俄罗斯智能手机行业市场前景及投资研究报告-培训课件外文版2024.6小米vivooppo苹果

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TRENDSSmartphonemarketinRussiaCHAPTER

01OverviewNumberofsmartphoneusersbyleadingcountriesin2022(inmillions)Smartphoneusersbycountryworldwide2022Numberofusersinmillions01002003004005006007008009001,0001,100ChinaIndia974.69659UnitedStatesIndonesiaBrazil276.14187.7143.43106.4497.44RussiaJapanNigeriaMexicoPakistanEgyptPhilippinesGermany83.3478.3772.9971.2469.768.254Description:In2022,Chinahadmoresmartphoneusersthananycountryintheworldatmorethan974million.Indiahadthesecondmostsmartphoneusers,amountingtoaround659.Thesetwocountriesareexpectedtocontinuetoleadthesmartphoneuserranking,asChinaandIndiaalsorankoneandtwoinregardstothelargestpopulationsworldwideandstillhavestronggrowthpotentialduetoarelativelylowsmartphonepenetrationrate.ReadmoreNote(s):Worldwide;2022Source(s):NewzooNumberofsmartphoneusersinRussiafrom2014to2029(inmillions)NumberofsmartphoneusersinRussia2014-2029140121.68

121.71

121.71117.17120100806040200110.91104.3397.4790.2383.5578.4773.568.7959.1853.947.31201447.942015201620172018201920202021202220232024202520262027202820295Description:ThenumberofsmartphoneusersinRussiawasforecasttocontinuouslyincreasebetween2024and2029byintotal17.4millionusers(+16.68percent).Thesmartphoneuserbaseisestimatedtoamountto121.71millionusersin2029.Notably,thenumberofsmartphoneuserswascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Russia;2014to2029;allvaluesareestimatesSource(s):PenetrationrateofsmartphonesinRussiafrom2014to2029PenetrationrateofsmartphonesinRussia2014-202910087.0387.387.55908070605040302010085.1382.5479.7576.7773.670.168.566.363.858.8955.9552.5551.9820142015201620172018201920202021202220232024202520262027202820296Description:ThesmartphonepenetrationinRussiawasforecasttocontinuouslyincreasebetween2024and2029byintotal7.8percentagepoints.Afterthefifteenthconsecutiveincreasingyear,thepenetrationisestimatedtoreach87.55percentandthereforeanewpeakin2029.Notably,thesmartphonepenetrationofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Russia;2014to2029;allvaluesareestimatesSource(s):AverageconsumerpriceofasmartphoneinRussiafromJanuary2021toSeptember2023(inRussianrubles)ConsumerpriceofsmartphonesinRussiamonthly2021-202320,00018,00016,00014,00012,00010,0008,0006,0004,0002,00007Description:TheaverageconsumerpriceofasmartphoneinRussiareachednearly18thousandRussianrublesinSeptember2023.Thatwasthehighestfigureovertheperiodobserved.Tocompare,inJanuary2021,asmartphoneinRussiacostapproximately10.2thousandRussianrublesonaverage.ReadmoreNote(s):Russia;January2021toSeptember2023;*ExcludingstatisticalinformationontheDonetskPeople'sRepublic(DPR),LuhanskPeople'sRepublic(LPR),ZaporozhyeandKhersonregions.Productcode:7104"Smartphone."Figureshavebeen[...]

ReadmoreSource(s):RussianFederalStateStatisticsServiceMarketshareheldbymobileoperatingsystemsinRussiafrom2009to2023MobileOS:marketshareinRussia2009-2023AndroidiOSSamsungWindowsSymbianOSSeries40SonyEricssonOther100%90%80%70%60%50%40%30%20%10%0%2009201020112012201320142015201620172018201920202021202220238Description:Since2012,Google'sAndroidhasbeentheleadingmobileoperatingsysteminRussia.In2023,thismobileOShelda69-percentshareofthemarketinRussia,followedbyiOSwithashareofapproximately30.6percent.SymbianwasadominantplayeronthesmartphoneOSmarketuntil2012.ReadmoreNote(s):Russia;2009to2023Source(s):StatCounterCHAPTER

