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Home > Communications > Wireless > Components/Equipment
Fashion and Style in the Mobile Handset Industry
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| Published Date:
June 2005
Published By:
ARCchart
Page Count:
150
Order Code:
R462-0006
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- 1 INTRODUCTION
- Definition: Fashion Handset
- 1.1 The handset as a canvas for fashion, style and branding
- A sociological connection between fashion and the mobile handset?
- 1.2 Marriages of fashion and style with technology
- Apple
- The iPod
- The iPod's origins
- The iPod's impact on Apple
- The iPod fashion accessory industry
- The iMac and the importance of portability
- Sony
- Nike and Philips: technology and fashion brand co-exist
- Analysis of the fashion opportunity for Philips
- Bang and Olufsen: selling style
- Fashion and the digital camera market
- 1.3 Report summary
- 2 THE HANDSET MARKET
- Regional trends
- 2.1 The mobile operators
- Handset subsidies
- Approach #1: No handset subsidies
- Approach #2: Handset subsidies
- Approach #3: Handset subsidies and technology control
- 2.2 The handset vendors
- Component suppliers
- Hardware reference designers
- Original Design Engineers (ODE)
- Original Design Manufacturers (ODM)
- Original Equipment Manufacturers (OEM)
- Market share
- 2.3 Dividing the market
- Product groups
- The voice phone
- The feature phone
- Smartphones
- Handset bill of material analysis
- 2.4 Handset commodi
- Silicon platforms and reference designs
- Outsourced manufacture
- The handset opportunity for non-handset vendors provided by ODMs
- 2.5 Handset replacement cycles
- 3 FASHION, STYLE AND BRANDING
- 3.1 What is fashion?
- The fashion industry and fashion brands
- Where does fashion come from?
- The fashion forecasters
- Fashion forward
- Fashion design vs. industrial design vs. product design
- What does fashion mean for the mobile handset vendors?
- 3.2 What is style?
- Designing in style
- What is styling?
- 3.3 The importance of brands for fashion and style
- Brand power
- Handset vendors lack fashion credentials
- 4 FASHION AND STYLE IN THE HANDSET MARKET TODAY
- 4.1 Factors driving handset vendors towards fashion
- Commoditisation of the mobile handset
- The challenge to differentiate
- 4.2 Fashion and style strategies in the handset industry
- 4.3 Handset vendor strategies in the handset industry
- Nokia
- The 8XXX range
- The 7XXX range
- Promoting fashion over form
- Fashion co-branding
- Motorola
- Focusing on style
- Fashion co-branding
- Samsung
- Fashion co-branding
- Siemens
- Fashion co-branding
- The outlook for Siemens' handset division
- Sony Ericsson
- The design context behind Sony Ericsson
- Design success
- 4.4 Smaller handset vendors - diamonds are an ODM's best friend
- 4.5 Handset fashion objectives
- The fashion premium
- The objective behind co-branding
- 5 CASE STUDY I: SIEMENS' XELIBRI
- 5.1 The Xelibri story
- Setting out the brand strategy
- Launch and innovation
- Department store and boutique distribution
- No operator involvement - no subsidy
- Multiple devices
- Busting the replacement cycle - two "collections" a year
- Xelibri in the market
- Markets
- Pricing
- Logistics and merchandising
- The Xelibri collections
- An incongruous end
- 5.2 Lessons from the Xelibri experience
- What Siemens did right
- A diverse design team and third party product design
- Logistics and technical support
- Differentiated design
- Where did Siemens go wrong?
- Getting the technology right
- Getting the product finish right
- Matching design with demographic
- Selling unsubsidised handsets in operator subsidised markets
- Technology association
- Timing
- 6 CASE STUDY II: SIEMENS ESCADA
- 6.1 Handset fashion co-branding
- Insight from Siemens and ESCADA
- Choosing the brand - the brand fit matrix
- 6.2 The fashion brand
- The ESCADA brand
- The fit
- 6.3 Siemens ESCADA in the market
- Pricing and value perception
- Lesson learnt
- The relative cost
- 6.4 Conclusions
- 7 CASE STUDY III: NOKIA'S VERTU
- 7.1 Building a super luxury brand
- The Vertu value proposition
- Luxury and fashion
- 7.2 Vertu in the market
- Quintessentially
- Accessories and a new range
- The Ascent collection
- 7.3 Vertu challenges
- Handset design
- Marrying luxury and technology
- Limited functionality
- 7.4 Nokia's future strategy for Vertu
- 8 STYLING THE USER INTERFACE
- Driving sales
- 8.1 Analysis of the UI
- Branding
- 8.2 The handset UI today
- The handset vendors
- The mobile operators
- Case study: Hutchison's 3
- 8.3 Summary
- 9 HANDSET FASHION AND THE MOBILE OPERATOR
- 9.1 The operator quest for ARPU
- Handset fashion and ARPU?
- 9.2 Case Study IV: Vodafone Ferrari
- The Ferrari handsets
- Vodafone facts
- Vodafone and Formula One
- Ferrari and Formula One
- What's in it for Vodafone?
