CONFIDENTIALMobileHandsetCompetitorAnalysis:EricssonSAMSUNGELECTRONICSCHINA(SECChina)Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing2KEYISSUESTOPROBE-ERICSSONStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformanceWhatwillbeEricsson’sstrategicfocusforthenext5years?HowwillEricssonsecureitsleadingpositioninmobileinfrastructure?WhatproductswillEricssonbefocusingon?WhichmarketsegmentwillEricssonbeinterestedin?WillEricssonbecomeanichemarketplayerinmobilehandset?HowdoesEricssonsecureitsleadershipintechnology?HowdoesEricssonimproveitslocalproductioncapability?HowareEricsson’smobilehandsetsdistributed?HowdoesEricssonorganizeitsJVsandWOFEs?WhatfunctionsdoesEricssonChinacentralize?HowgoodisEricsson’srecentfinancialperformance?HowwillEricssonimproveitsperformanceinthefuture?3BACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing4ERICSSONISATECHNOLOGYLEADERINMOBILECOMMUNICATIONANDAMARKETLEADERINMOBILEINFRASTRUCTUREImplicationLeaderinmobilesystemtechnologyincludingGSM,GPRSand3GEmphasizeonmobileinfrastructureandclaimtobetheonlytotalsolutionproviderforafullrangeof2Gand3GstandardsLocationBasedatSweden,with24officesinChinaSince1998,ChinahasbeenEricsson'slargest

marketintheworldInvestmentInvestedmorethanUSD0.6billioninChinaBusinessFourmainbusinessunits:Mobileinfrastructure,mobilehandset,datanetworkandcircuitswitching/packetswitchingmulti-servicenetworksStartingFirstofficeinChinain1985,firstJVinChinain1992Employees100,000staffin140countriesOver4,000employeesinChina24offices,10JVsand4WOFEsHistory1985:FirstEricssonofficeinBeijing1987:FirstmobilenetworklaunchedQinhuangisland1989:SetupofficesinGuangzhouandShanghai1992:StartedJVsinChinaformobileinfrastructureandhandset1994:EstablishedEricssonChinaLimited1995:ChinabecameEricsson'sthirdlargestmarketintheworld1996:ChinabecameEricsson'sssecondlargestmarketintheworld1997:EstablishedR&DcenterinShanghaiandEricssonChinainstitute1998:ChinabecameEricsson'slargestmarketintheworld,establishedChongqingEricssontechnology1999:EstablishedEricssonconsultinginShanghaiandmobilemulti-medialabin

Zhonguancun2000:FirsttocompleteWCDMAtestinChinaBackground5SAMSUNG010605BJ-kickoff2STRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing6ERICSSONAIMSTOSECUREITSLEADERSHIPPOSITIONINNETWORKEQUIPMENTANDMAYBECOMEANICHEPLAYERINMOBILEHANDSETProductMaintainfootholdinthelowendmobilehandsetmarketthroughJVwithNanjingPandaDevelop3Gtechnology(WCDMA)formobilecommunicationbycollaboratingwithMIIandDoCoMo,andapplyleadingtechnologytoproductsSecureitsleadershippositioninnetworkequipmentratherthanbecomingthebest-sellingbrandformobilehandsetsValuedeliverysystemR&DlocalizationthroughcollaborationwithChinesegovernmentanduniversitiesFurtherexpandlocalproductioncapacityCentralizemarketingfunctionsunderEricssonChinaDistributethough5first-tierresellersincludingPTACandPTICBuildsconsumerwebsiteforEricssonhandsetusersVisionToinnovateinmobilenetworkandinternetconvergenceandtoleadintheeraofmobileinternetStrategySource:Ericssonpressrelease,DresdnerKleinwort,McKinseyanalysis7SAMSUNG010605BJ-kickoff2ERICSSON’sMARKETSHAREISDECREASINGOVERTHEPASTFEWYEARSMonthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00NokiaMotorolaSiemensEricssonSource:RetailAuditSource:IDC,McKinseyAnalysis8SAMSUNG010605BJ-kickoff2ERICSSONISNOWNUMBERFOURINSALESVOLUMEANDNUMBERFIVEINREVENUEINTHEMOBILEHANDSETMARKETOthersSiemensEricssonMotorola199920012000SamsungNokiaBreakdownofsalesbybrandeachyearPercentSource: GfK,IDC,McKinseyanalysisOthersSiemensEricssonMotorola199920012000SamsungNokiaBreakdownofunitssoldbybrandeachyearPercent9SAMSUNG010605BJ-kickoff2PRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing10Ericssonclaimstobetheonlytotalsolutionproviderinmobilecommunicationwhooffersafullrangeof2Gand3Gstandards.Tosecureitsleadershippositioninmobileinfrastructure,EricssonmaybecomeanichemarketplayerinmobilehandsetsEricssonisatechnologyleaderinmobilecommunication,whichisreflectedinitsearlyreleasesofWAP,GPRSandbluetoothhandsetsand3GnetworksEricssongivesupthehigh-endmarketinmobilehandsettofocusonlow-end.Itisrelativelystrongin1sttiercities,andtheNorthandEastChinaKEYMESSAGES-PRODUCT/MARKET11ERICSSONOFFERSTOTALSOLUTIONSINMOBILECOMMUNICATIONWITHMOREEMPHASISONMOBILEINFRASTRUCTUREProductsNowandfutureEricsson

