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.

May 3, 2011 12:46 tkang

I've recently been to the Huawei Analyst Summit held in China with colleagues and as a device analyst the biggest news for me was that Huawei had decided to promote its brand this year. It's official now. Huawei is growing out of the ODM vendor business.

We've been tracking Huawei for quite some time and ever since they had entered the ranks of the top 10 manufacturers I had been expecting them to think about their brand. It's quite obvious as handsets are part of consumer electronics and without brand you can't grow beyond a certain point. It seems Huawei has reached that point. Huawei shipped 29 million units in 2009 and 30 million units in 2010 so they have actually hit a wall. In my view they should've made the decision a bit earlier, perhaps Q2 last year.

It's interesting to see how vendors shift strategies during their stages of growth. If you don't do at the right time and don't do it the right way you lose momentum and start falling so this is an important moment for Huawei.


Samsung and LG were success stories as they quickly grew out of an ODM for operators like Sprint and Orange. Sharp was once a larger ODM for operators in Europe than Samsung but they failed to promote their own brand and are now completely dwarfed in the Western markets. Companies like Compal Communications once shipped more than 50 million units a year as an ODM but stayed there and now they barely ship 15 to 20 million units a year.

Huawei is a bit late to this game but better late than never. If they start brand promoting now it will be mostly building brand awareness and finding a position in the market and a place in the consumers mind. Getting associated with the emerging mid tier smartphone category will be the best option for now but they'll have to work diligently before bigger players enter the segment. By the end of the year the results will show and it will define next years growth. I have a good feeling at this point as Huawei has always excelled on speed while maintaining quality in the past and that is a very important quality to seize a niche in the market.