Handset Country Share Tracker

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

November 26, 2014 18:06 khyers

In three new reports Strategy Analytics Handset Country Share Tracker service examines the Q3 2014 handset vendor landscape for three of Western Europe's most important markets.  Each of these reports provide detailed views of the leading handset vendors and how they did in terms of handset shipments, growth, and how they performed with each of the key operators in each of these countries.

The French handset market grew by +1% against the same period one year ago, in keeping with the longer-term trend of slightly sluggish growth in the country. Among the vendors Samsung and Apple retained its top two spots while Samsung went through annual handset shipments decline and Apple grew YoY. This report tracks handset vendor market share at the four major French operators -- Orange, SFR, Bouygues Telecom and Free Mobile -- from Q1 2009 to Q3 2014.

The German handset market shrank by -1% year-on-year in Q3 2014, continuing the longer-term trend of slightly slowing growth in the country. Among the vendors Samsung continued to retain its number one spot, but lost its annual market share a bit. Apple managed to keep its no.2 position for the eighth sequential quarter. Meanwhile Nokia, Sony and LG continued to compete for no.3 position. HTC didn't manage to grow its market share YoY while Motorola inched up its share every quarter by degrees. This report tracks quarterly handset vendor market share at the four major German operators -- T-Mobile, Vodafone, O2 and E-Plus -- from Q1 2009 to Q3 2014.

We estimate 9.1 million handsets were shipped in the UK in Q3 2014, remaining flat versus the year-ago quarter, impacted by sluggish operator subsidies and the overall growth pause of its handset markets. The UK handset market had been trending flat at best on an annual basis since 2010, and the first three quarters of 2014 experienced -1% YoY decline in spite of the deployment of next generation 4G LTE networks across the country's major operators and a general macroeconomic up-tick. This report tracks quarterly handset vendor market share at the four major UK operators -- EE, Vodafone, O2 and Three -- from Q1 2009 to Q3 2014.

Each of these reports are important tools for measuring the health of individual handset brands at the operator level.


November 21, 2014 16:50 khyers

Global handset industry revenues grew +8% annually in Q3 2014 as Apple regained the largest position by revenue and led the pack in 3 regions. Samsung lost revenue share, but still maintained the largest vendor by volume in 5 regions, except North America. LG jumped into the third place for revenue this quarter. Xiaomi continues to generate decent value share, and OPPO and Huawei are also performing well. This report tracks quarterly global handset (mobile phone) revenues, ASPs and shipment metrics for 16 major vendors from 2007 to Q3 2014. Global revenue-share, shipment-share and ASP tracking for top vendors across 6 regions are also included. The Handset Country Share Tracker report Value Share: Global Handset Revenue & ASP by Vendor by Region Q3 2014 is a vital tool for monitoring the financial health and handset pricing of leading brands such as Samsung, Lenovo, ZTE and others across different regions.


November 21, 2014 14:18 khyers

After several quarters of declining or flat growth, handset shipments in the United States improved on a sequential and annual basis during Q3 2014. Apple and Samsung remain the top two brands, but they are at risk of losing traction to a resurgent LG and bullish ZTE at multiple carriers like AT&T. Meanwhile, HTC and Blackberry continued to struggle, due to weak portfolios. T Mobile was the standout operator, as its share of handset volumes is now at the highest level for four years.

The report USA Handset Vendor Marketshare by Operators Q3 2014 examines the performance of the key handset vendors in this key market. This extensive report tracks mobile handset shipments and vendor marketshare for 16 major vendors at the "big 4" operators in the United States on a quarterly basis from Q1 2009 to Q3 2014.  The report is available for clients of our Handset Country Share Tracker service.


November 20, 2014 14:25 khyers

The Chinese handset market today is the most active and competitive on earth.  The seemingly endless wave of emerging Chinese handset brands continues to expand. While some “established” Chinese vendors are struggling, other newer ones are booming. For example, Lenovo and Coolpad are fading fast at the moment, but rising-stars OPPO and Vivo have emerged swiftly to try to take their place. How big are OPPO and Vivo? What can major rivals -- such as Xiaomi or Samsung -- do to stop or slow their rise?

The report Ones to Watch: OPPO and Vivo examines the growth strategies of these two Chinese vendors and provides crucial analysis for competitors and operators as these two rising stars ride the Chinese handset wave.


