马来西亚智能手机市场前景及投资研究报告-培训课件外文版2024.4vivo小米三星

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TRENDSSmartphonemarketinMalaysiaCHAPTER

01OverviewShareofmobilephoneownershipintheAsia-Pacificregionin2022,bycountryandtypeShareofmobilephoneownershipAPAC2022,bycountryandtypeAnymobilephoneSmartphoneNon-smartphonemobilephone120%100%80%60%40%20%0%IndonesiaPhilippines

Vietnam

Thailand

MalaysiaSouthKoreaJapan

HongKong

IndiaTaiwan

Singapore

ChinaAustraliaNewZealand3Description:Accordingtoasurveyfrom2022,99.4percentofrespondentsinIndonesiaownedmobilephonesthatweresmartphones.OversevenpercentoftherespondentsinMalaysiaalsoownedfeaturephones.Incomparison,13.8percentofrespondentsinVietnamownedfeaturephones.ReadmoreNote(s):Asia,APAC;Q32022Source(s):DataReportal;GWI;Hootsuite;WeAreSocialAdoptionrateofsmartphonesintheAsia-Pacificregionfrom2019to2022,withaforecastfor2030SmartphoneadoptionrateAPAC2019-2030100%90%80%70%94%76%74%68%64%60%50%40%30%20%10%0%20192020202120222030*4Description:In2022,thesmartphoneadoptionrateacrosstheAsia-Pacificregionreached76percent,markinganincreasefrom64percentin2019.By2030,smartphoneadoptioninAPACwasprojectedtoreachover90percent.

ReadmoreNote(s):Asia,APAC;2019to2022;*Forecast.DataexcludesChina,HongKong,Macao,andTaiwan.ReadmoreSource(s):GSMAShareofindividualsowningamobilephoneinMalaysiain2022,bystateShareofindividualsowningamobilephoneinMalaysia2022,bystateShareofindividuals0%10%20%30%40%50%60%70%80%90%100%110%JohorKedah99.6%98%KelantanMelakaNegeriSembilanPahang96.6%98.9%97.8%98.7%98.7%PulauPinangPerak97.1%96.4%99.3%97.5%PerlisSelangorTerengganuSabah95.9%96.4%Sarawak5Description:AccordingtoasurveyonmobilephoneownershipinMalaysiain2022,99.8percentoftherespondentsinKualaLumpursaidthattheyownedmobilephone,makingthecapitalcityoneofthetwostateswiththehighestpercentageofmobilephoneownership.Selangor,Malaysia'smostpopulousstates,hadmobilephoneownershiprateof99.3percent.ReadmoreNote(s):Malaysia;SeptembertoNovember2022;34,142respondents;15yearsandolder;thesamplesizerepresentsbothurbanandruralareasinallstatesinMalaysiaSource(s):StatisticsMalaysiaShareofindividualsusinginternetinMalaysiain2022,bytypeofportabledeviceShareofindividualsusinginternetinMalaysia2022,bydeviceShareofindividuals0%10%20%30%40%50%60%70%80%90%100%110%MobilephonePortablecomputerTablet98.8%38.4%26.2%Otherportabledevices13.1%6Description:AccordingtoasurveyoninternetusageinMalaysiain2022,nearlyeveryindividualinthecountryusedtheinternetwiththeirmobilephone,meanwhilearound38percentoftherespondentssaidtheyusedtheinternetfromtheirportablecomputer.Around13percentoftherespondentssaidtheyusedotherportabledevices.ReadmoreNote(s):Malaysia;SeptembertoNovember2022;34,142respondents;15yearsandolder;thesamplesizerepresentsbothurbanandruralareasinallstatesinMalaysiaSource(s):StatisticsMalaysiaMarketshareofmobileoperatingsystemsinMalaysiafromJanuary2021toSeptember2023MonthlymarketshareofmobileoperatingsystemsMalaysia2021-2023MarketshareSamsung60%AndroidiOSUnknownOther80%0%20%40%100%120%Jan'21Feb'21Mar'21Apr'21May'21Jun'21Jul'21Aug'21Sep'21Oct'21Nov'21Dec'217Description:AsofSeptember2023,Androidheldashareof67.34percentofthemobileoperatingsystemmarketinMalaysia.Bycomparison,iOSoperatingsystemhadamarketshareof31.34percent.However,asofMay2023,Applewastheleadingmobilebrandacrossthecountry,followedbySamsung.ReadmoreNote(s):Malaysia;January2021toSeptember2023Source(s):StatCounterCHAPTER

