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.

March 4, 2015 18:00 nmawston

Strategy Analytics' devices team (WDS service) is this week on the showfloor at Mobile World Congress (MWC) 2015 -- the world's largest tradeshow for the wireless industry -- in Barcelona, Spain.

We blogged previously here on Day 1, Day 2 and Day 3.

These are the "big three" events that caught our eye on Day 4 (Wednesday 4 March):


1. 5G Phones : The mobile industry loves a good buzzword and there is plenty of talk about the next big one -- 5G. We expect 5G handsets and tablets to be soft-launched in 2018 and hard-launched by 2020. South Korea, Japan, Scandinavia and the US will lead the way for early introductions. Real devices and networks are years away, of course, but the planning for 5G is taking place right now and it is gathering pace at the proposed 5GPP standards body and among major companies like Ericsson, Orange and Samsung. What will first-generation 5G smartphones look like? Expect them to be expensive, heavy, short on battery life, with lightning data-speeds and ultra-low latency. The industry's vision calls for 5G cellular, "5G WiFi", "5G IoT networks" and "5G satellites" to be meshed together as one seamless network -- it is clearly a very ambitious roadmap, and the complexity of it strikes us as very high. That can surely mean only one thing for 5G in the coming years -- arguments and delays!;

2. Tizen OS : We trialled Samsung's Z1 cellphone this week, which incoporates the new Tizen OS for emerging markets like India. We can report that software usability is good and the speed of the user-interface is very fast for what is an entry-to-mid-tier device. We think Android users will find it easy to learn Tizen and make the switch if they want to (the UI looks "familiar"). In short, the software is very good. By contrast, the hardware still needs some improvement. For example, we found the camera quality a little lackluster and the formfactor slightly ho-hum;

3. Ubuntu OS : BQ of Spain is making its presence felt at MWC by carving out an early niche with its Aquaris E4.5 handset with Ubuntu OS. We must say, this device surprised us (in a positive way). The menu-system is intuitive and the UI is easy to learn. Mass-market consumers will like it. However, we found the Aquaris E4.5 is let down by its modest formfactor design and weak camera functionality and BQ obviously has some extra work to do on the next-generation Ubuntu models.


That completes Day 4.

Check back tomorrow for the final Day 5!


March 3, 2015 20:00 nmawston

Strategy Analytics' devices team (WDS service) is this week on the showfloor at Mobile World Congress (MWC) 2015 -- the world's largest tradeshow for the wireless industry -- in Barcelona, Spain.

We blogged previously here on Day 1 (Sunday) and Day 2 (Monday).

These are the "big three" events that caught our eye on Day 3 (Tuesday 3 March):

1. FUJITSU IRIS (EYE) AUTHENTICATION : The Japanese company has developed an iris-authentication system for smartphones and tablets. You look at the smartphone screen, your eye gets read instantly, and the smartphone self-unlocks. The system uses an infrared LED to map the iris and an infrared camera to capture the image. This is an alternative security mechanism to fingerprint-recognition, already used widely in Apple and Samsung devices. However, iris-recognition will remain a niche feature for now, due to cost, battery and usability issues -- but it is a potential differentiator for premium smartphones when the technology matures in 2016, particularly among enterprise users.

2. BLACKBERRY DUAL-CURVED TOUCHSCREEN PHONE : The Canadian vendor introduced its mid-range Leap LTE touchphone, and spoke of reviving its high-end Porsche Design handset -- but it was talk of a dual-curved touschscreen smartphone for the second half of 2015 that pricked up our ears. Blackberry, for almost a decade, has lagged badly behind rivals for mobile-display quality. Its cellphone screens have been (and still are) too small, too dull and lacking good usability. But if Blackberry can deliver a large, rich, dual-curved-display smartphone (or smartwatch) in the second half of this year, it will put Blackberry right back near the forefront of smartphone innovation. Given its past record, we remain skeptical that Blackberry will actually be able to pull this off -- but if they can, we may find Blackberry surprising to the upside for the first time in a long, long time.

3. CASH BY OPTUS SMARTWATCH : Optus -- Australia's second largest operator -- will launch commercially a proximity-payment solution for smartwatches in the second half of 2015. The goal is to replace cash and credit-card micropayments in retail stores under AU$100 (US$80). The prototype smartwatches on display today -- made by ConnecteDevices of Hong Kong -- work with Apple or Android smartphones and use NFC chipsets. This is an interesting move by Optus to shape and control an emerging mobile-payments ecosystem. In a world where most major carriers simply sit on their hands and wait for third-parties to deliver the innovation, we applaud Optus for taking charge and experimenting with its own smartwatch-payments solution. 


