New Age of Handset Customisation 2006-2011

Publication Date	March 2006
Publisher	ARCchart
Product Type	Report
Pages	198
ISBN Number	not applicable
Product Code	ARC00032

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Summary

Handset customisation is a standard practice across the mobile industry. Mobile network operators (MNOs) enforce a range of modifications to manufacturer handsets to improve service interoperability and discovery. However, customisation is now working its way into the physical form factor of the device, as well as the graphical user interface. MNOs like Vodafone have launched completely customised phones to better address the needs of specific customer segments, and new-age MVNOs, such as AMP'd, ESPN and Voce, are deploying customised handsets to appeal to niche market segments. Handset manufacturers are evolving their product portfolio towards differentiated devices that appeal to niche audiences. Finally, consumer and lifestyle brands, such as ELLE and ESCADA, are diversifying into mobile handsets in search of brand extension opportunities and greater profits. This 200-page report examines the industry evolving around uniquely customised handsets (UCHs) - phones which have both distinguished industrial design and a customised user interface - to target niche consumer segments. This will meet an increased demand for variety and personalisation in phone colours, styles and form factors, as handset cosmetics becomes a key purchase criterion for consumers. UCHs presently account for less than 0.5% of handsets shipped worldwide. However, ARCchart forecasts that this number will grow over the coming years to reach 234 million handset shipped in 2011, or 19% of the global market. This report provides an extensive analysis of the industry emerging around uniquely customised handsets. Topics of coverage include:

The current state of handset customisation and overview of UCHs released worldwide
OEM strategies, including case studies for Xelibri, Siemens ESCADA, Bang & Olufsen, ELLE, i-kids and Vertu
The 12 steps to handset commercialisation: from brand licensing and design, to distribution and the retail experience
UCHs as a key differentiator for MVNOs
Operator UCHs: including Vodafone Simply, Orange Experience and Nordisk Mobiltelefon
The role of handset distributors and the emergence of Value-Added Distributors (VADs)
The emergence of Customised Design Manufacturers (CDMs)
Insight into how operator and manufacturer customisation strategies will evolve in the coming years
Leveraging the handset software stack
Next-generation plastics and casing techniques
Recommendation for optimising UCH market strategy
Top seven trends emerging between 2006-11
Market forecast: Growth of uniquely customised handsets to 2011 and the changing roles of OEMs, ODMs and CDMs

Companies discussed and reviewed include: Adobe Flash Lite; Amp'd Mobile; Bang and Olufsen; Brightpoint; Cellon; Dangaard Telecom; Digital Airways; Disney Mobile; Dmobo M900; ELLE Glamphone; Emblaze Mobile; Emporia Telecom; ESCADA; e-SIM; ESPN; FG Wireless; Firefly; Frog design; Geniem Goldvish; Helio; HTC; Idem; i-kids; Inclosia; Microsoft; Mobile ESPN; modelabs; MSX; Nokia; Nokia S60; Nordisk Mobiltelefon; Obigo; Ocean Observations; Open Plug; Openwave; Orange; Purple Labs SavaJe; SkinIt; SKY Mobile Media; Sonopia; Symbian; TAT; TCL Alcatel; Tedemis; Texas Instruments; T-Mobile; Trolltech Qtopia; UI Evolution; Vertu; Virgin Mobile (US); Voce; Vodafone; Xelibri. Answers and opinions are provided with respect to the following essential questions:

What constitutes a uniquely customised handset?
Which companies are currently leading the production of UCHs?
What are the factors driving consumer purchase behaviour towards more targeted devices?
What benefits do UCHs deliver to OEMs, MNOs, MVNOs and the consumer?
What is the market opportunity for consumer and lifestyle brands?
What are the key industrial design steps which must be considered?
What is a Customised Design Manufacturer (CDM) and who are the companies leading this field?
What available technologies can provide highly customisable UIs?
What solutions can provide innovative customisation of handset plastics and casings?
What is the role of handset operating systems and application environments?