October 11, 2013 14:24 khyers

Strategy Analytics' Handset Country Share Tracker service reports Gemany handset vendor marketshare by operator for Q2 2013. The German handset market grew by 2% year-on-year in Q2 2013, reversing the declining trend of the previous two quarters. Among the vendors Samsung comfortably cemented its number one spot, but Apple experienced its customary seasonal dip in advance of the anticipated launch of new iPhones in Q3. This report tracks quarterly handset vendor market share at the four major German operators -- T-Mobile, Vodafone, O2 and E-Plus -- from Q1 2009 to Q1 2013. The report, available to clients, is an important tool for measuring the health of individual handset brands at the operator level.


October 8, 2013 18:41 khyers

Global handset industry revenues grew +24% annually in Q2 2013. Samsung maintained the world's number one spot by revenue. Samsung remained the No. 1 seller in terms of revenue in 5 regions, except North America. This report provides extensive analysis of quarterly global handset revenues, ASPs and shipment metrics for 8 major vendors from 2007 to Q2 2013. Global revenue-share, shipment-share and ASP tracking for top vendors across 6 regions are also included. The report is a vital tool for monitoring the financial health and handset pricing of leading brands such as Apple, Motorola and others across different regions.  The report, from Strategy Analytics' Handset Country Share Tracker service is available to clients and can be found here.


June 10, 2013 22:26 khyers

AT&T announced June 09, 2013 that it would revise its handset upgrade policy, extending the duration before consumers can upgrade a phone at the lowest subsidized price from 20 to 24 months. The move brings AT&T’s upgrade policy in-line with Verizon Wireless, which made a similar move in April 2013, and aligns upgrades with its standard two-year contracts for postpaid customers.

AT&T’s decision to revise its upgrade practices comes in the face of continued high equipment costs, in particular due to its generous subsidies for Apple’s iPhone, which according to our Country Share Tracker (CST) service accounted for 60% of handsets sold in Q12013 by AT&T. By adjusting its upgrade policy, AT&T gains an additional four months in which to recoup the cost of previous subsidies. The move to revise subsidized upgrade policies by both AT&T and Verizon in the first half of 2013 is in contrast to that of T-Mobile, which has ended handset subsidies in favor of a payment plan which lets consumers pay off the cost of their handset over the course of their contract.

With three of the big-four US operators having made significant changes to their handset subsidy policies over the last few months, all eyes will be on Sprint to see if it changes its own upgrade policy, which still allows customers to upgrade their handsets after 20 months. If Sprint decides to follow the lead of Verizon and AT&T this year, it will likely make the move in early Q3, prior to the next major wave of new handset purchases by consumers that will come in the back-to-school season starting mid-August.

Strategy Analytics provides detailed breakdowns of vendors handset share for each of the big 4 Tier I US operators on a quarterly basis in its USA Handset Vendor Marketshare by Operator report, published in its Handset Country Share Tracker service.  The report provides detailed share and analysis across 16 vendors on a quarterly basis, and is a critical tool for operators, handset vendors, and distributors who follow the US operator and handset market.


December 8, 2010 13:12 Alex Spektor
In recent years, the titans of the handset industry have been surprised by the success of newcomers. First, Apple – a computer vendor – shook up the smartphone market by storm, taking Nokia’s profit crown in the process. Then, Google – an advertising/search firm – brought to market a new mobile operating system, quickly overshadowing historic leaders RIM and Microsoft. Now, Google’s Android has also become the fastest-growing major smartphone platform, having shipped more than twice as many handsets in the first eight quarters.

Cumulative Shipments, First 8 Quarters

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Google’s successful growth has been enabled by strong support from its many partner vendors. As the first Android handset maker, HTC long enjoyed top market share, steadily broadening its portfolio across protocols (including hot “4G” technologies like HSPA+ and WiMAX), global carriers, and retail price points, staying ahead of Android competitors Motorola and Samsung. Historically, Samsung’s smartphone share had been disproportionate to its successful position in the overall market, and we had long commented on the matter. However, starting in Q3 2010, Samsung became the world’s largest Android vendor. Samsung accomplished this by launching an all-out assault across the globe with its Galaxy S family of handsets. For example, in the fickle US market, where each carrier has demanding compliance and customization requirements, Samsung launched a Galaxy S phone with each major carrier. Samsung’s share of the global handset market has tripled since 2001, when it was already a third-ranked player. Given that historic show of determination, the vendor’s leap to first place in Android smartphones should not at all be surprising. Expect Samsung to expand this leadership position in 2011 and beyond, riding Android’s coattails to huge smartphone volumes. -Alex Spektor Samsung Overtakes HTC to Become World's Largest Android Vendor in Q3 2010 Global Smartphone OS Market Share by Region: Q3 2010

October 12, 2010 04:10 David Kerr

sa photo dk

At CTIA in San Francisco last week, away from the fanfare around LTE rollouts and the next dozen tablet devices (ok, I exaggerate a little), Sprint had an announcement which will have significantly higher impact on mobile broadband adoption and revenues: Sprint ID. 

