Handset Country Share Tracker

A vital tracking tool for helping companies measure the success of competitors and partners in their local markets.

April 2, 2014 16:36 sbicheno

Chinese smartphone specialist Xiaomi recruited the former head of Google’s mobile products business - Hugo Barra - to become the new head of its international operations last year. Having taken a few months to find his feet, Barra has recently been on a publicity offensive with Xiaomi’s planned international expansion the theme.

Right now Xiaomi sells competitively-price Android smartphones within China, which contain software and services aimed specifically at Chinese consumers. But Barra has said that within two years he expects Xiaomi to have a portfolio of mobile products that can be used anywhere in the world, which will be the bedrock of the company’s global expansion starting with other Asian markets such as Malaysia and India.

Recent unconfirmed reports have Xiaomi setting new records for unit shipments in Q1 2014 so it looks like the company has momentum on its side. But, as other Chinese OEMs have found, strong domestic sales are in no way a sign of success internationally. Our Country Share Tracker (CST) service believes Barra will need to use all the knowledge and skill acquired at Google to ensure Xiaomi is viewed as a genuine alternative to the many other Android vendors currently operating on a global level.


February 25, 2014 07:27 woh

According to a recently published handset and smartphone marketshare report for 15 countries in Q4 2013, released to clients through our Country Share Tracker (CST) service, Samsung and Apple are the only two vendors who seized the top spots across 15 major countries worldwide. Samsung captured the number one spot in most countries, including China, India and Brazil, while Apple ranked first in North America and Japan due to solid demand for the new iPhone 5s. In Japan, Apple captured a record share of all smartphones shipped during the quarter, crushing local vendors like Fujitsu and Panasonic and giant Samsung.


January 23, 2014 20:07 nmawston

Rumors continue to swirl that Sprint and T Mobile will soon merge their mobile operator businesses in the United States. If the merger goes ahead, our Country Share Tracker (CST) service finds "T Sprint Mobile" will instantly become the largest purchaser of smartphones in the huge United States market, leapfrogging longtime leaders Verizon Wireless and AT&T. This will have major implications for key smartphone suppliers such as Apple, Samsung and Kyocera. More data and analysis of the US smartphone market by operator can be downloaded by clients in this published report.


January 13, 2014 13:03 nmawston

This published report, available to clients of our Country Share Tracker (CST) service, analyses ten important trends that will emerge in the global mobile phone market during 2014. We identify opportunities for growth, areas for differentiation, and potential for competitive surprises. The report examines why the ten trends are important and it makes actionable recommendations for customers. Topics covered include LTE-Advanced, Bluetooth, Firefox, curved phones, wearables and 3D printing.


January 6, 2014 22:07 nmawston

According to our Handset Country Share Tracker (HCST) service, US LTE cellphone shipments jumped sharply in Q3 2013. The US, South Korea, Japan and Europe continued to witness lightning 4G growth as dozens of models from Samsung, Apple, Sony, Nokia and others flooded the market. The United States remains by far the world's largest LTE country, boosted by robust carrier subsidies. This published report, available to clients, tracks global LTE handset shipments and vendor marketshare for 16 major vendors in 4 major LTE countries from Q1 2012 through Q3 2013.


November 12, 2013 18:00 sbicheno

China smartphone shipments surged +91% year-on-year to record levels in Q3 2013. While Samsung remained in first place, Lenovo and Coolpad are hot on its heels in second and third positions and Xiaomi pushed into the top 5 list for the first time ever. The Chinese domestic smartphone market is increasingly influencing the overall global picture, and subscribers to Strategy Analytics’ Country Share Tracker service can access full quarterly Chinese device shipments, broken down by device type, vendor and OS, here.


November 11, 2013 18:06 nmawston

According to our Country Share Tracker (CST) service -- in a newly published report called China Smartphone Vendor and OS Marketshare : Q3 2013 -- China smartphone shipments surged a huge +91% YoY to record levels in Q3 2013.

China maintained its position as the largest smartphone market worldwide since Q3 2011. Today, smartphone shipments account for 86% of total handset volumes in China, up from 59% one year ago.