02RetailandtradeMarketshareofleadingmobilevendorsacrossMalaysiaasofMay2023MarketshareofmobilevendorsinMalaysia2023Marketshare0%5%10%15%20%25%30%35%AppleSamsungOppo31.55%17.23%11.95%11.55%XiaomiVivo9.79%9.45%HuaweiRealmeUnknownHonor4.34%1.28%0.8%0.45%1.62%OnePlusOther9Description:ApartfromApple,moreandmoreAndroidbasedsmartphoneswereabletoincreasetheirmarketshareoverthepastfewyears.ThereasonfortheirsuccessisnotonlytheirstrongperformancebutalsoSamsung`sdecliningmarketshare.TheAndroidmarkethasbecomemoreopenandthetrustinwellestablishedbrandshasshrunk.Inaddition,lesser-knownsmartphonebrandslikeOppohaveconqueredthemarketwithlow-pricedsmartphonestomeetthedemandofpeoplewith[...]

ReadmoreNote(s):Malaysia;JanuarytoMay2023Source(s):StatCounterNumberofsmartphoneshipmentsinMalaysiain1stquarter2021and1stquarter2022,byvendor(in1,000s)SmartphoneshipmentsinMalaysia2021-2022,byvendorSamsungXiaomiOPPOVivoRealmeOthers3,5003,0002,5002,0001,5001,000500270.7261.5632.5456.5261.1181.4269.4298.3794.5562.1830.3784.601Q'211Q'2210/statistics/676044/smartphone-shipments-in-malaysia-by-vendorInthefirstquarterof2022,Samsung'sshipmentsinMalaysiaamountedto784.6thousandsmartphones.Samsungmaintaineditsleadingpositionduringthemeasuredperiod,despiteaslightdeclineinshipmentscomparedtothefirstquarterof2021.ReadmoreNote(s):Malaysia;Q12021toQ12022Source(s):IDCShareofadultpopulationthatcurrentlyownsdigitaldevicesinMalaysiaasofQ32022,bydeviceShareofpopulationthatcurrentlyownsdigitaldevicesinMalaysia2022bydeviceShareofadultpopulation0%10%20%30%40%50%60%70%80%90%100%97.6%97.6%110%MobilephoneSmartphoneLaptopordesktopcomputerTabletdevice68.6%35.5%SmartwatchorwristbandGameconsole31.5%18.1%TVstreamingdeviceSmarthomedeviceFeaturephone12.3%10.5%7.4%4.8%Virtualrealitydevice11/statistics/803601/digital-device-usage-among-adults-by-device-malaysiaAccordingtoasurveyondeviceownership,asofthethirdquarterof2022,morethan97percentofthepopulationaged16to64inMalaysiawereusersofmobilephones.Bycomparison,around7.4percentoftherespondentsownedfeaturephones.ReadmoreNote(s):Malaysia;Q32022;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

03NetworkinfrastructurePopulationcoverageof4GLTEmobilenetworkinMalaysiafrom2016to20214GLTEpopulationcoverageinMalaysia2016-2021120%100%95.4%93.5%82.2%79.7%77.2%80%60%40%20%0%63.9%20162017201820192020202113Description:Asof2021,about95.4percentofthepopulationhadaccesstothe4GLTEmobilenetworkinMalaysia.Bycomparisonabout95.3percenthadaccesstotheformer3Gnetworkin2020.