02Sales&shipmentsGrowthinunitshipmentsofsmartphonestoCentralandEasternEurope(CEE)in2022,byselectedcountrySmartphoneshipmentsgrowthinCEE2022,bycountrySmartphoneshipmentsgrowth0%

10%

20%-30%CEE(excl.Belarus,Russia,andUkraine)-20%-10%30%40%50%60%70%80%PolandRomaniaHungaryCEE(incl.Belarus,Russia,andUkraine)CzechiaBulgariaSerbia10Description:ThenumberofsmartphonesshippedintoCentralandEasternEuropean(CEE)countries,includingBelarus,Russia,andUkraine,droppedby18percentin2022duetotheimpactoftheRussia-UkrainewarandthesubsequentexodusofseveralWesternvendorsfromtheRussianmarket.Thefastest-growingCEEsmartphonemarketintermsofunitshipmentswasSerbia,withanover70-percentgrowthcomparedtothepreviousyear.

ReadmoreNote(s):CEE;2022Source(s):CanalysSalesrevenueofsmartphonesinRussiafrom2019to2022(inbillionRussianrubles)SmartphonesalesrevenueinRussia2019-20229008327928007006005004003002001000630529201920202021202211Description:AnnualsmartphonesalesinRussiareached529billionRussianrublesin2022,downapproximately36percentfromthepreviousyear.The2022revenuewasthelowestovertheobservedperiod.ThenumberofsmartphonesthatRussianspurchasedalsodecreasedfromthepreviousyear,measuringat24millionin2022.ReadmoreNote(s):2019to2022Source(s):GSGroup;RetailsalesvalueofsmartphonessoldinRussiafrom1stquarter2022to1stquarter2023,byoperatingsystem(inmillionRussianrubles)SmartphonesalesvalueinRussiaQ12022-Q12023,byOSAndroidiOS120100806040200108907252Q12022Q1202312Description:ThesalesvalueofsmartphonessoldinRussiaincreasedduringthe1stquarterof2022.Incomparison,therevenuedifferencesforAndroidandiOSfromQ12022toQ12023areapproximately16.67percentand27.78percent,respectively.

ReadmoreNote(s):Russia;Q12022toQ12023Source(s):Adindex;F-PlusequipmentanddevelopmentsNumberofsmartphonesshippedintoRussiafrom1stquarter2021to1stquarter2023(inmillions)SmartphoneshipmentvolumeinRussiaquarterly2021-202397.98765432106.86.4Q12021Q12022Q1202313Description:Russiaimportedoversixmillionsmartphonesinthefirstquarterof2023.Tocompare,inthecorrespondingperiodofthepreviousyear,theshipmentvolumewas400thousanddeviceshigher.

ReadmoreNote(s):Russia;Q12021toQ12023Source(s):GSGroupRussiaNumberofsmartphonessoldinRussiafrom2014to2022(inmillions)SmartphonesalesvolumeinRussia2014-20223531.5303029.628.93025201510527.626.626.224020142015201620172018201920202021202214Description:In2022,approximately24millionsmartphonesweresoldinRussia.Thesalesvolumemarkedadecreaserelativetothepreviousyear,whenitwasmeasuredat30million.Thetotalrevenuefromsmartphonesalesinthecountryreached730billionRussianrublesin2021.ReadmoreNote(s):2014to2022Source(s):PAOM.video;VedomostiNumberofsmartphonessoldinRussiafrom1stquarter2022to1stquarter2023,byoperatingsystem(inmillions)NumberofsmartphonessoldinRussiaQ12022-Q12023,byOSAndroidiOS765432105.835.650.950.68Q12022Q1202315/statistics/1454054/number-of-smartphones-sold-by-os-russiaInthefirstthreemonthsof2023,almostonemillionsmartphonesrunningonAndroidweresoldinRussia.Furthermore,680,000iPhonesweremarketedinthecountry,whichwas28percentlessthaninthecorrespondingperiodofthepreviousyear.ReadmoreNote(s):Russia;Q12022toQ12023Source(s):Adindex;F-PlusequipmentanddevelopmentsAveragepriceofsmartphonessoldinRussiafrom1stquarter2022to1stquarter2023,byoperatingsystem(in1,000Russianrubles)AveragesmartphonepriceinRussiaQ12022-Q12023,byOSiOSAndroid908070605040302010076.275.319.115.4Q12022Q1202316Description:TheaveragepriceofsmartphonessoldinRussiaincreasedduringthe1stquarterof2023.Incomparison,therevenuedifferencesforAndroidandiOSfromQ12022toQ12023areapproximately19.37percentand-1.6percent,respectively.

