Malaysia Market Research

Chase.Lee, Erica Joo

2016.05.03

MY Market Overview

Malaysia Overview

Cell phone Market Analysis

Tablet Market Analysis

Outline

Malaysia Overview 1. Population

2. Economy and Income

Apart from 30M citizen, Malaysia has an increasing No. of Outside Labor Force, which reached around 7M in 2015.

1. Population

Source: Malaysia Statistic Department report

82%

18%

Year 2015

Citizen

Outside Labor

7M

30M

For the citizen, the majority of the population is from 20-years old to 34-years old.

People in this range has more or less awareness of Alcatel brand

2. Economy and Income

Western Malaysia has better logistics environment and higher average income than Eastern Malaysia.

Middle income: $400 - $500/ month

Average income: $500 - $600/ month

Source: https://www.statistics.gov.my

Mobile Phone

Market Analysis

1. Mobile Phone Market Overview

2. Smart Phone and Phablet

3. Feature Phone

Billion USD -

1,000.00

2,000.00

3,000.00

2016 2017

2013 2014 2015 Forcast

Market Value: 2.3 B USD


10.00 10.50 11.00 11.50 12.00 12.50 13.00 13.50

2016 2017

2013 2014 2015 Forcast

11.47

13.04

11.21 11.37 12.26

Million Capacity : 12 M Unit

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

13Q1 13Q2 13Q3 13Q4 14Q1 14Q2 14Q3 14Q4 15Q1 15Q2 15Q3 15Q4

Market Trend

~2.3 B USD

• Comparing to 2014, the market capacity shrinked in 2015.

• Q1 generally has less sales compared with previous Quarter

Source: IDC

2016 2017

2013 2014 2015 Forcast

44% 53% 65% 67% 65%

7% 11%

19% 25% 29% 48%

36% 17% 8% 6%

SP,PH & FP 2013-2017

SP % Phablet % FP %

Market Share: • SP + PH: > 80% SP barely change PH increase

• FP： falls to < 10%

4G comes in HOT:

• 4G keep on growing, while 3G keep on shrinking. After 2015, 4G might dominate the market


24% 27%

18% 19%

11%

5%

13%

5%

22%

12% 15%

10% 11%

5% 8% 9%

33%

45%

56%

49%

41%

52%

40% 38%

20% 16%

11%

22%

37% 38% 39%

47%

14Q1 14Q2 14Q3 14Q4 15Q1 15Q2 15Q3 15Q4

4G Penetration 2014-2015

2G % 2.5G % 3G % 4G %

Source: IDC

1. Mobile Phone Market Overview- Conclusion

Malaysia Cell Phone Market - Due to the recession of the economy: • Total Market Capacity: 12 M units（Barely Change）;

• Total Market Value: 2.3 B USD（Barely Change）;

Market Trend: • Seasonal Trend: Q1 tends to have lower sales than previous quarter;

Other Trends: • PH will have a boost in the 2016 and SP + PH will dominate the market;

• 4G will gradually replace 3G phones in the market;


Source: IDC

-

1,000,000.00

2,000,000.00

3,000,000.00

4,000,000.00

5,000,000.00

6,000,000.00

7,000,000.00

8,000,000.00

9,000,000.00

10,000,000.00

2014 2015

TelecomOpen MarketE-commance

17%

3%

3%

6%

9%

9% 9%

16%

28%

Brand Market Share 2015

0%10%20%30%40%50%60%70%80%90%100%

2015Q1 2015Q2 2015Q3 2015Q4

Brand Market Share:2015 Q2Q Samsung

ASUS

Apple

Lenovo

Huawei

OPPO

ZTE

Xiaomi

Others

Channel-wise • Telecom channel is stable with 1.7M unit capcacity (18% of the SP+PH market)

• E-commance is still under development without obvious change in recent years.

Brand-wise: • Samsung is the leading player in the market (28% market);

• 6 leading brands have >80% Market and 4 Chinese brands owns >40% market;

• Lenovo, Asus and Huawei could serve as bench mark for Alcatel.