Sprint ID promises to up the ante on personalization and ease current feature phone users into the smart phone ranks.

Sprint ID offers instant personalization along key themes/packs where the operator has done the heavy lifting of identifying and group related applications of interest to different persona from wallpaper to ringtones to apps. While the one click marketing line is not quite matched by reality given pesky little things like accepting terms and conditions etc, Sprint ID is a significant breakthrough in my opinion as:

  • it broadens the market appeal of Smart phones to current feature phones users with a simple to understand offer in a range of device price points including the critical $49 and $99 levels.
  • it tackles one of the biggest weakness of all app stores: discoverability of content and simple personalization.

Three handsets were featured at launch of Sprint ID: Sanyo Zio™, Samsung Transform™, LG Optimus S™. These three devices cover key price points in the Sprint portfolio and provide customers with a range of form factors, industrial design and brand to meet their tastes. Interesting to note that both LG and Sanyo retain the right to put their own packs on their handsets as well. This is a big win for LG as its Optimus S™ will be available for under $50 with contract giving the vendor a much needed boost in the smartphone space. Samsung meanwhile continues to shine at Sprint occupying the lucrative $149 spot with its Transform™. All three devices of course require a Sprint Everything Data plan.

However, for me the more significant impact is that operators and oems are finally realizing that customers don’t buy phones or services or apps… what they really want are positive experiences

… be that socially connected, sports, education, health and fitness, fashion etc. This is something that our User Experience team has been evangelizing for the last 7+ years. Whether its 80k apps on Android or 250k on Apple store or 10K on RIM, one common experience has been exasperation at the huge waste of time, energy and emotions in finding ANYTHING!!! Which happens first, eyes glazing over or fingers cramping with so much scrolling? Either way the net result is often a disappointing experience which the early smart phone coolaid drinkers have learned to live with.

Newbies to the smart phone arena, will certainly have less tolerance and spend less time to personalize their device and enable applications. Sprint ID is well tailored to the next wave who are taking tentative steps into the smart phone space

 

David Kerr

dkerr@strategyanalytics.com


August 11, 2010 14:08 Alex Spektor
It may be the exclusive iPhone carrier in the US, but AT&T is also becoming an attractive option for consumers looking to buy an Android handset. Though things weren’t always as they are today. If T-Mobile was the clear early leader in Android adoption among tier-one US carriers, then AT&T was the clear laggard. Let us quickly recap highlights from the US Android timeline:
  • T-Mobile launched the first Android phone in the world in late 2008.
  • It took approximately one year for Verizon Wireless and Sprint to bring to market their own models, in time for the 2009 holiday season.
  • AT&T began selling its first Android handset quite recently: in March 2010.
Less than six months later, AT&T will have as many as five Android phones in its portfolio. This won’t be quite as many as Verizon Wireless and T-Mobile, but it will put AT&T roughly on par with Sprint. AT&T will also be a leader from a variety standpoint, offering smartphones from vendors Motorola, HTC, Samsung, Sony Ericsson, and Dell.

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So, what are the key drivers for the ramp-up?
  • Catering to consumer tastes. Despite what Apple might tell you, not everyone wants an iPhone. Consumers looking for alternative features, such as a bigger screen, memory expansion, a more customizable UI, HDMI, etc., can find them among Android handsets.
  • Lower subsidy levels. Now that AT&T has lowered its monthly data plan rates, there is less revenue to offset the subsidy burden. Paying $200-$300 subsidy for an Android handset seems more attractive than Apple’s $400+ subsidy.
  • End of iPhone exclusivity? The Internet is always abuzz with rumors, and AT&T shifting its focus to other platforms is yet another sign that a Verizon Wireless iPhone is potentially in the works. The carrier may be strengthening its portfolio to offset potential losses once the exclusivity ends.
Regardless of AT&T’s underlying reasons, broadening the options available to consumers is a good thing for many of the involved parties. For example, shoppers get a wider selection of handsets and emerging vendors like Dell get exposure to a growing market. However, AT&T will need to be careful in managing the persistent issue of fragmentation. While developers and content providers will be happy to have a larger Android installed base for which to create applications and services, they will also be faced with the cost of addressing multiple models/processors/resolutions/etc. -Alex Spektor