ReadmoreNote(s):Russia;Q12022toQ12023Source(s):Adindex;F-PlusequipmentanddevelopmentsCHAPTER

03SelectedfeaturesShareof5GphonesinCentralandEasternEurope(CEE)in2023,byselectedcountry5GphoneshareinCEE2023,bycountry5Gphoneshare40%0%10%20%30%50%60%70%80%80.7%90%RussiaEstoniaHungarySloveniaSlovakiaCzechiaUkraineLithuaniaLatvia67%63%62.7%60.1%59.4%59.3%56%54.2%53.6%51.8%BulgariaSerbiaPoland46.4%18Description:AmongthepresentedCentralandEasternEuropean(CEE)countries,Russiawasestimatedtohavethelargestshareof5G-capablesmartphonesin2023,atnearly81percentofthetotal.Estonia,whereapproximatelytwothirdsofsmartphoneswere5G-capable,rankedsecond.ReadmoreNote(s):CEESource(s):ConsumerMarketInsightsShareof5G-capablesmartphonesintotalsmartphonessoldinRussiafrom2021to20225GsmartphonesalesvolumeshareinRussia2021-202225%20%20%15%10%10%5%0%2021202219Description:OnefifthofsmartphonesmarketedinRussiain2022were5G-capable.Theshareof5G-capabledevicesintotalsmartphonesalesinunittermsdoubledcomparedtothepreviousyear.

ReadmoreNote(s):Russia;2021to2022Source(s):PAOM.videoShareofsmartphoneswithnear-fieldcommunication(NFC)chipsmarketedinRussiafrom2019to2022SmartphoneswithNFCchipsmarketedinRussia2019-202280%70%70%70%59%60%50%40%30%20%10%0%45%201920202021202220Description:In2022,theshareofdeviceswithnear-fieldcommunication(NFC)chipsamongsmartphonespresentintheRussianmarketconstituted70percent,havingremainedonthesamelevelasinthepreviousyear.Thefiguremarkedanincreasebetween2019and2021.Tocompare,in2019,45percentofallsmartphonessoldinthecountryhadanNFCchip.ReadmoreNote(s):Russia;2019to2022Source(s):PAOM.videoShareofsmartphoneswithbiometricidentificationmarketedinRussiafrom2019to2022SmartphoneswithbiometricidentificationmarketedinRussia2019-2022100%90%95%88%84%80%70%60%50%40%30%20%10%0%71%201920202021202221Description:In2022,theshareofsmartphoneswithbiometricidentificationamongthosesoldinRussiaconstituted95percent.Thefiguregraduallyincreasedovertheperiodobservedandwas24percenthigherthanin2019.

