The Russian market of terminals in the third quarter of 2008

Statistics. Official sales of terminals in the Russian market amounted to 12505 thousand terminals (hereinafter, sell-in data of manufacturing companies are given), while in the second quarter of 2008 the volume of deliveries was equal to 9400 thousand terminals. Sales growth was 33 percent. Compared to the third quarter of 2007, sales increased by 15 percent. The volume of the gray market in the third quarter amounted to 1.8 percent. The term "gray market" in the existing realities should refer exclusively to smuggled goods that are supplied without going through all official channels. The average price of the model in the third quarter was 119.5 Euro, and there is a slight increase. In value terms, the market amounted to 1494 million Euro. Replacement market at the end of the quarter amounted to 88 percent. The market size in 2008 is estimated by MRG at 38-40 million pieces.

Brief description of the situation. The growth of the market in the first half of the year turned out to be unexpected, distributors expected the market to slow down and stagnate. As a result, the unpreparedness of all players to increase the market from 35 million to 38-40 million units per year resulted in the need to revise supply plans. The struggle for the market unfolded between two companies - Nokia and Samsung. Together they control about 70 percent of the mobile terminal market in 2008. The closest competitor - Sony Ericsson - has about 15 percent of the market. In the future, the main struggle will take place between the two players, the prospects for Sony Ericsson are moderately negative, the company has no opportunities to increase its market share.

The volume of the gray market in Russia is minimal, there are no reasons for its growth. At the end of September, deliveries of Apple iPhone 3G began to Russia, in September 76,000 devices were shipped. Retail sales of this model began on October 3rd.

Приведем основные показатели квартала:

Поставки за третий квартал 2008 года, sell-in
В штуках Процент Серый рынок, % Серый рынок в штуках
Nokia 4406000 37,02 3,5 154210
Samsung 4017000 33,75 0,6 24102
Sony Ericsson 1394000 11,71 2,5 34850
LG 390000 3,28 0 0
Motorola 358000 3,01 1,4 5012
Другие 1336500 11,23 0
Итого 11901500 100 218174
Серый рынок 1,833163887
Source: Mobile Research Group

The volume of the market increased compared to the same period last year. Let's look at growth by individual brands.

Short Clothing in Ethiopia < td>2700< td>Motorola < /tr> < td>9.97 < td>11901.5

Comparison of deliveries in the 3rd quarter for 2006-2008 (thousand pieces)
Q306 Q307 Q307 08 Change in 2008 from 2007
Samsung 2251 4017 48.78
Nokia 2092.8 4000 4406 10.15
SE 1189.5 1600 1394 -12.9
1586 450 358 -20.46
Other 1272.6 1570 1726.5
Total 8391.9 10320 15.32

The shares of the companies were distributed as follows:

Nokia

The main event of the third quarter was the transition of Nokia to the shipment of goods from a Russian warehouse, which relieved the company's partners of the need to import phones and accessories into Russia on their own. In preparation for the work of the Russian warehouse, the company did not plan shipments within one month, partners had to place orders earlier so as not to lack models. During July, the company was able to deliver three times fewer devices than a month earlier. The main reason is not market, but technical - the transition to a Russian warehouse.

This event was considered by other manufacturers as positive for their own sales. The companies thought that against the backdrop of declining deliveries, Nokia would be able to increase their own sales. This did not happen, since Nokia's inventory balances were at their maximum, and the current situation allowed them to be sold. Plus, do not forget about the limited funds of distributors, the exhaustion of their credit lines. Nokia sales have normalized in retail chains, pressure on the market for this brand has disappeared.

Sony Ericsson

At the same time, there was a surge of interest in products replacing Nokia on the shelves. In particular, in July there was a sharp increase in retail sales of Sony Ericsson, its share rose to 16 percent. In May, the company occupied 12% of the market, in June - about 14%. But the demand was of a short-term, opportunistic nature, and was not supported by any actions on the part of Sony Ericsson. As a result, the company showed a negative trend in August, the share of retail sales fell to 9 percent and partially recovered only in September to a level of 13 percent. Such a “rally” is typical for the company, if we analyze its deliveries to the Russian market, then, unlike other manufacturers, there is a clear repeatability of the scheme. In the first two months of the quarter, the company ships average quantities, this demand is formed by distributors. In the last month of the quarter, there is a surge in "demand", this is an attempt to put the maximum number of phones on the market, in excess of the quantities necessary to fulfill their own sales plans.