That completes Day 3.

Check back tomorrow for Day 4!

Innovative ... Optus created the proof-of-concept smartwatches with Hong Kong firm Connec


March 2, 2015 20:00 nmawston

Strategy Analytics' devices team (WDS service) is this week on the showfloor at Mobile World Congress (MWC) 2015 -- the world's largest tradeshow for the wireless industry -- in Barcelona, Spain.

We blogged yesterday on Day 1 (Sunday).

These are the "big three" events that took place on Day 2 (Monday 2 March):

1. HTC ONE M9 : The new flagship M9 offers an aluminum-unibody, 5-inch screen and Android Lollipop OS (which some wags have labelled "Lolliflop", due to weak sales). The formfactor is thin and pretty and the hardware specs are suitably premium, such as 3GB RAM and a Qualcomm octocore CPU. The M9 will be launched commercially worldwide in Q2 2015. HTC's slick smartphones have long been popular among critics and device testers... but they are rarely popular among mass-market consumers. Can the M9 reverse this trend and strike a chord with mass-consumers? In our view, probably not -- because HTC's brand has lost a lot of its shine in recent years -- but the M9 does give the vendor a good tool in its arsenal to stabilize the struggling ship this year;

2. MICROSOFT LUMIA 640 / 640XL DUAL-SIM : The 640 and 640XL are two of the world's first dual-SIM LTE smartphones to be launched commercially in H1 2015. This is an impressive technological feat -- especially when we recall how Nokia (now Microsoft) was one of the last major hardware manufacturers to deliver 2G or 3G dual-SIM phones in the 2000s and 2010s. Along with WP8.1 and dual-SIM 4G capability (mostly for emerging markets), Microsoft will also give buyers US$69 of complimentary access for one whole year to Office365 in the cloud. The US-Finnish vendor is quietly improving the quality of its hardware, software and services, as it seeks to make Windows Phone 8.1 and Windows Phone 10 the mobile industry's "third ecosystem". But while its products are markedly better, there are still questions about Microsoft's limited retail distribution channels in China, the US and other major countries;

3. LG URBANE LTE : The South Korean company has launched almost 20 new products at MWC this year. But the Urbane LTE stands out most because it is one of the world's first LTE smartwatches and because it uses LG Wearable Platform for its OS (not Android Wear). Adding 4G to smartwatches -- without making the formfactor too thick -- is technologically complex right now, due to component immaturity. And LG is taking a bold step by dimissing Android Wear for its top wearable model in H1 2015. LG is obviously attacking the global smartwatch market very aggressively this year, and -- along, with Huawei and Xiaomi -- LG is "one to watch" in wearables throughout 2015.

That completes Day 2.

Check back tomorrow for Day 3!


March 2, 2015 14:30 nmawston

According to our WDS (Devices) research service, global LTE mobile phone revenues surged +78% annually during Q4 2014. The 4G category is the fastest growing part of the mobile phone market today. Apple remained the world's largest 4G handset vendor by revenue, followed by Samsung and Sony. Chinese brands OPPO and Huawei jumped into the top-10 vendor list, with surging LTE volumes and higher ASPs. Our extensive report -- available to clients here -- provides quarterly global LTE handset shipments, wholesale (transfer) pricing, and revenue metrics for 20 major vendors from Q1 2011 to Q4 2014. The report is a vital tool for monitoring the financial health and tiered marketshare of leading LTE brands such as Nokia, HTC, BlackBerry, Samsung, Apple and others.


March 1, 2015 20:00 nmawston

Strategy Analytics' devices team (WDS service) is this week on the showfloor at Mobile World Congress (MWC) 2015 -- the world's largest tradeshow for the wireless industry -- in Barcelona, Spain.

These are the "big three" events that took place on Day 1 (Sunday 1 March):

1. SAMSUNG GALAXY S6 / S6 EDGE/ GEAR VR : The South Korean giant launched two new flagship LTE Android smartphones for the first half of 2015, the S6 and S6 edge. Both are premium models, with 5.1-inch screens, and they will launch commercially worldwide from April, 2015. We have trialled the devices and found them sleek and user-friendly. Better hardware comes in the form of a glass body, dual-curved display, more internal memory, a Gear VR virtual reality headset accessory, wireless-charging, and fast-charging (10mins of recharging delivers up to 4 hours of battery life). Better software comes in the form of Samsung Pay (magnetic strip or NFC) and a more-secure Samsung Knox. The S6 is a significant improvement over the previous S5. Is it an iPhone killer? No, not yet, but it has closed the quality gap on Apple;

