Wireless Device Strategies

First to market each quarter with the most accurate and detailed data on handset strategies. The industry’s most timely, consistent and accurate tracking of device vendor KPI metrics, as well as handset market sales and shipment forecasts.

December 17, 2014 02:03 woh

According to our recently published forecast report, Global Handset Shipments Forecast by Vendor by Quarter: 2000 to 2015, published by WDS (Wireless Device Strategies) service, Samsung is expected to take the lead in global handset market in 2015 in terms of handsets shipment, followed by Apple, Microsoft (Nokia), Xiaomi and LG. We forecast TOTAL global handset shipments -- legitimate plus grey -- to exceed 2.0 billion units in 2015. 

The report, available to our paid clients, also forecasts global smartphone shipments by vendor by quarter, global feature phone shipment by vendor by quarter, and the quarterly grey handset market through 2015. This is a valuable tool for component makers, software developers, operators and other stakeholders to support their planning activities.

December 5, 2014 15:07 khyers

In a newly published report Strategy Analytics identifies and analyzes the ten most important trends that will impact the mobile device industry in 2015.  The report examines a range of key topics including online handset distribution, in which price tiers the most rapid growth will come from, accelerating handset markets, and technologies including LTE-Advanced, SIM cards, and contextually aware services.

Clients of Strategy Analytics’ Wireless Device Strategies service can access the report Top 10 Mobile Device Trends and Recommendations for 2015 here.


December 2, 2014 02:54 woh

Yota Devices, a Russian handset manufacturer, is poised to officially release its follow up YotaPhone device, the YotaPhone 2 in London on December 3, 2014. The predecessor, original Yotaphone, was available in the market around one year ago, and made a big splash with its dual-screened form-factor, with front-face covered with LCD display and rear-face equipped with EPD (Electronic Paper Display). Our WDS (Wireless Device Strategies) service analyzed the SWOT (Strength, Weakness, Opportunity and Threat) of this origianl Yotaphone and published the insight report, "Is Yota Dualscreen Phone a Peek into the Future?", at this link.

Yotaphone 2 is believed to make great improvements as compared to its predecessor from four perspectives. First, 4.3 inch front HD display is improved to a bigger 5.0 inch and a better Full HD resolution display. Second, 4.3 inch rear EPD display at 360 X 640 is improved to a bigger 4.7 inch EPD display with a wider 540 X 960 resolution. Third, Yotaphone 2 can provide a larger battery capacify of 2,500mAh, better than Yotaphone at 1,800mAh by 40%. Fourth, Yotaphone 2 is coming with premium smartphone features such as wireless charging, WiFi 802.11ac and Qualcomm Snapdragon 800 processor running on Android KitKat while it has a much sleeker design than its predecessor.

We estimate that Yotaphone 2 will be making another big splash with better-specced features, a fancy design and much improvements with EPD display, and pricing and marketing strategies along with the applications for e-Ink display will be key to the success of this innovative phone.


November 21, 2014 14:08 khyers

Even as its share in the North American market steadily shrinks, Huawei's global handset shipments rose +15% annually during Q3 2014. Most of Huawei’s cellphone volumes now ship into developing regions like Africa, and we note the Chinese vendor is quietly evolving into an “emerging markets specialist”.  Even as Huawei focuses more of its attention on emerging markets, it is managing to steadily increase ASPs, in part by focusing on phablets. However, by concentrating on emerging markets at the expense of growth in developed ones such as Western Europe, Huawei risks ceeding market opportunties to Chinese vendors like Lenovo, ZTE, and others.

The report Q3 '14 Huawei Emerging Market Specialist, available to clients of Strategy Analytics' Wireless Device Strategies service, examines Huawei's Q3 2014 performance and strategic focus.

November 20, 2014 14:12 khyers

Global shipments of handsets grew by 8% year-on-year in Q3 2014, propelled by a rapidly expanding LTE market in Asia and North America.  Apple led the LTE category, with its newly introduced iPhone 6 and 6 Plus models, while Lenovo ranked first in TD-SCDMA, even as that category shrank.

The report Vendor Share Global Handset Market by Technology Q3 2014 provides worldwide quarterly handset shipments for more than 30 vendors by nine major 2G, 3G and 4G protocols.  Clients of our Wireless Device Strategies service can access the report here.


November 13, 2014 22:44 khyers

Samsung's Galaxy Note Edge is set to hit customers’ hands beginning Friday November 14th.  The new premium phablet sits atop Samsung’s portfolio and is seeing limited release across key markets across the globe. We have been using the device for the past few days and believe that it successfully lives up to its billing as the most striking Android phablet yet released.

The Edge stands out from its stable-mate Note 4 based on one key feature – a display which curves right off the side, essentially creating a second viewing screen which can be used to receive notifications or to control apps and content displayed on the main screen. The main display itself is a bright Quad HD+ Super AMOLED with 2560 x 1440 pixel resolution, while the curved section of the screen offers an additional 160 pixels down the side.

