In-Depth Analysis: Smartphone 2006: Whose Definition Is It Anyway?

SUMMARY

Smartphones are a significant and rapidly growing segment of the mobile devices market. Significantly, they are among the most profitable segments, since they have the most capability to use value-added services from their carrier. There is a systemic problem with this area, however. Most of the smartphones sold globally are unable to run applications other than the java-based applications that many basic phones can run. This creates confusion in the marketplace. As it is, about half the sales of smartphones are through employers (as opposed to retail channels) that offer it as a productivity tool for their employees. The recipients of the phones treat them as business tools and are much more likely to carry a second phone for personal calls and are less likely to download personal applications onto their smartphone.

This report finds that, while many users and employers are receiving the benefits of increased productivity, there are still obstacles to adoption, which are outlined in this report.

TABLE OF CONTENTS

• Executive Summary
• Introduction
• Strategies & Results for Smartphone OS's
  • Palm OS from PalmSource
  • Linux
  • Symbian OS
  • Windows Mobile from Microsoft
  • BlackBerry OS from Research in Motion
  • Historical Results
• North America Smartphone Users Survey Structure and Demographics
• Smartphone User Survey Results
  • Decision-making Process for Smartphone Users
  • Buying Habits of Smartphone Users
  • Other Devices Smartphone Users Carry
    • Carrying Multiple Phones
    • PDA Usage
    • Replacement Plans
  • Use of Applications on Smartphones
    • Sales Channels for Smartphones
  • Upgrade Plans for Smartphone Users
  • Behavior of Smartphone Users That Upgraded
• Non-User Survey Results
• International Smartphones
  • The European Market for Smartphones
  • The Market for Smartphones in China
  • The Japanese Market for Smartphones
  • Rest of the World
• Volume Forecasts
• Methodology
• Related In-Stat Reports
• Offices

List of Tables

• Table 1. Worldwide Smartphone Shipment Forecast by OS (Units in Millions)
• Table 2. Global Unit Sales of Smartphone Operating Systems (in Thousands)
• Table 3. Smartphone Units Sales Forecast and Share of Market in China 2005 to 2010
• Table 4. Worldwide Smartphone Shipment Forecast by OS (Units in Thousands)

List of Figures

• Figure 1. Perceived Benefits of Smartphones among Non-users of Smartphones
• Figure 2. Breakout of Smartphone Types by Intended Application Sold in 2005
• Figure 3. Respondent's Job Titles
• Figure 4. Amount of Travel Self-reported by the Respondents
• Figure 5. Carriers Used by Respondents
• Figure 6. Brand of Primary Phone Used by Respondents
• Figure 7. Business or Personal Use of Primary Wireless Phone
• Figure 8. Respondents that Choose to Carry Two Wireless Phones
• Figure 9. Reasons Given As to Why the Respondent Carries Two Phones
• Figure 10. Other Portable Devices Carried by Respondents (Multiple Answers Allowed)
• Figure 11. Reasons Respondents Purchased a Smartphone compared 2005 to 2006 (Multiple Answers Allowed)
• Figure 12. Relative Importance of Decision Criterion
• Figure 13. Smartphone OS Used by Respondents Compared 2005 to 2006
• Figure 14. Brand of Smartphone Used by Respondents
• Figure 15. Percentage of Respondents that Carry a Second Wireless Phone Comparing Users of Smartphone that Received their Device from Employer to Non-Users of Smartphones
• Figure 16. Reasons Why Respondents Chose to Carry a Smartphone and PDA
• Figure 17. PDA Brand Carried by Palm Treo Users
• Figure 18. Smartphone User Replacement Frequency
• Figure 19. Replacement Frequency Comparison
• Figure 20. Applications Available on the Handango Web Site for Different Smartphone OS's
• Figure 21. Number of Applications Downloaded by Smartphone Users
• Figure 22. Applications Downloaded by Users (Multiple Answers Allowed)
• Figure 23. Type of Application Downloaded by Total Number of Applications Downloaded
• Figure 24. Smartphone OS Used by Users Compared to Number of Applications Downloaded
• Figure 25. Desired Features by those that Downloaded Two or More Applications to Everyone Else
• Figure 26. Sales Channel Used by Smartphone Users
• Figure 27. Smartphone OS's by Sales Channel
• Figure 28. Applications Downloaded by Channel
• Figure 29. Primary Considerations for Smartphone Users When they Upgrade
• Figure 30. New Purchase or Upgrade for Smartphone Users
• Figure 31. Loyalty in Customers' Buying Habits When They Upgraded
• Figure 32. Reasons for Loyalty when Smartphone Users Upgrade
• Figure 33. Did Smartphone Non-Users Consider Getting a Smartphone?
• Figure 34. Non-Users Expectation of Benefits of Smartphones
• Figure 35. Primary Reason Why they Did Not Buy a Smartphone at Last Purchase
• Figure 36. Non-Users Plans about Considering a Smartphone