- 9.3 Fashion benefits for the MNO
- Exclusivity
- Customer retention
- Customer acquisition
- ARPU growth
- Enhancement of brand values
- Subsidy removal
- Tactical move against Tier One handset vendors
- 9.4 Issues for the MNO
- Operator brand building
- Branded handsets
- Barriers to fashion
- 9.5 Summary
- 10 SECONDARY HANDSETS
- 10.1 Fashion as a driver for secondary handsets
- 10.2 Technology issues
- 11 THE HANDSET OPPORTUNITY FOR FASHION AND BRANDS
- Market size
- 11.1 Lessons from the wrist watch market
- Market size and companies
- Market segmentation and pricing
- 11.2 Fashion handset market segmentation and pricing
- 11.3 What can fashion and brands deliver?
- Design
- Branding
- Fashion forward stylling
- 11.4 New market entrants - fashion firms and brands
- Skills which can be leveraged in handsets
- 11.5 The drivers for new entrants
- Revenue
- Revenue case for ESCADA
- Revenue case for Gucci
- Access to new high volume market segment
- Attractive margins
- Commoditisation drives fashion margins
- A new luxury goods item
- Launch pad into technology market
- 11.6 The barriers to fashion and brand entrants
- Operator resistance
- Handset blocking
- Possible solutions
- Pricing
- Handset-only retailers
- Solutions
- Design and manufacture
- Volumes
- Possible solutions
- Distribution
- Possible solutions
- Phone connection and staff training
- Possible solutions
- After sales support
- Possible solutions
- Lack of technology kudos
- Possible solutions
- 12 FASHION HANDSET EXAMPLES
- 12.1 Introduction
- Ocean Observations
- 12.2 Diesel
- The brand
- Concept handset design
- The design process
- GUI Design
- Iconography
- Colours
- Font
- Distribution and pricing
- 12.3 Jaguar
- The brand
- Concept handset design
- The design process
- GUI Design
- Iconography
- Colours
- Font
- Distribution and pricing
- The Jaguar Collection
- 13 FORECASTS
- Fashion handset forecast
- 13.1 Methodology
- Definition: Fashion Handset
- Market segmentation
- Sources
- 13.2 Analysis
- Handset shipment forecast
- Watch market segmentation
- 13.3 Results
- Market size
- Regional breakdown
- Market value
- 13.4 Summary
- List of Figures
- Figure 1 - Breakdown of handset retail sales if fashion phone demand is satisfied: 2010
- Figure 2 - iPod sales growth: 2001 - 2004
- Figure 3 - Global handset shipment: 2003/2004
- Figure 4 - Global handset shipment forecast: 2002 - 2008
- Figure 5 - Summary of the handset retail experience under subsidy and no subsidy models
- Figure 6 - Operator/Handset vendor value-chain schematic: no subsidy
- Figure 7 - Operator/Handset vendor value-chain schematic: with subsidy
- Figure 8 - Operator/Handset vendor value-chain schematic: with subsidy and technology control
- Figure 9 - Cost of the Sony Ericsson s700i under various operator plans
- Figure 10 - The handset value-chain
- Figure 11 - Handset vendor market shares: 2002 - 2004
- Figure 12 - Breakdown of the mobile handset pyramid by device type: 2004
- Figure 13 - BOM estimates for the three handset types
- Figure 14 - The commoditized handset value-chain
- Figure 15 - EMS and ODM outsourced handset manufacture market share
- Figure 16 - Handset replacements as a percentage of total sales: 2004 - 2009
- Figure 17 - Advice on this season's fabrics from Promostyl
- Figure 18 - The diminishing ROI of handset advancements
- Figure 19 - The premium added by a fashion brand
- Figure 20 - The brand suitability test matrix
- Figure 21 - Relationship between exclusivity and overall market size
- Figure 22 - Example of Nokia's Series 40 UI
- Figure 23 - GUI similarity between Sony Ericsson and Siemens handsets
- Figure 24 - Vodafone's handset iconography
- Figure 25 - First evolution in 3's icon design
- Figure 26 - Second evolution in 3's icon design
- Figure 27 - Other services on 3 handsets with same styling as iconography
- Figure 28 - Operator ARPU growth: 2001 - 2007
- Figure 29 - Mobile service decision drivers for US consumers
- Figure 30 - Global mobile phone subscriber forecast: 2004 - 2009
- Figure 31 - Fashion handset brand matrix
- Figure 32 - Global handset shipment forecast: 2003 - 2009
- Figure 33 - Handset ASP erosion: 2000 - 2005
- Figure 34 - Global luxury goods product market share: 2003
- Figure 39 - Global handset shipment forecast: 2005 - 2010
- Figure 40 - Watch unit sales by market segment for selected regions: 2005
- Figure 41 - Handset fashion demand units by market segment: 2010
- Figure 42 - Regional breakdown of fashion handsets: 2010
- Figure 43 - Handset fashion sales breakdown: 2010
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