Handset Country Share Tracker

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

February 24, 2015 20:59 nmawston

UK startup, Kazam, run by ex-HTC executives, has this week announced it will introduce 7 new smartphone and 3 tablet models to the UK and European markets in the first half of 2015. They will eventually enter up to 15 countries, like Poland, Spain, etc.

The models being launched (at MWC) are the Trooper 445L (LTE), 440L, 450, 450L and 455 smartphones with Android, the Thunder 450W and 450WL smartphones with Microsoft, and the L10, L8 and L7 tablets with Microsoft.

Ths is a courageous move from Kazam, famous for previously developing one of the world's slimmest smartphones (<6mm). The vendor is now positioning to sell cost-competitive 4G LTE devices to prepaid and postpaid consumers. Kazam is hoping to copy the relative success of other niche vendors like Wiko in France and BQ in Spain.


However, our CST (Country Share Tracker) service guides that Kazam will struggle to become a major pan-European smartphone-tablet player in 2015. Here are three main reasons why:

1. The Western and Eastern European LTE smartphone market is already very crowded. Apple and Samsung dominate, leaving little room for new entrants like Kazam;

2. Kazam is trying to differentiate on aftersales service. For example, replacing a cracked screen within the first year. But, if the system proves popular, it will be easily copied by Samsung or LG with big display assets;

3. Kazam lacks retail distribution online and offline. It will take years to get on store shelves around the European continent and worldwide. Will Kazam have the funds to support such a long-term expansion? Or will it be quickly flipped and sold off to a bigger rival? Time will tell.


February 23, 2015 00:06 woh

According to a recently-published report -- Japan Handset Vendor Marketshare by Operator: Q4 2014 -- posted on our Handset Country Share Tracker (HCST) service -- Apple accounted for a significant 71% handset marketshare at Softbank, the 2nd largest wireless operator in Japan by volume, during Q4 2014.

Not only the larger-sized 4.7- and 5.5-inch-display iPhone 6 and 6 Plus, but the one-year-old iPhone 5S also led the growth, recording an all-time-high mobile phone marketshare at Softbank.

Sharp, who co-developed its bezel-less Aquos Crystal with Softbank, solidfied its no. 2 position at the operator, based on the strong shipments of Aquos models.

This extensive report, available to clients, tracks 17 handset vendors' marketshare by quarter at all major operators in Japan, including NTT Docomo, Softbank and KDDI.


February 14, 2015 07:54 woh

Samsung finally launched the long-awaited Tizen-powered smartphone, Z1 (No Galaxy-branded phone), in India in January 2015. Equipped with rather modest specifications such as 3G support, 4-inch WVGA display, less than 1GB DRAM, 3MP rear-camera and 1,500 mAh battery, the Z1 is priced in the entry-tier (<US$100 wholesale) in a bid to appeal to first-time smartphone users in India, the world's third largest smartphone market. Samsung next launched the Z1 in Bangladesh at the first week of February.

According to the Global Smartphone Sales Forecast by Operating System for 88 Countries: 2007 to 2020 report, published by our Wireless Smartphone Strategies (WSS) service, Tizen OS smartphones will account for less than 1% share of the global smartphone market in 2015, way behind leading operating systems such as Android, iOS and Windows Phone.

Samsung is planning on rolling out the Z1 to more developing countries, including Nepal, Sri Lanka and Indonesia, in the coming months. Samsung has to compete against the likes of Android (Android One included), Firefox and WP-based smartphones, which are priced at similar levels or even lower than Z1. We guide that an insufficient number of applications (compared with Android) is the key area that Samsung must sort out as soon as possbile, to grow its Tizen ecosystem and make the Z1 more competitive. It will be possible to support Android appplications, either by installing an emulator, or by activating a virtual machine on somewhat higher-end apps processors later on, just like Blackberry Passport.

Samsung has already implemented its Tizen OS on many electronic devices in 2014, such as smart TVs, wearables and digital still cameras, so we expect this vendor to put more resources into enlarging the Tizen-based ecosystem in 2015 across all areas from mobile to office to automotive to home, to prepare for an emerging IoT world.


February 13, 2015 08:00 woh

According to the newly-updated report -- Global Handset Vendor Market Share for 15 Countries in Q4 2014 -- published by our Handset Country Share Tracker (HCST) service -- Micromax, a burgeoning local handset vendor, outperformed siignificantly in the Indian mobile phone market during the fourth quarter of 2014.

Micromax has quadrupled its handset shipments in India and Asia in three years, emerging as a major player in the region alongside Samsung. Low-cost Android models and crisp marketing in suburban areas are among the key to Micromax's success.

This extensive report, available to clients, is tracking 23 top handset brands across 15 major countries on a quarterly basis. Countries covered include China, UK, Brazil and others.


February 12, 2015 01:35 woh

According to the recently published report -- Global Smartphone Vendor Market Share for 15 Countries in Q4 2014 -- published by our Handset Country Share Tracker (HCST) service -- Samsung remained the number one smartphone vendor in most major countries worldwide during the fourth quarter of 2014. Apple performed exceptionally well, boosted by robust demand for its larger-sized 4.7- and 5.5-inch iPhones, which enabled the vendor to become the biggest smartphone vendor in the UK for the first time ever. In India, the world's third largest smartphone country, Samsung and Micromax competed almost neck-and-neck, taking the first and second spots, respectively.