In the third quarter, the head of the Sony Ericsson representative office in Russia left the company, this is one of the first personnel changes. In the future, we should expect other changes in the Russian office of the company. Internal sales plans for 2008 were planned in 2007 at a level of at least 8 million units, then they were repeatedly revised. In the first three quarters, the company shipped 4,088,000 phones to Russia, which is less than Sony Ericsson shipped a year earlier. The company is losing market share due to its inactivity compared to Nokia and Samsung. There is no threat to the third place in the market, the position of both Motorola and LG is weaker. But in terms of development in the market, improving sales, increasing margins, the company is losing ground, actively striving for the level of 2006.

In the third quarter, the company adopted the concept of not fighting for market share, focusing on margin. As a result, prices for the Russian market rose by 5 to 10 percent, and retail prices for Russia grew significantly. This decision will have a negative impact on all new models of the company, coming out at the end of 2008, they will become uncompetitive in terms of cost. For example, the music flagship Sony Ericsson W902, with a recommended retail price of 18,000 rubles, is more expensive than Nokia 5800 (15,000 rubles), Motorola ZN5 (12,000 rubles) and a number of other products. There are no objective reasons for the growth of the company's market share, we estimate Sony Ericsson's share in 2008 at the level of 14-15%.

Samsung

The company is developing progressively, increasing sales without a sharp increase in supplies, trying to maintain a deficit for some positions. This strategy has been successful in the past and it still works today. Changes in the terms of work with distributors will lead to the fact that in 2009 the remuneration system will be as close as possible to that of Nokia. A stable position, on the one hand, on the other hand, the company cannot make a sharp leap, go beyond its market share, which is close to the maximum (31% in three quarters or 34 in the third quarter). Considering that in the fourth quarter the demand for phones will be formed not by the market situation, but by the lack or availability of funds from distributors, the company did not reduce prices for its products, and even increased them for a number of models. It is possible that this is preparation for a possible crisis, the weakening of the ruble. In this case, other companies will be forced to respond to the crisis in an emergency mode, Samsung will be in a winning position, it will not have to change the cost of its products, since it has already been adjusted.

Producer shares for the three quarters of 2008

The shares of companies for the three quarters of 2008 were distributed as follows:

About Mobile Research Group

The main activity of the Mobile Research Group is the study of the market of mobile terminals in Russia. The company analyzes the competitive situation of all manufacturers of mobile terminals on the Russian market, and the distribution market - retail and wholesale sales of mobile terminals. Based on the processed statistical data and the analysis carried out, the situation in the mobile terminal market is predicted for a period of up to five years. On an ongoing basis, the company presents a quarterly market analysis, in which the most significant events are noted and their results are analyzed.

When reprinting data from the newsletter, reference to the Mobile Research Group as the data source is required. We reserve the right to revise the data given in the bulletin in the event of new circumstances that were not previously known to us.

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Russian market of terminals in Q3 2008

Statistics. Official sales of terminals in the Russian market amounted to 12505 thousand terminals (hereinafter, sell-in data of manufacturing companies are given), while in the second quarter of 2008 the volume of deliveries was equal to 9400 thousand terminals. Sales growth was 33 percent. Compared to the third quarter of 2007, sales increased by 15 percent. The volume of the gray market in the third quarter amounted to 1.8 percent. The term "gray market" in the existing realities should refer exclusively to smuggled goods that are supplied without going through all official channels. The average price of the model in the third quarter was 119.5 Euro, and there is a slight increase. In monetary terms, the market amounted to 1494 million Euro. The replacement market was 88 percent in the quarter. The market size in 2008 is estimated by MRG at 38-40 million pieces.

