Abstract
The Asia/Pacific (excluding Japan) or APEJ market is expected to surpass 400
million units in 2008, representing a 10% increase from 2007. By 2012,
shipments will reach almost 500 million units. Despite the potential for
growth, the market is entering a period of uncertainty in the short term, as
poor economic conditions, ailing giants and expanding Chinese phone makers
create both opportunities and threats in the environment. Over a longer time
frame, more questions will arise as the emerging markets of the People' s
Republic of China (PRC) and India begin to mature.
"Although first-time users still drive a significant volume of growth in APEJ
today, the balance will shift toward replacement users in the coming years.
This means that there will be increased opportunities when targeting first-time
upgraders who are looking for more feature-filled phones - but this is already
a crowded segment eyed by the likes of LG, Samsung, and Sony Ericsson," says
Aloysius Choong, research manager, Personal Systems Group, IDC Asia/Pacific.
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