Handset Country Share Tracker

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

July 15, 2014 03:30 woh

Global smartphone vendors with international brand awareness, such as Samsung and Apple, have long dominated the global smartphone market. But the past few years have seen a swift rise in 'locally-FOCUSED' smartphone vendors, such as Xiaomi, Oppo and Vivo in China, Micromax and Karbonn in India, Wiko in France, BQ in Spain, Cherry Mobile in the Philippines, iMobile in Thailand, Smartfren in Indonesia, Symphony in Bangladesh and Q mobile in Pakistan.

Our recently published report, in our Handset Country Share Tracker (HCST) service, available to clients, analyzes who the local main players are in multiple countries, why they are growing, and what international brands can do to stop them from moving forward.


June 27, 2014 04:06 woh

During this year's Google I/O event, unsurprisingly, Google announced a lot of appealing hardwares, softwares and services such as Andriod L supporting 64bit processing, Gear Live, G watch and Moto 360 smartwatches based on Android Wear, Android Auto, Android TV and Android One. These are all fantastic achievements over what Google and its partners have done for the past years. Among all these gifts from Google, it might be worth taking another look at Google Android One program, which is designed to help smartphone manufacturers design and build high-performing smartphones at lower prices under US$100 based on Stock Android. Google has been teaming up with many different device partners such as HTC, Samsung and LG to create the reference Android-powered smartphones targeting mid to high-tier price range, but this time Google decided to launch a new program to help more affordable, but high-quality smartphones available at many developing countries starting with India, under its control.

As the first step, Google is working with three Indian vendors, Micromax, Karbonn and Spice to build Android One powered smartphones for Indian market from the second half of this year. As the published report under our HCST (Handset Country Share Tracker) service tracks the smartphone market in India, these three vendors have meaningful market shares in their home country and are growing very fast based on the very small smartphone penetration in India. The Android One initiative will be likely to throw some impact on Samsung, Microsoft/Nokia, LG, Huawei, ZTE and other Chinese vendors who are also looking at the entry-tier segment in India to grow their respective market shares. We believe that it would make sense for many players to target this low-price sector in India as our report, published by WSS (Wireless Smartphone Strategies) service, estimates that this market below the wholesale price of US$99 in India is expected to account for 45% of total smartphones sold in India in 2014.

While the target market is a little lower than Android One, Mozilla is also trying to announce a few ultra-low firefox-operated smartphones at US$25 this fall under the Indian brand from Intex and Spice. Android One, Microsoft/Nokia's Nokia X/X2 project, Mozilla and other smartphone vendors equipped with affordable smartphones are going to compete fiercely neck and neck with each other for more vendor and value share in emerging markets. In a nutshell, India and the developing markets will be able to enjoy more diversity and variety when stopping by retail shops or operator channels to look for their first-time smartphones or cheaper ones from the latter half of this year.


June 19, 2014 23:32 swaltzer

After years of speculationAmazon finally introduced its first Fire Phone with AT&T in the US on Wednesday, 18th June, 2014. Amazon is planning to take a slice of the global smartphone hardware industry and expand the mobile shopping market. However, the Fire is neither optimized for smartphone buyers nor mobile shoppers, and it risks getting caught in no-man’s land. This first-generation Fire may struggle to gain traction. Further insight and analysis on this topic can be found for subscribers in our published report here: Amazon Fire Puts a Shopping Cart in Your Pocket.


June 10, 2014 11:36 nmawston

According to our Country Share Tracker (CST) service, global LTE phone shipments grew +93% annually in Q1 2014. The US, South Korea, Japan and Europe continued to witness rapid 4G growth, while new-entrant China has quickly established itself as the second-largest LTE market. Dozens of LTE handset models from Samsung, Apple, LG, Sony, Nokia and others are now flooding the market. The United States remains by far the world's largest LTE country, boosted by robust carrier subsidies. This extensive published report, avauilable to clients, tracks global LTE handset shipments and vendor marketshare for 17 major vendors in 5 major LTE countries from Q1 2012 through Q1 2014.


June 2, 2014 07:07 woh

Our Handset Country Share Tracker (HCST) service recently published the Japanese Handset Vendor Share by Operator Report for Q1 2014, and we tracked that Apple took the top spot at all three big operators, NTT Docomo, SoftBank and KDDI in Q1 2014. Apple competed with Sony, neck and neck at NTT Docomo, but demonstrated invincible performance at both SoftBank and KDDI.

It would be worth noting that ZTE, a Chinese handset maker, keeps maintaining the 3rd largest handset vendor at SoftBank since Q2 2013, based on the steady sales of its specialized feature phones for kids. This report, available to our paid clients, tracks 17 handset vendors' marketshare by quarter at all major mobile operators in Japan.


June 2, 2014 01:46 woh

According to our latest published reports from HCST (Handset Country Share Tracker) service in Q1 2014, Wiko, a fastest rising French mobile handset maker became no.3 in both handset and smartphone vendor share in France in Q1 2014, followed by Samsung and Apple. Strategy Analytics has internally tracked this company for the past several quarters, and started to officially include it in our handset vendor share report for 15 countries and smartphone one for 15 countries from Q1 2014.

