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.

January 31, 2013 19:26 nmawston

According to our Wireless Device Strategies (WDS) service, global Bluetooth headset revenue growth will be broadly flat in 2013. Lower pricing and growing competition from car-kits are among some of the challenges facing the industry. One bright spot can be found in the stereo headphones market, which we forecast to grow at an above-average rate of +23% in 2013, as model diversity improves, distribution expands, and prices become more affordable. Key players to watch in stereo Bluetooth include Plantronics, Monster, Nokia, Motorola, Jabra, Jaybird and others.

This published report, available to download by clients,  forecasts worldwide Bluetooth headset wholesale revenues and pricing for mono and stereo, in-box and aftermarket, by price-tier segment, from 2001 to 2017.


January 30, 2013 22:42 nmawston

According to our Wireless Device Strategies (WDS) service, Nokia shipped 86.3 million mobile phones worldwide in Q4 2012. Increasing Microsoft Lumia volumes and tighter cost-controls helped Nokia return to profitability after three straight quarters of financial losses. However, Nokia’s handset shipments fell sharply in China. China now joins the United States on the company’s “must recover” list of countries for 2013. More analysis can be downloaded by clients here.


January 30, 2013 22:36 nmawston

According to our Wireless Device Strategies (WDS) service, Motorola’s global handset shipments tumbled -43% annually in Q4 2012. Growth in mobile phone sales was lackluster across North America, Latin America, Europe and Asia. Can the rumored upcoming “X Phone” give Motorola’s fortunes a positive boost in the second half of 2013?

More analysis can be downloaded by clients here.


January 25, 2013 14:40 nmawston

According to the latest research from our Wireless Device Strategies (WDS) service, global mobile phone shipments grew a modest 2 percent annually to reach 1.6 billion units in 2012. Samsung was the star performer, accounting for 1 in 4 of all mobile phones shipped worldwide last year.

Ongoing macroeconomic challenges in mature markets like North America and Western Europe, tighter operator upgrade policies, and shifting consumer tastes were among the key reasons why global mobile phone shipments grew just 2 percent annually to reach 1.6 billion units in 2012. Fuelled by robust demand for its popular Galaxy models, Samsung was the star performer, shipping a record 396.5 million mobile phones worldwide and capturing 25 percent marketshare to solidify its first-place lead. However, Samsung’s total volumes for the year fell just short of the 400-million threshold.

Nokia’s global mobile phone shipments fell 20 percent from 417.1 million units in 2011 to 335.6 million in 2012. Nokia faced tough competition from Samsung in developing markets like China, while Apple and others ramped up the pressure in developed regions such as Western Europe. Nokia’s dual-SIM feature phones, Asha touchphones and Lumia handsets have been performing well, but this was not enough to offset a slump in demand for the company’s aging Symbian smartphone platform last year.

Apple shipped a record 135.8 million mobile phones worldwide in 2012. Apple delivered 46 percent annual growth last year, which was bolstered by solid demand in North America and Asia. Apple’s launch of the iPhone 5 in Q4 2012 was a success as volumes ramped up in dozens of countries worldwide, but negative media coverage of the model’s new integrated maps service and supply chain challenges cast a slight shadow over the launch.

ZTE captured 5 percent share of the global mobile phone market in 2012, as its shipments fell minus 8 percent from 2011, partly because of heightened competition in core markets like China and Western Europe from rivals such as Coolpad and Samsung.

The summary of the report is available to view here.

Exhibit 1: Global Mobile Phone Vendor Shipments and Market Share in Q4 2012 [1]

Global Mobile Phone Shipments (Millions of Units)

Q4 '11

2011

Q4 '12

2012

Samsung

95.0

327.4

108.0

396.5

Nokia

113.5

417.1

86.3

335.6

Apple

37.0

93.0

47.8

135.8

ZTE

24.4

78.1

19.5

71.7

Others

169.7

630.4

189.3

635.4

Total

439.6

1546.0

450.9

1575.0

Global Mobile Phone Vendor Marketshare %

Q4 '11

2011

Q4 '12

2012

Samsung

21.6%

21.2%

24.0%

25.2%

Nokia

25.8%

27.0%

19.1%

21.3%

Apple

8.4%

6.0%

10.6%

8.6%

ZTE

5.6%

5.1%

4.3%

4.6%

Others

38.6%

40.8%

42.0%

40.3%

Total

100.0%

100.0%

100.0%

100.0%

Total Growth Year-over-Year %

9.9%

13.7%

2.6%

1.9%

 

1 Numbers are rounded. The Total in the data-table does not include grey phone shipments.


January 25, 2013 02:56 Neil Shah

According to the latest research from our Wireless Device Strategies (WDS) service, global mobile phone shipments grew a modest 2 percent annually to reach 1.6 billion units in 2012. Samsung was the star performer, accounting for 1 in 4 of all mobile phones shipped worldwide last year.

