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【正文】 on China? Distribute though 5 firsttier resellers including PTAC and PTIC? Builds consumer website for Ericsson handset usersVisionTo innovate in mobile work and inter convergence and to lead in the era of mobile interStrategySource: Ericsson press release, Dresdner Kleinwort, McKinsey analysis 7SAMSUNG010605BJkickoff2ERICSSON’s MARKET SHARE IS DECREASING OVER THE PAST FEW YEARSMonthly market share development (Percent of market in units sold)98 99 Jan ‘00 Dec ‘00NokiaMotorolaSiemens EricssonSource: Retail AuditSource: IDC, McKinsey Analysis 8SAMSUNG010605BJkickoff2ERICSSON IS NOW NUMBER FOUR IN SALES VOLUME AND NUMBER FIVE IN REVENUE IN THE MOBILE HANDSET MARKETOthers SiemensEricssonMotorola1999 20232023Samsung NokiaBreakdown of sales by brand each yearPercentSource:GfK, IDC, McKinsey analysisOthers SiemensEricssonMotorola1999 20232023Samsung NokiaBreakdown of units sold by brand each yearPercent9SAMSUNG010605BJkickoff2PRODUCT/MARKET1. Background information? Location? Registered capital? Managementteam? Equitystructure? Starting year? Number of employees? Era analysis4. Value chain strategy5. Organization and ownership 6. Financial performance? Focus on– Marketing, advertising and promotion– Distribution (channel and sales force)? Organization structure? Ownership structure? Sales ? Profit 2. Strategy 3. Product /market? Mission? Vision? Corporate strategy? Market position? Key product offerings? Key customers? Value proposition? Geographic focus? Pricing10?Ericsson claims to be the only total solution provider in mobile munication who offers a full range of 2G and 3G standards. To secure its leadership position in mobile infrastructure, Ericsson may bee a niche market player in mobile handsets?Ericsson is a technology leader in mobile munication, which is reflected in its early releases of WAP, GPRS and bluetooth handsets and 3G works?Ericsson gives up the highend market in mobile handset to focus on lowend. It is relatively strong in 1st tier cities, and the North and East ChinaKEY MESSAGES PRODUCT/MARKET11ERICSSON OFFERS TOTAL SOLUTIONS IN MOBILE COMMUNICATION WITH MORE EMPHASIS ON MOBILE INFRASTRUCTUREProducts Now and futureEricsson mobile handsetEricsson product offeringsEricsson work?First WAP handset in the world (MC 218)?R320sc WAP handset with Chinese interface?A2638sc for young and successful?T29sc for mobile professional?R380sc for business elite?T20sc, A2618sc for young and fashionable?GSM and UMTS mobile infrastructure includingGSM, DCS1800, CDMA and WCDMA?Data work, . AXD301 ATM switch AXI540 IP router, and IP phone?First GPRS handset and first bluetooth handset (T36)?First to provide GSM 1800/1900 works simultaneously?Leader in WAP?Leader in GPRS?Total solutions in 3G based on WCDMA, CDMA 2023 and EDGESource: Ericsson press release12SAMSUNG010605BJkickoff2ERICSSON MAINTAINS FOOTHOLD IN THE LOW END MARKETHigh( RMB 3,500)Source:SinoMR (Jan 2023 – Feb 2023), CCIDBreakdown of unit sold by brand for each price pointPercentHighmid(RMB 2,5003,500)Mid(RMB2,0002,500)MidLow(RMB1,5002,000)Low (RMB1,500)Others SiemensEricssonMotorolaSamsung Nokia9% 15% 7%Units as % of total26% 43%713SAMSUNG010605BJkickoff2Tier 1 Tier 2 Tier 3 Tier 4NokiaMotorolaOthersERICSSON MATCHES SIEMENS IN THE 1st TIER CITY MARKETPercent market share, 2023EricssonSiemens18% 19% 23% 40%Tier size as % of total100%= Million units Source: McKinsey Analysis14SAMSUNG010605BJkickoff2ERICSSON IS RELATIVELY STRONG IN NORTH AND EASTMarket share by brands per geographic area, 2023PercentMarket share by geographic areaPercentEastSiemensEricssonSamsu
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