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诺基亚手机均价降至949元 低价机冲击市场
(2006-04-06 13:15:33)
《红鲱鱼》的文章一般都有大量的采访源，这篇文章有点失望，才有1位受访者。词汇也比较贫乏，通篇都使用“he said”，八成是老外的实习生写手，嘿嘿。
http://www.sina.com.cn 2006年04月06日 01:17 新浪科技
导读：4月4日，美国著名杂志《红鲱鱼》发表分析文章《Finding Profit in Cheap Phones》指出，由于中国、印度等新兴市场的作用，手机销售平均价格在下降。诺基亚手机的平均售价仅为99欧元(约合人民币949元)，该公司的盈利水平也从25%下降到13.2%。研究机构iSuppli分析称更多的手机厂商在新兴市场开始转向贴牌(ODM)方式。
注：OEM和ODM的不同点，核心就在于产品究竟是谁享有知识产权，如果是委托方享有产品的知识产权，那就是OEM，也就是俗称的代工；而如果是生产者所进行的整体设计，那就是ODM，俗称贴牌。
新兴市场带动市场增长
“多数手机厂商在进入新的市场时抛弃了自行生产低端机型的做法，而由当地企业代为设计制造产品，”本周二，一位业内分析人士如是说。
“某些厂商，比如诺基亚有能力制造低价手机，并保持盈余。而其他较小的公司未形成规模，不足以实现盈利。”iSuppli分析师Jeffrey Wu解释道，“他们占有的市场份额太过狭小，没有足够的实力在短时间内占领市场。他们正在从贴牌生产(ODM)中获得较为丰厚的利润。”
鉴于欧洲、日韩和美国等国家的市场接近饱和，手机厂商已经开始寻找新兴市场来保持增长，如印度、中国、澳大利亚、拉美、非洲、中东以及亚洲的其他一些国家。
但是价格在这些地区都处于很低的水平，手机厂商试图遏止利润的滑坡。在一月份，世界最大的移动电话制造商诺基亚宣称，它的盈利水平已经从25%下降到13.2%，低于预期。同时该公司手机的平均售价也仅为99欧元(新浪科技注：约合人民币949元)。相形之下，这一数字在第三季度为102欧元，第二季度为105欧元。
“尽管如此，诺基亚和摩托罗拉仍然准备发布30至40美元的低价手机”。Jeffrey Wu说，“最近几周，许多OEM的手机厂商宣布或者重申了它们在新兴市场推出低价手机的计划。对于那些较领先的OEM厂商而言，这绝非是否进入低端市场的问题，而是应如何取得顽胜。”
贴牌厂商扮演重要角色
Jeffrey Wu强调：“与贴牌厂商(ODM)，如仁宝、华宇进行合作，虽然只能够节约一小部分资金，但可以换取迅速切入市场的时机，这是游戏进行下去的关键。以LG为例，如果的眼光放长远些，巩固该公司在手机市场的地位就需要在新兴市场寻找新的增长空间。否则就会被大的手机厂商，如诺基亚和摩托罗拉远远落下。一定要有效地控制成本，尽可能快地降低价格。”
除LG外，三星、松下以及京瓷也都将从贴牌伙伴那里受益。贴牌厂商有能力迅速推出廉价的手机，它们关注低端市场很久了。障碍在于如何更低的降低手机成本，芯片厂商会更多地采取单芯片设计并整合更多的功能。
“因此这并非制造一部新手机，其实不需要对芯片和主板进行太多的设计。”Jeffrey Wu补充道，“这正是贴牌所长。有部贴牌工厂商利用财务杠杆作用(借贷机会)，获取最新的技术，同时抓住新兴市场提供的巨大机遇。”
诺基亚及代工厂商的问题
大公司如诺基亚自行制造低价手机，它们遇到的是另一类问题。
为保持收益，它们需要把制造地从高成本国家转移到低成本国家。跨国公司商业谈判的能力是不可少的，这确保在低成本地区生产与运作顺利进行。诺基亚就已经在印度设立了制造工厂。
“必须确保供应链，否则过高的供应成本会吞噬劳动成本的优势。”Jeffrey Wu强调，“如果代工厂商(OEM)能够保持销售平均价格，尚可喘息。由于新兴市场的作用，显然销售平均价格在下降。代工厂商需要制造低价手机并从中获利。”(长乐未央)
Finding Profit in Cheap Phones
iSuppli says cell-phone manufacturers should turn to ODMs to make money in emerging markets.
