The Handset Market Share Game 2002 and Prior Years
• 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 423.4 million handset units valued at ~$65 Billion were sold.
• Nokia is King of this space with greater than 2x market share its next nearest competitor and its 2 principle challengers are Motorola & Samsung.
• There was considerable pessimism amongst analysts at the beginning of 2002 that Nokia would be able to maintain or increase market share so in that respect Nokia exceeded analysts expectations.
• Analysts say Nokia will face challenges in 2003, but Dataquest's Ben Wood says:
"Multiple opportunities exist for Nokia to maintain and even increase its market share in 2003, particularly in code division multiple access (CDMA) markets in Asia/Pacific and the Americas."
• Below is an abstract of both historical and current handset vendor market share and unit shipments through Q4 2002.
Please note:
1.) Unless otherwise noted all reported numbers in this abstract are from Gartner Dataquest.
2.) Sales reported for Ericsson are Ericsson sales only in 2001 and prior years, and Sony sales for those years are included in "Others" for those years. From beginning of 2002 Sony & Ericsson combined sales are reported.
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I. Handset Market Share by Manufacturer
A. Year to Year Market Share
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1997 1998 1999 2000 2001 2002
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Nokia 20.1% 24.3% 26.9% 30.6% 35.0% 35.8%
Motorola 28.8 23.2 16.9% 14.6% 14.8% 15.3%
Samsung 3.6 4.2 6.2% 5.0% 7.1% 9.8%
Siemens 2.5 3.3 4.6% 6.5% 7.4% 8.2%
SEricsson 16.2 14.4 10.5% 10.0% 6.7% 6.7%
Matsushita 5.7 8.1 5.5% 5.2% 4.1% ?
LGE moved into the 6th slot this year ?
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Sources for above statistics: Herschel Shostek for 1997
and 1998 and Gartner Dataquest for 1999 through 2002.
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B. 2002 Market Share by Quarter and Year Ending
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2001 1Q 02 2Q 02 3Q 02 4Q 02 YTD 02
Market Market Market Market Market Market
Share % Share % Share % Share % Share % Share %
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Nokia 35.0% 34.7% 35.6% 35.9% 36.8% 35.8%
Motorola 14.8% 15.5% 15.7% 14.4% 15.2% 15.3%
Samsung 7.1% 9.6% 9.5% 10.6% 9.5% 9.8%
Siemens 7.4% 8.8% 8.4% 7.8% 8.2% 8.2%
S Ericsson 6.7% 6.4% 5.4% 4.8% 5.5% 6.7%
Others 29.0% 25.0% 25.6% 26.4% 24.8% 25.5%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
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C. Quarter by Quarter Market Share for 2000 & 2001
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Q100 Q200 Q300 Q400 Q101 Q201 Q301 Q401
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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%
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D. Nokia Market Share Year to Year
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% 1997 1998 1999 2000 2001 2002
36 __/
35 /
34 /
33 /
32 /
31 /
30 /
29 /
28 /
27 /
26 /
25 /
24 /
23 /
22 /
21 /
20 /
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E. Nokia Market Share v. Next Nearest Competitor
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1997 1998 1999 2000 2001 2002
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Nokia .7x 1.05x 1.6x 2.1x 2.4x 2.34x
Motorola 1.4x .95x .6x .48x .42x .43x
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F. Nokia Market Share v. Their Leading Asian Competitor
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1997 1998 1999 2000 2001 2002
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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
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G. Nokia v. Samsung - 5 Year Market Share Increase:
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Nokia Samsung
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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 + .8 % points + 2.7 % points
-------------- -------------
+ 15.7 % points + 6.2 % points
.
Like Nokia, Samsung manufactures GSM, CDMA & TDMA handsets.
In Q2 02 their product mix was GSM @ 59%, CDMA @ 36%, TDMA @ 5%
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II. Handset Unit Sales
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A. 2002 Worldwide Mobile Terminal Sales to End-User Estimates
2002 2002 2001 2001 YOY
Sales Market Sales Market Growth
Company Units Share Units Share %
Nokia 151,421.800 35.8% 139,672.2 35.0% 8.4%
Motorola 64,640.100 15.3% 59,092.2 14.8% 9.4%
Samsung 41,684.400 9.8% 28,233.5 7.1% 47.6%
Siemens 34,618.000 8.2% 29,752.8 7.4% 16.4%
SonyEricsson 23,112.900 5.5% 26,955.9 6.7% -14.3%
Others 107,941.400 25.5% 115,876.6 29.0% -6.8%
Total 423,418.500 100.0% 399,583.2 100.0% 6.0%
Note: Ericsson sales only in 2001. Sony 2001 sales included in Others.
This table does not include iDEN sales to end-users.
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B. 2002 Handset Unit Sales (thousands) by Quarter
1Q 02 2Q 02 3Q 02 4Q 02 2002 2002
Sales Sales Sales Sales Sales Share
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Nokia 32,531 35,089 37,447 46,355 151,421 35.8%
Motorola 14,533 15,496 15,030 19,581 64,640 15.3%
Samsung 9,030 9,342 11,063 12,249 41,684 9.8%
Siemens 8,229 8,247 8,145 9,997 34,618 8.2%
S Ericsson 6,009 5,309 4,999 6,796 23,112 5.5%
Others 23,424 25,220 27,572 31,725 107,941 25.5%
Total 93,755 98,703 104,256 296,714 423,419 100.0%
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C. 2001 Handset Unit Sales (millions) by Quarter
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Market
1Q01 2Q01 3Q01 Q401 Total Share YE
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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%
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Total 96.7 89.80 94.40 118.70 399.6 100.0%
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D. 2000 v. 1999 Handset Unit Sales (millions) & Share
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2000 2000 Market 1999 1999 Market Growth
Shipments Share (%) Shipments 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
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E. Total Handset Sales By Year (millions)
.
1999 2000 2001 2002E
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283.6 412.7 399.6 423.4m
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III. The Power of Brand in Handset Sales
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A. The World's Most Valuable Brands (Interbrand)
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Rank Brand 2002 Brand Asset
Value ($Billions)
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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
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Other Handset Manufacturers Brands in the Top 100
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21. Sony 13.9
34. Samsung 8.3
71. Ericsson 3.6
74. Motorola 3.4
81. Panasonic (Matsushita) 3.1
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- Eric - |
