Handset Country Share Tracker

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

April 20, 2015 03:47 woh

Samsung has started to ship its latest flagship devices, Galaxy S6 and S6 edge, to the world this month, and it was confirmed that the corporate "Samsung" logo will NOT be printed on those S6 devices for the Japanese market only.

Based on the Global Handset Vendor Marketshare for 15 Countries: Q4 2014 report, housed under our Handset Country Share Tracker (HCST) service, Sasmung's mobile phone marketshare in Japan has long been dipping from its peak in Q4 2012, pressured from Apple and a number of domestic vendors such as Sony, Sharp and Fujitsu.

We think Samsung's decision to remove its "Samsung" logo from the S6 portfolio at Japanese operators, NTT Docomo and KDDI, is designed to try and enhance its flagging marketshare in the country, by focusing on the products themselves. Indeed, the Galaxy S6 and S6 edge are NOT the first products that will not bear the "Samsung" logo in Japan, as Samsung tried similar bids on the Galaxy Note Edge for NTT Docomo and KDDI, which was publicly launched last year. Also, the Galaxy S5 for KDDI was released without a "Samsung" logo stamped on the hardware casing.

On a related effort, Samsung did not publicly launch its Galaxy Note 4 in Japan, in order to prioritize sales of its other sub-model, the Galaxy Note Edge.

Whether Samsung's special efforts to de-brand in the important Japanese handset market will pay off in the long-term remains to be seen.

 


April 14, 2015 06:17 nmawston

According to our Country Share Tracker (CST) service, some 10 million mobile phones were shipped in the UK in Q4 2014, down by -3% YoY, impacted by sluggish operator subsidies and penetration-maturity. The UK handset market had been trending flat at best on an annual basis since 2010, and the full year of 2014 experienced -2% 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. Our extensive report finds the growth segments in the UK market and tracks quarterly handset vendor market share at the four major UK operators -- EE, Vodafone, O2 and Three -- from Q1 2009 to Q4 2014.


April 2, 2015 04:04 woh

According to our CST research service, Samsung seems to be taking on a "hunger" and "select and focus" marketing strategy at the same time with their latest flagship Galaxy S6 and S6 Edge smartphones. While this smartphone behemoth launched their last year's flagship, Galaxy S5, in more than 120 countries globally at the same date in April 2014, Samsung decided not to take a similar approach this year. Instead, Samsung will be launching their S6 and S6 Edge in only a selected "TWENTY" countries on April 10, 2015, which is next week. Select countries include several key markets such as the US, UK, Germany, China, Japan, South Korea, India, Russia, Chile, Hong Kong, Singapore and UAE.

To be sure, Samsung will eventually be launching their new S6 line-ups in almost all top-150 countries across the globe in Q2 / Q3 2015. We think the primary reason why Samsung is cutting down on the number of the first-available countries in the 2nd week of April, 2015, is to efficiently focus their resources and shipments in their biggest or most-strategic countries as a first step, and also to maximize the remaining demand in dozens of other countries who can't wait to get their hands on these "stylish" and "best performing" new models.

To prioritize their marketing resources and generate the purchasing desire for S6 and S6 Edge models in those selected countries, Samsung has opened up more than 20k hands-on-experience stores, so that potential buyers can stop by the stores to feel, experience and play with the devices in-person, which is a somewhat different marketing bid from last year. Samsung, like Apple, now understands the importance of letting customers touch their phones.

Looking at our recent report on the Galaxy S6 and S6 Edge -- Is Samsung Galaxy S6 / S6 Edge An iPhone Killer? -- published under our Wireless Smartphone Strategies (WSS) service, we forecast global shipments of the S6 portfolio to EXCEED the worldwide S5 volumes delivered in 2014 -- this relative success will be achieved as a direct result of Samsung's newly-adopted marketing activities, a cleaner "phase one" distribution strategy, and a better execution of hands-on-experience retail stores.


March 19, 2015 10:00 woh

According to the newly-published France Handset Vendor Marketshare by Operator: Q4 2014 report, published under our HCST (Handset Country Share Tracker) service, Apple posted an all-time-high mobile phone marketshare at most French carriers -- including Orange and SFR -- during Q4 2014. This record performance was achievable largely thanks to the robust sales of iPhone 6 and 6 Plus, closing the gap on Samsung, a long-time market leader in France.

This report, available to paid-clients, tracks cellphone vendor marketshare at the four major French operators -- Orange, SFR, Bouygues Telecom and Free Mobile -- from Q1 2009 to Q4 2014.


March 16, 2015 02:32 woh

According to the recently published report, 'Germany Handset Vendor Marketshare by Operator: Q4 2014', posted by our Handset Country Share Tracker (HCST) service, Motorola, acquired by Lenovo last year, shows clear signs of increasing its handset market share at most of major carriers in Germany, including T-Mobile, Vodafone and O2, in H2 2014. The affordable, but high-performing smartphones, Moto G and Moto E, have raised the market share in Germany in 2014, from almost 0% in 2013.

The report, available to our paid clients for HCST service, is tracking the quarterly handset vendor market share at the three major German operators -- T-Mobile, Vodafone, O2 (E-Plus).


March 16, 2015 02:10 woh

According to the recently-posted report, 'UK Handset Vendor Marketshare by Operator: Q4 2014', published under our Handset Country Share Tracker (HCST), Microsoft (Nokia, previously) captured the biggest handset market share at EE (Everything Everywhere) in three years in Q4 2014. Microsoft's WindowsPhone-based Lumia line-ups kept less than 10% market share in handset market at EE in H1 2014, but started to rise above 10% level from Q3 2014, and recorded the highest handset market share in three years in Q4 2014, largely due to the popularity of its Lumia 635 and 830 products.

The report, available to our paid clients for HCST service, tracks the quarterly handset vendor market share at the the other three major UK operators, Vodafone, O2 and Three, in addition to Everything Everywhere. 


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.