Content

EXECUTIVE SUMMARY
PREFACE
- Organisation of the report
- Companies and products reviewed
- Methodology and interviews
CHAPTER A. The Quiet Revolution
- A.1 1990-2000: The handset as the network endpoint
- A.2 2001-2005: The Handset as a medium for branding and service access
- A.3 2006-2011: Uniquely customised handsets
CHAPTER B. The Market Today
- B.1 The status of handset customisation today
- B.2 Uniquely customised handsets
  - What is handset customisation?
  - Uniquely customised handsets
- B.3 Uniquely customised handsets: global update
CHAPTER C. Manufacturers: Disruptive Times in The Age of Customer Segmentation
- C.1 Striving for customer segmentation
  - The struggle for profit margins
  - Charting segments and market niches
- C.2 Diversity in manufacturer positioning
  - OEMs, ODMs, ODEs, EMSs, CDMs and OBEs
  - Continued growth in outsourced handset production
- C.3 OEMs: Innovative but organisationally handicapped
  - OEM handset innovation, fashion and style
  - Superficial handset customisation
  - Independent subsidiaries: Vertu and Xelibri
  - Uniquely customised handsets: Samsung and Casio
  - Organisationally handicapped
  - Disconnected handset sub-teams
  - The limitations of economies of scale
- C.4 ODMs: Facilitating customised devices
  - HTC, a prime example of a handset customiser
- C.5 ODEs: Changing the economics of customisation
  - FG Wireless
  - Positioning and revenue model
  - Development process
  - Strategy
  - Cellon
  - Positioning and business model
  - Services and technology
- C.6 Case studies of uniquely customised handsets
  - Xelibri: lessons learned
  - A bold experiment in fashion handsets
  - The year in the life of the Xelibri range
  - What Xelibri did right
  - Where did Siemens go wrong?
  - The Siemens ESCADA project
  - A repeated success in handset co-branding
  - How the ESCADA project benefited from the Xelibri experience
  - Bang & Olufsen
  - Bang & Olufsen, a $600m brand
  - From concept to design
  - The handset
  - Market reaction and strategy
  - The ELLE GlamPhone by Alcatel
  - A brand, a matchmaker and a manufacturer
  - From design to distribution
  - Inside and outside the GlamPhone
  - Market reaction and strategy
  - i-kids: a customised kids handset
  - Vertu by Nokia
  - Vertu's brand DNA: obsessive craftsmanship
  - The Signature and Ascent handsets
  - Exclusive materials and precision engineering
  - Commodity hardware and lightly customised UI
  - Concierge service
  - Market reaction
  - Goldvish
  - Competition in the horizon
  - VIPN Black Diamond
- C.7 Manufacturer handset customisation: 2006-2011
CHAPTER D. Operators & MVNOs: Time for Handset Innovation
- D.1 The ageing state of operator handset customisation
  - Handset customisation today
  - Raison d'tre
  - Handset branding
  - Network service interoperability
  - Usability and service promotion
  - Industrial design and aesthetics
  - The benefits to operators
  - A minefield of challenges
  - One brand to rule them all?
  - Development cost on the rise
  - Longer development and lead times
  - Organisational constraints
  - Technology fragmentation
  - Partner competition
  - Operators must innovate
- D.2 MVNOs: Reinventing the handset
  - Handsets at the core of the MVNO proposition
  - Firefly Mobile: Designed for tweens
  - Go-to-Market strategy
  - Market reaction and company strategy
  - Disney Mobile
  - Disney's surprisingly limited handset customisation
  - The Dmobo Disney-branded handsets
  - Helio
  - Korean handsets, with a touch of customisation
  - Amp'd Mobile
  - The handsets
  - Mobile ESPN
  - Handset design: A low risk strategy and exacting product definition
  - The handset at the forefront of the ESPN experience
  - Market reaction
  - Strategy: more devices by end of 2006
  - UIEvolution
  - The UIEngine application environment
  - Voce MVNO
  - Exclusive leather-moulded handsets
  - Jitterbug MVNO
  - MVNOs: towards uniquely customised handsets
  - MVNEs: Handset customisation as service
