 6.5%6.5%

SonySonyEricssoEricsso

nn 4.1%4.1% 4.3%4.3% 4.9%4.9% 5.0%5.0% 5.2%5.2% 5.3%5.3% 5.2%5.2% 5.0%5.0% 4.5%4.5% 4.9%4.9% 4.6%4.6% 4.4%4.4%

AmoiAmoi 4.0%4.0% 3.9%3.9% 4.2%4.2% 4.2%4.2% 4.3%4.3% 4.8%4.8% 4.8%4.8% 4.7%4.7% 4.8%4.8% 4.5%4.5% 4.0%4.0% 3.7%3.7%

KonkaKonka 3.6%3.6% 3.4%3.4% 3.3%3.3% 3.1%3.1% 2.9%2.9% 2.9%2.9% 2.7%2.7% 2.4%2.4% 2.3%2.3% 2.0%2.0% 1.9%1.9% 1.9%1.9%

BrandBrand ShareShare SaleSale（千）（千） GSMGSMshareshare

GSMGSMsellsell （千）（千）

CDMACDMAshareshare

CDMACDMASaleSale((千千 ))

LenovoLenovo 6.5%6.5% 563 563 7.0%7.0% 563 563

BirdBird 5.7%5.7% 488 488 6.1%6.1% 488 488 0.0%0.0% 0 0

AmoiAmoi 3.7%3.7% 321 321 4.0%4.0% 321 321

KonkaKonka 1.9%1.9% 162 162 2.0%2.0% 162 162

CECTCECT 1.9%1.9% 160 160 2.0%2.0% 159 159 0.0%0.0% 0 0

ZTEZTE 1.7%1.7% 146 146 0.5%0.5% 36 36 19.8%19.8% 110 110

HaierHaier 1.6%1.6% 140 140 1.7%1.7% 140 140 0.1%0.1% 0 0

TCLTCL 1.5%1.5% 125 125 1.5%1.5% 124 124 0.2%0.2% 1 1

GioneeGionee 1.1%1.1% 98 98 1.2%1.2% 98 98

TianshidaTianshida 0.9%0.9% 79 79 1.0%1.0% 79 79

HisenseHisense 0.3%0.3% 27 27 0.1%0.1% 5 5 3.8%3.8% 21 21

DaxianDaxian 0.3%0.3% 25 25 0.1%0.1% 6 6 3.4%3.4% 19 19

EastcomEastcom 0.3%0.3% 23 23 0.3%0.3% 21 21 0.3%0.3% 2 2

AUXAUX 0.3%0.3% 23 23 0.3%0.3% 23 23

HuaweiHuawei 0.2%0.2% 16 16 2.8%2.8% 16 16

Market Share by PriceMarket Share by Price

34.9% 35.9% 35.3% 33.9% 36.2% 37.0% 37.3% 37.2% 36.1% 38.2% 41.8%47.1%

31.9% 30.8% 32.4% 35.7% 35.6% 32.7% 32.3% 31.9% 31.2% 28.8% 25.8%25.2%

16.7% 15.8% 14.5% 12.4% 10.6% 11.7% 12.3% 12.9% 14.1% 13.4% 13.0%11.1%

4.9% 5.9% 7.2% 6.5% 6.0% 6.0% 4.0% 3.1% 7.2% 9.5% 8.6% 6.2%4.2% 3.7% 2.3% 3.2% 5.9% 6.5% 7.4% 8.5% 5.1% 4.7% 5.3% 5.3%4.6% 5.1% 6.6% 6.0% 3.9% 4.2% 6.0% 5.1% 4.8% 3.7% 3.4% 3.4%2.7% 1.8% 2.3% 1.7% 1.8% 0.7% 1.2% 1.4% 1.7% 2.2% 1.7%2.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

May-05 Jun-05 Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Apr-06

Below 1000 1500-1000 2000-1500 2500-2000 3000-2500 4000-3000 Above 4000

产品类型产品类型

20062006年年77月月

20062006年年88月月

20062006年年99月月

20062006年年1100月月

20062006年年1111月月

20062006年年1122月月

20062006年年1122月月

20072007年年11月月

20072007年年33月月

20072007年年33月月

20072007年年44月月

20072007年年55月月

智能手机 智能手机 3.7%3.7% 4.3%4.3% 4.6%4.6% 5.0%5.0% 4.9%4.9% 5.3%5.3% 5.6%5.6% 6.2%6.2% 6.3%6.3% 6.3%6.3% 6.7%6.7% 6.7%6.7%

基于手写功能的基于手写功能的 PDPDAA 6.5%6.5% 6.5%6.5% 6.4%6.4% 6.4%6.4% 6.2%6.2% 6.1%6.1% 6.4%6.4% 6.6%6.6% 6.2%6.2% 6.1%6.1% 6.3%6.3% 6.4%6.4%

内置摄像头手机内置摄像头手机 45.9%45.9% 48.8%48.8% 51.0%51.0% 53.7%53.7% 54.8%54.8% 57.9%57.9% 58.4%58.4% 59.9%59.9% 62.4%62.4% 61.8%61.8% 59.5%59.5% 57.7%57.7%

百万像素手机百万像素手机 4.7%4.7% 6.3%6.3% 7.5%7.5% 9.3%9.3% 10.5%10.5% 13.7%13.7% 15.6%15.6% 18.1%18.1% 20.9%20.9% 21.6%21.6% 22.5%22.5% 23.2%23.2%

