아래에 영어로 쏼라쏼라 되어 있는 글은 유럽에서의 휴대폰 시장점유율이 궁금해서 찾아본 글인데, 2008년 3분기와 4분기의 실적 및 점유율을 비교해 놓은 글이다. 기사 윗대가리는 떼어내고 업체별 설명만 가지고 온다. LG는 글로벌 기준으로는 작년에 드디어 Sony Ericsson을 제치고 3위가 된 것으로 되어 있지만 서유럽시장에서는 아직도 한참 밀리고 있다. 전반적인 분위기는 Nokia가 여전히 40% 정도.. 삼성이 25%, Snony Ericsson이 15% 정도, LG는 아직 5% 수준이다.
음.. 뭐랄까.. 아직 갈 길이 멀다.
다른 기사에서에서 LG Mobile CEO가 3-4년 후에 No.2를 목표로 하고 있다는 인터뷰를 실었던데, 3-4년 후에도 No.3라는 게 존재할지 의문이다.. 뭐 그런 얘기였다.
그럼 여기서 궁금증 하나.
LG가 세계시장 2위를 목표로 할 때 1위는 과연 누구를 염두에 둔 것일까?
Nokia일까, 삼성일까..
삼성을 밀어내고 2위가 되겠다는 것인지, 아니면 Nokia가 밀려나고 삼성과 LG가 1,2위가 된다는 생각인지 궁금하다.
올해 삼성의 세계시장 점유율 목표치 20%, LG 10%...
과연 이야기는 어떻게 전개될 것인지, 3-4년 후엔 어떻게 될 것인지 흥미로운 구경거리임이 분명하다.
이게 웬 구석기시대 모델이냐고?..
이것이 바로 LG가 emerging market에서 점유율을 늘리기 위해 팔아야 하는 보급형 모델 되시겠다.
emerging market에서 시장점유율을 늘리지 못하면 백날천날 해도 세계시장 2위는 요원한 것이기에...
선진국에서도 아마도 prepaid phone 시장에서는 팔리는 모델일랑가 모르겠지만, 대부분은 개발도상국가들에서 소화가 되겠지..
하긴 지금 내가 쓰고 있는 삼성 prepaid phone도 딱 이 수준으로 생겼다. ㅎㅎㅎ
Top Mobile Phone Vendors
Nokia gave early indications that 4Q08 would be a challenging quarter due to the economic downturn, and by quarter's end its shipments had declined 11% year on year, but increased 41.2% sequentially. Traditional mobile phones were responsible for Nokia's good performance compared to the previous quarter (50.4% sequential increase), a segment where it has been losing market share to Samsung. Nokia ended the quarter with 42.2% market share, a 7% increase on the previous quarter. The low-end 1208, midtier 6300, 5310 XpressMusic, and E71, a strong seller in the smartphone segment, contributed to the good performance. In addition, Nokia reduced headcount in order to lower overall costs, and at the same time announced it would need to innovate to grow. To do this, it will continue to bring the Internet onto more mobile devices and develop five interconnected services ?maps, music, messaging, media, and games ?for its handsets. A good example of this strategy is the N97, which will be released before the summer. Nokia ended the year in first position with an annual market share of 39.8%.
Samsung experienced lower sales than expected due to the global recession and saw its operating margin suffer. Despite this, the company saw strong demand for products such as touchscreen-enabled phones (F480) and converged mobile devices (Omnia i900), as well as midrange camera phones (J700 and E250). These product segments will continue to be the company's key focus in 2009, along with improving cost competitiveness. Samsung's shipments in Western Europe declined 0.8% year on year, but saw a slight increase of 0.8% sequentially. This impacted market share, which fell to 24.3% in 4Q08 from 28.4% in 3Q08. Samsung ended the year in second position with an annual market share of 25.5%.
Sony Ericsson retained third place in Western Europe during the quarter, but slipped to fourth worldwide. Western Europe continues to be one of the most important regions for Sony Ericsson, but lower profitability due to ongoing corporate restructuring, higher expenses related to sales, and a less favorable product mix led to a 14.8% decrease in shipments in 4Q08 year on year, but 31.1% sequentially. Sony Ericsson had a market share of 17.2% in 4Q08 and it made significant investments to compete in the coming months, most notably announcing its participation in the Open Handset Alliance to build its converged mobile device portfolio. The company also plans to build on its expertise in music and imaging, harness the Internet to bring more integrated mobile entertainment devices, and expand its services arm now that it has launched the PlayNow music service in Sweden and announced PlayNow Movies in Barcelona. Sony Ericsson ended 2008 in third position with an annual market share of 14.9%.