April 4, 2006
Most cell-phone manufacturers trying to enter emerging markets should work with original design manufacturers instead of producing the low-end phones themselves, an industry analyst said Tuesday.
While a few companies like Nokia have the ability to produce low-cost cell phones in-house, and might eventually do so at a profit, most other companies just aren’t big enough to pull it off, Jeffrey Wu, an analyst with the research firm iSuppli, told RedHerring.com.
“Because their market share is much smaller, they don’t have the resources necessary to support a quick time to market at the low end,” he said. “They have diminishing scale, and they are outsourcing more and more. Those just getting into the low-cost or emerging markets would benefit greatly from ODMs.”
As markets such as Europen countries, Korea, Japan, and the United States become saturated, cell-phone manufacturers have been looking toward emerging markets—India, China, Australia, and countries in Latin America, Africa, the Middle East and the rest of Asia—to keep the industry growing.
But prices in those countries tend to be much lower, and companies have struggled with decreasing margins and profits. In January, Nokia, the world’s No. 1 cell phone maker, said its fourth-quarter profit fell 13.2 percent, missing expectations, as the average selling price of its phones declined to 99, compared to 102 in the third quarter and 105 in the second quarter (See Nokia Sags on Declining Prices).
Still, Nokia and Motorola plan to release phones in the $30 to $40 range this year, Mr. Wu said.
“In recent weeks, many mobile-phone OEMs either have announced or reaffirmed their plans to launch low-cost phones to tap fast-growing emerging regions,” Mr. Wu wrote in a report for Tuesday’s iSuppli Market Watch newsletter. “For leading mobile-phone OEMs, it is now not an issue of whether they should penetrate the low-end segment, but an issue of how they can do so competitively and profitably.”
Working with original design manufacturers (ODMs), such as Compal Communications, and Arima, would save smaller companies money, and would also allow them to enter the market sooner—an important key to staying in the game, Mr. Wu said.
“Take LG as an example,” he said. “If it looks to further deepen its penetration or strengthen its position in the mobile handset space it needs to get into the emerging market space. Otherwise, it will be further marginalized by larger players like Nokia and Motorola. It needs to increase its market share in emerging markets, and it comes down to how they can do this as fast as possible in as cost-effective a way as possible.”
Aside from LG, companies such as Samsung, Panasonic, and Kyocera would benefit from partnerships with ODMs, he said.
ODMs have the ability to turn out low-cost phones more quickly because they have been looking at low-end handsets for a long time, he said. The entry barrier is lower for low-cost phones, and chip manufacturers make lower-cost manufacturing possible by incorporating more and more functions onto a single chip, he said.
“So it doesn’t require much design sophistication to design the chip and the board and to create a new phone,” he said. “This is what they’re good at. Not many ODMs at this point have the financial leverage to get into the latest technology, yet emerging markets provide a great opportunity for these ODMs. The timing is right for these design manufacturers.”
Other Challenges
Larger companies like Nokia, which makes low-end phones in-house instead of using contract manufacturers, face a different challenge, Mr. Wu said.
To make a profit, those companies will need to shift manufacturing from high-cost countries to low-cost countries, he said. “They need to use their bargaining power to ensure manufacturing and operations take place in the lowest-cost place possible,” he said.
There is evidence that is happening, as Nokia has already established a manufacturing plant in India, he said.
Aside from moving their manufacturing to lower-cost countries, these larger companies also need to make sure their supply chains come with them, he said. Otherwise, higher supply costs could eat away at any labor-cost savings, he said.