Brief description of the situation. The growth of the market in the first half of the year turned out to be unexpected, distributors expected the market to slow down and stagnate. As a result, the unpreparedness of all players to increase the market from 35 million to 38-40 million units per year resulted in the need to revise supply plans. The struggle for the market unfolded between two companies - Nokia and Samsung. Together they control about 70 percent of the mobile terminal market in 2008. The closest competitor - Sony Ericsson - has about 15 percent of the market. In the future, the main struggle will take place between the two players, the prospects for Sony Ericsson are moderately negative, the company has no opportunities to increase its market share.

The volume of the gray market in Russia is minimal, there are no reasons for its growth. At the end of September, deliveries of Apple iPhone 3G began to Russia, in September 76,000 devices were shipped. Retail sales of this model began on October 3rd.

Приведем основные показатели квартала:

Поставки за третий квартал 2008 года, sell-in
В штуках Процент Серый рынок, % Серый рынок в штуках
Nokia 4406000 37,02 3,5 154210
Samsung 4017000 33,75 0,6 24102
Sony Ericsson 1394000 11,71 2,5 34850
LG 390000 3,28 0 0
Motorola 358000 3,01 1,4 5012
Другие 1336500 11,23 0
Итого 11901500 100 218174
Серый рынок 1,833163887
Source: Mobile Research Group

The volume of the market increased compared to the same period last year. Let's look at growth by individual brands.

Short Clothing in Ethiopia < td>2700< td>Motorola < /tr> < td>9.97 < td>11901.5

Comparison of deliveries in the 3rd quarter for 2006-2008 (thousand pieces)
Q306 Q307 Q307 08 Change in 2008 from 2007
Samsung 2251 4017 48.78
Nokia 2092.8 4000 4406 10.15
SE 1189.5 1600 1394 -12.9
1586 450 358 -20.46
Other 1272.6 1570 1726.5
Total 8391.9 10320 15.32

The shares of the companies were distributed as follows:

Nokia

The main event of the third quarter was the transition of Nokia to the shipment of goods from a Russian warehouse, which relieved the company's partners of the need to import phones and accessories into Russia on their own. In preparation for the work of the Russian warehouse, the company did not plan shipments within one month, partners had to place orders earlier so as not to lack models. During July, the company was able to deliver three times fewer devices than a month earlier. The main reason is not market, but technical - the transition to a Russian warehouse.

This event was considered by other manufacturers as positive for their own sales. The companies thought that against the backdrop of declining deliveries, Nokia would be able to increase their own sales. This did not happen, since Nokia's inventory balances were at their maximum, and the current situation allowed them to be sold. Plus, do not forget about the limited funds of distributors, the exhaustion of their credit lines. Nokia sales have normalized in retail chains, pressure on the market for this brand has disappeared.

Sony Ericsson

At the same time, there was a surge of interest in products replacing Nokia on the shelves. In particular, in July there was a sharp increase in retail sales of Sony Ericsson, its share rose to 16 percent. In May, the company occupied 12% of the market, in June - about 14%. But the demand was of a short-term, opportunistic nature, and was not supported by any actions on the part of Sony Ericsson. As a result, the company showed a negative trend in August, the share of retail sales fell to 9 percent and partially recovered only in September to a level of 13 percent. Such a “rally” is typical for the company, if we analyze its deliveries to the Russian market, then, unlike other manufacturers, there is a clear repeatability of the scheme. In the first two months of the quarter, the company ships average quantities, this demand is formed by distributors. In the last month of the quarter, there is a surge in "demand", this is an attempt to put the maximum number of phones on the market, in excess of the quantities necessary to fulfill their own sales plans.

In the third quarter, the head of the Sony Ericsson representative office in Russia left the company, this is one of the first personnel changes. In the future, we should expect other changes in the Russian office of the company. Internal sales plans for 2008 were planned in 2007 at a level of at least 8 million units, then they were repeatedly revised. In the first three quarters, the company shipped 4,088,000 phones to Russia, which is less than Sony Ericsson shipped a year earlier. The company is losing market share due to its inactivity compared to Nokia and Samsung. There is no threat to the third place in the market, the position of both Motorola and LG is weaker. But in terms of development in the market, improving sales, increasing margins, the company is losing ground, actively striving for the level of 2006.