LG Electronics' good performance in previous quarters was not so evident in 4Q08. Shipments declined in Western Europe by 11.8% year on year, but increased 50.2% sequentially. The sequential increase was largely due to the introduction of new models such as the KC910, KP500, and KS360 in 4Q08 in Western Europe. This year, the company will emphasize digital convergence on its handset portfolio and will launch 10 new models, including Windows Mobile, Android, and LiMo devices, most of them touchscreen versions. In addition, its new low-tier platform will enable the company to compete aggressively in low-end markets. LG ended 2008 in fourth position with 5.4% annual market share.
Motorola ended 4Q08 in fifth place, posting another quarter of operating losses driven not only by the global economic crisis but also due to its ongoing restructuring and gaps in its product portfolio. Shipments fell 75.6% year on year to 1.1 million units, with a market share of 2%, its lowest ever in Western Europe. While this could be seen as the latest chapter in Motorola's slide in the market, co-CEO Sanjay Jha pointed out the progress made in terms of cost reduction and platform rationalization, and spoke highly of the company's converged mobile device innovation around Android. IDC believes it will be very difficult for Motorola to regain its market position until 2013. The restructuring could go beyond simple internal reorganization and could lead to a new mobile business mindset. Surviving this process in the next few years could be the major challenge for the company, which reported massive losses in the last few quarters and is losing consumers every day. Even if it manages to survive it will take another few years to regain consumer confidence.
Apple faced a difficult quarter after excellent results in 3Q08. Despite the strong year-on-year increase (due to the small volume in 4Q07, the first quarter in which Apple shipped the iPhone in Western Europe), shipments declined 58.4% sequentially. The iPhone 3G continued to attract new consumers and made a major contribution to the increase in the converged mobile device (smartphone) segment. The lack of a product portfolio will continue to impact Apple's results in the coming quarters if new products are not launched. With only one device (with two versions) Apple is clearly the success story of 2008. The iPhone and iPhone 3G enabled it to take sixth place in the Western European handset market in 2008, with annual market share of 2.3%.
Top Western European Mobile Phone Vendors, 4Q08
(Units in Millions)
| Vendor | 4Q08 Unit Shipments | 4Q08 Market Share | 4Q07 Unit Shipments | 4Q07 Market Share | 4Q08/4Q07 Change |
|---|---|---|---|---|---|
| Nokia | 22.60 | 42.2% | 25.4 | 41.0% | -11.0% |
| Samsung | 13.00 | 24.3% | 13.1 | 21.2% | -0.8% |
| Sony Ericsson | 9.20 | 17.2% | 10.8 | 17.4% | -14.8% |
| LG | 3.00 | 5.6% | 3.4 | 5.5% | -11.8% |
| Motorola | 1.10 | 2.0% | 4.5 | 7.2% | -75.6% |
| Apple | 1.00 | 1.9% | 0.2 | 0.3% | 400.0% |
| Others | 3.70 | 6.8% | 4.6 | 7.4% | -19.6% |
| Total | 53.60 | 100.0% | 62.00 | 100.0% | -13.5% |
Source: IDC European Quarterly Mobile Phone Tracker, February 24, 2009
Note: Vendor shipments are branded shipments and exclude OEM sales for all vendors.
Top Western European Mobile Phone Vendors, Full Year 2008
(Units in Millions)
| Vendor | 2008 Unit Shipments | 2008 Market Share | 2007 Unit Shipments | 2007 Market Share | 2008/2007 Change |
|---|---|---|---|---|---|
| Nokia | 75.80 | 39.8% | 81.00 | 40.0% | -6.4% |
| Samsung | 48.50 | 25.5% | 44.40 | 21.9% | 9.2% |
| Sony Ericsson | 28.50 | 14.9% | 32.40 | 16.0% | -12.0% |
| LG | 10.20 | 5.4% | 9.60 | 4.8% | 6.3% |
| Motorola | 8.00 | 4.2% | 17.90 | 8.8% | -55.3% |
| Apple | 4.40 | 2.3% | 0.20 | 0.1% | 2100.0% |
| Others | 15.10 | 7.9% | 17.00 | 8.4% | -11.2% |
| Total | 190.50 | 100.0% | 202.50 | 100.0% | -5.9% |
Source: IDC European Quarterly Mobile Phone Tracker, February 24, 2009
Note: Vendor shipments are branded shipments and exclude OEM sales for all vendors.