Ongoing macroeconomic challenges in mature markets like North America and Western Europe, tighter operator upgrade policies, and shifting consumer tastes were among the key reasons why global mobile phone shipments grew just 2 percent annually to reach 1.6 billion units in 2012. Fuelled by robust demand for its popular Galaxy models, Samsung was the star performer, shipping a record 396.5 million mobile phones worldwide and capturing 25 percent marketshare to solidify its first-place lead. However, Samsung’s total volumes for the year fell just short of the 400-million threshold.

Nokia’s global mobile phone shipments fell 20 percent from 417.1 million units in 2011 to 335.6 million in 2012. Nokia faced tough competition from Samsung in developing markets like China, while Apple and others ramped up the pressure in developed regions such as Western Europe. Nokia’s dual-SIM feature phones, Asha touchphones and Lumia handsets have been performing well, but this was not enough to offset a slump in demand for the company’s aging Symbian smartphone platform last year.

Apple shipped a record 135.8 million mobile phones worldwide in 2012. Apple delivered 46 percent annual growth last year, which was bolstered by solid demand in North America and Asia. Apple’s launch of the iPhone 5 in Q4 2012 was a success as volumes ramped up in dozens of countries worldwide, but negative media coverage of the model’s new integrated maps service and supply chain challenges cast a slight shadow over the launch.

ZTE captured 5 percent share of the global mobile phone market in 2012, as its shipments fell minus 8 percent from 2011, partly because of heightened competition in core markets like China and Western Europe from rivals such as Coolpad and Samsung.

The summary of the report is available to view here.

 

Exhibit 1: Global Mobile Phone Vendor Shipments and Market Share in Q4 2012  [1] 

Global Mobile Phone Shipments (Millions of Units) 

Q4 '11 

2011 

Q4 '12 

2012

Samsung

95.0

327.4

108.0

396.5

Nokia

113.5

417.1

86.3

335.6

Apple

37.0

93.0

47.8

135.8

ZTE

24.4

78.1

19.5

71.7

Others

169.7

630.4

189.3

635.4

Total

439.6

1546.0

450.9

1575.0

 

 

 

 

 

Global Mobile Phone Vendor Marketshare %

Q4 '11

2011

Q4 '12

2012

Samsung

21.6%

21.2%

24.0%

25.2%

Nokia

25.8%

27.0%

19.1%

21.3%

Apple

8.4%

6.0%

10.6%

8.6%

ZTE

5.6%

5.1%

4.3%

4.6%

Others

38.6%

40.8%

42.0%

40.3%

Total

100.0%

100.0%

100.0%

100.0%

 

 

 

 

 

Total Growth Year-over-Year %

9.9%

13.7%

2.6%

1.9%

 

1 Numbers are rounded. The Total in the data-table does not include grey phone shipments.

 

 

 


January 25, 2013 02:21 lsui

Boston, MA - January 24, 2013 ? According to the latest research from Strategy Analytics, global smartphone shipments grew 43 percent annually to reach a record 700 million units in 2012. Samsung was the star performer, capturing 30 percent marketshare worldwide and extending its lead over Apple and Nokia.

Neil Shah, Senior Analyst at Strategy Analytics, said, ?Global smartphone shipments grew 38 percent annually from 157.0 million units in Q4 2011 to 217.0 million in Q4 2012. Global smartphone shipments for the full year reached a record 700.1 million units in 2012, increasing robustly from 490.5 million units in 2011. Global shipment growth slowed from 64 percent in 2011 to 43 percent in 2012 as penetration of smartphones began to mature in developed regions such as North America and Western Europe.?

Neil Mawston, Executive Director at Strategy Analytics, added, ?Samsung shipped a record 213.0 million smartphones worldwide and captured 30 percent marketshare in 2012. This was the largest number of units ever shipped by a smartphone vendor in a single year, beating Nokia?s previous all-time record when it shipped 100.1 million units during 2010. Despite tough competition in stores and courtrooms, Samsung continued to deliver numerous hit models, from the high-end Galaxy Note2 phablet to the mass-market Galaxy Y. Apple grew a healthy 46 percent annually and shipped 135.8 million smartphones worldwide for 19 percent marketshare in 2012, broadly flat from the 19 percent level recorded in 2011. Apple had a strong year in developed regions like North America, but this was offset partly by its limited presence in high-growth emerging markets such as Africa.?