2. ALCATEL ONETOUCH IDOL 3 : The Chinese-French company introduced two new flagship LTE Android handsets for 2015. They will launch commercially worldwide from May / June, 2015. The mid-range model carries a 4.7-inch screen. The higher-tier model uses Cat-4 LTE and sports a 5.5-inch screen, like Apple's iPhone 6 Plus. Alcatel has partnered with JBL, MixVibes, Technicolor and FotoNation for stronger sound and richer visual effects. These devices are an important part of the vendor's "Step Up" strategy to raise volume and profits. They will help Alcatel (and TCL) to maintain their established position as a top-ten handset maker;

3. HUAWEI WATCH / TALKBAND N1 / TALKBAND B2 : This was the most-striking wearables product-launch on the first day of MWC. Huawei has clearly been working hard behind the scenes to develop smartwatches and fitness bands. The Chinese vendor will introduce the Talkband N1, Talkband B2 and Watch globally in the first half of 2015. The B2 Bluetooth fitness band is compatible with Apple iOS 7.0 and above, while the Watch works with the Jawbone health platform and delivers an attractive, 1.4-inch, circular display with 40 customizable watchfaces. This is a strong start from Huawei -- expect them to quickly become a top-ten wearables player this year.

That completes Day 1.

Check back tomorrow for Day 2!


February 24, 2015 20:52 nmawston

According to new research from our WDS (Devices) service, global LTE mobile phone shipments surged an impressive +120% YoY in Q4 2014. Growth was driven by intense demand for Apple's new 4G iPhone 6 phablets.

Meanwhile, the 3G TD-SCDMA category in China shrank dramatically, and the CDMA segment worldwide continued to fade. Lenovo retained first place in TD-SCDMA, but it is struggling in LTE.

In our extensive report -- available to clients here -- Strategy Analytics provides worldwide quarterly handset shipments by nine major 2G, 3G and 4G protocols, for the top 30 hardware vendors, from 2001 to Q4 2014.



February 17, 2015 12:48 nmawston

Mobile World Congress (MWC) takes place in Barcelona, Spain, between Sunday 1st to Thursday 5th March, 2015.

MWC is the world's most influential tradeshow for the mobile industry.

Our WDS (Devices) analysts will be on the showfloor -- click here if you would like to meet us at MWC.

These are the "top five" companies and themes we recommend visiting at the event next month:

1. Wearables -- The hottest topic in mobile right now. The booths from LG, Samsung and Alcatel will display multiple swartwatches across multiple price-bands. There is unlikely to be an "Apple Watch killer" at MWC, but it will be fascinating to see how next-gen features and apps are evolving (e.g. health, fitness, email alerts, etc.);

2. LTE / LTE-Advanced -- There will be hundreds of 4G / 4.5G phones on show. At the higher-end, Samsung's flagship "S6 / S6 Edge" with a funky screen and Android / Microsoft apps will be the model to watch. At the mid-range, check out Huawei or Microsoft (Nokia). At the entry-level, we expect Alcatel to showcase competitive designs;

3. Chinese / Indian Brands -- Many will focus on the fashionable brands of today, such as Lenovo and Xiaomi. But our research indicates their best days of growth are pretty much over. Instead, we recommend visiting the emerging brands of tomorrow, such as OPPO, Micromax or Vivo. Their LTE models are quietly building a solid fan base;

4. Ubuntu -- This UK-based, open-source smartphone platform is trying to break the stranglehold of Android, by offering low-cost software and innovative "scopes" (apps). So far, reaction to Ubuntu has been mixed. MWC will be a great chance to handle the actual, new Ubuntu models from device makers, Meizu China and BQ Spain;

5. Acer / Microsoft Smartphones -- Windows Phone holds a tiny 3% share of the global smartphone market today. Microsoft badly needs new hardware vendors (beyond the Nokia takeover) to adopt its ecosystem in 2015. Help may be coming in the form of Acer, which is desperate to shift from PCs and laptops to tablets and smartphones. We expect Acer to introduce one or more WP handsets at MWC. We expect pricing to be competitive.

Our device analysts will be presenting, meeting and researching at MWC 2015. Please check back here every day -- from Sunday 1st to Thursday 5th March -- to read our daily blogs from the showfloor in sunny Barcelona. 



February 6, 2015 05:18 PLin

According to the latest report – “Lenovo: Motorola Saves the Day” -- from our Wireless Device Strategies (WDS) research service, Lenovo-Motorola together shipped 25 million handsets worldwide in Q4 2014. Lenovo finally merged officially with Motorola to become the world’s fourth largest mobile phone vendor.

