2009 China Mobile Phone Market Review

1. Dec/09
CHINA MOBILE PHONE MARKET MONTHLY
RETAIL AUDIT UPDATE
Room1102, Building C, Ocean International
Center, No. 60 East 4th Ring Road,
Chaoyang District , 100026
Beijing, P.R China
0086-10-5908-1099
joe@thinkbankchina.com

2. Table of Contents
Size Share Product Price Subscriber

3. Key Indicators in Dec/09
Market Size | Subscribers | AV. Selling Price | Products | 3G
Subscribers
2009 YTD M-size 726 (Altogether 5M 3G subscribers, added 1.2M in Dec/09)
Million
Mobile Phone Penetration
176
Million Dec/09 M-size
56 # of new 3G Products
pct
16.8
Million 11
Models
Dec/09 ASP
141
USD

4. Subscriber by Carrier
As the end of Dec/09, China registered 726 million mobile phone subscribes with monthly new additions
of 8.9 million. Number of total 3G subscribers reached 11 million.
726 million
mobile phone subscribers as the
end of Dec/09, representing mobile
phone penetration rate of 56%.
Total: 56 million (7.7%)
Total: 148 million (20.4%)
• 2G: 51.2
10.9 million
• 2G: 144.8
• 3G: 4.8
• 3G: 2.7
New additions: 3.1
New additions: 1.6 of 3G subscribers, i.e. 1.5% of
China total mobile subscribers.
Total: 522 million (71.9%)
• 2G: 518.6
• 3G: 3.4
New additions: 4.2
Data source: operator websites, January, 2010

5. Market Size Summary / YTD
175.6 million sold, representing +31% Y/Y growth through the entire 2009.
2009 Year to Date Market Size China Mobile Phone Market Summary
• China mobile phone market size reached 175.6 million
175.6
Million units
+31%
Year-on-year
(CTA market) in 2009, representing y/y growth of 31%
in spite of the economic downturn particularly the 2nd
half of 2009.
• Altogether 3.7 million of 3G mobile phones sold in 2009,
YTD Market Size Breakdown by Technology accounting for only 2% of total CTA market size.
2G Device Market (Million) 3G Device Market (Million) • CDMA market witnessed recorded high with 29 million
units sale out in 2009, but still under China Telecom’s
GSM 21.2 TD-SCDMA 1.9 expectation of the beginning of the year. [China
GPRS/EDGE 122.4 WCDMA 1.1 Telecom aims at 50M phone sales and 30M new user
addition in 2010.]
CDMA1X 28.3 EVDO 0.7
• Combined sales volume of white brands reached 42
YTD Market Size Breakdown by Market Type million units, standing for 17% of China TOTAL market,
Market Type Sales (M) Percentage plus another 10% grey market, namely 22.9 million
units in full year of 2009.
Phones with CTA* 175.6 73%
White brands market 42.2 17%
Grey market** 22.9 10%
*CTA: Certification of Type Approval by Ministry of Industry & Information Technology
**Grey market: mainly smuggling phones from overseas.

6. Market Size Development
+14.7% M/M growth due to new year promotions in December. In addition, 9.1% of Y/Y growth is probably
indicating a full recovery from economic downturn starting from June 2009.
China Total Mobile Phone Market Size Development (2G + 3G)
20
2009 In million units
17.0 16.8
15.7 16.3
15.1
14.2
14.7
14.8 14.9 14.4
15 13.8 14
15.6 15.1 15.3 15.4
14.7
14.2 13.7
13.1 13.5 13.2 13.2
12.1
10 2008
5
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09
Dec/09 size M/M growth % Y/Y growth% Dec/09 3G Sales 3G M/M growth % ASP (US$)
16.8 M +14.7 +9.1 1.2 M +34.6 141

7. Brand Market Shares / Dec/09
The fragmented 2G device market is ruled by Nokia with 28.4% m-share in Dec/09, while 3G device
market is dominated by Samsung with 34.1%, followed by China Local vendor Coolpad with 23.5%.
2G Market 3G Market
(GSM/GPRS/EDGE/CDMA1X) (TD/WCDMA/EVDO)
16.8 million units in Dec/09 1.2 million units in Dec/09
28.5% 28.4% Nokia
Samsung 19.0%
Samsung
34.1%
Huawei Coolpad
ZTE 6.5% ZTE
Tianyu SonyE
6.9%
LG LG
2.3% Lenovo 10.0% Others
2.6% Motorola
23.5%
4.0% 15.2% OPPO
4.2% Others
4.5% 5.2%
5.1%

