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 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.


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.

 


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 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.


October 7, 2014 14:58 khyers

LTE handset sales are set to surge in 2015 according to new research from our WDS (Devices) service.   China and the US will drive sales growth, with global LTE handset sales expanding by a healthy 37% year-on-year in 2015, making the technology the fastest growing and most important segment in the mobile phone market.  The big four LTE markets will be China, the US, South Korea and Japan, with growth in China driven by a rapid transition from 2G/3G to LTE, and in the other three markets by a transition to next generation LTE-A which will support advanced new services.  This report forecasts LTE handset sales for 88 countries through 2020 and is an essential resource for operators, software developers, content developers, handset vendors, component makers, car manufacturers and other stakeholders to determine or prioritize the size and growth rate of the huge 4G phone market.

 


August 27, 2014 14:37 khyers

Lenovo’s global handset shipments grew +40% annually and delivered record marketshare in Q2 2014. Firmly planted among the top-10 global handset vendors, the Chinese company is poised to enter the top-5 if the Motorola acquisition gets approved by authorities in the second half of the year. However, despite record shipments, growth is slowing for Lenovo, profits remain elusive, and the takeover of loss-making Motorola will make achieving profitability that much harder in the near-term.

The company’s sales volumes are strong in Central and Eastern Europe (CEE) and particularly so in the Middle East and Africa (MEA).  Lenovo smartphones were available in 20 markets in CEE and MEA in Q2 2014 and it is entering +20 additional markets in the regions from 2H 2014.

For the present Lenovo is holding off expanding in Western European markets as it waits to complete its acquisition of Motorola.  It intends to leverage the Motorola brand, which has strong recognition and 90% consumer brand awareness to target the region.

Lenovo believes that a market shift from premium to mid-tier devices favors its portfolio, and also expects to realize economies of scale as it leverages its supply chain for Motorola handset production.  However, profitability will continue to be impacted for at least four to six quarters as it integrates Motorola into business.

This published report, available to clients, includes additional datapoints and analysis of Lenovo’s handset plans.


January 28, 2014 00:20 khyers

According to the latest research from our Wireless Device Strategies (WDS) service, global mobile phone shipments grew 5 percent annually to reach a record 1.7 billion units in 2013. TCL-Alcatel became the world’s fifth largest mobile phone vendor for the first time ever in the final quarter of the year.

Despite ongoing economic headwinds in Asia and other emerging markets, global mobile phone shipments managed to grow a respectable 5 percent annually from 1.6 billion units in 2012 to 1.7 billion in 2013. It was the industry’s strongest overall performance for two years.

Fuelled by robust demand for its popular Galaxy models, Samsung tightened its grip, shipping a record 451.7 million mobile phones worldwide and capturing 27 percent marketshare to solidify its first-place lead. If Samsung maintains its current growth rate, it could ship a half-billion mobile phones in 2014.

Nokia’s global mobile phone shipments fell 25 percent from 335.6 million units in 2012 to 252.4 million in 2013. Nokia faced tough competition from Samsung in developing markets like India, while LG and others ramped up the pressure in developed regions such as Western Europe. Nokia’s Windows Phones have been performing relatively well, but this was not enough to offset sluggish demand for its Asha models and other feature phones during the course of the year.

Apple shipped a record 153.4 million mobile phones worldwide in 2013, up from 135.8 million in 2012. However, Apple’s growth rate moderated from 46 percent in 2012 to just 13 percent during 2013. Apple’s lack of presence in the low-end smartphone segment and the big-screen phablet category are costing the firm sizeable volumes.

  • LG was the world’s fourth largest mobile phone vendor in 2013, capturing 4 percent marketshare. LG’s Optimus range of Android models is proving popular in Europe and elsewhere;
  • TCL-Alcatel, of China, grew 48 percent annually to ship 18.3 million units globally in Q4 2013 and became the world’s fifth largest mobile phone vendor for the first time ever during the quarter. A portfolio of low-cost smartphones and feature phones in Latin America and Europe is driving the growth.

Exhibit 1: Global Mobile Phone Vendor Shipments and Market Share in Q4 2013 [1]

 

Global Mobile Phone Vendor Shipments (Millions of Units)

Q4 '12

2012

Q4 '13

2013

Samsung

108.0

396.5

118.0

451.7

Nokia

86.3

335.6

64.8

252.4

Apple

47.8

135.8

51.0

153.4

LG

15.4

56.6

18.7

71.0

TCL-Alcatel

12.4

39.5

18.3

52.0

Others

170.2

616.0

201.6

679.5

Total

440.1

1580.0

472.4

1660.0

 

 

 

 

 

Global Mobile Phone Vendor Marketshare  %

Q4 '12

2012

Q4 '13

2013

Samsung

24.5%

25.1%

25.0%

27.2%

Nokia

19.6%

21.2%

13.7%

15.2%

Apple

10.9%

8.6%

10.8%

9.2%

LG

3.5%

3.6%

4.0%

4.3%

TCL-Alcatel

2.8%

2.5%

3.9%

3.1%

Others

38.7%

39.0%

42.7%

40.9%

Total

100.0%

100.0%

100.0%

100.0%

 

 

 

 

 

Total Growth Year-over-Year %

0.1%

2.2%

7.3%

5.1%

 

 

 

 

 

Source: Strategy Analytics

 

 

 

 

 

 

The full report, Global Handset Shipments Grow 5 Percent in 2013, is published by our Wireless Device Strategies (WDS) service, details of which can be found here. 

 

 



[1]  Numbers are rounded. The data-table does not include grey phone shipments. The Mobile Phone total is defined as smartphones plus feature phones combined.

 


October 8, 2013 16:26 khyers

We recently spoke about new emerging technologies that will drive device sales in coming quarters and years. As competition between smartphone vendors grows ever more heated, handset makers are looking to new technologies to differentiate them from their competitors and to capture the attention of consumers. From finger-print readers and Bluetooth Smart to Miracast and wearable accessories, the leading smartphone makers in the second half of 2013 are introducing new technologies that they hope will separate them from their competitors. Successful new enabling technologies introduced in 2H 2013 by Apple, Samsung, Nokia and other leaders will be the templates that fast followers will adopt in 2014. These issues, along with forward-looking shipment and revenue forecasts for 2H 2013 were discussed in our exclusive Webinar. The webinar is available for replay for Strategy Analytics clients.