스마트폰 대응방안 분석 및 비교우위 확보방안 연구 (A Study on Preparing a Countermeasure for Smartphone Market Growth)
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정보통신정책개발지원사업 10-정책-09 스마트폰 대응방안 분석 및 비교우위 확보방안 연구 (A study on preparing a countermeasure for smartphone market growth) 2010. 5. 연 구 기 관 : 한국전자통신연구원 정보통신정책개발지원사업 10-정책-09 스마트폰 대응방안 분석 및 비교우위 확보방안 연구 (A study on preparing a countermeasure for smartphone market growth) 2010. 5. 31. 연 구 기 관 : 한국전자통신연구원 총괄책임자 : 김정태 (한국전자통신연구원) 제 출 문 지식경제부 장관 귀하 본 보고서를 『스마트폰 대응방안 분석 및 비교우위 확 보방안 연구』의 연구결과보고서로 제출합니다. 2010. 5. 연 구 기 관 : 한국전자통신연구원 총괄책임자 : 김정태 (한국전자통신연구원) 요 약 문 1. 제목 스마트폰 대응방안 분석 및 비교우위 확보방안 연구 2. 연구개발의 목적 및 필요성 글로벌 이동통신 단말 시장은 미국 발 경제 위기의 영향으로 인해 2009년 한 해 동안 성장세가 일시적으로 둔화되었으나, 신흥 시장의 3G 전환, 고기능 단말 및 스마트폰의 수요 증가 등으로 2010년부터는 성장세를 회복할 것으로 전망된다. 선 진국뿐만 아니라 개발도상국에서도 시장 포화 현상이 점차적으로 나타나면서 단말 판매량의 성장세가 다소 둔화되고 있으나, 2010년 이후 스마트폰을 중심으로 단말 시장이 재편될 것으로 예측된다. 스마트폰의 보급으로 인해 다양한 어플리케이션과 콘텐츠들에 대한 수요가 발생하고 있어 스마트폰 관련 서비스 플랫폼 시장의 성장 도 기대되는 상황이다. 국내 이동통신 단말 시장은 해외 시장에서 시작된 스마트폰 확산 추세에 다소 늦게 동참하게 되었다. 2009년 말, iPhone의 도입 이후 사용자들의 관심이 스마트 폰에 쏠리기 시작하면서 단말 제조사나 이동통신 사업자 등은 스마트폰 관련 시장 의 중요성과 성장 가능성을 인식할 수 있었다. 다소 갑작스럽게 시작된 스마트폰 열풍에도 불구하고 국내 이동통신 시장 참여자들은 아직 별다른 준비가 되어 있지 못한 것이 사실이다. 해외 이동통신 단말시장에서 시작된 스마트폰의 확산으로 인해 국내 시장 환경 이 어떻게 반응할 것인지에 대한 분석이 필요한 상황이다. 스마트폰의 확산이 이동 통신사업자, 단말 제조사, CP, 이용자 등 시장 참여자 모두에게 복합적으로 영향을 미치는 만큼 정확한 영향력을 파악할 필요가 있다. 해외 이동통신 단말 업체나 CP 등이 국내로 진입할 가능성이 높아진 만큼, 해외 이동통신 시장 환경의 변화 추이 를 고려하여 국내 시장의 영향력을 분석하여야 한다. 해외 이동통신 시장의 변화가 국내 시장에서 직접적으로 영향을 미칠 수 있는 환경이 조성되고 있으므로, 해외 업체들의 진입에도 불구하고 국내 업체들이 지속적인 발전을 도모할 수 있는 정책 방안을 도출하기 위한 목적에서 본 연구과제의 중요도는 높다고 할 수 있다. 3. 연구의 구성 및 범위 본 연구에서는 국내외 이동통신 단말 시장의 동향을 파악하여, 최근 단말 시장 의 변화를 주도하고 있는 스마트폰 등의 핵심적인 이슈가 무엇인지를 도출해 보고 자 한다. 이를 통하여, 이들이 국내 단말, 서비스, 콘텐츠 시장에 어떠한 영향을 미 칠 것인지, 그리고 국내 관련 산업이 국내외 시장의 변화에 대응해 나가며 경쟁력 을 보다 강화할 수 있는 방안이 무엇인지를 살펴보고자 한다. 4. 연구내용 및 결과 본 연구를 통해서는 피쳐폰 및 스마트폰 시장 현황, 모바일 소프트웨어 플랫폼 및 어플리케이션 현황, 모바일 서비스 동향 등을 분석하고, 스마트폰의 확산이라는 주요한 시장 변화가 국내 단말, 소프트웨어, 콘텐츠 등 이동통신 산업 가치사슬에 미치는 영향을 살펴보았다. 또한, 범용OS를 탑재한 스마트폰이 확산되고 있는 글 로벌 이동통신 시장 환경에서 국내 이동통신사업자, 단말 제조사, 소프트웨어 개발 사, CP 등이 경쟁력을 강화할 수 있는 방안을 수립할 수 있었다. 5. 정책적 활용 스마트폰 확산 등 이동통신 시장의 환경 변화가 국내 단말·S/W·콘텐츠 등 이 동통신 산업 가치사슬에 미치는 영향력을 분석한 결과물은 국내 산업계의 경쟁력 강화 방안 도출과 같은 당면 이슈에 대한 제도 정비에 활용될 수 있을 것이다. 국내 단말 제조사, 소프트웨어 개발사, CP 등이 해외 업체의 국내 진입에 앞서 대응할 수 있는 방안을 도출하고, 해외 진출을 모색할 수 있도록 지원하기 위한 기 반 자료로 사용될 수 있을 것이며, 어플리케이션 유통망 활성화나 무선인터넷 활성 화와 같이 일반 이용자에게 직접적 효과가 발생할 수 있는 환경을 조성하여 사용 자의 편익 증대를 도모하기 위한 정책 수립에 활용될 수 있을 것이다. 6. 기대효과 본 연구를 통한 결과물들은 국내 이동통신사업자, 단말 제조사, 소프트웨어 개 발사, CP 등이 해외 업체의 국내 진입에 앞서 대응할 수 있는 방안을 도출하고, 해외 진출을 모색할 수 있도록 지원하는 효과도 얻을 수 있을 것으로 기대된다. 결과적으로, 이동통신 서비스 가입자들의 편익을 증대하여 이용도를 향상시켜, 스마트폰을 통한 무선인터넷 접속과 어플리케이션 유통망 활용 등과 같이 일반 이 용자에게 직접적 효과가 발생할 수 있는 환경을 조성하여 사용자의 편익 증대를 도모할 수 있을 것이다. SUMMARY 1. Title A study on preparing a countermeasure for smartphone market growth 2. Objective and Importance of ResearcH Korean mobile phone vendors have long operated in their home country with minimal interference from global competitors, enabling them to keep margins and average selling prices high. But korean mobile operators facce shrinking margins as voice revenues decrease. They also face the financial burden of heavily subsidizing high-cost phones. Mobile operators are looking for ways to overcome these challenges in a saturated market, and are investigating devices that could generate data revenue to increase the average revenue per user, while pushing down the average selling prices. In late 2009, the one of korean mobile network operators introduced a notable smartphone, iPhone, and the introduction of iPhone was the starting point of lowering the barrier to entry of foreign handset vendors. Handset manufacturers are keen to sell smartphones and mobile operators are eager to find new revenue source by using smartphones. But most of players in Korea are not ready to prepare the dramatic changes by smartphones. The main objective of this research is to maximize the competitive powers of domestic players after the popularization of smartphone. In order to do this, it is required that the analysis of global mobile market trends and the forecast of domestic mobile market. 3. Contents and Scope of tHe ResearcH The influence of the mobile market changes by smartphone to the mobile market players will be discussed. And the solutions to strengthening the competitive power of major players such as mobile operators, handset manufacturers and content providers will be also analyzed. 4. ResearcH Results This research addresses several issues which are the influential analysis of the global handset market change to domestic market and the solutions to strengthening the competitive power of major players. And we have looked at the method to activate domestic contents platforms. 