Market Segmentation


Source: IDC

0%

10%

20%

30%

40%

50%

60%

16Q1 16Q2 16Q3 16Q4

15Q1 15Q2 15Q3 15Q4 Forcast

Market Share: Screen Size

0" < 4" 4" < 5"

5" < 5.5" 5.5" < 6"

6" < 7"

0%

5%

10%

15%

20%

25%

30%

35%

2015 Unit

2015 Value

Market Share: Price Segment Due to poor economy: • Market shifts from $100-

$150 to $50 – $100; • Price < $150 has 40%

market share and 20% market value

Market prefer larger screen: • 5”-5.5” & 5.5”- 6” keep

increasing (~60% market share at 15Q4)

• 4”-5” still has large market share but is replacing by 5”-5.5”

• 0 - 4” and 6”-7” are less attractive to the market

2. Smart Phone and Phablet- Conclusion

Source: IDC

Total Market share for Smart phone and Phablet is: 9.3 M units(Telecom: 1.7M, Open Market:7M; E-commence: 0.6M) No obvious change in distribution channel; Market Share: • Samsung is the leading player in the market (28% market); • 6 leading brands have >80% Market and 4 Chinese brands owns >40% market; • Lenovo, Asus and Huawei could be served as bench marks for Alcatel.

Market Trend: • Market prefer products with 5”-6” screen. • Purchasing behavior shifts from $100-$150 to$50 - $100 USD in 2015 with the potential

to remain the momentum in 2016;

3. Feature Phone

Source: IDC

Products <$50 dominates entire market

SAMSUNG might give up the market 9%

0% 1% 3%

13%

74%

Market Share

0%10%20%30%40%50%60%70%80%90%100%

2015Q1 2015Q2 2015Q3 2015Q4

NokiaSamsungNinetologyAlcateliNOOthers

92%

93%

94%

95%

96%

97%

98%

99%

100%

2014Q4 2015Q1 2015Q2 2015Q3 2015Q4

Market Share per Price Segment : Q2Q

02: $50<$10001: $0<$50

Products <$50

SAMSUNG

Nokia

3. Feature Phone- Conclusion

Source: IDC

Total Market Capacity keeps decreasing to < 1 M units

Market Share:

• Nokia is the leading player in the market (>74% market);

• Samsung has 13% market;

• No other big brands in this market

• Both Nokia and Samsung decreases their sales making it might profitable for us.

Market Trend: • $50-$100 is vanished and replaced by FP that less than $50 and SP priced $50-$100.

Tablet Market

Analysis 1. Market Share

2. Slate Tablet

3. Detachable Tablet

1. Market Share

Source: IDC

• In 2015, Tablet sales unit contribute to 13% of the total market

• Slate Tablet dominate the Tablet market, But the Detachable Tablet maintain a steady growth.

13%

87%

Sales Unite in 2015

TabletMobile Phone

0

100,000

200,000

300,000

400,000

500,000

600,000

2015Q1 2015Q2 2015Q3 2015Q4

Slate TabletDetachable Tablet

2.84% 4.29% 6.92% 6.08%

Market share of Slate Tablet and Detachable Tablet QoQ

2. Slate Tablet

Apple Apple

Apple Apple

Lenovo

Lenovo Lenovo Lenovo

Samsung Samsung

Samsung Samsung

0

0.2

0.4

0.6

0.8

1

1.2

2015Q1 2015Q2 2015Q3 2015Q4

XiaomiTeclastSonySamsungOthersLenovoJOIiProHuaweiHTCHP IncDellCubeASUSAppleAcer Group

Acer Group 2%

Apple 27%

ASUS 11%

Cube 0%

Dell 0%

HP Inc 1%

HTC 0%

Huawei 3%

iPro 1% JOI

2%

Lenovo 15% Others

8%

Samsung 29%

Sony 0%

Teclast 1%

Xiaomi 1% Acer Group

AppleASUSCubeDellHP IncHTCHuaweiiProJOILenovoOthersSamsungSonyTeclastXiaomi

• SANSUNG, Apple, Lenovo, ASUS takes up 80% of the market share

2. Slate Tablet

Price Segment $50-$150 takes up 62% of the market share, while $100-$150 Takes up around 29%.