“If OEMs want to keep average selling prices (ASPs) up, they probably can, but they will have to keep in a smaller scope,” he said. “If they are looking to get into emerging markets, it’s simply an inevitable trend that ASPs will go down. It comes down to whether they can make a profit from low-cost phones. And this is what they need to do.”
http://www.sina.com.cn 2006年04月06日 01:17 新浪科技
导读：4月4日，美国著名杂志《红鲱鱼》发表分析文章《Finding Profit in Cheap Phones》指出，由于中国、印度等新兴市场的作用，手机销售平均价格在下降。诺基亚手机的平均售价仅为99欧元(约合人民币949元)，该公司的盈利水平也从25%下降到13.2%。研究机构iSuppli分析称更多的手机厂商在新兴市场开始转向贴牌(ODM)方式。
注：OEM和ODM的不同点，核心就在于产品究竟是谁享有知识产权，如果是委托方享有产品的知识产权，那就是OEM，也就是俗称的代工；而如果是生产者所进行的整体设计，那就是ODM，俗称贴牌。
新兴市场带动市场增长
“多数手机厂商在进入新的市场时抛弃了自行生产低端机型的做法，而由当地企业代为设计制造产品，”本周二，一位业内分析人士如是说。
“某些厂商，比如诺基亚有能力制造低价手机，并保持盈余。而其他较小的公司未形成规模，不足以实现盈利。”iSuppli分析师Jeffrey Wu解释道，“他们占有的市场份额太过狭小，没有足够的实力在短时间内占领市场。他们正在从贴牌生产(ODM)中获得较为丰厚的利润。”
鉴于欧洲、日韩和美国等国家的市场接近饱和，手机厂商已经开始寻找新兴市场来保持增长，如印度、中国、澳大利亚、拉美、非洲、中东以及亚洲的其他一些国家。
但是价格在这些地区都处于很低的水平，手机厂商试图遏止利润的滑坡。在一月份，世界最大的移动电话制造商诺基亚宣称，它的盈利水平已经从25%下降到13.2%，低于预期。同时该公司手机的平均售价也仅为99欧元(新浪科技注：约合人民币949元)。相形之下，这一数字在第三季度为102欧元，第二季度为105欧元。
“尽管如此，诺基亚和摩托罗拉仍然准备发布30至40美元的低价手机”。Jeffrey Wu说，“最近几周，许多OEM的手机厂商宣布或者重申了它们在新兴市场推出低价手机的计划。对于那些较领先的OEM厂商而言，这绝非是否进入低端市场的问题，而是应如何取得顽胜。”
贴牌厂商扮演重要角色
Jeffrey Wu强调：“与贴牌厂商(ODM)，如仁宝、华宇进行合作，虽然只能够节约一小部分资金，但可以换取迅速切入市场的时机，这是游戏进行下去的关键。以LG为例，如果的眼光放长远些，巩固该公司在手机市场的地位就需要在新兴市场寻找新的增长空间。否则就会被大的手机厂商，如诺基亚和摩托罗拉远远落下。一定要有效地控制成本，尽可能快地降低价格。”
除LG外，三星、松下以及京瓷也都将从贴牌伙伴那里受益。贴牌厂商有能力迅速推出廉价的手机，它们关注低端市场很久了。障碍在于如何更低的降低手机成本，芯片厂商会更多地采取单芯片设计并整合更多的功能。
“因此这并非制造一部新手机，其实不需要对芯片和主板进行太多的设计。”Jeffrey Wu补充道，“这正是贴牌所长。有部贴牌工厂商利用财务杠杆作用(借贷机会)，获取最新的技术，同时抓住新兴市场提供的巨大机遇。”
诺基亚及代工厂商的问题
大公司如诺基亚自行制造低价手机，它们遇到的是另一类问题。
为保持收益，它们需要把制造地从高成本国家转移到低成本国家。跨国公司商业谈判的能力是不可少的，这确保在低成本地区生产与运作顺利进行。诺基亚就已经在印度设立了制造工厂。
“必须确保供应链，否则过高的供应成本会吞噬劳动成本的优势。”Jeffrey Wu强调，“如果代工厂商(OEM)能够保持销售平均价格，尚可喘息。由于新兴市场的作用，显然销售平均价格在下降。代工厂商需要制造低价手机并从中获利。”(长乐未央)
Finding Profit in Cheap Phones
iSuppli says cell-phone manufacturers should turn to ODMs to make money in emerging markets.
