中東和非洲智慧型手機：市場佔有率分析、行業趨勢和統計數據、成長預測（2025-2030）

Middle East and Africa Smartphones - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年01月05日 | 出版商:

Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

中東和非洲智慧型手機市場預計在預測期內複合年成長率為 9%

主要亮點

此外，截至2020年10月，中國智慧型手機製造商Realme的目標是在未來兩年內成為海灣合作理事會國家的領先廠商之一。該公司於 1 月進入海灣合作理事會地區，但由於 COVID-19 和封鎖而被迫放慢行銷。該公司將在市場上推出九款車型，並專注於線上和線下通路。產品價格從 399 迪拉姆到 1,199 迪拉姆不等。
5G 是該地區智慧型手機市場成長的關鍵驅動力之一。根據愛立信行動報告，2024年，中東和非洲地區5G服務用戶數可能達到6,000萬，約佔該地區所有行動用戶的3%。 GSMA 也估計，到 2025 年，中東和北非地區將有約 5,000 萬個 5G 連接，其中光是阿拉伯國家就有 2,000 萬個。
因此，5G技術的發展和行動網際網路的日益普及預計將為這些地區的先進智慧型手機創造巨大需求。 Vodacom 於 2020 年 5 月在約翰內斯堡、比勒陀利亞和開普敦運作了5G 行動網路，並計劃在該國其他地區進一步推出。該公司還提供了LG V50 5G智慧型手機和華為5G CPE PRO FWA路由器等支援5G的設備，讓客戶在20個現場站點的覆蓋範圍內體驗5G網路。
因此，該地區的通訊業者正在與設備提供商合作，鼓勵使用 5G 技術並減少摩擦。此外，支持設備製造商生產價格實惠的 5G 設備的政府政策也可能加速該地區的 5G 採用。

中東和非洲智慧型手機市場趨勢

Android預計將大幅成長

Android 智慧型手機最近趕上了人工智慧和虛擬援助軟體，其中包括 Google Assistant，用戶可以向其傳遞語音命令，使其可與 iPhone 上的 Siri 相媲美。有了這樣的功能，Android 隨著時間的推移變得越來越複雜，因為他們試圖整合不同版本的功能，以幫助改進整個產品。
由於希望透過引入最新功能來佔領市場的參與者之間的競爭日益激烈，該地區的產品創新不斷增加。該地區許多國家都在加強投資力度，擴大商用 5G 網路的覆蓋範圍。 Etisalat 和 Ooredoo 都在速度、設備、延遲和波束控制（訊號距離）方面對 5G 進行現場測試，並考慮到商業化。
2020 年 6 月，OPPO 準備在阿拉伯聯合大公國推出全新高階旗艦智慧型手機。該公司的產品Find X2 Pro與Etisalat合作推出，主要為阿拉伯聯合大公國帶來新一代的卓越性能、卓越的攝影和公司的卓越技術。為了給用戶無縫的 5G 體驗，該產品還整合了 Smart 5G 技術，可智慧導航並選擇最佳網路，以最大限度地提高速度和電池壽命。
此外，2021年3月，OPPO宣布將在海灣合作理事會推出最新的Reno5系列5G智慧型手機。該公司首款全5G機型包括Reno5 Pro 5G、Reno5 5G、Reno5 Z 5G三款機種。基於「科技造福人類，善待世界」的2021年主題，該公司相信5G將為人們提供互聯的生活，讓他們享受科技增強的世界的好處。
同樣在 2021 年 6 月，以智慧型手機聞名的中國科技公司小米在沙烏地阿拉伯開設了第一家零售店。該公司非常看好沙烏地阿拉伯市場，並期待未來在該地區開設更多門市。
此外，據傳多款 Android 手機將於 2021 年發布，包括 OnePlus Nord CE（5G）、Google Pixel 5a、榮耀 50、諾基亞 X50、Folding Google Pixel 和 Oppo 折疊手機，但這表明了 Android 作業系統和事實證明，這款作業系統是中東國家各個用戶中最受歡迎的。