8. Brand Market Share Development-1
In CTA market, combined m-share of int’l vendors increased by 0.4 percent in Dec/09.
Brand Market Shave Development: Int’l Vendors VS. Local Vendors
100% Int'l Vendors Local Vendors
90%
80%
65.9% 64.8% 64.2% 65.0% 64.5%
70% 63.5% 62.3% 63.7% 62.2% 61.9% 62.3%
59.7%
60%
50%
40.3% 37.8% 38.1%
36.5% 37.7% 36.3% 35.8% 35.5% 37.7%
40% 34.2% 35.3% 35.0%
30%
20%
10%
0%
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

9. Brand Market Share Development-2
Nokia still is leading China Market with 26.5% m-share after two month’s sequentially decline since Nov-
09. Meanwhile, Samsung did not benefit form Nokia setback.
Brand Market Shave Development (2G + 3G) / Top2 Brands
50%
Nokia
40%
32.3% 31.3% 31.4% 31.1% 31.5%
30.4% 29.8% 29.6%
28.5% 28.1% 28.5%
30% 26.5%
18.2% 17.4% 18.7% 18.0% 17.8% 17.8%
20% 16.6% 16.1% 16.4% 16.3% 16.7% 16.5%
10%
Samsung
0%
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

10. Brand Market Share Development-3
Tianyu experienced a decline 2009 and closed the year with 4.4% m-share. ZTE & Huawei gained
continuous m-share growth due to sales surge in <400RMB price tier in CDMA market.
Brand Market Shave Development (2G + 3G) / Top 3-5 Brands
8%
Tianyu
Huawei
6.2% 6.2% 6.2%
5.8% ZTE
6% 5.5%
5.3% 5.1%
4.9% 5.0% 4.9%
4.4% 4.4%
4.1% 4.2%
4.0% 3.8%
4% 3.5% 3.6%
3.3%
2.9% 3.1%
2.8% 2.8%
1.8%
2%
0%
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

11. Price Band Development
67% of mobile phones are sold under 1,000RMB in Dec/09.
Price Tier Percentage Development (2G + 3G)
2.6% 3.4% 3.1% 3.9% 4.1% 3.6% 4.1% 4.5% 4.4% 5.7% 5.8% 5.8%
>=3000 3.6% 3.8% 3.5% 3.1% 3.5% 3.3% 4.5% 4.3% 3.8%
3.9% 3.3% 4.8%
6.4% 5.4% 4.8% 5.1% 5.0% 5.8%
5.9% 6.0% 5.5% 7.0%
6.3% 7.7%
2500-2999 13.2% 12.2% 12.7% 12.4%
14.6% 13.2% 13.0% 12.9% 12.0%
13.3% 12.8%
13.5%
2000-2499 17.1% 15.4%
18.0% 15.8% 16.5%
15.7% 16.7% 16.2% 15.0%
20.0% 15.8% 13.4%
1500-1999
22.2% 23.2% 25.1%
21.7% 22.5% 23.9% 21.1% 20.1%
1000-1499 20.1% 24.0% 25.3% 23.4%
700-999
32.7% 35.1% 34.0% 32.7% 32.8% 32.1% 33.3% 33.1%
400-699 30.1% 30.3% 29.3% 29.1%
<400
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

12. Product Category
10.6% total sale out is smart phone in the whole year of 2009.
Mobile Phone Sale-out by Product Category in million units
Product Category Year-To-Date (M) This Month (M)
Smart phone 18.5 10.6% 2.0 12.1%
Feature phone 136.5 77.7% 13.4 79.9%
Ultra low end 20.6 11.7% 1.3 8.0%
Total 175.6 100% 16.8 100%
Definition of Product Category
• Smart Phone: phones with open operating systems, including iPhone OS, Symbian, Windows Mobile,
Android, RIM OS, etc.
• Feature Phone: phones with various of multimedia functions, such as audio/video playback,
• Ultra low end phone: phones with only telephony and SMS functions.

13. YTD Top 10 Brands
Nokia is the biggest loser during the past three months, m-share decreased by -3.4 points in the period.
YTD Dec/09 3-months Dec/09
Brand YTD MS Dec/09 Price tier structure
Sales (M) MS Growth % ASP(USD)
Nokia 52.48 29.9% 26.5% ê-3.4 172 32% 20% 8% 11% 13% 5% 10%
Samsung 30.25 17.2% 16.5% é+0.1 180 30% 6% 12% 23% 5% 11% 7%
Tianyu 9.18 5.2% 4.4% ê-0.5 92 34% 30% 22% 14%
1%
0%
Lenovo 6.37 3.6% 3.7% ê-0.3 119 13% 31% 28% 20% 7%
0%
Huawei 6.02 3.4% 5.1% é0.9 48 89% 1% 2%
7%
0%
1%
Motorola 5.76 3.3% 2.5% ê-0.3 164 19% 20% 6% 27% 17% 6%1%
LG 5.60 3.2% 4.4% é+0.6 106 53% 4% 13% 11% 11% 2%
5%
ZTE 5.25 3.0% 5.4% é+2.5 58 84% 2%5% 0%
1% 3%
4%
SonyEri. 3.43 2.0% 2.0% é+0.4 234 5%6% 9% 21% 42% 6% 8%
Gionee 3.33 1.9% 1.5% ê-0.1 119 8% 27% 47% 15% 2%
0%