Linda Sui, Analyst at Strategy Analytics, added, ?Samsung and Apple together accounted for half of all smartphones shipped worldwide in 2012. Large marketing budgets, extensive distribution channels and attractive product portfolios have enabled Samsung and Apple to tighten their grip on the smartphone industry. The growth of Samsung and Apple has continued to impact Nokia. Nokia retained its position as the world?s third largest smartphone vendor for full-year 2012, but its global marketshare has dropped sharply from 16 percent to five percent during the past year. Nokia?s Windows Phone portfolio has improved significantly in recent months, with new models like the Lumia 920, but we believe the vendor still lacks a true hero model in its range that can be considered an Apple iPhone or Samsung S3 killer.?

Exhibit 1: Global Smartphone Vendor Shipments and Market Share in Q4 2012 [1]

Global Smartphone Vendor Shipments (Millions of Units)

Q4 '11

2011

Q4 '12

2012

Samsung

36.5

97.4

63.0

213.0

Apple

37.0

93.0

47.8

135.8

Nokia

19.6

77.3

6.6

35.0

Others

63.9

222.8

99.6

316.3

Total

157.0

490.5

217.0

700.1

         

Global Smartphone Vendor Marketshare %

Q4 '11

2011

Q4 '12

2012

Samsung

23.2%

19.9%

29.0%

30.4%

Apple

23.6%

19.0%

22.0%

19.4%

Nokia

12.5%

15.8%

3.0%

5.0%

Others

40.7%

45.4%

45.9%

45.2%

Total

100.0%

100.0%

100.0%

100.0%

         

Total Growth Year-over-Year %

55.9%

63.8%

38.2%

42.7%


[1] Numbers are rounded.

The full report, Global Smartphone Shipments Reach a Record 700 Million Units in 2012, is published by the Strategy Analytics Wireless Smartphone Strategies (WSS) service, details of which can be found here: http://tinyurl.com/9djv7u8.

About Strategy Analytics:

Strategy Analytics is a global, independent research and consulting firm. The company is headquartered in Boston, USA, with offices in the UK, France, Germany, Japan, South Korea, India and China. Visit www.strategyanalytics.com for more information.

Americas Contact:

Neil Shah / +1 617 614 0727 / NShah@strategyanalytics.com

EMEA Contact:

Neil Mawston / +44 1908 423 628 / NMawston@strategyanalytics.com

Asia Contact:

Linda Sui / +1 617 614 0734 / LSui@strategyanalytics.com


January 17, 2013 14:33 sbicheno

A court case between the French mobile operators Free Mobile and SFR was recently concluded in SFR’s favor, with the Paris court concluding SFR’s handset subsidies do not hide the true cost of the handset, and do not mislead consumers, as had been alleged. But the existence of such a dispute in the first place illustrates the growing dispute and controversy over whether operators should cut or maintain their subsidies in Europe.

It would not be easy for European operators to consider axing the subsidy entirely as they would risk losing existing and new subscribers in the short term and their ability to influence the distribution strategies of OEMs such as Apple and Samsung.

The following report - Global Handset Subsidy Forecast by Region - which is available to download for clients of Strategy Analytics’ Wireless Device Strategies (WDS) service, provides a detailed overview of the global handset subsidy market.


January 10, 2013 14:37 sbicheno

Nokia has released today its preliminary Q4 2012 numbers and, while the Devices and Services division made a welcome return to profit, shipments of its Lumia smartphones grew at a slightly slower rate than we expected.

Key Devices and Services Q4 2012 data points included:

  • 86.3 million total handsets shipped were an improvement on 82.9 million the previous quarter, but still a little short of our expectations;
  • 4.4 million Lumia Windows Phone devices were an improvement on 2.9 million units the previous quarter, but also slightly short of our forecasts;
  • Shipments of 9.3 million Asha devices were shipped, which was a healthy improvement on 6.5 million the previous quarter;
  • Operating margin for the devices division of 0% to 2% was slightly above our own expectations and Nokia’s previous guidance of around -6%
  • Operating margin outlook for the devices division in Q1 2013 is in a range around -6% to +2%.

In summary, Nokia is doing a good job to control costs and regrow profits, but there is still some way to go for its smartphone division to be nursed back to full health.


January 8, 2013 09:06 Neil Shah

Our Wireless Device Strategies (WDS) team is at CES this week.

Some key announcements from fast-growing companies at CES floor on Day 1.