ReadmoreNote(s):Malaysia;2016to2021Source(s):Bloomberg;MalaysianCommunicationsandMultimediaCommissionAvailabilityof5GnetworkinMalaysiaasofFebruary2023,byproviderAvailabilityof5GnetworkinMalaysia2023,byproviderProportionoftime0%5%10%15%20%25%30%35%40%YesUMobileUnifi33.8%25%21.3%CelcomDigi19.5%14.6%14Description:AsofFebruary2023,Yes,amobilenetworkoperatorinMalaysiaownedbyYTLCommunicationsSdnBhd,hadthebest5Gavailabilitywithusersbeingabletoconnecttothe5Gnetwork33.8percentofthetime.ThiswasfollowedbyUMobile,witha5Gavailabilityof25percent.ReadmoreNote(s):Malaysia;December1,2022toFebruary28,2023Source(s):OpenSignalAveragedownloadspeedofthe5GmobilenetworkinMalaysiaasofFebruary2023,byprovider(inMbps)Averagedownloadspeedof5GmobilenetworkinMalaysia2023,byproviderNetworkspeedinMbps200

250050100150300350400450500DigiUnifi440.7378.1CelcomUMobileYes294.9251.4248.615Description:AsofFebruary2023,Digiprovidedthebestaverage5GdownloadspeedinMalaysia,with440.7Mbps.ThiswasfollowedbyUnifiwith5Gaveragedownloadspeedof378.1Mbps.AttheendofFebruary2023,DigiTelecommmunicationsSdnBhdconcludedamergerwithCelcomBhdandnowoperatingunderCelcomDigiBhd.ReadmoreNote(s):Malaysia;December1,2022toFebruary28,2023Source(s):OpenSignalAverageuploadspeedofthe5GmobilenetworkinMalaysiaasofFebruary2023,byprovider(inMbps)Averageuploadspeedof5GmobilenetworkinMalaysia2023,byproviderNetworkspeedinMbps20

250510153035404550DigiCelcomUMobileUnifi44.342.942.841.4Yes33.716Description:AsofFebruary2023,Digiprovidedthebestaverage5GuploadspeedinMalaysia,with44.3Mbps.ThiswasfollowedcloselybyCelcomandUMobile,withanaverage5Guploadspeedof42.9Mbpsand42.8Mbpsrespectively.AttheendofFebruary2023,DigiTelecommmunicationsSdnBhdconcludedamergerwithCelcomBhdandnowoperatingunderCelcomDigiBhd.ReadmoreNote(s):Malaysia;December1,2022toFebruary28,2023Source(s):OpenSignalCHAPTER