mobilehandsetEricsson

product

offeringsEricssonnetworkFirstWAPhandsetintheworld(MC218)R320scWAPhandsetwithChineseinterfaceA2638scforyoungandsuccessfulT29scformobileprofessionalR380scforbusinesseliteT20sc,A2618scforyoungandfashionableGSMandUMTSmobileinfrastructureincluding

GSM,DCS1800,CDMAandWCDMADatanetwork,e.g.AXD301ATMswitchAXI540IProuter,andIPphoneFirstGPRShandsetandfirstbluetoothhandset(T36)FirsttoprovideGSM1800/

1900networkssimultaneouslyLeaderinWAPLeaderinGPRSTotalsolutionsin3GbasedonWCDMA,CDMA2000andEDGESource:Ericssonpressrelease12SAMSUNG010605BJ-kickoff2ERICSSONMAINTAINSFOOTHOLDINTHELOWENDMARKETHigh

(>RMB3,500)Source: Sino-MR(Jan2001–Feb2001),CCIDBreakdownofunitsoldbybrandforeachpricepoint

PercentHigh-mid

(RMB2,500-3,500)Mid

(RMB2,000-2,500)Mid-Low

(RMB1,500-2,000)Low(<RMB1,500)OthersSiemensEricssonMotorolaSamsungNokia9%15%7%Unitsas%oftotal26%43%713SAMSUNG010605BJ-kickoff2Tier1Tier2Tier3Tier4NokiaMotorolaOthersERICSSONMATCHESSIEMENSINTHE1stTIERCITYMARKETPercentmarketshare,2000EricssonSiemens18%19%23%40%Tiersizeas%oftotal100%=Millionunits

6.77.08.514.8Source:McKinseyAnalysis14SAMSUNG010605BJ-kickoff2ERICSSONISRELATIVELYSTRONGINNORTHANDEASTMarketsharebybrandspergeographicarea,2001PercentMarketsharebygeographicareaPercentEastSiemensEricssonSamsungOthersNokiaMotorolaWestNorthNorth-eastSouth3013151311Central18Source:GfK,McKinseyAnalysis15SAMSUNG010605BJ-kickoff2VALUECHAINSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing16Forcoreproductssuchasmobileorfixedlineinfrastructure,Ericssonhascentralizedthesalesforcestoprovide“oneface”tocustomers;forsmallerproductssuchasmobilehandsets,EricssonsellsthroughJVsanddistributorsEricssonusesPTAC,PTIC,Stellar,508,andtheUnitedFirstasits5first-tierresellers.Insufficientsupportprovidedbyresellerslimittheabilityofitsdealerandchannelstoprovidepre-andafter-salessupporttocustomers,whichgreatlyafftectEricsson’spositionintheChinamarketKEYMESSAGES-VALUECHAINSTRATEGY17ERICSSONPRESENTS"ONEFACE"TOCUSTOMERSBYCENTRALIZINGCOREPRODUCTSALESTHROUGHITSOWNSALESFORCER&DManufacturingMarketingSalesServiceNetworkMobileinfra-

structureShanghaiR&DcentreNanjingEricssonBeijingEricssonTelecomSystemEricssonChinaEricssonChinaDalianEricssonGuangdongTerminalMobile