5. Policy Suggestions for Practical Use The results of this research can be applied the policy establishment in domestic mobile market and will guide to develop the advanced regulation policy by analyzing the change of global mobile market. 6. Expectations Is is to be hoped that this research will contribute to help to establish and mend the regulation policies on mobile market, and increase the reliability and transparency of the policy enforcement with the secure of the regulation policy by applying objective criteria. 목 차 제 1 장 서론 ··································································································1 제 1 절 연구의 목적 ······························································································1 제 2 절 연구의 범위 ······························································································2 제 2 장 글로벌 시장 동향 분석 ······························································4 제 1 절 피쳐폰과 스마트폰의 정의와 특징 ······················································4 제 2 절 이동통신 단말 시장 동향 ······································································5 제 3 절 스마트폰 제조사별 스마트폰 시장 대응 전략 ··································8 1. Nokia ·······························································································································8 2. Research In Motion ··································································································13 3. Apple ·····························································································································15 4. HTC ······························································································································20 5. Sharp ·····························································································································21 6. Motorola ·······················································································································23 7. Sony Ericsson ············································································································24 8. Google ···························································································································26 제 4 절 스마트폰용 OS 시장 동향 ··································································30 1. Symbian ·······················································································································32 2. iPhone OS ····················································································································33 3. Windows Mobile ········································································································34 4. Android ·························································································································36 제 5 절 어플리케이션 유통 플랫폼 동향 ························································38 1. App Store ····················································································································40 2. Android Market ··········································································································44 3. Ovi Store ·····················································································································46 4. Windows Marketplace for Mobile ·········································································47 제 3 장 국내 시장에 대한 영향력 분석 ··············································49 제 1 절 단말 제조사에 대한 영향력 및 대응 전략 ······································49 1. 삼성전자 ·······················································································································50 2. LG전자 ··························································································································53 제 2 절 이동통신 사업자에 대한 영향력 및 대응 전략 ······························55 1. SK텔레콤 ·····················································································································57 2. KT ·································································································································60 제 3 절 CP에 대한 영향력 및 대응 전략 ·······················································62 제 4 장 국내 기업의 비교우위 확보 방안 ·········································65 제 1 절 단말 제조사의 비교우위 확보 방안 ··················································65 제 2 절 이동통신 사업자의 비교우위 확보 방안 ··········································67 제 5 장 결론 ································································································69 표목차 <표 1> 연구개발의 내용 및 범위 ·····················································································2 <표 2> 글로벌 스마트폰 출하량 전망 ·············································································5 <표 3> 글로벌 이동통신 단말 출하량 전망 ···································································6 <표 4> 글로벌 이동통신 단말 판매규모 전망 ·································································6