- D.3 Operator strategies in handset customisation
  - Exclusive partnerships
  - The 5-year Huawei agreement
  - Co-branded handsets
  - Vodafone Ferrari
  - T-Mobile, Robbie Williams and Sony Ericsson
  - Middleware investments
  - Vodafone to facilitate a more aggressive move
  - Behind Vodafone's S60 announcement
  - The Vodafone-DoCoMo Linux-based reference platform
  - From DoCoMo to Vodafone Simply and Orange Experience
  - DoCoMo and KDDI: Leading the way
  - Inside the Vodafone Simply Proposition
  - Mid 2007: the Orange Experience handsets
  - Operator-led Handset Innovation
  - T-Mobile's vision: Multi-modal access
  - D.4 Operator-led handset customisation: 2006-2011
  - MVNOs
  - MNOs
  - Own-brand handsets
  - Co-branded handsets
  - Wholesale
CHAPTER E. Consumer Brands: The New Force in Mobile Handsets
- E.1 Brands and Mobile
  - What's in a brand?
  - Brands in the mobile industry
  - Lack of brand differentiation
  - Lack of manufacturer brand differentiation
  - Obscure operator brand deliverables
  - Is brand building only about time and money?
  - The absence of consumer brands: an unbalanced equation
- E.2 Consumer brands and mobile content
  - Branded content everywhere
  - Brands using On-Device Portals
  - The future of branded content looks bright
- E.3 Branded Handsets: The new frontier
  - Branded handsets as a line extension
  - Consumer electronics as a brand extension
  - The unique proposition of branded handsets
  - The incentives for brands
  - New revenue sources
  - Attractive margins
  - The barriers to market entry
  - Limited know-how
  - Manufacturer flexibility
  - Operator inertia
  - Channel pricing, capabilities and retail experience
  - Lack of technology kudos
- E.4 Beyond 2006: The Future of Branded Handsets
  - Which brands are best suited to brand handsets?
  - The Route To Market
  - 1. The MVNO route
  - 2. The Customised Design Manufacturer (CDM) route
  - 3. The Value-Adding Distributors (VAD) route
  - Technology as a catalyst
CHAPTER F. The Silk Road of Customised Handsets
- F.1 The path to handset commercialisation: From design to distribution
  - Cost and time-to-market
  - Brand licensing
  - Market research
  - Industrial design
  - Hardware design
  - Handset assembly and manufacturing
  - Software integration
  - Last mile handset customisation
  - Service integration
  - Testing and quality assurance
  - Distribution, warehousing and logistics
  - Retailing
  - Customer support, reverse logistics, warranty and repairs
- F.2 Routes to market for uniquely customised handsets
  - 1. The Customised Design Manufacturer (CDM) route
  - 2. The Value-Adding Distributors (VAD) route
  - Technology as a catalyst to handset commercialisation
  - Reference designs
  - Operating systems
  - Application environments
  - User interface frameworks
  - On-device portals
- F.3 Industrial Design: First step of the experience
  - The business dynamics of industrial design
  - Limited differentiation and margin pressures
  - Towards closer integration of industrial design with manufacturing
  - No Picnic
  - Frog design
  - Lawton & Yeo
  - The benefits of independent industrial design firms
  - The Industrial Design process
  - Idem
  - Services
  - Positioning and customers
  - Strategy
  - Ocean Observations
  - Overview
  - Services
  - Positioning and customers
  - Strategy
  - Case Study: Nordisk Mobiltelefon
  - Background
  - The design of the Nordisk brand
  - Understanding the Scandinavian rural professionals segment
  - Development of the rugged line of handsets
  - Next phase: targeting the consumer segment
  - Development of The Networker Line
  - Summary
- F.4 Customised Design Manufacturers
  - CDM: an OEM without fixed costs
  - The beginnings and principles of the CDM model
  - From modelabs to TCL Alcatel
  - CDM challenges
  - Modelabs
  - A unique and market leading position
  - The Elite (modelling agency) and Airness (sport equipment) branded handsets