04MobilesubscriptionNumberofmobileinternetusersinMalaysia2013-2028(inmillions)NumberofmobileinternetusersinMalaysia2013-20284035.0934.6534.1833.67353025201510533.1232.5231.8731.1630.4529.5328.2228.3326.7526.8423.8122.590201320142015201620172018201920202021202220232024202520262027202818Description:ThenumberofmobileinternetusersinMalaysiawasforecasttocontinuouslyincreasebetween2024and2028byintotal2.6millionusers(+8percent).Afterthefifteenthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach35.09millionusersandthereforeanewpeakin2028.Notably,thenumberofmobileinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Malaysia;2013to2028Source(s):DigitalMarketInsightsNumberofmobilebroadbandsubscriptionsinMalaysiaasofthefourthquarterof2022,bystate(inmillion)NumberofmobilebroadbandsubscriptionsMalaysia2022,bystateNumberofsubscriptionsinmillion012345678910SelangorJohor8.785.66WilayahPersekutuan*Sabah4.523.453.223.14SarawakPerakPulauPinangKedah2.882.48Kelantan2.081.981.78PahangNegeriSembilanTerengganuMelaka1.381.24Perlis0.3119Description:Asofthefourthquarterof2022,thenumberofmobilebroadbandsubscriptionsinSelangoramountedtoovereightmillionsubscriptions,makingitthestatewiththehighestnumberofmobilebroadbandsubscriptions.Meanwhile,thenumberofmobilebroadbandsubscriptionsinWilayahPersekutuan,whichincludesthecapitalKualaLumpur,reachedmorethanfourmillionsubscriptionsinthesameyear.ReadmoreNote(s):Malaysia;Q42022;*WilayahPersekutuan(WP)includesWPKualaLumpur,WPLabuan,andWPPutrajaya.ReadmoreSource(s):MalaysianCommunicationsandMultimediaCommissionNumberofmobileprepaidsubscribersinMalaysiafrom2015to2022(inmillions)NumberofmobileprepaidsubscribersinMalaysia2015-20224035.434.333.66353025201510533.0232.131.2630.830.1502015201620172018201920202021202220Description:In2022,thenumberofmobileprepaidsubscribersinMalaysiaamountedtoaround33.66million,anincreasecomparedtoaround33millionprepaidsubscribersinthepreviousyear.Thenumberofactiveprepaidcardsubscribersinthecountryhasbeenincreasinginthepastyear.ReadmoreNote(s):Malaysia;2015to2022Source(s):MalaysianCommunicationsandMultimediaCommissionNumberofpostpaidmobilesubscriptionsinMalaysiafrom2014to2022(inmillions)NumberofpostpaidmobilesubscriptionsMalaysia2014-202216141214.2914.1813.5713.3411.610.21089.28.78.1642020142015201620172018201920202021202221Description:In2022,thenumberofpostpaidmobilesubscriptionsinMalaysiaamountedtoaround14.29million,aslightincreasecomparedtoaround14.18millionsubscribersinthepreviousyear.Thenumberofpostpaidmobilesubscriptionsinthecountryhasbeenincreasingsteadilyduringtheobservedperiod.ReadmoreNote(s):Malaysia;2014to2022Source(s):MalaysianCommunicationsandMultimediaCommissionNumberofmobilebroadbandsubscriptionswith5GtechnologyinMalaysiafrom2ndquarter2022to1stquarter2023(in1,000s)Numberof5GmobilebroadbandsubscriptionsinMalaysiaQ22022-Q120231,2001,0008001,030.1600404.34002000146106.5Q22022Q32022Q42022Q1202322Description:Asofthefirstquarterof2023,therewerearoundonemillionmobilebroadbandsubscriptionswith5GtechnologyinMalaysia,anincreasefromaround400thousandsubscriptionsinthepreviousquarter.Thenumberof5Gmobilebroadbandsubscriptionsinthecountryincreasedsignificantlyinthepastyear.ReadmoreNote(s):MalaysiaSource(s):MalaysianCommunicationsandMultimediaCommissionCHAPTER