ReadmoreNote(s):Russia;2019to2022Source(s):PAOM.videoCHAPTER

04BrandsShareofsmartphoneimportshipmentsinunitsinRussiain2022,byvendorSmartphonemarketdistributioninRussia2022,byvendor35%30%30%25%20%15%10%5%16%14%10.5%Tecno7.7%0%XiaomiRealmeSamsungApple23Description:ThelargestshareofsmartphonesimportedintoRussiain2022wasproducedbyXiaomi,at30percent.ThesecondleadingbrandwasRealme,accountingfor16percentoftheshipmentsinunits.Overthecourseof2022,24millionsmartphonesweresoldinRussia.ReadmoreNote(s):Russia;2022Source(s):GSGroupRussiaMarketshareofleadingmobiledevicevendorsinRussiafrom2010to2022MarketshareofmobiledevicevendorsinRussia2010-2022AppleOnePlusXiaomiNokiaSamsungSonyHuaweiAsusRealmeGoogleHonorMotorolaOppoLGVivoMeizuLenovoHTCZTE100%90%80%70%60%50%40%30%20%10%0%201020112012201320142015201620172018201920202021202224Description:ApplewastheleadingmobiledevicevendorinRussiain2022,occupyingaround26.2percentofthemarket,closelyfollowedbyXiaomi.Inrecentyears,Xiaomi,aChinesevendor,sawasignificantgrowthontheRussianmarket.In2022,itoutperformedSamsung,whichoccupiedtheleadingpositioninthepreviousyear.ReadmoreNote(s):Russia;2010to2022Source(s):StatCounterRankingofsmartphonebrandsinRussiain2023,bycustomeraffinityFavoritebrandsofsmartphonesinRussia2023Shareofrespondents0%5%10%15%20%25%30%35%SamsungApple30.6%28.3%XiaomiHonorHuaweiRealmeRedmiNokia16.9%6.9%6.1%3%2.6%2%1.9%1.6%SonyLenovo25Description:SamsungwasthemostpopularbrandofsmartphonesinRussiain2023,havingbeennamedbyoverathirdofrespondents.AppleandXiaomimadeitinthetopthreeofthemostpopularsmartphonebrandsinthecountry,with28.3percentand16.9percent,respectively.ReadmoreNote(s):Russia;2023;1,500respondents;18-55years;ResidentsofcitieswithoveronemillioninhabitantsSource(s):OnlineMarketIntelligenceRevenueofAppleRusLLCinRussiafrom2013to2022(inbillionRussianrubles)ApplesalesrevenueinRussia2013-2022450400350300250200386266.3197.2189.3151.92017150123.6201696.185.410050074.548.52013201420152018201920202021202226Description:TherevenueofAppleRusLLC,theRussiansubsidiaryofAppleInc.,reachedover85billionRussianrublesin2022,down78percentfromthepreviousyear.AppleexitedtheRussianmarketinresponsetotheinvasionofUkrainein2022.The2021revenuewasthecompany'shighestovertheobservedperiod.In2020,Apple'srevenueinRussiawasestimatedatnearlyonepercentofthecompany'stotal.Moreover,AppleRuswasthesecond-highestearningsubsidiaryofaforeignITcompany[...]

ReadmoreNote(s):Russia;2013to2022Source(s):SBISRevenueofSamsungElectronicsinRussiafrom2020to2022,bysubsidiary(inbillionRussianrubles)SamsungElectronicsrevenueinRussia2020-2022,bysubsidiarySamsungElectronicsRusCompanyLLCSamsungElectronicsRusKalugaLLCSamsungResearchCenterLLC40035030025020015010050020202021202227Description:ThetotalrevenueofsubsidiariesofSamsungElectronicsinRussiareachedapproximately117billionRussianrublesin2022,markinga68-percentdecreasecomparedtothepreviousyear.Thehighest-earningsubsidiarywasSamsungElectronicsRusCompanyLLC.ReadmoreNote(s):Russia;2020to2022Source(s):RBC.ruRevenueofTekhkompaniyaHuaweiinRussiafrom2016to2022(inbillionRussianrubles)TekhkompaniyaHuaweirevenueinRussia2016-202216014012010080143.95132.31127.73112.7782.2661.736036.2640200201620172018201920202021202228Description:TherevenueofTekhkompaniyaHuawei,theRussiansubsidiaryofHuawei,reachedover82billionRussianrublesin2022.Thefiguremarkedadecreasefromthepreviousyear,whenitwascloseto113billionRussianrubles.HuaweihasreduceditsscoreofoperationsinRussiasincethewarinUkraine.Tocompare,theannualrevenueofAppleRusLLCamountedto386billionRussianrublesin2021.ReadmoreNote(s):Russia;2016to2022Source(s):RBC.ruCHAPTER

05AppsLargestmobileappmarketsworldwidein2ndquarter2022and2ndquarter2023,bydownloads(inbillions)Leadingglobalmarketsformobileappdownloads2022-2023Q22022Q220232.01.81.61.41.21.00.80.60.40.20.01.861.821.71.630.390.40.320.30.270.25UnitedStatesChinaJapanUnitedkingdomRussia30Description:Duringthesecondquarterof2023,theUnitedStatesandChinamaintainedtheirleadingpositionsasthelargestappmarkets,with1.82billiondownloadsand1.63billiondownloads,respectively.Despitetheirranking,thetwomainappmarketsexperiencedadecreaseindownloadscomparedtothesecondquarterof2022.Incomparison,mobileappdownloadsinJapanandRussiaexperiencedanincreaseofapproximatelyonepercentandfivepercent,respectively.

