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 14, 2011 11:28 nmawston

Strategy Analytics forecasts worldwide HTML5 phone sales will surge from 336 million units in 2011 to 1 billion units in 2013. HTML5 has quickly become a hyper-growth technology that will help smartphones, feature phones, tablets, notebooks, desktop PCs, televisions and vehicles to converge through cloud services.

We forecast worldwide HTML5 phone sales to hit 1 billion units per year in 2013. Growth for HTML5 phones is being driven by robust demand from multiple hardware vendors and software developers in North America, Europe and Asia who want to develop rich media services across multiple platforms, including companies like Adobe, Apple, Google and Microsoft. We define an HTML5 phone as a mobile handset with partial or full support for HTML5 technology in the browser, such as the Apple iPhone 4S.

We believe HTML5 will help smartphones, feature phones, tablets, notebooks, desktop PCs, televisions and vehicles to converge in the future. HTML5 will be a pivotal technology in the growth of a multi-screen, 4G LTE cloud that is emerging for mobile operators, device makers, car manufacturers, component vendors and Web app developers. With its potential to transcend some of the barriers faced by native apps, such as cross-platform usability, HTML5 is a market that no mobile stakeholder can afford to ignore.

However, despite surging growth of HTML5 phone sales, we caution that HTML5 is still a relatively immature technology. HTML5 currently has limited APIs and feature-sets to include compared with native apps on platforms such as Android or Apple iOS. It will require several years of further development and standards-setting before HTML5 can fully mature to reach its potential as a unified, multi-platform content-enabler.

The full report, Global HTML5 Handset Sales Forecast, is published by our Wireless Device Strategies (WDS) service, details of which can be found at this link: http://www.strategyanalytics.com/default.aspx?mod=reportabstractviewer&a0=6901.


December 8, 2010 13:12 Alex Spektor
In recent years, the titans of the handset industry have been surprised by the success of newcomers. First, Apple – a computer vendor – shook up the smartphone market by storm, taking Nokia’s profit crown in the process. Then, Google – an advertising/search firm – brought to market a new mobile operating system, quickly overshadowing historic leaders RIM and Microsoft. Now, Google’s Android has also become the fastest-growing major smartphone platform, having shipped more than twice as many handsets in the first eight quarters.

Cumulative Shipments, First 8 Quarters

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Google’s successful growth has been enabled by strong support from its many partner vendors. As the first Android handset maker, HTC long enjoyed top market share, steadily broadening its portfolio across protocols (including hot “4G” technologies like HSPA+ and WiMAX), global carriers, and retail price points, staying ahead of Android competitors Motorola and Samsung. Historically, Samsung’s smartphone share had been disproportionate to its successful position in the overall market, and we had long commented on the matter. However, starting in Q3 2010, Samsung became the world’s largest Android vendor. Samsung accomplished this by launching an all-out assault across the globe with its Galaxy S family of handsets. For example, in the fickle US market, where each carrier has demanding compliance and customization requirements, Samsung launched a Galaxy S phone with each major carrier. Samsung’s share of the global handset market has tripled since 2001, when it was already a third-ranked player. Given that historic show of determination, the vendor’s leap to first place in Android smartphones should not at all be surprising. Expect Samsung to expand this leadership position in 2011 and beyond, riding Android’s coattails to huge smartphone volumes. -Alex Spektor Samsung Overtakes HTC to Become World's Largest Android Vendor in Q3 2010 Global Smartphone OS Market Share by Region: Q3 2010

April 12, 2010 15:04 Neil Shah
Verizon Wireless in the US is pressing hard to get its hands on the Apple iPhone. Its CEO, Ivan Seidenberg, has reportedly told Apple that it wants to stock the iPhone sooner rather than later. Why would Verizon Wireless want the iPhone? Well, it would surely love to break AT&T’s exclusive for the iconic device. Verizon would be keen to solidify its data ARPU and improve the company’s churn outlook by stocking the popular iPhone. And with next-gen models like the HTC EVO 4G WiMAX starting to appear at Sprint, Verizon needs to remain at the cutting-edge of data-centric handsets and services. If (if) Verizon Wireless were to stock the iPhone in 2010 to 2012, should it be optimized for CDMA or LTE connectivity? Of course, timing is king. Should a Verizon iPhone be launched in the second half of 2010, then it would definitely be a CDMA-only version, because Verizon’s LTE network will not be fully commercialized. How about an LTE version in mid-2011? Well, our Wireless Device Strategies (WDS) service forecasts LTE handsets will make up just 1% of total shipments in the United States next year. Launching an LTE iPhone in 2011 would be a huge marketing coup for Verizon, but it would be entering a niche immature market, so we think this approach is too high a risk for Apple -- as a historical benchmark, Apple’s first WCDMA iPhone in 2008 did not launch until WCDMA volumes were approaching some 10% of the nationwide total. Therefore, we believe a launch-date of 2012 or even 2013, when LTE will be more established, is a more realistic option for a Verizon Apple LTE iPhone. If an iPhone arrives at Verizon before those dates, then it will almost certainly be a CDMA-only version. - Neil Shah