한국의 대표 수출품인 휴대폰 시장에서 중국의 영향 분석. 최근 세계 휴대폰 시장은 저가 시장을 바탕으로 크게 성장하고 있지만 과연 이런 트렌드에 한국 업체들이 적절하게 대응하고 있나? 중국이 저렴한 가격과 디자인으로 새로운 강자로 부상할 수 있는가? 앞으로 양국 업체들이 가야할 방향은 어떠한가? Technology Curve, Disruptive Technology 등을 다룸.
The Technology S-Curve
The Double S-Curve
Ranked at number three and four respectively in terms of market share in the first quarter of 2005, Samsung and LG are world leaders in the cell phone industry(13.3%, 6.2% of world market shares, respectively). Other Korean handset manufacturers such as Pantech & Curitel and SK Teletec are also gaining increasing recognition as high-end brands in the global market. The fierce competition in the Korean domestic market and the volatility of the tastes of Korean consumers have kept these companies on their toes(Samsung provides more designs based on more platforms than any other company). Cell phones are becoming increasingly objects of digital convergence with handsets including several functions such as digital cameras, digital music format players, games and even TV. In design, technology and brand image, Korean cell phones are developed to meet the demands of high end customers that require such functions.
The Chinese cell phone market is in a state of unrest due to clashes between MNCs and local manufacturers. After restrictions on handset manufacturing were lifted, virtually all the major players have jumped in to get a piece of the largest pie in the world. Chinese local companies such as Ningbo Bird and TCL have retaliated by enlarging operations and strengthening their brands. China is the largest producer of cell phones in the world producing 250 million handsets in 2004 of which 140 million were exported(Exhibit 1). But even in China, chinese handsets have relatively low brand power and R&D investments have been fairly sluggish. Recent efforts to win back market shares have not been fruitful leaving MNCs dominant. But made-in-china cell phones have fueled explosive growth of service subscribers in untapped economies, mostly in Latin America, South-east Asia and the Middle-East.