14. 3G Market Comparison / Dec/09
TD-SCDMA operated by China Mobile seems leading China’s 3G market with bigger devices sales volume,
cheaper devices and larger device vendor base as the end of 2009.
TD-SCDMA CDMA1x EV-DO W-CDMA CHINA Total
Run by China Mobile Run by China Telecom Run by China Unicom
Market Size (K) 707 227 233 1,167
ASP (USD) 224 421 340 286
New Products 4 7 0 11
YTD # of Device
Vendors
22 17 14 29
Accu. Users(M) 3.4 4.8 2.7 10.9

15. China Mobile Phone Market Dashboard
Key Market Indicators (M) Top5 Brands Market Share Development Market Size by Technology (M)
Technology This Month Y-T-D Brand Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Technology Size Percentage
2G M-size 15.6 171.9 Nokia 32.3% 28.5% 28.1% 28.5% 31.3% 31.3% 31.1% 30.4% 29.8% 31.5% 29.6% 26.5% GSM 12.1 72.0%
3G-M-size 1.2 3.7 Samsung 18.2% 17.4% 18.7% 18.0% 17.8% 17.8% 16.6% 16.1% 16.4% 16.3% 16.7% 16.5% CDMA1X 3.5 20.8%
Int’l Vendors 8.9 99.5 Tianyu 5.8% 6.2% 6.2% 6.2% 5.5% 5.3% 4.9% 5.0% 4.9% 3.8% 4.4% 4.4% TD-SCDMA 0.7 4.2%
Local Vendors 76.1 7.9 Motorola 3.2% 3.1% 3.1% 3.2% 3.5% 3.5% 4.0% 4.1% 4.0% 4.2% 4.1% 3.7% EVDO 0.2 1.5%
LG 1.8% 3.5% 4.0% 4.1% 2.8% 2.9% 3.0% 3.3% 4.2% 2.8% 3.6% 5.1%
ASP (USD) 141 124 WCDMA 0.2 1.5%
Net User Addition 8.8 106.1 Total 16.8 100%
China Mobile Phone Monthly Market Size Development (M)
3G Users 1.5 10.9
17.0 Year2009 Market Size by Market Type (M)
New 3G Devices 11 140 16.8
15.7 15.3 Technology Size Percentage
CHN Total Users NA 726 15.1
14.2 14.7 14.7 CTA Market 16.8 73.4%
Penetration % NA 54.3 13.2 13.2 13.7
12.1 White Brand 3.8 16.6%
Grey Market 2.3 10.0%
Market Size by Price Tier (RMB)
Year2008
Technology This Month Y-T-D Market Size by Category (M)
>3,000 5.8% 4.3% Product Cate. Size Percentage
2500-2999 1.5% 2.0% Smart Phone 2.0 12.1%
2000-2499 4.8% 3.8% Feature Phone 13.4 79.9%
1500-1999 7.7% 5.9% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Ultra Low End 1.3 8.0%
1000-1499 13.5% 13.0%
Year-to-Date Market Size (M) Dec/09 Market Size (M) Mobile Subscriber by Operator(M)
700-999 13.4% 16.3%
Operator Users Percentage
400-699 20.1% 22.6%
China Mobile 522 71.9
<400
Total
33.1%
100%
32.1%
100% 175.6, +31% MoM 16.8, +9.1% YoY China Unicom
China Telecom
148
56
20.4
7.7
Indicator Total Market 2G Market 3G Market Nokia Samsung ZTE Huawei Tianyu LG Lenovo Coolpad Motorola OPPO
Dec/09 Sales (M) 16.8 15.6 1.2 4.4 2.8 0.9 0.9 0.7 0.7 0.6 0.5 0.4 0.4
YTD Sales (M) 175.6 171.9 3.7 52.5 30.2 5.2 6.0 9.2 5.6 6.4 2.0 5.8 2.5
Dec/09 Share NA NA NA 26.5% 16.5% 5.4% 5.1% 4.4% 4.4% 3.7% 2.9% 2.5% 2.2%
Dec/09 ASP (US$) 141 130 286 172 180 58 48 92 106 119 218 164 188

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joe@thinkbankchina.com