handsetBeijingEricssonMobileTelecomShanghaiEricssonEricssonChinaDistributors/dealersRationaleEricsson'sroutetomarketisbased

onproductcharacteristicsCoreproductsaresoldthroughtheEricssonsalesforceSmallerproducts

aresoldthroughJVsanddistributorsElectroniccompo-nentsWired-lineDistributors/dealersSource:Ericssonpressrelease,interviews,McKinseyanalysisChongqingEricssonTechnologyNanjiingEricssonMobileTerminalHeilongjiangBeijingEricsson18ERICSSONISSTRONGATTECHNOLOGYANDMARKETING,BUTRELATIVELYWEAKATMANUFACTURINGANDSERVICEINMOBILEHANDSETTechnologyleaderinGSM,GPRSand3GFirsttoreleaseWAP,GPRS,bluetoothhandsetsExpandedlocalmanufacturingwith2JVsdevotedtomobilehandsetsCentralizedpurchasingandsupplyR&DManufac-turingandsupplychainMarketingandbrandingSalesanddistributionServiceCentralizedmarketingfunctionstopromotestrongandconsistentbrandimageGoodrelationshipwithresellerssuchasPTACandPTICStrengthsLackofbig-hittingnewmodelsProductdevelopmentnotmeetingmarketdemandinChinaManufacturingwithuncompetitivecoststructureLocalproductioncapacityinsufficientcomparedwithMotorola,NokiaandSiemensInsufficientsupportprovidedbytheresellerslimittheabilityofitsdealersandchannelstoprovidepre-andafter-salessupportLevelsforimprove-mentSource:Ericssonpressrelease,IDC,McKinseyanalysis19SAMSUNG010605BJ-kickoff2ERI暈CSS幼ON白DIS化TRI違BUT富ES和THR置OUG陷HF已IVE銀FI劣RST牙-TI稈ER論RES筋ELL結ERSSou妻rce猾:I遞DCRat介ion魄ale爭sEri早css走on之use爪sP盯TAC攏,P食TIC仙,S候tel誰lar謝,5醒08,革an裕dt敏he托Uni廟ted行Fi冊rst龜as銹it墾s5沾fi奮rst赤-ti畫er束res財ell電ers獅.Sinc談eth因ere廢isa指hug包epr保ice鴿gap便betw聰een睬offi凱cial革and疊par倘alle偷lim兔port巖s,t傻heu逢nit暈sale斑sof綁Eri秤csso惜nha推ndse精tin聲Chi禽nat濕hrou其gho谷ffic走ial擱chan期nels腦was輔aff謹ecte繡dre柳sult拴ing堅ind還ownw鏟ard呼pres參sure門on院hand彈set端pric奴es.Ins從uff勝ici疫ent墊su假ppo岔rt眾pro害vid摩ed贈by懶res儀ell香ers漸li勝mit嗽th膨ea促bil移ity殘of獵it掠sd占eal襲er倦and園ch匠ann法els雷to鐵pr柔ovi響de俯pre包-a惠nd窩aft愿er-踏sal講es團sup牧por鍛tt掃oc山ust慰ome欣rs,拌wh蛾ich您gr枕eat舊ly浮aff稀tec邁tE瞧ric攔sso眾n’s挺po殖sit纏ion再in問th柜eC喇hin測am設ark充etEric俊sson本Cha憐nnel丈Str塘uctu菜reBein墓ga夾majo悔rmo遙bile叔net鉆work籠equ宅ipme岔ntv拆endo恐r,E隱rics裕son癢main腥tain逃sgo切odr慘elat請ions煤hip壤with兔gov棄ernm棚ent反bodi典esa讀ndd鋤istr組ibut鳥est纏hrou尼ghP盟TAC,四PTI冬Can蔥dlo彈cal懼tele飾com導oper披ator群sVen銳dorPTA犯C,換PTI大C,去etc版.Cons戴umer伙sLoca敲lte濁leco阻mop澡erat廉orsReta敵iler其s/re慣tail夫cha訂ins趟tore叮s20ORGA菊NIZA借TION悔AND椒OWN灰ERSH求IP1.Back袖grou啟ndi閑nfor登mati箏onLoca巴tionReg搬ist應ere醫d酷cap戶ita策lMana搬geme浴nt

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