In the third quarter, the company adopted the concept of not fighting for market share, focusing on margin. As a result, prices for the Russian market rose by 5 to 10 percent, and retail prices for Russia grew significantly. This decision will have a negative impact on all new models of the company, coming out at the end of 2008, they will become uncompetitive in terms of cost. For example, the music flagship Sony Ericsson W902, with a recommended retail price of 18,000 rubles, is more expensive than Nokia 5800 (15,000 rubles), Motorola ZN5 (12,000 rubles) and a number of other products. There are no objective reasons for the growth of the company's market share, we estimate Sony Ericsson's share in 2008 at the level of 14-15%.

Samsung

The company is developing progressively, increasing sales without a sharp increase in supplies, trying to maintain a deficit for some positions. This strategy has been successful in the past and it still works today. Changes in the terms of work with distributors will lead to the fact that in 2009 the remuneration system will be as close as possible to that of Nokia. A stable position, on the one hand, on the other hand, the company cannot make a sharp leap, go beyond its market share, which is close to the maximum (31% in three quarters or 34 in the third quarter). Considering that in the fourth quarter the demand for phones will be formed not by the market situation, but by the lack or availability of funds from distributors, the company did not reduce prices for its products, and even increased them for a number of models. It is possible that this is preparation for a possible crisis, the weakening of the ruble. In this case, other companies will be forced to respond to the crisis in an emergency mode, Samsung will be in a winning position, it will not have to change the cost of its products, since it has already been adjusted.

Producer shares for the three quarters of 2008

The shares of companies for the three quarters of 2008 were distributed as follows:

About Mobile Research Group

The main activity of the Mobile Research Group is the study of the market of mobile terminals in Russia. The company analyzes the competitive situation of all manufacturers of mobile terminals on the Russian market, and the distribution market - retail and wholesale sales of mobile terminals. Based on the processed statistical data and the analysis carried out, the situation in the mobile terminal market is predicted for a period of up to five years. On an ongoing basis, the company presents a quarterly market analysis, in which the most significant events are noted and their results are analyzed.

When reprinting data from the newsletter, reference to the Mobile Research Group as the data source is required. We reserve the right to revise the data given in the bulletin in the event of new circumstances that were not previously known to us.

The Russian market of terminals in the third quarter of 2008

Statistics. Official sales of terminals in the Russian market amounted to 12505 thousand terminals (hereinafter, sell-in data of manufacturing companies are given), while in the second quarter of 2008 the volume of deliveries was equal to 9400 thousand terminals. Sales growth was 33 percent. Compared to the third quarter of 2007, sales increased by 15 percent. The volume of the gray market in the third quarter amounted to 1.8 percent. The term "gray market" in the existing realities should refer exclusively to smuggled goods that are supplied without going through all official channels. The average price of the model in the third quarter was 119.5 Euro, and there is a slight increase. In value terms, the market amounted to 1494 million Euro. Replacement market at the end of the quarter amounted to 88 percent. The market size in 2008 is estimated by MRG at 38-40 million pieces.

The volume of the market increased compared to the same period last year. Let's look at growth by individual brands.

Short Clothing in Ethiopia < td>2700< td>Motorola < /tr> < td>9.97 < td>11901.5

Comparison of deliveries in the 3rd quarter for 2006-2008 (thousand pieces)
Q306 Q307 Q307 08 Change in 2008 from 2007
Samsung 2251 4017 48.78
Nokia 2092.8 4000 4406 10.15
SE 1189.5 1600 1394 -12.9
1586 450 358 -20.46
Other 1272.6 1570 1726.5
Total 8391.9 10320 15.32

The shares of the companies were distributed as follows:

Nokia

The main event of the third quarter was the transition of Nokia to the shipment of goods from a Russian warehouse, which relieved the company's partners of the need to import phones and accessories into Russia on their own. In preparation for the work of the Russian warehouse, the company did not plan shipments within one month, partners had to place orders earlier so as not to lack models. During July, the company was able to deliver three times fewer devices than a month earlier. The main reason is not market, but technical - the transition to a Russian warehouse.

