Competition for the leading position in the mobile market: An in depth analysis of key factors

Transcription

1 Competition for the leading position in the mobile market: An in depth analysis of key factors UBI- Business Intelligence Concepts Fall 200 Presented by: Arend Mulder Ricardo Serrano Helmi Soosaar

2 Mobile Industry Development Global sales of mobile handsets, m * Mobile phone sales will reach 779 m units in 200. More than 100 M 3G phones will be sold in More than 200 m smartphones will be sold in 2008.

3 Motorola Samsung LG Sony Ericsson Siemens

4 Competitive Intelligence Information Flow Recommendation & Action Strategy to maintain competitive position Analysis & Interpretation Sources Assumptions & Unknowns Key Intelligence Topic Key Success Factor Analysis Screening & Evaluation of relevant information Motorola paving the way in emerging mkts Motorola is pioneer & will dominate Based on Key factors which company has the edge

5 HRA Model of Success Factors

6

7 "Strong growth in emerging mobile phone markets, such as South America and Africa, is driving demand for increasing numbers of entry-level devices, precisely the massmarket segments where and Motorola are among the strongest. "Some 80% of the world's population has mobile phone coverage, but only 2% have a mobile phone. That is 3 billion people who have coverage but cannot afford mobile communications, "By 2006, we could see a quarter of Africa's billion users." India could add 10 million subscribers by 2010!

8 Emerging markets The growth of global mobile market : m today 2 billion and in five years 3 billion! Latin America 8% Other Growth market 22% Share of growth China 2% Africa/Mid- East 20% Rest of Asia Pacific 2%

9 0 % from Asia Pacific Growth Prospects: 20 M Chinese moving to cities in the next 1 years Largest telecom market in the world 200: 400 M 2010: 60 M 0 % population Youth! 1 % Growth till G in 2006:Growth up to 8 b by 2008

10 China - one of the most competitive markets NOKIA 22%??? 20% Samsung 10% Lenovo % SonyEricsson % Amoi 4 % TCL 4% MOTOROLA 1% NingboBird 8% Lower end of market: 30% of consumers Haier 3% Konka 4%

11 Leader with 22% market share Ollila:» China becoming our most important market in the next 3 years» 2.2 billion investments during past 20 years increasing manufacturing & R&D capacity Strategy: maintain leading position, retain focus on hand-set business, reach the peripheria and provide tailor-made high quality solutions «3G will provide us an opportunity to improve our positions»

12 We ve now tripled our network in the last year, he said. This gives us a platform as we launch all our new products. It gives us a much more prolific footprint to capture more share. Currently 1 % market share -Reach 20 % Invested more than $ 3.4 b since 1987 New build-up of sales network Advantage: A good corporate citizen The best in long-term commitment; most innovative; best adapted to the Chinese market; best employer in China (Source: Fortune magazine, Chinese edition)

13 One to One Comparison In China Market Share Sales volume JV/Alliances Cultural Awareness Political relations Brand Total Edge 4 29 Motorola

14 Influencing factors China Africa India Growth potential Low High 3 4 Legislation Many Few Politics High Low Infrastructure Low Adv Competition High Low Total

15 Drive to technology Technology strategies 3G products Applications Software

16 Strategies for innovation Patents has more out-house innovation Motorola has more in-house innovation

17 Motorola has the better application has the better outhouse contracts (Microsoft) Internet Route planner Services (weather reports, news channels etc )

18 is better in touch with the market Video Music Games

19 Universal search engine Utility computing Portable personal storage Online personal storage Online Archives

20 The domain of. They have the outhouse contracts and the best knowledge what the market wants Video Music Games

21 Key Success Factors Motorola Edge Technology Strategy 3 3G products 4 Motorola Applications 3 Software 4 Total 19 1

22

23 Customer Preferences Product Portfolio & Quality Time to Market Marketing Strategies

24 Uninvolved New Life Harmony Voice as a Link Adopters Intense Forerunners

25 s Product Portfolio, Quality & prices From basic features to business ready Push to talk to internet navigation Helps users track usage Longer talk times Price range (70 to 100 euros)

26 Motorola s Product line, Quality & Prices Focused on battery life and basic functions like SMS. FM radio Large display and durable design Very simple, bare essentials Price range (2 to 0 euros) "China was cool for us before anyone else thought it was cool."

27 Over 20 new products introduced in 200 new models for holiday season Millions spent on Time to Market adjustments Increased distribution network Leading the industry in new product launch Timely delivery of new product is key business strategy New manufacturing facilities

28 Marketing Strategies Improve Collaboration on Designs Ensure Accountability and Quality Increase Commitment to Emerging Markets Aggressive Pricing Customer Satisfaction Focused on replacement Focused on Handset Manufacture only Adjust Preferences for specific markets Enhance Product Portfolio Increase Distribution Channels

29 Motorola s Marketing Strategy We have designed and developed phones for the African mass market and is loaded with a list of unparalleled features such as longer battery life, large displays and is above all affordable," Functionality & Adaptability Low Prices Focus on Mass Market Customer Preference Market Segment: Youth Logistics Support Flat Distribution Network

30 Won GSM Bid for a 2nd time Unicom $$$ Contract Pricing Strategy under 30 Pioneer in entrance to markets Investments in R&D Leader in Target Mktg Increase Channel Distribution

31 JV to become largest manufacturer billions spent in R&D investment Strategic Alliances with local operators In country manufacturing facilities Numerous new sales offices Increased distribution network

32 Key Success Factors Motorola Edge Product Portfolio 4 Motorola Product Quality 3 Customer Preferences 4 Motorola Time to Market 4 Marketing Strategies Even Penetration of Markets 4 Total 28 26

33 Key Success Factors Motorola Edge Dominance of Emerging Markets 29 2 Technology 19 1 Marketing Strategies Final ranking 76 66

34

35 Marketing Apply the Olympic medal focus strategy Expand coverage areas Emerging Markets 1. Break out of cities to rural areas: focus on areas, where the cost of building wireless infrastructure is more costeffective than in building a fixed line (China/India) 2. Focus on Youth: imaging and games (China/India) Technology 1. Improve pioneering 2. Increase sophisticated applications Marketing Introduce the voice of the customer into products Nurture current network of alliances and distribution Emerging Markets 1. Focus on low-cost market (Africa/China) 2. JV/Liaise with locals (India) Build position as Good Corporate Citizen (India, Africa) Technology 1. Look outside 2. Know your environment