Strategy Analytics analyzes the Edge and how it will help Samsung gain mindshare in its battle against Apple in the following this published report.

November 10, 2014 17:03 nmawston

According to our WDS (Devices) service, LG, of South Korea, grew its global mobile phone shipments by +19% YoY in Q3 2014, the highest level for three years. Volumes were bolstered by solid demand for its premium- G3 and low-mid-tier L-series III products. Now that LG’s strategy of focusing on the G series flagships in North America and elsewhere is paying off, LG MUST turn its attention to the China and India markets where it continues to lag. Additional analysis of LG in the global and regional mobile phone market can be downloaded by clients here.

November 6, 2014 04:37 woh

One of the fast growing local handset vendors, Micromax in India, shipped its highest handset units worldwide during Q3 2014, capturing the estimated 2% global handset market share. Boosted by the strong volume growth, Micromax ranks the world's 10th largest handset vendor in our handset vendor ranking in Q3 2014 for the first time ever.

Micromax is doing very well in its home Indian market, and is growing its market share in overseas markets such as Bangladesh, Nepal and Russia, and is preparing to roll out its handsets in more overseas markets. The detailed analysis on the Q3 2014 global handset vendor volume and market share can be viewed at this link, available to our paid WDS clients.

October 30, 2014 02:35 woh

According to the latest report from our WDS (Devices) research service, global MOBILE PHONE shipments grew 8 percent annually to reach 460 million units in the third quarter of 2014. LG was the star performer, capturing 5 percent marketshare and reaching its highest level in the overall mobile phone market for three years.


Global mobile phone shipments grew 8 percent annually from 427.2 million units in Q3 2013 to 459.5 million in Q3 2014. Smartphones accounted for 7 in 10 of total mobile phone shipments during the quarter. The 8 percent growth rate of the overall mobile phone market is being driven by healthy demand for 3G and 4G models across Asia, Africa and Latin America.


Samsung dipped 15 percent annually and shipped 101.7 million mobile phones worldwide, capturing 22 percent marketshare in Q3 2014. Samsung’s growth rate has slowed recently due to tougher competition from Chinese vendors, but Samsung maintains a good product portfolio and it is still shipping more mobile phones worldwide than Apple and Nokia combined. Nokia shipped 52.2 million mobile phones worldwide for 11 percent share in Q3 2014. Nokia, now owned by Microsoft, continues to face intense rivalry from Apple and dozens of Android vendors across all price-bands.


Apple shipped 39.3 million iPhones worldwide in Q3 2014, up from 33.8 million a year earlier. We note Apple’s annual growth rate has almost halved from 26 percent in Q3 2013 to 16 percent in Q3 2014. Apple is finding it harder to achieve growth this year, despite a successful recent launch of the new iPhone 6 portfolio. LG had a strong quarter, capturing 5 percent share of the global mobile phone market, reaching its highest level since the third quarter of 2011. LG is performing well in the US and Europe, but we caution that China and India remain major weak-spots that the vendor still needs to address.


Other findings from the research include:

·         Xiaomi shipped 18.0 million mobile phones worldwide for a record 4 percent marketshare to become the world’s fifth largest vendor for the first time ever in Q3 2014. The vast majority of Xiaomi’s global mobile phone shipments take place in China, where it has a famous brand and an extensive retail presence;

·         A long tail of second-tier brands continues to build momentum beyond the top five mobile phone brands. Key emerging challengers in mobile phones worldwide at the moment include TCL-Alcatel, Oppo, Vivo, Lenovo and others. They are important players to monitor.


Exhibit 1: Global MOBILE PHONE Vendor Shipments and Market Share in Q3 2014  [1]

Global Mobile Phone Vendor Shipments (Millions of Units)

Q3 '13

Q3 '14




Nokia (Microsoft)



















Global Mobile Phone Vendor Marketshare (%)

Q3 '13

Q3 '14




Nokia (Microsoft)





















Total Growth: Year-over-Year (%)




Source: Strategy Analytics





[1]  Numbers are rounded. The term “Mobile Phone” is defined as smartphones plus feature phones combined.

October 22, 2014 11:31 nmawston

Unconfirmed rumors are arising yet again in the mobile industry that Lenovo of China will soon try to purchase part or all of Blackberry in Canada. Such rumors have been around for 2+ years, of course -- but the sound of the drumbeat has recently gotten louder again.

Why would Lenovo be interested in Blackberry? Our WDS (Devices) service indicates there are at least three main reasons. They are:

1. Deeper distribution among global carriers and companies;
2. Good OS software for phones and cars (e.g. BB10);
3. Mature mobile security software.

Should Lenovo try to takeover Blackberry? In our view, it would be a risky move. First, the Canadian government may forbid a partial or full merger, due to security or economic reasons. Second, Lenovo today is already struggling to close the deal on its loss-making Motorola takeover. And third, Blackberry is showing signs of financial stabilization right now -- for the first time in years -- Blackberry executives may no longer want to rollover and just "give up".