This event was considered by other manufacturers as positive for their own sales. The companies thought that against the backdrop of declining deliveries, Nokia would be able to increase their own sales. This did not happen, since Nokia's inventory balances were at their maximum, and the current situation allowed them to be sold. Plus, do not forget about the limited funds of distributors, the exhaustion of their credit lines. Nokia sales have normalized in retail chains, pressure on the market for this brand has disappeared.

Sony Ericsson

At the same time, there was a surge of interest in products replacing Nokia on the shelves. In particular, in July there was a sharp increase in retail sales of Sony Ericsson, its share rose to 16 percent. In May, the company occupied 12% of the market, in June - about 14%. But the demand was of a short-term, opportunistic nature, and was not supported by any actions on the part of Sony Ericsson. As a result, the company showed a negative trend in August, the share of retail sales fell to 9 percent and partially recovered only in September to a level of 13 percent. Such a “rally” is typical for the company, if we analyze its deliveries to the Russian market, then, unlike other manufacturers, there is a clear repeatability of the scheme. In the first two months of the quarter, the company ships average quantities, this demand is formed by distributors. In the last month of the quarter, there is a surge in "demand", this is an attempt to put the maximum number of phones on the market, in excess of the quantities necessary to fulfill their own sales plans.

In the third quarter, the head of the Sony Ericsson representative office in Russia left the company, this is one of the first personnel changes. In the future, we should expect other changes in the Russian office of the company. Internal sales plans for 2008 were planned in 2007 at a level of at least 8 million units, then they were repeatedly revised. In the first three quarters, the company shipped 4,088,000 phones to Russia, which is less than Sony Ericsson shipped a year earlier. The company is losing market share due to its inactivity compared to Nokia and Samsung. There is no threat to the third place in the market, the position of both Motorola and LG is weaker. But in terms of development in the market, improving sales, increasing margins, the company is losing ground, actively striving for the level of 2006.

In the third quarter, the company adopted the concept of not fighting for market share, focusing on margin. As a result, prices for the Russian market rose by 5 to 10 percent, and retail prices for Russia grew significantly. This decision will have a negative impact on all new models of the company, coming out at the end of 2008, they will become uncompetitive in terms of cost. For example, the music flagship Sony Ericsson W902, with a recommended retail price of 18,000 rubles, is more expensive than Nokia 5800 (15,000 rubles), Motorola ZN5 (12,000 rubles) and a number of other products. There are no objective reasons for the growth of the company's market share, we estimate Sony Ericsson's share in 2008 at the level of 14-15%.

Samsung

The company is developing progressively, increasing sales without a sharp increase in supplies, trying to maintain a deficit for some positions. This strategy has been successful in the past and it still works today. Changes in the terms of work with distributors will lead to the fact that in 2009 the remuneration system will be as close as possible to that of Nokia. A stable position, on the one hand, on the other hand, the company cannot make a sharp leap, go beyond its market share, which is close to the maximum (31% in three quarters or 34 in the third quarter). Considering that in the fourth quarter the demand for phones will be formed not by the market situation, but by the lack or availability of funds from distributors, the company did not reduce prices for its products, and even increased them for a number of models. It is possible that this is preparation for a possible crisis, the weakening of the ruble. In this case, other companies will be forced to respond to the crisis in an emergency mode, Samsung will be in a winning position, it will not have to change the cost of its products, since it has already been adjusted.

Producer shares for the three quarters of 2008

The shares of companies for the three quarters of 2008 were distributed as follows:

About Mobile Research Group

The main activity of the Mobile Research Group is the study of the market of mobile terminals in Russia. The company analyzes the competitive situation of all manufacturers of mobile terminals on the Russian market, and the distribution market - retail and wholesale sales of mobile terminals. Based on the processed statistical data and the analysis carried out, the situation in the mobile terminal market is predicted for a period of up to five years. On an ongoing basis, the company presents a quarterly market analysis, in which the most significant events are noted and their results are analyzed.