This report, available to clients, tracks 18 leading smartphone vendors across up to 30 major countries by quarter in 2014. Countries covered include Thailand, Philippines, Colombia, Nigeria, Egypt and others.


January 30, 2015 18:54 lsui

According to a newly-published report from our Handset Country Share Tracker (HCST) service -- China Handset and Smartphone and OS Share : Q4 2014 -- Apple nudged up to become the second largest handset and smartphone vendor in China in the fourth quarter of 2014, for the first time ever. Strong demand for iPhone 6 and 6 Plus models, as well as an extended retail presence, and sizeable subsidies from three operators, are the main drivers behind the surging volumes, which doubled annually.

Xiaomi maintained its no.1 handset and smartphone position in China, for two quarters in a row. Xiaomi's rapid (but slowing) growth -- along with rising brands like Vivo and Oppo -- is harming established local rivals such as Lenovo, Coolpad and others. Samsung dipped to the no. 3 position, amid competition from Apple and Chinese brands. Lenovo plunged to fifth place this quarter and lost share annually and sequentially, while Huawei held fourth place -- driven by its Honor sub-brand and Ascend models across multiple price-tiers.

Our extensive report contains handset and smartphone shipments and marketshare by multiple vendors and operating systems by quarter in China from Q1 2009 to Q4 2014. A forecast by smartphone vendor for Q1 2015 is also included. The report is a valuable tool for stakeholders wishing to track the China market, the world's largest by volume and revenue.

 


December 4, 2014 00:45 woh

According to the recently published report, Global LTE Handset Vendor Shipments by Country: Q3 2014, under our Handset Country Share Tracker (HCST) service, China has finally become the world's number one LTE handset market for the first time during Q3 2014, making the US slip to the 2nd position. China LTE handset market grew substantially by volume, up 140% sequentially, mainly driven by the growing influence of two rising stars, Oppo and Vivo, in the growing LTE segment in China.

The more detailed and extensive analysis, and LTE handset market share by vendor by country can be viewed here, available to our paid clients.


December 3, 2014 08:08 woh

India has become the world's 3rd largest smartphone market by volume, behind China and the United States as of Q3 2014, based on our recently published report, Global Smartphone Vendor Marketshare for 15 Countries: Q3 2014, under Handset Country Share Tracker (HCST) service. India's smartphone market is growing very rapidly, mainly boosted by the huge population, relatively lower smartphone penetration, many tech-savvy people, rising influence of local vendors and online channel, and many global smartphone vendors who are rushing into this big country looking for potentially economical success. We believe that the bulk of future growth in India's smartphone market will be coming from under retail $100 prices as there are myriads of price-sensitive users in India, looking for cheaper phones.

A lot of global and local vendors are prioritizing this price-tier, under retail $100 to gain traction and lead the market share. First of all, there are already not a few smartphones priced below $80 (retail) in the market, which are powered by Android and Firefox. These ultra-affordable smartphones with modest hardware specifications and services are accounting for almost half of all smartphones sold in India in 2014, according to our published report, BRIC Country Smartphone Revenues, ASPs & Price-Tier Forecasts: 2009 to 2020 under our Wireless Smartphone Strategies (WSS) service. Second, Google is collaborating with leading Indian vendors such as Micromax, Karbonn and Spice, and already launched a few Android One smartphones from September at a retail $100 price. Google is widening its Android One partnerships now, and will be willing to cut the price below $100 to generate the bigger share in India.

Third, Microsoft (Nokia), which has not gained much success in India with its Windowsphone OS, is focusing on lower-priced segment with its Lumia 530/630 series. In addition, as Microsoft is giving out its OS for free for all sub-8" devices, we expect more smartphones under the retail $100 to hit the Indian market, mainly driven by Micromax, Karbonn and Lava. Fourth, Andriod players such as Xiaomi and Motorola are creating more presence in India, by providing the higher-specced phones at reasonably affordable price-points, at between $90 and $110 in retail pricing, mostly through online channels, making their price advantage stand out. Finally, Samsung, the king of global smartphone market, is reportedly set to fight back with its long-awaited Tizen-based smartphone. It is reportedly known that this Tizen OS smartphone will be launched in India in mid of December at around retail US$100 price, so we estimate that Samsung is ready to go head to head in this intensely competitive segment.

More detailed analysis on the growing Indian market and on the key to success in this important market is viewed at this report, India: The Next Big Smartphone Market in the Wake of China, available to our paid clients.


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 24, 2014 05:11 woh

According to the recently published 'Japan Handset Vendor Market share by Operator in Q3 2014' under our Handset Country Share Tracker (HCST) service, Apple cemented its no. 1 position at Softbank and KDDI, the Japanese second and third biggest operators, in Q3 2014 due to the influential demand of its newly-launched larger-sized iPhone 6 (4.7 inch) and iPhone 6+ (5.5 inch). Meanwhile, at NTT Docomo, the biggest operator in Japan, Sony kept the no.1 position, mainly due to strong demand for Xperia Z2, Z1 and A2. Apple, no.2 at NTT Docomo, remained lackluster in July and August, but the launch of the new iPhones in September gained robust market traction at NTT Docomo, too, closing the gap between Sony.

The report, available to our paid clients, can be viewed at this link, and covers handset shipments and marketshare for 17 vendors across the big 3 operators in Japan during the third quarter of 2014.