Samsung remained in first place in China, while Lenovo and Coolpad maintained second and third positions.

Xiaomi was the star performer in Q3 2013, pushing into the top-5 list in China for the first time since Xiaomi began operations in 2011. Strong performances in e-commerce channels, and the launch of the more-affordable Hongmi phone, were the key drivers behind its surging volumes. More analysis on Xiaomi and China smartphones can be downloaded by clients here.



July 22, 2013 13:04 nmawston

Motorola has recently been sending out invites to the launch of its new, flagship Moto X smartphone in the US, due in August 2013.

Our Country Share Tracker (CST) service expects Moto X volumes to be tilted mostly toward the United States market in the near-term (e.g. AT&T). We expect the pricing and promotion strategy to be heavily supported by parent Google. Moto X will attempt to differentiate from rivals by hardware materials and software customization. Moto X will compete with Samsung S3 / S4, HTC One, and other models. We expect the point-of-sale marketing for Moto X to have a strong “made at home in America” slant to it. Whether Samsung, HTC, LG and other Android partners will be pleased by this new Googorola LTE smartphone push remains to be seen.

Will Moto X revive Motorola in Q4 2013? It will give Motorola a lift, for sure, but the device is fairly "small beer" for now -- and it has a long way to go before it can compete with the kinds of volumes generated by the world's best-selling smartphone models, such as Apple iPhone 5 or Samsung S3.


April 18, 2013 00:54 Neil Shah

HTC China recently announced its new Dual-SIM mid-tier Android smartphone E1 in April 2013. But unlike the sea of mid-tier Android smartphones, HTC is differentiating this device by offering online buyers in HTC eShop to "customize" the E1's specs such as color, memory size or camera megapixels, thus, a "made-to-order" device.

On entering the eShop page for E1, users are presented to input their "Birth Date" & "Gender" using which the HTC eShop's algorithm spits out a suggested configuration (case color, memory size, camera megapixels) as a part of the online customization experience. Users are obviously free to choose or tweak their own configuration as well.

This though is a basic customization effort but a very interesting and novel step from HTC to differentiate from other Android OEMs especially in markets such as China where Android dominates with 9 out of 10 smartphones sold. We expect to see more "customization" efforts from OEMs this year to make the smartphone buying experience highly engaging and also the device to be bought to truly match user's requirements making it more personalized and differentiated. 

 


March 25, 2013 20:58 lsui

Our Wireless Smartphone Strategies (WSS) service tracked Coolpad ranked the 11th largest smartphone vendor globally in 2012, with 2.6% marketshare. It grew smartphone volume by 108% YoY from 2011, indicating the Shenzhen-based Chinese vendor is ambitious to push into the top 10 club this year.

The company is on the right track to become a 3G smartphone specialist, with an encouraging breakthrough recently also in the North American 4G LTE market. Its first LTE phone at MetroPCS achieved an encouraging start last year.

However, how to further define and implement its overseas strategy, especially in North America and West Europe, remains the key for the rising Chinese brand. We would recommend Coolpad to:

- Launch a decent flagship model with a unified sub-brand (like Samsung Galaxy, Huawei Ascend does) globally;

- Initially target prepaid carriers / customers because prepaid segment is price-sensitive and accessible for Chinese brands;

- Prepare for the potential IPR risks associated with overseas expansion. Coolpad is reportedly have accumulated over 4000 handset related patents at this moment, however, it is still vulnerable to get involved into IPR war. We believe patent swap would be an effective way to ease risks;

- Branding and marketing initiatives are needed to tap into richer customers in developed markets;

- Prepare for the direct competition with Huawei and ZTE in overseas market. Compared with the two rivals, Coolpad exclusively focuses on the smartphone market and lacks synergy among different product lineups. We would recommend Coolpad to further differentiate from rivals with improved hardware designs and more localized services and apps (e.g. social networking);

- Balance volume and profitability. Shifting upwards with more mid- and high-tier models, in order to improve ASP and profit margin, which will ensure the Hong Kong listed-company has sufficient cash on hands for the upcoming overseas expansion.