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【正文】 arket in units sold) 98 99 Jan ?00 Dec ?00 010203040Nokia Motorola Siemens Ericsson Source: Retail Audit Source: IDC, McKinsey Analysis 7 SAMSUNG010605BJkickoff2 SIEMENS HAS OVERTAKEN ERICSSON TO BE IN MOBILE HANDSET BY BOTH REVENUE AND SALES VOLUME Others Siemens Ericsson Motorola 33 32 3429272687 778105 9918 17141999 2023 2023 Samsung Nokia Breakdown of sales by brand each year Percent Source: GfK, IDC, McKinsey analysis Others Siemens Ericsson Motorola 3429 303228 2888 98101238715 17 141999 2023 2023 Samsung Nokia Breakdown of units sold by brand each year Percent 8 SAMSUNG010605BJkickoff2 PRODUCT/MARKET 1. Background information ? Location ? Registered capital ? Management team ? Equity structure ? Starting year ? Number of employees ? Era analysis 4. Value chain strategy 5. 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 ? Pricing 9 SAMSUNG010605BJkickoff2 ? Siemens offers a pete range of mobile munication solutions including devices, infrastructure and applications. Siemens?s mobile handsets e with good quality and petitive pricing ? Siemens targets the mid to low end of the mobile handset market. Most of its models are in the price range from below RMB 1000 to RMB 2200 ? Siemens has devoted great attention to the important 4thtier cities and west China, hence its market share in these developing areas are relatively higher than its share in the more developed areas. KEY MESSAGES PRODUCT/MARKET 10 SAMSUNG010605BJkickoff2 SIEMENS OFFERS A COMPLETE RANGE OF MOBILE SOLUTIONS INCLUDING DEVICES, INFRASTRUCTURE AND APPLICATIONS Products Now and future Information and munication mobile Siemens product offerings Information and munication works ? Mobile work ? Wireless home work office work ? Mobile handset –C2588 (small, light smart) –S2588 (brain truster) –3508 (small, light, sexy) –3518i (tough enough) –3568i (smart thinking) ? Broadband work ? IP work ? Fixedline work ? Transmission work ? Office work ? Cable work ? Take TDSCDMA mobile handsets to serial production level by 2023 ? Offer the plete range of mobile solutions including mobile devices, infrastructure and applications, ., wireless home work, ? Complete range of GSM, GPRS and UMTS mobile works, unified messaging and mobile payment ? Overall strategy of a universe of one, pursuing IP driven voice and data munication and customer oriented endtoend solution and services Source: Siemens press release 11 SAMSUNG010605BJkickoff2 SIEMENS MODELS HAVE THE MOST COMPETITIVE PRICING Source: McKinsey Analysis Product positioning Dec 2023 A6188 (%) 8850 (%) V8088* (%) S800C (%) A100 (%) T28 (%) 8210 (%) % % % % Business/professional Personal *WAP phone Product positioning June 2023 9110 S800C (%) V8088 (%) 8850 (%) V998 (%) 3568* (%) S600C (%) 7110* (%) T28 (%) 8210 (%) LF2023* (%) 6150 (%) L2023* (4%) S2588 (%) CD928 (%) T18 (%) T10 (%) C2588 (%) 2188 (%) L2088 (%) 3210 (%) 5110 (%) 368C (%) 3508 (%) 338C (%) T2688 (%) % % % % High High medium Medium low Low Business/professional Personal *WAP phone V998++ (%) 7689i (%) LF2023i* (%) 3568* (%) 7110* (%) 6150 (%) 600C (%) 3310 (%) 3518i (%) T18 (%) CD928 (%) S2588 (%) C2588 (%) T10 (%) T2688 (%) 3508 (%) V2088 (%) 3210 (%) 5110 (%) Retail price High High medium Medium low Low Retail price RMB 3,500 RMB 2,200 RMB 1,600 368C (%) V2188 (%) RMB 3,500 RMB 2,200 RMB 1,600 Red Nokia White Motorola Blue Ericsson Brown Siemens Green Samsung 8250 (%) 6210 (%) 12 SAMSUNG010605BJkickoff2 SIEMENS TARGETS MID TO LOW END OF THE MARKET High ( RMB 3,500) Source: SinoMR (Jan 2023 – Feb 2023), CCID Breakdown of unit sold by brand for each price point Percent Highmid (RMB 2,5003,500) Mid (RMB2,0002,500) MidLow (RMB1,5002,000) Low (RMB1,500) 565123 241629323400121013141615433 01055017 1800 020Others Siemens Ericsson Motorola Samsung Nokia 9% 15% 7% Units as % of total 26% 43% 7 13 SAMSUNG010605BJkickoff2 31 30 302429 302810 9 911107 772125 243028Tier 1 Tier 2 Tier 3 Tier 4 Nokia Motorola Others SIEMENS ALSO ADDRESSES THE IMPORTANT 4TH TIER CITY MARKET Percent market share, 2023 Ericsson Siemens 18% 19% 23% 40% Tier size as % of total 100%= Million units Source: McKinsey Analysis 14 SAMSUNG010605BJkickoff2 SIEMENS IS RELATIVELY STRONG IN CENTRAL, EAST AND WEST Market share by brands per geographic area, 2023 Percent Market share by geographic area Percent 29
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