0.86%

14.98%

28.89%

18.61%

2.41%

4.30%

2.91%

3.95% 3.20% 8.06%

0.72%

6.75% 0.69% 2.93% 0.74% 0.00% 0.00%

02: $50<$100

02: $50<$100

02: $50<$100 02: $50<$100

03: $100<$150

03: $100<$150

03: $100<$150 03: $100<$150

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

2015Q1 2015Q2 2015Q3 2015Q4

01: $0<$5002: $50<$10003: $100<$15004: $150<$20005: $200<$25006: $250<$30007: $300<$35008: $350<$40009: $400<$45010: $450<$50011: $500<$55012: $550<$60013: $600<$65014: $650<$70015: $700<$80016: $800<$90030: $3K<$5K

2. Slate Tablet- Conclusion

Source: IDC

Market Share:

• 2015, Tablet sales unit contribute to 13% of the total market, while Slate Tablet takes up

87%.

• SANSUNG, Apple, Lenovo, ASUS takes up 80% of the market share, Lenovo and ASUS

might serve as a bench mark for Alcatel

Market Trend: • Price Segment $50-$150 takes up 62% of the market share, while $100-$150 Takes up

around 29%. $50-$150 will be the major target for Alcatel.

Source: IDC


Acer Group, 19.15%

Apple, 3.02%

ASUS, 10.29%

Dell, 0.10%

HP Inc, 4.95%

JOI, 7.89% Lenovo, 7.88%

Microsoft, 27.08%

Others, 1.21%

Samsung, 17.94%

Sony, 0.49%

Acer GroupAppleASUSDellHP IncJOILenovoMicrosoftOthersSamsungSony

Sales Unit in 2015

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

2015Q1 2015Q2 2015Q3 2015Q4

SonySamsungOthersMicrosoftLenovoJOIHP IncDellASUSAppleAcer Group

Sales Proportion in 2015 QoQ

• Microsoft, Acer, SANSUNG, ASUS, Lenovo

takes up 82% of the market share

Source: IDC


• Price Segment $450-$500 takes up 19% of the market share.

• Currently no Data Base for price segment “<$200”

• As the total sales unit is small, the trend might be influenced by star product dramatically

7.11% 3.77%

16.60%

9.47%

4.01%

19.44%

4.01% 0.06%

1.28%

2.85% 4.54%

7.28%

6.58% 12.98%

05: $200<$250

06: $250<$300

07: $300<$350

08: $350<$400

09: $400<$450

10: $450<$500

11: $500<$550

12: $550<$600

13: $600<$650

14: $650<$700

15: $700<$800

16: $800<$900

17: $900<$1K

18: >1K

0

2000

4000

6000

8000

10000

12000

2015Q1 2015Q2 2015Q3 2015Q4

05: $200<$25006: $250<$30007: $300<$35008: $350<$40009: $400<$45010: $450<$50011: $500<$55012: $550<$60013: $600<$65014: $650<$70015: $700<$80016: $800<$90017: $900<$1K18: >1K

3. Detachable Tablet- Conclusion

Market Share: • Slate Tablet dominate the Tablet market, But the Detachable Tablet maintain a steady

growth. Microsoft, Acer, SANSUNG, ASUS, Lenovo takes up 82% of the Detachable

Tablet market share. Lenovo might serve as the bench mark for Alcatel.

• Microsoft, Acer, SANSUNG, ASUS, Lenovo takes up 82% of the market share

Market Share: • Currently no Data Base for price segment “<$200”

• As the total sales unit is small, the trend might be influenced by star product

dramatically

Malaysia Market Research

Documents

Transcript of Malaysia Market Research