預計非洲在預測期內將大幅成長

失業率上升和新冠肺炎 (COVID-19) 疫情的出現導致經濟不確定性，繼續將消費者的購買模式轉向更實惠、功能豐富的產品。儘管非洲地區正遭受經濟困難，但智慧型手機正在成為消費者的必需品，使其成為一個富有彈性的市場。
在非洲，智慧型手機的高昂成本意味著大多數人無法使用智慧型手機。為了解決這些問題，2020 年 9 月，作為 GSMA Thrive Africa 2020 活動陣容的一部分，Orange 宣布推出 Sanza touch，這是 Orange 獨家的智慧型手機，也是我做過的最實惠的 4G Android 設備之一。
該公司表示，該設備的零售價約為 30 美元，這一超實惠的價格分佈旨在促進數位包容性並讓更多人能夠訪問行動網際網路，並表示其旨在成為市場上最容易訪問的設備。
此外，根據 GSMA 的數據，該地區智慧型手機的普及率繼續大幅上升，預計到 2020 年將達到總連接數的 50% 左右，這主要是由於市場上出現了更便宜的設備。智慧型手機融資模式也越來越受歡迎，Safaricom 和Google最近合作允許低收入消費者每天為新的 4G 設備付款就證明了這一點。
非洲智慧型手機市場競爭也非常激烈，但專為非洲客戶設計的設備很少。中國傳音公司很早就認知到這個問題，這使其近年來成為該地區的知名企業。據傳音控股稱，該公司已在非洲地區銷售了超過1.3億塊Tecno和Itel電池。
該地區的公司提供附加服務來擴大其業務。例如，2021年6月，三星在南非推出了智慧型手機、平板電腦和手錶的到府維修服務。該服務允許客戶從家中或企業收集和返還需要維修的智慧型手機。
此外，2021 年 3 月，無晶圓廠半導體公司聯發科重申其致力於提供新技術解決方案，以實現南非市場部署面向未來的智慧型手機。該公司宣布推出高階遊戲晶片 MediaTek Helio G95，以及 G90T、G85、G80、G70、G35 和 G25 晶片等一系列產品。這些產品針對高階 4G 遊戲智慧型手機市場。該公司還與 Oppo 小米和 Infinix 等多個智慧型手機品牌合作，將於 2021 年推出多達 10 款搭載聯發科技 Helio G 系列的優質且功能豐富的智慧型手機。

中東和非洲智慧型手機產業概況

由於全球智慧型手機製造商眾多，智慧型手機製造商之間的競爭非常激烈。主要智慧型手機巨頭包括三星、華為和小米，它們都在爭奪全部區域的市場佔有率。近年來，智慧型手機的需求已經達到頂峰。這導致人們更加關注客戶維繫和創新，將其視為維持競爭優勢和市場佔有率的關鍵策略。

其他好處：

Excel 格式的市場預測 (ME) 表
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Key Highlights

Moreover, as of Oct 2020, Chinese smartphone manufacturer Realme was aiming to become one of the prominent player in the GCC countries within the next two years. The company entered the GCC region in January but had to slow down its marketing efforts owing to Covid-19 and lockdowns. The company has launched nine of its models in the market and will be focusing on both online as well as offline channel. The product prices range between AED 399 and AED 1,199.
5G is one of the major drivers for the growth of smartphones market in the region. According to Ericsson Mobility Report, in the Middle East & Africa, the number of subscribers for 5G services in the MEA region may reach 60 million by 2024, representing about 3% of all mobile subscriptions in the region. GSMA also estimates that there may be around 50 million 5G connections across MENA, of which 20 million connections could be in the Arab States alone, by 2025.
Hence, the development of 5G technologies and the increasing usage of mobile internet is expected to create significant demand for advanced smartphones in these regions. Vodacom, in May 2020, switched on its live 5G mobile network in Johannesburg, Pretoria and Cape Town, with further rollouts planned for other parts of the country. The company also offered 5G enabled devices, such as LG V50 5G smartphone, and Huawei 5G CPE PRO FWA router, which customers could use to experience the 5G network within the coverage area of the 20 live sites.
Thus, telecoms in the region are partnering with device providers to encourage and reduce the friction in the usage of 5G technology. Further, government policies to enable device manufacturers to manufacture affordable 5G devices will also facilitate faster 5G adoption in the region.

MEA Smartphones Market Trends

Android is Expected to Grow Significantly

Android smartphones have also recently caught up to Artificial intelligence and virtual assistance software with google assistants that allow the user to pass voice command and gives equal coemption to Siri in iPhones. With such features, android is becoming more and more sophisticated over time as it sought to integrate after features with different versions that help in refining the products as a whole.
The region is witnessing increased product innovations owing to the increased competition between players to introduce the latest features and capture the market. Many states in the region are increasingly investing in expanding the scope of commercial 5G networks. Both Etisalat and Ooredoo have been undertaking live 5G trials on speed, equipment, latency, and beam steering (for signal distance), with commercial launches in mind.
In Jun 2020, OPPO was gearing up to bring its new premium flagship smartphone in the UAE. The company's product Find X2 Pro was launched in partnership with Etisalat, primarily offering a new generation of superior performance, excellent photography, and company's technological excellence to the UAE. Also, in order to deliver a seamless 5G experience to its users, the product integrates Smart 5G technology to intelligently navigate and choose the most suitable network in order to maximize speed and battery life.
Further, in Mar 2021, OPPO announced the launch of its latest Reno5 Series of 5G smartphones in the GCC. The company's first all-5G launch includes three models, Reno5 Pro 5G, Reno5 5G and Reno5 Z 5G. Driven by its 2021 theme of Technology for Mankind, Kindness for the World, the company believes that 5G will empower people to live connected lives and reap the benefits of a technology-powered world.
Also, in Jun 2021, China's technology company Xiaomi, that is known for its smartphones, opened its first retail store in Saudi Arabia. The company is very optimistic about the Saudi market, voicing its hope that more company stores will be opened in the future in the region.
Furthermore, the rumored launches of various android phones such as OnePlus Nord CE (5G), Google Pixel 5a, Honor 50, Nokia X50, Folding Google Pixel, Oppo folding phone in 2021 indicate the penetration of Android OS in the smartphones and prove that the OS is the most preferred among various users from Middle Eastern countries.