05MobileapplicationsTotalconsumerspendingonmobileappsinMalaysiafrom2020to2022(inmillionU.S.dollars)ConsumerexpenditureonmobileappsinMalaysia2020-2022800700600677656.7510500400300200100020202021202224Description:In2022,consumersinMalaysiaspentatotalofaround656.7millionU.S.dollarsonmobileappsandin-apppurchases,aslightdecreasecomparedtothepreviousyear.Consumers'expenditureonmobileappsinthecountrysawasignificantincreasein2021.ReadmoreNote(s):Malaysia;2020to2022Source(s):Data.ai;DataReportal;GWI;Meltwater;WeAreSocialTotalnumberofmobileappdownloadsinMalaysiafrom2020to2022(inbillion)NumberofmobileappsdownloadedinMalaysia2020-20221.41.331.251.211.21.00.80.60.40.20.020202021202225Description:In2022,peopleinMalaysiadownloadedatotalofapproximately1.25billionofmobileapps,aslightdecreasecomparedtothepreviousyear.Inthesameyear,consumersinMalaysiaspentaround656.7millionU.S.dollarsonmobileappsandin-apppurchases.ReadmoreNote(s):Malaysia;2020to2022Source(s):Data.ai;DataReportal;GWI;Meltwater;WeAreSocialLeadingmessengerappsbasedondownloadsinMalaysiain2022(inmillion)MessengerappswiththemostdownloadsinMalaysia2022Numberofdownloadsinmillion01234567TelegramWhatsAppMessengerMessenger6.15.242.9WhatsAppBusinessWeChat2.371.311.31SnapchatMiChat-Chat,MakeFriendsLINE1.040.55MessengerDuoforWhatsappNicegram:AIChatforTelegram0.250.2326/statistics/1398246/malaysia-leading-messenger-apps-based-on-downloadsIn2022,TelegramwasthemostdownloadedmessengerappinMalaysia,witharound6.1milliondownloadsintotal.WhatsAppMessengerwasthesecondleadingmessengerappinthenumberofdownloads,withapproximately5.24milliondownloads.ReadmoreNote(s):Malaysia;2022Source(s):AppMagicLeadingshoppingappsbasedondownloadsinMalaysiain2022(in1,000downloads)ShoppingappswiththemostdownloadsinMalaysia2022Numberofdownloadsinthousands1,500

2,000

2,50005001,0003,0003,5004,0004,5005,000Shopee:7.7AniversarioLazada-OnlineShoppingAppSHEIN-ShoppingOnlineMudah.my:SellPrelovedItemsUNIQLOMY4,733.832,656.812,472.591,547.171,247.881,199.55atomeMY-BuynowPaylaterNike:Shoes,Apparel,StoriesLotus'sApp878.56867.49ShopBack-Shop,Earn&PayA-B2Bmarketplace802.56776.9827/statistics/1398792/malaysia-leading-shopping-apps-based-on-downloadsIn2022,ShopeewasthemostpopularshoppingappinMalaysia,withthehighestnumberofdownloadsthatreachedmorethan4.7million.Lazadaapphadthesecondhighestnumberofdownloadsinthecountry,witharound2.66milliondownloads.ReadmoreNote(s):Malaysia;2022Source(s):AppMagicCHAPTER

06UserbehaviorLeadingsmartphoneactivitiesamongconsumersinMalaysiaasofAugust2021MajorsmartphoneactivitiesinMalaysia2021Shareofrespondents30%

40%0%10%20%50%60%70%80%90%TextmessagingSocialnetworkingVoicecalls82.8%78.9%78.6%Takingphotos/videosSearching/browsinginternetVideocalls74.8%73.6%71%WatchingvideosormoviesListentomusicGetdirections62.9%54.6%48.4%SendorreceiveemailsPlaygames47%46.3%ShoppingBanking41.1%38.9%Reading32.9%View/managesecuritycamera5.6%29Description:ThisstatisticdisplaystheresultsofasurveyaboutthemajorsmartphoneactivitiesaccordingtohandphoneusersinMalaysiaasofFebruary2019.Duringtheperiodmeasured,98.1percentofrespondentsstatedthattheyuseamongstotherthingtheirsmartphonefortextmessagingandvoicenotes.ReadmoreNote(s):Malaysia;April22,2021toAugust31,2021;1,916respondents;amonghandphoneusersSource(s):MalaysianCommunicationsandMultimediaCommissionMostimportantfactorsformobilephonesubscriptionplansamongconsumersinMalaysiaasofJanuary2023ImportantfactorsformobilesubscriptionplansinMalaysia2023Shareofrespondents0%2%4%6%8%10%12%14%16%18%18.02%20%PriceNetworkquality17.11%Networkcoverage16.09%FlexibilityofoffersandpackagesBrand/reputation14.02%13.11%Advantagesincluded11.25%Customersupport&management10.4%30Description:AccordingtoasurveyconductedinMalaysiaonmobilenetwork,asofJanuary2023,approximately18percentofrespondentsperceivedpricingasthem