The Handset Market Share Game
• The mobile wireless handset market is the largest consumer electronics market in the world, both in terms of units sold and total value.
• In 2002 ~415 million units valued at ~$62 Billion will ship.
• Nokia is King of this space and its 2 principle challengers are Motorola & Samsung.
• Below is an abstract of historical and current vendor market share and unit shipments through Q3 2002.
- Unless otherwise noted all reported numbers in this abstract are from Gartner Dataquest.
- Ericsson sales only in 2001 and prior years with Sony sales included in others for those years. From beginning of 2002 Sony Ericsson combined sales reported.
I. Handset Market Share by Manufacturer · A. Year to Year Market Share · YTD 1997 1998 1999 2000 2001 2002 · Nokia 20.1% 24.3% 26.9% 30.6% 35.0% 35.4% Motorola 28.8 23.2 16.9% 14.6% 14.8% 15.2% Samsung 3.6 4.2 6.2% 5.0% 7.1% 9.9% Siemens 2.5 3.3 4.6% 6.5% 7.4% 8.3% Ericsson 16.2 14.4 10.5% 10.0% 6.7% 5.5% Matsushita 5.7 8.1 5.5% 5.2% 4.1% ? · Sources for above statistics: Herschel Shostek for 1997 and 1998 and Gartner Dataquest for 1999 through 2002. · B. 2002 Market Share by Quarter and YTD · 2001 1Q 02 2Q 02 3Q 02 YTD 02 Market Market Market Market Market Share % Share % Share % Share % Share % · Nokia 35.0% 34.7% 35.6% 35.9% 35.4% Motorola 14.8% 15.5% 15.7% 14.4% 15.2% Samsung 7.1% 9.6% 9.5% 10.6% 9.9% Siemens 7.4% 8.8% 8.4% 8.4% 8.3% S Ericsson 6.7% 6.4% 5.4% 4.8% 5.5% Others 29.0% 25.0% 25.6% 26.4% 25.7% Total 100.0% 100.0% 100.0% 100.0% 100.0% · C. Quarter by Quarter Market Share for 2000 & 2001 · Q100 Q200 Q300 Q400 Q101 Q201 Q301 Q401 · Nokia 27.9% 27.5% 30.6% 33.9% 35.3% 34.8% 33.4% 36.1% Motorola 16.0% 15.6% 13.3% 12.7% 13.2% 14.8% 15.7% 15.5% Siemens 5.5% 5.5% 8.6% 6.9% 6.9% 7.9% 7.2% 7.9% Samsung - 5.5% - - 4.8% 6.8% 7.5% 7.4% Ericsson 11.5% 10.3% 9.7% 8.7% 6.8% 8.3% 8.0% 4.7% · D. Nokia Market Share Year to Year · % 1997 1998 1999 2000 2001 2002
36 __/ 35 / 34 / 33 / 32 / 31 / 30 / 29 / 28 / 27 / 26 / 25 / 24 / 23 / 22 / 21 / 20 / · E. Nokia Market Share v. Next Nearest Competitor · 1997 1998 1999 2000 2001 2002 · Nokia .7x 1.05x 1.6x 2.1x 2.4x 2.3x Motorola 1.4x .95x .6x .48x .42x .43x · F. Nokia Market Share v. Their Leading Asian Competitor · 1997 1998 1999 2000 2001 2002 · Nokia 3.5x 3.0x 4.4x 5.9x 4.9x 3.6x Samsung na na .30x na .20 .28x Matsushita .28x .33x na .17x na na · G. Nokia v. Samsung - 5 Year Market Share Increase: · Nokia Samsung · 1998 + 4.2 % points .6 % points 1999 + 2.6 % points 2.0 % points 2000 + 3.7 % points - 1.2 % points 2001 + 4.4 % points 2.1 % points 2002 + .4 % points + 2.8 % points -------------- ------------- + 15.3 % points + 6.3 % points . Like Nokia, Samsung manufactures GSM, CDMA & TDMA handsets. In Q2 02 their product mix was GSM @ 59%, CDMA @ 36%, TDMA @ 5% · II. Handset Unit Sales · A. 2002 Handset Unit Shipments (thousands) by Quarter
1Q 02 2Q 02 3Q 02 YTD 02 YTD Sales Sales Sales Sales Share · Nokia 32,531 35,089 37,447 105,067 35.4% Motorola 14,533 15,496 15,030 45,059 15.2% Samsung 9,030 9,342 11,063 29,435 9.9% Siemens 8,229 8,247 8,145 24,621 8.3% S Ericsson 6,009 5,309 4,999 16,317 5.5% Others 23,424 25,220 27,572 76,216 25.7% Total 93,755 98,703 104,256 296,714 100.0% · B. 2001 Handset Unit Shipments (millions) by Quarter · Market 1Q01 2Q01 3Q01 Q401 Total Share YE · Nokia 34.0 31.27 31.55 42.88 139.7 35.0% Motorola 12.7 13.29 14.77 18.34 59.1 14.8% Siemens 6.6 7.06 6.77 9.37 29.8 7.4% Samsung 6.1 6.19 7.11 8.80 28.2 7.1% Ericsson 6.5 7.41 7.53 5.56 27.0 6.7% Others 30.8 24.58 26.67 33.75 115.8 29.0% · Total 96.7 89.80 94.40 118.70 399.6 100.0% · C. 2000 v. 1999 Handset Unit Shipments (millions) & Share · 2000 2000 Market 1999 1999 Market Growth Shipments Share (%) Shipmnts Share (%) (%) . Nokia 126,369 30.6 76,335 26.9 65.5 Motorola 60,094 14.6 47,818 16.9 25.7 Ericsson 41,467 10.0 29,785 10.5 39.2 Siemens 26,989 6.5 12,982 4.6 107.9 Panasonic 21,511 5.2 15,581 5.5 38.1 Samsung 20,639 5.0 17,687 6.2 16.7 Others 115,662 28.0 83,393 29.4 38.7 Total 412,731 100.0 283,581 100.0 45.5 · D. Total Handset Shipments By Year (millions) . 1999 2000 2001 2002E · 283.6 412.7 399.6 415m · IV. The Power of Brand · A. The World's Most Valuable Brands (Interbrand) · Rank Brand 2002 Brand Asset Value ($Billions) · 1. Coca-Cola 69.6 2. Microsoft 64.1 3. IBM 51.2 4. GE 41.3 5. Intel 30.9 6. Nokia 30.0 · Other Comm Equipment Brands in the Top 100 · 21. Sony 13.9 34. Samsung 8.3 71. Ericsson 3.6 74. Motorola 3.4 81. Panasonic (Matsushita) 3.1 · V. Nokia Revenue & Profitability · • All figures are EUR (million) and 1 EUR = 0.990041 USD • All figures are Reported IAS not Pro Forma IAS which excludes goodwill amortization and non-recurring items. · 9 Mos. 2001 YTD 02 TTM · A. Nokia Corporation · - Net Sales 31,191 21,173 30,542 - Operating Profit 3,362 3,314 - Operating Margin (%) 10.8% 15.7% - Net Profit 2,200 2,335 - Net Margin (%) 7% 11.0% 9.5% · B. Nokia Mobile Phones (Only) · - Net Sales 23,158 16,469 - Operating Profit 4,521 3,559 - Operating Margin (%) 19.5% 21.6% · ###
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