However, without Motorola, Lenovo is struggling, as its annual growth rate has collapsed to just +1% and it has fallen way outside the top-6 global vendor rankings. Besides, Lenovo-Motorola’s mobile division is still NOT profitable today and merging these two firms in the coming quarters will NOT be easy. For paid clients, there is more info available here.


January 29, 2015 01:43 khyers

According to the latest research from Strategy Analytics, global mobile phone shipments grew 7 percent annually to reach 515 million units in the fourth quarter of 2014. It was the first time worldwide mobile phone shipments have passed the half-billion-unit threshold. Apple was the star performer, capturing a record 14 percent marketshare, due to strength in the US and China.

Global mobile phone shipments grew 7 percent annually from 481.5 million units in Q4 2013 to 515.0 million in Q4 2014. It was the first time worldwide mobile phone shipments have exceeded a half-billion units in a single quarter. Smartphones accounted for 7 in 10 of total mobile phone shipments during the quarter. The 7 percent growth rate of the overall mobile phone market is being driven by healthy demand for 3G and 4G models across Asia, Africa and the Americas. Handset shipments reached 1.8 billion units globally in full-year 2014, an all-time high for the industry.

Samsung dipped 19 percent annually and shipped 95.0 million mobile phones worldwide, capturing 18 percent marketshare in Q4 2014. Samsung is facing intense competition from Apple, Huawei and others in the fast-growing, big-screen phablet segment across China, United States and Europe. Apple soared 46 percent annually and shipped 74.5 million mobile phones for a record 14 percent worldwide marketshare in Q4 2014. Apple’s new iPhone 6 portfolio with larger screens is the key to its success. Apple fans have been waiting years for outsized iPhones to arrive and demand for Apple’s expensive models has been exceptionally high.

Microsoft shipped 50.2 million mobile phones worldwide in Q4 2014, down 23 percent from 64.8 million a year earlier. Microsoft is experiencing decent growth in smartphones, but its core feature phone lineup continues to struggle. Lenovo-Motorola finally merged officially to capture 5 percent handset marketshare and become the fourth largest mobile phone vendor worldwide in 2014. China, Brazil, India and United States will be among the main countries targeted by the enlarged group in 2015.

Other findings from the research include:

  • LG had a relatively robust quarter, with volumes in North America notably active; 
  • A long tail of second-tier brands continues to build momentum beyond the top four mobile phone brands. Key emerging challengers in mobile phones worldwide at the moment include OPPO, Vivo, Lenovo, Xiaomi and others. They remain important players to monitor.

Exhibit 1: Global Mobile Phone Vendor Shipments and Market Share in Q4 2014* 

 

Global Mobile Phone Vendor Shipments (Millions of Units)

Q4 '13

2013

Q4 '14

2014

Samsung

118.0

451.7

95.0

405.0

Microsoft (Nokia)

64.8

252.4

50.2

199.7

Apple

51.0

153.4

74.5

192.7

Lenovo-Motorola

19.1

63.6

24.9

93.6

Others

228.6

763.9

270.4

919.3

Total

481.5

1685.0

515.0

1810.3

Global Mobile Phone Vendor Marketshare (%)

Q4 '13

2013

Q4 '14

2014

Samsung

24.5%

26.8%

18.4%

22.4%

Microsoft (Nokia)

13.5%

15.0%

9.7%

11.0%

Apple

10.6%

9.1%

14.5%

10.6%

Lenovo-Motorola

4.0%

3.8%

4.8%

5.2%

Others

47.5%

45.3%

52.5%

50.8%

Total

100.0%

100.0%

100.0%

100.0%

 

 

 

 

Total Growth: Year-over-Year (%)

9.4%

6.6%

7.0%

7.4%

Source: Strategy Analytics

The full report, Apple Becomes World’s No.2 Mobile Phone Vendor in Q4 2014, is published by the Strategy Analytics Wireless Device Strategies (WDS) service, details of which can be found here.

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


 


January 22, 2015 07:53 PLin

Browsing the Internet is more important than ever to handset users, developers and operators. There is not just a battle for operating systems taking place, but also a war for Web browsers.

Our latest report, Global Handset Browser Marketshare in 2014 -- from our  Wireless Device Strategies (WDS) research service-- tracks global mobile browser marketshare for all mobile phones shipped worldwide during 2014, including Opera, Safari, Chrome and others.

The report is available to download here to clients.