Our 15 country reports, which are available to our paid clients, will also provide the vendors dynamics in 15 countries, showing how Samsung, Apple, Nokia/Microsoft, Huawei, Lenovo, LG, Xiaomi, Coolpad, Sony, ZTE, TCL-Alcatel, HTC and several other vendors played in terms of their global and country-level performance in Q1 2014.


May 2, 2014 16:33 nmawston

According to new research from our Country Share Tracker (CST) service, China smartphone shipments grew +39% YoY to record levels in Q1 2014. Samsung remained in first place, followed by Lenovo. Meanwhile, Xiaomi pushed into the top 3 rankings for the first time ever, due to multiple popular new models. Coolpad solidified its position thanks to healthy demand for LTE phones. Our published report, available to download by clients here, contains handset and smartphone shipments and marketshare by multiple vendors and operating systems by quarter in China from Q1 2009 to Q1 2014. A forecast by smartphone vendor for Q2 2014 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.


April 23, 2014 19:55 khyers

AT&T reported impressive wireless subscriber gains for Q1 2014, adding 625 thousand net subscriber adds for the quarter.  Smartphones made up the bulk of new handset sales for the operator, accounting for 92 percent of postpaid sales; in total the US wireless operator sold 1.1 million smartphones to both new subscribers and for customer upgrades.

The majority of US wireless customers now use smartphones, with AT&T reporting that as of the end of Q1 2014 78 percent, or 53 million, of its postpaid base now use smartphones, up 10% year-to-year from 48 million in Q1 2013. 

AT&T reported that 2.9 million of its postpaid customers had joined its AT&T Next early upgrade plan, allowing them to get a new smartphone every 12 to 18 months.   Strategy Analytics believes that early upgrade plans will become key drivers of premium smartphone sales in 2014 and beyond as customers accelerate the pace at which they purchase new devices. 

Strategy Analytics tracks AT&T and other US wireless operators’ handset shipments in our Handset Country Share Tracker service.  Smartphone shipments by US operator are reported each quarter in our USA Smartphone Vendor Marketshare by Operator report and over all handset sales in our USA Handset Vendor Marketshare by Operator report.


April 8, 2014 18:39 khyers

Global smartphone wholesale revenues grew 9% annually in Q4 2013. Apple and Samsung dominate the industry by both volume and value. LG came to the third place, increasing +38% YoY, driven by a greater mix of 3G and 4G models. Sony ranked at fourth place with very close revenue to LG.

This report provides quarterly global smartphone wholesale ASP, revenue and shipment metrics for 12 major OEMs across six major regions from Q1 2012 to Q4 2013. Historical global smartphone ASPs, revenues and shipments from Q1 2010 onward are also included. The report is a valuable tool for operators, component manufacturers, carmakers, financial analysts and other stakeholders who want to track smartphone pricing and the financial health of major vendors on a regional basis.  Our Handset Country Share Tracker service provides key insights into the trends and factors that drive revenues for handset vendors, operators and other global industry stakeholders.


March 5, 2014 15:27 khyers

Verizon on March 3rd announced that it had revamped its prepaid wireless plans to provide more flexibility for customers.  The new Allset offering creates a single base prepaid plan for $45 which provides unlimited voice, text messaging and 500 MB of data while giving customers a choice for additional data packages at three different price points:

  • 500 MB for $5 with 30-day expiration
  • 1 GB for $10 with 90-day expiration
  • 3 GB for $20 with 90-day expiration

While the new plans are straightforward and offer greater value than previous plans by allowing customers to carry over data purchased from one month to the next, they do not move the needle signficantly in the battle between the tier one operators to grow their prepaid customer bases.  For Verizon Wireless, this is by design. 

Verizon Wireless has alwasy positioned itself as, primarily, a higher-value postpaid carrier.  Prepaid is, and always has been, secondary for Verizon Wireless, which isn't willing to sacrafice profitability to chase prepaid volumes.  Its new Allset plans are more accessible to the prepaid market, but it is is clearly seeking to maintain a clear differentiation in value between its prepaid and postpaid offerings. Clearly the Allset plans have been designed to offer more choice to its prepaid customers while avoiding prepaid canibalization of its postpaid base.

Verizon Wireless' unique selling point (USP) has always been network coverage and quality (not price), something that it extended by being the first and fastest to nationwide LTE.  Now that AT&T has caught up in LTE and Sprint and T-Mobile are expanding their own LTE networks, that USP is under siege.  At the same time, value pricing has become steadily more important.  Verizon's Allset plans are a step in the right direction and will appeal to customers already leaning towards Verizon Wireless due to its perceived coverage and quality advantage, but as AT&T increases recognition of its own strength in this same area, and both it and T-Mobile leverage their Cricket and MetroPCS acquisitions, respectively, in prepaid, Verizon Wireless could see erosion of its base to competition.  From this standpoint, while Allset is a step in the right direction, Verizon Wireless will likely need to take additional steps in order to provide additional value to prepaid customers going forward.

Our Handset Country Share Tracker (HCST) service report USA Smartphone Vendor Marketshare by Operator: Q4 2013 provides marketshare and smartphone unit shipment data for smartphone vendors for each of the Tier 1 operators in the USA.  The report is a key tool for tracking current and historic performance for smartphone vendors by mobile operators in the US market.