When reprinting data from the newsletter, reference to the Mobile Research Group as the data source is required. We reserve the right to revise the data given in the bulletin in the event of new circumstances that were not previously known to us.

The Russian market of terminals in the third quarter of 2008

Statistics. Official sales of terminals in the Russian market amounted to 12,505 thousand terminals (hereinafter, sell-in data of manufacturing companies are given), while in the second quarter of 2008 the volume of deliveries was equal to 9,400 thousand terminals. Sales growth was 33 percent. Compared to the third quarter of 2007, sales increased by 15 percent. The volume of the gray market in the third quarter was 1.8 percent. The term "gray market" in the existing realities should refer exclusively to smuggled goods that are supplied without going through all official channels. The average price of the model in the third quarter was 119.5 Euros, and there is a slight increase. In monetary terms, the market amounted to 1494 million Euros. The replacement market for the quarter amounted to 88 percent. The market volume in 2008 is estimated by MRG at 38-40 million units.

A brief description of the situation. The growth of the market in the first half of the year turned out to be unexpected, distributors expected the market to slow down and stagnate. As a result, the unpreparedness of all players to increase the market from 35 million to 38-40 million units per year resulted in the need to revise supply plans. The struggle for the market unfolded between two companies - Nokia and Samsung. Together they control about 70 percent of the mobile terminal market in 2008. The closest competitor - Sony Ericsson - has about 15 percent of the market. In the future, the main struggle will take place between the two players, the prospects for Sony Ericsson are moderately negative, the company has no opportunities to increase its market share.

The volume of the gray market in Russia is minimal, there are no reasons for its growth. At the end of September, deliveries of Apple iPhone 3G began to Russia, in September 76,000 devices were shipped. Retail sales of this model began on October 3.

Here are the main indicators of the quarter:

Deliveries for the third quarter of 2008, sell-in In units Percent Gray market, % Gray market in units Nokia 4406000 37.02 3.5 154210 Samsung 4017000 33.75 0.6 24102 Sony Ericsson 1394000 11.71 2, 5 34850 LG 390000 3.28 0 0 Motorola 358000 3.01 1.4 5012 Others 1336500 11.23 0 Total 11901500 100 218174 Gray market 1.833163887 Source: Mobile Research Group

The volume of the market increased compared to the same period last year. Let's look at growth by individual brands.

Short Clothing in Ethiopia Comparison of 2006-2008 Q3 shipments (thousand pieces) Q306 Q307 Q3 08 Change in 2008 compared to 2007 Samsung 2251 2700 4017 48.78 Nokia 2092.8 4000 4406 10.15 SE 1189.5 1600 1394 -12.9 Motorola 1586 450 358 -20.46 Others 1272.6 1570 1726 9.97 Total 8391.9 10320 11901.5 15.32

Short Clothing in Ethiopia Short Clothing in Ethiopia

Comparison of deliveries in the 3rd quarter for 2006-2008 (thousand pieces) Q306 Q307 Q3 08 Change in 2008 compared to 2007 Samsung 2251 2700 4017 48.78 Nokia 2092.8 4000 4406 10.15 SE 1189.5 1600 1394 -12.9 Motorola 1586 450 358 -20.46 Others 1272.6 1570 1726 9.97 Total 8391.9 10320 11901.5 15.32

The shares of the companies were distributed as follows:

Nokia

The main event of the third quarter was the transition of Nokia to the shipment of goods from a Russian warehouse, which relieved the company's partners of the need to import phones and accessories into Russia on their own. In preparation for the work of the Russian warehouse, the company did not plan shipments within one month, partners had to place orders earlier so as not to lack models. During July, the company was able to deliver three times fewer devices than a month earlier. The main reason is not market, but technical - the transition to a Russian warehouse.