ReadmoreNote(s):Worldwide;Q22022andQ22023;*ForecastReadmoreSource(s):SensorTowerNumberofmobileappdownloadsworldwidein2021and2022,bycountry(inbillions)Appdownloads2021-2022,bycountryNumberofappdownloadsinbillions20222021150050100200250300WorldwideChinaIndiaUnitedStatesBrazilIndonesiaRussiaMexicoTurkeyVietnamPhilippinesEgypt31Description:Between2021andtheendof2022,Chinawastheleadingcountryforappdownloadsbyfar.In2022,mobileappsinChinasawapproximately111billiondownloadsfromusersinthecountry.MobileappsinIndiareached29billiondownloadsduringthesameyear,whileusersintheUnitedStatesgeneratedapproximately12.24billiondownloads.Inrecentyears,mobileappsdownloadshavebeenexperiencingapositivegrowthtrendinthemajorityoftheexaminedcountries.

ReadmoreNote(s):Worldwide;2021and2022;iOS,GooglePlay,andthird-partyAndroidinChinacombinedSource(s):Data.aiNumberofmobileappdownloadsinRussiafrom2019to2022(inbillions)NumberofappdownloadsinRussia2019-202265.585.595.485.14543210201920202021202232Description:Russianusersinstalledmobileappsnearly5.5billiontimesin2022,whichwastwopercentlessthaninthepreviousyear.Russiaisoneofthelargestappmarketsbydownloadsworldwide.

ReadmoreNote(s):Russia;2019to2022Source(s):Data.aiLeadingfreemobileapplicationsexcludinggamesinRussiain2023,bydownloads(inmillions)MostpopularfreemobileappsinRussia2023,bydownloadsDownloadsinmillions1505102025303540TelegramWildberries35.0630.53TikTokVPN-FastProxy+SecureOzon23.0322.0220.67FreeVPNProxybyPlanetVPNPyaterochka:GroceryDeliveryYandex-withAliceAvito19.1517.4917.3416.1316.12WhatsAppMessengerVK14.66Gosuslugi13.86VKMessenger13.3333Description:Telegram,amulti-platformmessagingservice,wasthemostpopularnon-gamingappinRussiabydownloadsoniPhoneandiPadAppStoreandGooglePlayin2023,ataround35million.Wildberries,anonlinemarketplace,andTikTokfollowedwithapproximately30.5millionand23milliondownloads,respectively.ReadmoreNote(s):Russia;2023Source(s):AppMagicLeadingmobileapplicationsexcludinggamesinRussiain2023,byin-apprevenue(inmillionU.S.dollars)LeadingmobileappsinRussia2023,byin-apprevenueRevenueinmillionU.S.dollars10024681214161820VKTelegramLitRes17.3712.796.796.4FaceAppYouTubeTinder5.214.964.764.64.5TikTokIviVKMusicPuredating3.3634Description:Thenon-gamingappwiththehighestin-apprevenueinRussiain2023wasꢀVK,orVkontakte,whichwasoneoftheleadingsocialnetworksbyreachinthecountry.Thesecondleadingappbymonthlyearningsfromin-apppurchaseswasTelegram,amessagingplatform.ReadmoreNote(s):Russia;2023Source(s):AppMagicLeadingmobilegamingapplicationsinRussiain2023,byin-apprevenue(inmillionU.S.dollars)LeadingmobilegamesappsinRussia2023,byin-apprevenueRevenueinmillionU.S.dollars02468101214RoyalMatchPUBGMobile11.5810.39Roblox8.718.68GardenscapesHomescapes7.54WorldofTanksBlitz-PVPMMOGenshinImpact6.754.894.333.953.57HeroWars–FantasyBattlesFishdomBrawlStars35Description:RoyalMatchbyDreamGameshadthehighestin-apprevenueamongmobilegamingappsinRussiain2023,at11.58millionU.S.dollars.ThesecondpositionwasoccupiedbyPUBGMobilebyShenzhenTencentTianyouTechnologyLtd,withanin-apprevenueof10.39millionU.S.dollars.ReadmoreNote(s):Russia;2023Source(s):AppMagicNumberofdownloadsofselectedappstobepreinstalledonsmartphonesandtabletsinRussiain2023(inmillions)PreinstalledsmartphoneappdownloadsinRussia2023Downloadsinmillions0510152025YandexwithAliceVK22.5712.6712.63Gosuslugi(Госуслуги)Yandex.MapsandNavigatorYandexBrowserwithProtectRutube11.2810.936.856.365.89Mail.ru-EmailAppOKMarusya(Маруся)MirPay(Androidonly)Yandex.Disk4.513.963.9Zen3.17Kaspersky:VPN&AntivirusMoiOfficeDocuments(МойОфис)ICQ2.320.950.6236Description:AmongtheappsthatwererequiredtobepreinstalledonsmartphonesandtabletsinRussia,themostpopularbydownloadsin2023wereYandex,abrowserwiththevoiceassistantAlice,andVK,asocialnetwork.Thee-governmentappGosuslugirankedthird.ReadmoreNote(s):Russia;2023Source(s):AppMagicCHAPTER