April 4, 2006
Most cell-phone manufacturers trying to enter emerging markets should work with original design manufacturers instead of producing the low-end phones themselves, an industry analyst said Tuesday.
While a few companies like Nokia have the ability to produce low-cost cell phones in-house, and might eventually do so at a profit, most other companies just aren’t big enough to pull it off, Jeffrey Wu, an analyst with the research firm iSuppli, told RedHerring.com.
“Because their market share is much smaller, they don’t have the resources necessary to support a quick time to market at the low end,” he said. “They have diminishing scale, and they are outsourcing more and more. Those just getting into the low-cost or emerging markets would benefit greatly from ODMs.”
As markets such as Europen countries, Korea, Japan, and the United States become saturated, cell-phone manufacturers have been looking toward emerging markets—India, China, Australia, and countries in Latin America, Africa, the Middle East and the rest of Asia—to keep the industry growing.
But prices in those countries tend to be much lower, and companies have struggled with decreasing margins and profits. In January, Nokia, the world’s No. 1 cell phone maker, said its fourth-quarter profit fell 13.2 percent, missing expectations, as the average selling price of its phones declined to 99, compared to 102 in the third quarter and 105 in the second quarter (See Nokia Sags on Declining Prices).
Still, Nokia and Motorola plan to release phones in the $30 to $40 range this year, Mr. Wu said.
“In recent weeks, many mobile-phone OEMs either have announced or reaffirmed their plans to launch low-cost phones to tap fast-growing emerging regions,” Mr. Wu wrote in a report for Tuesday’s iSuppli Market Watch newsletter. “For leading mobile-phone OEMs, it is now not an issue of whether they should penetrate the low-end segment, but an issue of how they can do so competitively and profitably.”
Working with original design manufacturers (ODMs), such as Compal Communications, and Arima, would save smaller companies money, and would also allow them to enter the market sooner—an important key to staying in the game, Mr. Wu said.
“Take LG as an example,” he said. “If it looks to further deepen its penetration or strengthen its position in the mobile handset space it needs to get into the emerging market space. Otherwise, it will be further marginalized by larger players like Nokia and Motorola. It needs to increase its market share in emerging markets, and it comes down to how they can do this as fast as possible in as cost-effective a way as possible.”
Aside from LG, companies such as Samsung, Panasonic, and Kyocera would benefit from partnerships with ODMs, he said.
ODMs have the ability to turn out low-cost phones more quickly because they have been looking at low-end handsets for a long time, he said. The entry barrier is lower for low-cost phones, and chip manufacturers make lower-cost manufacturing possible by incorporating more and more functions onto a single chip, he said.
“So it doesn’t require much design sophistication to design the chip and the board and to create a new phone,” he said. “This is what they’re good at. Not many ODMs at this point have the financial leverage to get into the latest technology, yet emerging markets provide a great opportunity for these ODMs. The timing is right for these design manufacturers.”
Other Challenges
Larger companies like Nokia, which makes low-end phones in-house instead of using contract manufacturers, face a different challenge, Mr. Wu said.
To make a profit, those companies will need to shift manufacturing from high-cost countries to low-cost countries, he said. “They need to use their bargaining power to ensure manufacturing and operations take place in the lowest-cost place possible,” he said.
There is evidence that is happening, as Nokia has already established a manufacturing plant in India, he said.
Aside from moving their manufacturing to lower-cost countries, these larger companies also need to make sure their supply chains come with them, he said. Otherwise, higher supply costs could eat away at any labor-cost savings, he said.
“If OEMs want to keep average selling prices (ASPs) up, they probably can, but they will have to keep in a smaller scope,” he said. “If they are looking to get into emerging markets, it’s simply an inevitable trend that ASPs will go down. It comes down to whether they can make a profit from low-cost phones. And this is what they need to do.”
文章引用自：http://tech.sina.com.cn/t/2006-04-06/0117892426.shtml
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