This event was considered by other manufacturers as positive for their own sales. The companies thought that against the backdrop of declining deliveries, Nokia would be able to increase their own sales. This did not happen, since Nokia's inventory balances were at their maximum, and the current situation allowed them to be sold. Plus, do not forget about the limited funds of distributors, the exhaustion of their credit lines. Nokia sales have normalized in retail chains, pressure on the market for this brand has disappeared.

Sony Ericsson

At the same time, there was a surge of interest in products replacing Nokia on the shelves. In particular, in July there was a sharp increase in retail sales of Sony Ericsson, its share rose to 16 percent. In May, the company occupied 12% of the market, in June - about 14%. But the demand was of a short-term, opportunistic nature, and was not supported by any actions on the part of Sony Ericsson. As a result, the company showed a negative trend in August, the share of retail sales fell to 9 percent and partially recovered only in September to a level of 13 percent. Such a “rally” is typical for the company, if we analyze its deliveries to the Russian market, then, unlike other manufacturers, there is a clear repeatability of the scheme. In the first two months of the quarter, the company ships average quantities, this demand is formed by distributors. In the last month of the quarter, there is a surge in "demand", this is an attempt to put the maximum number of phones on the market, in excess of the quantities necessary to fulfill their own sales plans.

In the third quarter, the head of the Sony Ericsson representative office in Russia left the company, this is one of the first personnel changes. In the future, we should expect other changes in the Russian office of the company. Internal sales plans for 2008 were planned in 2007 at a level of at least 8 million units, then they were repeatedly revised. In the first three quarters, the company shipped 4,088,000 phones to Russia, which is less than Sony Ericsson shipped a year earlier. The company is losing market share due to its inactivity compared to Nokia and Samsung. There is no threat to the third place in the market, the position of both Motorola and LG is weaker. But in terms of development in the market, improving sales, increasing margins, the company is losing ground, actively striving for the level of 2006.

In the third quarter, the company adopted the concept of not fighting for market share, focusing on margin. As a result, prices for the Russian market rose by 5 to 10 percent, and retail prices for Russia grew significantly. This decision will have a negative impact on all new models of the company, coming out at the end of 2008, they will become uncompetitive in terms of cost. For example, the music flagship Sony Ericsson W902, with a recommended retail price of 18,000 rubles, is more expensive than Nokia 5800 (15,000 rubles), Motorola ZN5 (12,000 rubles) and a number of other products. There are no objective reasons for the growth of the company's market share, we estimate Sony Ericsson's share in 2008 at the level of 14-15%.

Samsung

The company is developing progressively, increasing sales without a sharp increase in supplies, trying to maintain a deficit for some positions. This strategy has been successful in the past and it still works today. Changes in the terms of work with distributors will lead to the fact that in 2009 the remuneration system will be as close as possible to that of Nokia. A stable position, on the one hand, on the other hand, the company cannot make a sharp leap, go beyond its market share, which is close to the maximum (31% in three quarters or 34 in the third quarter). Considering that in the fourth quarter the demand for phones will be formed not by the market situation, but by the lack or availability of funds from distributors, the company did not reduce prices for its products, and even increased them for a number of models. It is possible that this is preparation for a possible crisis, the weakening of the ruble. In this case, other companies will be forced to respond to the crisis in an emergency mode, Samsung will be in a winning position, it will not have to change the cost of its products, since it has already been adjusted.

Producer shares for the three quarters of 2008

The shares of companies for the three quarters of 2008 were distributed as follows:

About Mobile Research Group

The main activity of the Mobile Research Group is the study of the market of mobile terminals in Russia. The company analyzes the competitive situation of all manufacturers of mobile terminals on the Russian market, and the distribution market - retail and wholesale sales of mobile terminals. Based on the processed statistical data and the analysis carried out, the situation in the mobile terminal market is predicted for a period of up to five years. On an ongoing basis, the company presents a quarterly market analysis, in which the most significant events are noted and their results are analyzed.

When reprinting data from the newsletter, reference to the Mobile Research Group as the data source is required. We reserve the right to revise the data given in the bulletin in the event of new circumstances that were not previously known to us.