  - Strategy: 10 uniquely designed handsets a year
  - Tedemis
  - Licensing and on-device portal services
  - A branded services provider strategy
  - Emblaze Mobile
  - A handset customisation house for operators
  - A three-stage strategy from an ODM to a CDM model
  - A service-centric strategy targeted to operators
- F.5 Value-Added Distributors
  - Challenges for value added distributors
  - Emporia Telecom
  - EmporiaLife: A handset for the 50+ age group
  - Dangaard Telecom
  - Brightpoint
  - Brightpoint's business model
- F.6 | Handset commercialisation: 2006-2011
CHAPTER G. A Guide to Technologies for Handset Customisation
- G.1 The Handset technology stack
  - Technology as a catalyst to handset customisation
  - The software stack
  - On-device portals
  - User interface frameworks
  - Application environments
  - Operating systems
  - Reference designs
  - Casing
- G.2 On-Device Portals
  - ODP, the evolution of WAP
  - A crowded vendor landscape
  - Nokia Content Discoverer
  - Market forecast to 2009
- G.3 UI Customisation Platforms
  - Who needs UI customisation?
  - Vendors and Technologies
  - Vendor landscape
  - Technology and tools
  - Criteria for UI vendor selection
  - TAT
  - Background and overview
  - Positioning and unique selling points
  - Products
  - Customers and deployments
  - Technology
  - Strategy
  - Digital Airways
  - Background and overview
  - Positioning and unique selling points
  - Products
  - Customers and deployments
  - Technology
  - Strategy
  - e-SIM
  - Background and overview
  - Positioning and unique selling points
  - Products
  - Customers and deployments
  - Technology
  - Strategy
  - MSX
  - Background and overview
  - Positioning and unique selling points
  - Products
  - Customers
  - Technology
  - Strategy
  - High-end Handset UI Platforms
  - Nokia S60
  - Trolltech Qtopia
- G.4 Application Environments
  - Beyond Java and browsers
  - Java, a point solution
  - Application environments: the new operating system
  - Decomposing the browser as an application environment
  - The war of application environments?
  - Adobe Flash Lite
  - Openwave MIDAS
  - Obigo
  - SKY MobileMedia
  - SKY-MAP middleware platform
  - Customers and partnerships
  - Open Plug
  - Product proposition, customers and partners
- G.5 Operating Systems
  - Symbian
  - Microsoft
  - SavaJe
  - Linux: quickly gaining market share, but challenges remain
  - Challenges for Linux vendors today
  - Purple Labs
- G.6 Hardware reference designs
  - Reference design form factor: crucial to handset customisation
- G.7 Casing: new materials for mass customisation
  - Handset customisation beyond plastics
  - Inclosia
  - Overview
  - Positioning and revenue model
  - Products
  - Customers
  - SkinIt
  - History
  - Product and positioning
- G.8 Handset customisation technology: 2006-2011
CHAPTER H. 2006-2011: Market Forecasts and Trends
- H.1 Global market forecast 2006-2011
  - Forecast model
  - Market forecast 2006-2011
- H.2 Market trends in handset customisation
  - Brand-led handset customisation
  - Uniquely customised handsets at the core of the MNO strategy
  - Own-brand handsets
  - Co-branded handsets
  - Wholesale
  - The rise of Customised Design Manufacturers
  - Verticalisation in handset services and technology
  - Verticalisation in the service business
  - Verticalisation in the technology business
  - Handset System Integrators
  - Mass customisation: micro-segmentation
  - Open OSes are out; customisable software stacks are in
CHAPTER I. Recommendations For Industry Players
- Recommendations for mobile network operators
- Own-brand handsets
- Co-branded handsets
- Wholesale
- Recommendations for handset manufacturers
- Recommendations for consumer brands

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Product features / use

Scope	Comprehensive Overview
Level	General Industry Strategies
Data	Broad Market Predictions
Profiles	In-depth Company Insight
Features	Primary Research Data
Extra Info	Consumer Trends Highlighted