Africa is Expected to Grow Substantially during the Forecast Period

The rising unemployment rate and the economic uncertainty caused by the emergence of the COVID-19 pandemic is continuing to shift consumer buying patterns towards more affordable and feature-rich products. The African region has been struggling with economic hardships, but smartphones have been becoming an essential consumer item, making it a resilient market.
The higher cost of a smartphone in Africa has been making smartphones largely inaccessible to the majority of the population. In order to tackle these issues, in Sep 2020, as part of the line-up of activities for the GSMA Thrive Africa 2020, Orange announced the launch of Sanza touch, which is an exclusive Orange smartphone and one of the most affordable 4G Android devices.
The company stated that the device will retail around USD 30, and this ultra-affordable price point was intended to make it the most accessible device on the market with the ultimate goal of driving digital inclusion and providing much more people with access to mobile internet.
Also, according to GSMA, smartphone adoption is continuing to rise significantly in the region, primarily reaching around 50% of the total connections in 2020, as cheaper devices have become available in the market. The smartphone financing models are also gaining traction, demonstrated by the recent partnership between Safaricom and Google, enabling low-income consumers to pay for the new 4G devices in daily instalments.
The smartphone market in Africa is also highly competitive, however, fewer devices are designed with African customers in mind. This issue was something the Chinese company Transsion recognized early, which largely enabled it to become a prominent player in the region over the last few years. According to Transsion Holdings, it has sold more than 130 million Tecno and Itel cells in the African region.
The companies in the region in order to expand its presence have been offering additional services. For instance, in Jun 2021, Samsung launched its door-to-door repair service in South Africa for its smartphones, tablets and watches. The service will enable customers who require repairs to have their smartphone collected from their house or business, and returned, provided the property is within 40km of a customer centre.
Additionally, in Mar 2021, MediaTek, a fabless semiconductor company, reiterated its commitment towards providing new technology solutions in order to enable the rollout of future ready smartphones in the South African market. The company announced the launch of its premium gaming chip, MediaTek Helio G95, along with its offerings across the spectrum, including G90T, G85, G80, G70, G35, and G25 chips. The products were aimed at the premium 4G gaming smartphone segment. The company has also associated with various smartphone brands such as Oppo Xiaomi, and Infinix in order to launch up to ten premium, feature-rich smartphones, powered by MediaTek Helio G series in 2021.

MEA Smartphones Industry Overview

The competitive rivalry amongst the smartphone manufacturers is very high, owing to the presence of various smartphone manufacturers across the globe. Some of the major smartphone giants are Samsung, Huawei, Xiaomi, and many more, competing for market shares across the region. The demand for smartphones has plateaued in recent years, due to the massive smartphone penetration across the countries. This has led to an increased focus on customer retention and innovation as key strategies to maintain competitive advantage and market share.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

1 INTRODUCTION

1.1 Study Assumptions & Market Definition
1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

4.1 Market Overview
4.2 Industry Attractiveness -Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Intensity of Competitive Rivalry
- 4.2.5 Threat of Substitute Products
4.3 Market Drivers
4.4 Market Challenges
4.5 Impact of COVID-19 on the Industry
4.6 Pricing Analysis

5 MARKET SEGMENTATION

5.1 By Operating System
- 5.1.1 Android
- 5.1.2 iOS
- 5.1.3 Others
5.2 By Country
- 5.2.1 Saudi Arabia
- 5.2.2 United Arab Emirates
- 5.2.3 South Africa
- 5.2.4 Egypt
- 5.2.5 East Africa (Kenya,Tanzania and Uganda)
- 5.2.6 West Africa (Nigeria and Ghana)
- 5.2.7 Turkey
- 5.2.8 Rest of Middle East and Africa

6 COMPETITIVE LANDSCAPE

6.1 Vendor Market Share Analysis (2020) GCC, Africa, East Africa, and West Africa
6.2 Key Vendor Profiles (Business Overview, Product Portfolio, Strategies, and Recent Developments)Companies such as Samsung, OPPO, Huawei, Xiaomi, Infinix, and Transsion, etc. will be analyzed as A part of this section.