Huawei

Huawei stunned the industry launching two cutting edge premium phablets adding fuel to the already hot phablets war:

5.5 inch Huawei Ascend D2 & 6.1 inch Huawei Ascend Mate (world's biggest phablet) featuring its home-grown HiSilicon quad-core processors and rising on software experience curve adding its refreshed Emotion UI with host of enabling technologies such as DLNA, NFC, HDMI, waterproof, Huawei Air Sharing.

Huawei is well positioned to attack Asian and Europe markets for relatively cheaper but premium flagship Android phablets compared to competition.

Huawei Ascend D2

Huawei Ascend Mate

 

Sony

Sony Mobile Communications after integration into parent Sony separating from Ericsson almost 11 months ago is starting to quickly rise on Android experience curve. Sony Mobile was the third largest smartphone OEM at the end of Q3 2012 and the Japanese OEM will try to maintain this momentum moving into 2013 taking share away from HTC and others.

In light of this, Sony today announced its first flagship phablet Sony Xperia Z featuring a quad-core processor and sporting a FULL HD display, waterproof, a very advanced 13-MP camera capable of great shooting low-light images similar to Nokia Lumia 920 Pureview camera as well as the first smartphone to capture HDR Image and Video. Sony Xperia Z will compete against Samsung Galaxy Note II, LG Vu 2, Huawei Ascend Mate and other flagship phablets in coming months. The Go-To-Market strategy will be the key to the vendor's success.

Sony also announced range of NFC based accessories from stereo NFC-Bluetooth headphones to NFC Speakers and NFC based interaction with other Sony consumer electronics products branded under "Sony One Touch".

 

Voxx International

Voxx International has been steadily growing its accessories business and leadership over the past few years leveraging many of its brands such as AudioVoxx, Voxx, Klipsch, RCA. Voxx International today had series of announcements for accessories as well as appcessories from docks, headsets, bluetooth speakers, clock radios, wireless charging stands in home, automobiles, outdoors all cleveraging smartphones and different enabling technologies such as Bluetooth, Near Field Audio (NFA), Wireless Charging (Qi), Near Field Communication (NFC) and WiFi.

This is one of the key vendors shaping up its dominance in mobile accessories space worth keeping an eye on.

 

Soundflow Audio System (NFA)

 

 

808 Wireless NFC Headphones


January 7, 2013 12:37 sbicheno

The Consumer Electronics Show (CES), in Las Vegas, USA, is arguably the biggest consumer electronics trade show of the year, but with the major mobile industry event -- Mobile World Congress (MWC) -- following less than two months after, many mobile companies may choose to keep their cards close to their chest regarding major announcements. Nonetheless our Wireless Device Strategies (WDS) team will be in Las Vegas this week and expect there still to be a fair bit of handset news, including:

1. The rise of the 5-inch phone. Every year it seems that the largest practical size of screen for a handset goes up, and this year will be no exception. It’s quite possible that the majority of flagship smartphones announced at CES 2013 will have screens of at least 5 inches in size.

2. Phablets snowball. The phablet (a hybrid of ‘phone’ and ‘tablet’) was one of the success stories of 2012, which means a lot more handset manufacturers are likely to jump on board. This is set to be the year of the phablet for many players.

3. The Samsung Galaxy S4. Samsung was comfortably the world’s number one handset vendor by shipments in 2012, thanks in large part to its very popular Galaxy S Android family. In order to hit the aggressive shipment targets Samsung has set for itself, it will need to launch the latest member of this family -- the Galaxy S4 -- as soon as possible. However we wouldn’t be surprised if Samsung held this launch back until MWC, choosing to focus on the recently-launched, 5-inch Galaxy Grand for this show.

4. The Sony Xperia Z. Sony also has some 2012 smartphone momentum to build on, and thanks to the company’s strong consumer electronics heritage it tends to prioritise shows like CES and IFA higher than many other mobile vendors. We expect to see the launch of a 5-inch Sony Xperia Z phablet, which will also continue Sony’s strategy of increased consumer electronics convergence for its mobile devices.

5. 4K compatibility. While ‘smart TVs’ will once more be a major theme at this year’s CES, one of the hottest trends for TVs will be 4K displays. The name references a horizontal resolution in the region of 4,000 pixels, and the technology offers four times as many total pixels as ‘full HD’. While it’s debatable how useful that many pixels would be on a 5-inch handset display, it will increasingly be found in larger TVs and projectors. This creates a new opportunity for handset vendors to differentiate themselves by offering 4K support on handsets for functions such as video streaming.