彩屏机彩屏机 90.7%90.7% 89.1%89.1% 90.0%90.0% 90.4%90.4% 90.6%90.6% 92.5%92.5% 92.0%92.0% 91.7%91.7% 93.0%93.0% 93.9%93.9% 92.4%92.4% 89.9%89.9%

2626 万色彩屏机万色彩屏机 7.6%7.6% 8.7%8.7% 9.5%9.5% 10.4%10.4% 11.3%11.3% 13.0%13.0% 15.0%15.0% 17.0%17.0% 19.1%19.1% 20.0%20.0% 20.6%20.6% 21.4%21.4%

66 万万 55 千色彩屏机千色彩屏机 65.6%65.6% 64.8%64.8% 65.4%65.4% 66.4%66.4% 66.4%66.4% 67.4%67.4% 65.9%65.9% 64.0%64.0% 64.7%64.7% 65.3%65.3% 64.4%64.4% 62.0%62.0%

黑白机黑白机 9.3%9.3% 10.9%10.9% 10.0%10.0% 9.6%9.6% 9.4%9.4% 7.5%7.5% 8.0%8.0% 8.3%8.3% 7.0%7.0% 6.1%6.1% 7.6%7.6% 10.1%10.1%

具有具有 GPRSGPRS 功能功能 80.0%80.0% 79.8%79.8% 81.5%81.5% 82.8%82.8% 83.3%83.3% 85.0%85.0% 84.1%84.1% 84.9%84.9% 85.6%85.6% 85.3%85.3% 82.8%82.8% 79.1%79.1%

彩信手机彩信手机 66.4%66.4% 67.8%67.8% 70.2%70.2% 72.4%72.4% 73.7%73.7% 76.5%76.5% 76.3%76.3% 78.2%78.2% 79.9%79.9% 79.7%79.7% 77.1%77.1% 73.5%73.5%

支持支持 JAVAJAVA 47.3%47.3% 48.3%48.3% 49.3%49.3% 51.6%51.6% 52.2%52.2% 53.5%53.5% 52.9%52.9% 53.9%53.9% 53.6%53.6% 53.1%53.1% 50.3%50.3% 48.3%48.3%

支持支持 MP3MP3 10.9%10.9% 13.1%13.1% 15.3%15.3% 18.1%18.1% 20.3%20.3% 24.0%24.0% 27.4%27.4% 31.4%31.4% 35.7%35.7% 37.5%37.5% 38.2%38.2% 38.6%38.6%

双屏机双屏机 45.2%45.2% 43.2%43.2% 42.3%42.3% 40.3%40.3% 39.1%39.1% 38.8%38.8% 37.3%37.3% 35.0%35.0% 32.2%32.2% 29.2%29.2% 26.1%26.1% 23.3%23.3%

支持蓝牙支持蓝牙 8.1%8.1% 9.7%9.7% 10.3%10.3% 11.5%11.5% 11.9%11.9% 13.1%13.1% 14.7%14.7% 16.4%16.4% 18.6%18.6% 20.4%20.4% 21.2%21.2% 22.6%22.6%

支持支持 FMFM 7.6%7.6% 8.7%8.7% 9.3%9.3% 9.9%9.9% 9.7%9.7% 10.4%10.4% 11.1%11.1% 12.2%12.2% 14.2%14.2% 15.4%15.4% 16.0%16.0% 16.7%16.7%

OperatorOperatorss

China Mobile China Mobile China UnicomChina Unicom China UnicomChina Unicom 이 이 CDMA CDMA 방식 운영자이고방식 운영자이고

China Mobile China Mobile 이 이 GSM GSM 방식 운영자입니다방식 운영자입니다 ..

CHINA UNICOMCHINA UNICOM 은 은 CDMA CDMA 방식중에서도 방식중에서도 8800MHZ 00MHZ 대역 즉 셀룰러 대역을 사용합니다대역 즉 셀룰러 대역을 사용합니다 ..

시장점유율시장점유율년년 이동이동 연통연통

19991999 8888 ％％ 1212 ％％

20012001 76%76% 2424 ％％

20022002 70%70% 3030 ％％

20042004 66.166.1 33.933.9 ％％

20052005 65%65% 35%35%

현제현제 60%60% 이상이상 40%40% 이하이하

Benefits Share (Game)

Service ProviderService Provider

SPSP

KongZhong.netKongZhong.net Sina.comSina.com Tom.comTom.com Tencent.comTencent.com LinktoneLinktone SohuSohu 163163

Contents ProviderContents Provider

CPCP

Contentsaggregator

Merchant

Contentsprovider

Financialservice

provider

부가사용료 배분통화료수입배분

부가사용료수입배분

상거래대금 지급거래수수료 공제

거래수수료 공제

Site fee

Site fee

Site fee

Advertiser

광고비

Network operator

Network operator

Network operator

Customer

ContentsContents

Game Game MusicMusic Application SoftwareApplication Software Other functionOther function

대기술환경 대기술환경 3G3G

꼭대기

중고층

중층

밑 층

중국정부 함께 이동통신 Structure 설립

이용한 Platform 진출과합작

Hardware 의 산업연진출

부푼 시장 진출 , Content시장 상푼 와 서비스

주변기기 , 주변부푼

산업츱급

감사합니다감사합니다 !!