06UsageShareofpeopleunabletoimaginelifewithouttheirsmartphonein56countries&territoriesworldwide,asofFebruary2024Peopleunabletoimaginelifewithoutsmartphonesinselectedcountriesworldwide2024Shareofrespondents0%10%20%30%40%50%60%70%ChinaCzechiaSouthAfricaSouthKoreaEgypt70%66%65%63%61%60%NetherlandsRussia58%57%57%56%55%UnitedKingdomIrelandJapanMoroccoSwedenAustralia55%55%38Description:Whenitcomestothepeopleunabletoimaginelifewithoutsmartphonesinselectedcountriesworldwide,Chinaranksthehighestinthislist.70percentofconsumerinChinasharethisattitude.FollowinginthesecondplaceisCzechia,whilePerucanbefoundatthebottomoftheranking.ReadmoreNote(s):Worldwide;JanuarytoDecember2023;455to10,045respondentspercountry;18-64yearsSource(s):ConsumerInsightsMostusedconsumerelectronicsinRussiain2022MostusedconsumerelectronicsinRussia2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%90%100%SmartphoneHeadphones63%TabletWearables(e.g.smartwatch,health/fitnesstracker)eReader42%31%22%Noneoftheabove1%39Description:90percentofRussianrespondentsansweroursurveyon"Mostusedconsumerelectronics"with"Smartphone".Thesurveywasconductedin2022,among2,032consumers.

ReadmoreNote(s):Russia;fourwavesfrom10January2022to13December2022;2032respondents;18-64yearsSource(s):ConsumerInsightsMostcommonsmartphoneoperatingsystemsinRussiain2022MostcommonsmartphoneoperatingsystemsinRussia2022Shareofrespondents0%10%20%30%40%50%60%70%70%AndroidOSIOS(Apple)14%Windows(WindowsPhone)FirefoxOS5%4%Linux2%BlackBerryOS

0%KaiOS

0%SymbianOS

0%Tizen

0%OtherDon'tknowNoanswer1%1%3%40Description:WeaskedRussianconsumersabout"Mostcommonsmartphoneoperatingsystems"andfoundthat"AndroidOS"takesthetopspot,while"Tizen"isattheotherendoftheranking.ReadmoreNote(s):Russia;fourwavesfrom10January2022to13December2022;1832respondents;18-64years;respondentswhouseasmartphone(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsMostusedsmartphoneappsbytypeinRussiain2022MostusedsmartphoneappsbytypeinRussia2022Shareofrespondents0%10%20%30%40%50%60%InternetbrowserSocialmediaappsE-mailservices61%57%55%MessengerappsWeatherapps53%45%GamesCalendarVideoservicesShoppingapps43%42%41%40%TrafficnavigationappsMusicservicesCamera/photoeditingappsNewsservices38%36%35%31%41Description:"Internetbrowser"and"Socialmediaapps"arethetop2answersamongRussianconsumersinoursurveyonthesubjectof"Mostusedsmartphoneappsbytype".

ReadmoreNote(s):Russia;fourwavesfrom10January2022to13December2022;1661respondents;18-64years;respon