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.

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.


January 9, 2015 06:25 woh

This year's CES trade show in Las Vegas is coming to an end, with many stories and 'wow' experiences created across a lot of displayed consumer, automobile and mobile products. Our analysts from WDS (Wireless Device Strategies) research service are in Las Vegas to watch and experience those thrilling products the whole this week.

You can read our daily blogs from Day 1, Day 2 and Day 3 along with pre-blog.

These are three key trends and important device models that our analysts have identified at the event on Day 4 (Thurs):

1. Various Operating Systems for Smartwatches to be Showcased during CES 2015: While the global smartphone industry is dominated by two major OS's, Android (from Google) and iOS (from Apple), which many people dub them as 'two-horses races', it is likely that we are going to see some more various operating systems in global smartwatch industry, on top of Google (Android Wear) and Apple. Tizen, on which Gear 2, Gear 2 Neo and Gear S from Samsung are built upon, is already capturing the number one market share in global smartwatch shiments in Q3 2014, and Samsung is expected to enlarge its Tizen ecosystem for their wearable strategy. The second cadidate is WebOS on which LG is building its 'G Watch R' device customized for its smart car partner, Audi. Undoubtedly LG is one of strong champions of Android Wear based smartwatch, so it is still not clear whether LG will sell WebOS-based versions to the general public. The third candidate is a customized Alcatel own proprietary OS implemented on their Alcatel One Touch Watch. Strikingly, this Watch product is speculated to be compatible with all the major smartphone OS's such as Android, iOS and WindowsPhone. Android device vendors are using smartwatches as a new inflexion point to try to break free from the shackles of Android. 

2. Dozens of Price-Friendlier LTE-Capable Smartphones to Flood the Hall: 4G LTE-capable smartphones have been regarded expensive until the end of 2014, but we are seeing more and more OEM's displaying price-friendlier 4G LTE smartphones, priced below US$400 to $450 retail, at CES 2015 from Samsung, Huawei, TCL-Alcatel, Lenovo, ZTE, ASUS and Acer. A growing number of users from developed to developing countries don't want to spend much money to buy 4G smartphones, but as they are hungry for faster LTE services, device vendors are targeting to tap into this market as another high-revenue generating chance. Samsung didn't launch the new smartphones this year at CES 2015, but is showcasing less priced Galaxy A3 and A5 than premium Galaxy S and Note series, and TCL-Alcatel is unveiling its new lower-priced 4G smartphones dubbed Pixi 3 (4.0/4.5/5.0 inch) and the new line of POP 2 line-ups in three different sizes. Huawei displays Budget LTE Handset Honor 4X in the CES 2015 with 3,000 mAh battery. Also Lenovo is unveiling an affordable LTE smartphone, A6000 at CES 2015, which will be available in India later this month. ZTE's new phablet, Grand X Max +, will be hitting the US market at US$199, and two Taiwanese vendors, ASUS and Acer, are unveiling mid-priced 4G smartphones, ZenFone 2 and Liquid Z410.

3. Struggling, but still Powerful Vendors: Blackberry's showcased Passport looks good with the stonger support of Android applications, and this vendor is gearing towards IoT and BBM monetization. HTC is quite bullish about 2015, and is expected to focus on flagship leadership, Desire family, software, services and connected productsMicrosoft is segmenting their target markets into three areas, from high-end to affordable to first, and they are ready to release the appealing products for each segment. Sony didn't bring its new Xperia Z4 to the general publich here, but as this Japanese vendor is focusing on smart home during CES 2015, we believe that Sony will try to gain more traction in mobile space with upcoming Xperia Z4 and the  SmartWatch 3 launched at CES 2015.

This has been the daily blogs from CES 2015, and we look forward to seeing you again at CES 2016 in wonderful Las Vegas.

 


January 7, 2015 08:24 woh

Analysts from our Wireless Device Strategies (WDS) research service are at the Consumer Electronics Show (CES) trade show this week in Las Vegas, US.

Our earlier CES 2015 pre-blog and blog for Day 1 can be viewed here and here.

These are three key trends and appealing smartphone models we have identified at the event on Day 2 (Tues):

 1. ZTE Grand X Max + : Being an upgraded version of Grand X Max, which was available through Cricket Wireless since Q4 2014 in the US, it is featuring a 6 inch HD display, 13-megapixel camera, 5-megapixel wide-angle front-camera and 3,200mAh battery. The difference between the two similar-looking devices is that X Max + supports 4G LTE, while its predecessor only supports 3G WCDMA.  ZTE is gaining much traction in the prepaid market in the US with affordably-priced, but larger-screened phablets in 2014, and the launch of the X Max + will help this Chinese vendor grab more market share in a tougher US handset market, prepaid segment in particular, during 2015.

2. TCL-Alcatel's new Smartwatch, the 'OneTouch Watch':  A Chinese-French device vendor, TCL-Alcatel, who is very strong in the lower-priced handset segment, is knocking on the doors of the smartwatch market with its price-competitive 'OneTouch Watch' series, pictured below. The first 'Watch' products will be available globally in March 2015 at a decent price, of less than US$200 retail, while providing strong features such as 2 days of intense usage / 5 days of stand-by battery life, full size USB charger, and most typical smartwatch sensors. Among all other features, the most noticeable one is that 'Watch' will pair with major OSs such as  iOS, Android and even WindowsPhone.

3. Smartphones with Intel Processors: Lenovo and ASUS -- the world's 6th and 18th largest smartphone vendors in Q3 2014 -- are unveiling new smartphones based on Intel mobile chipsets. Lenovo's P90 is a first smartphone with the 64-bit Intel Atom processor, Z3560,  and it is supporting LTE-A (CAT 6) with Intel's modem. Lenovo is mainly targeting business / prosumer clients with its LTE-A connectivity and a huge 4,000mAh battery. ASUS, a rising Taiwanese smartphone specialist, is also introducing Zenfone 2, which is equipped with the 64-bit Intel processor, Z3580, an Intel LTE-A modem, and the world's first 4GB DRAM. Intel, the long-lived king of desktop and laptop segments, is strenghtening its technical expertise in the mobile space, focusing on cutting-edge 64-bit architecture and LTE-A technology. It is good news for Intel.

Please check back here, every day, to our blog page, for further blogs and daily updates from CES 2015.


January 2, 2015 03:21 woh

Analysts from our Wireless Device Strategies (WDS) research service will be attending CES 2015, one of the most important mobile and electronic trade shows, in sunny Las Vegas, US, next week, from Tuesday 6th to Friday 9th January, 2015.

Just like the last several years, mobile devices, such as smartphones and smartwatches, will be an integral part of the event. We will be blogging live from the show every day.

Here are five mega trends across the mobile device world we expect to see at CES 2015 and recommend clients / journalists focus on:

1. Wearables will be huge. More practical, diverse and fashionable devices across smartwatches, smartglasses, VR headsets and fitness bands will be there to attract a lot of attentions. You will experience not only diversified devices themselves but also empowered solutions, such as health/fitness, gaming and payment. Companies to visit will include Samsung, Sony, LG, ZTE, Huawei, Qualcomm, Microsoft, Intel, Garmin, Oculus and FitBit. Also don't forget to check if traditional wrist-watch makers such as Tag Heuer would exhibit their first smartwatches in Las Vegas.

2. Curved smartphones will fascinate the world again with the 2nd round of products such as LG G Flex 2. They are the first step on the industry's road to rollable touchscreens. Pioneering companies to visit will include Samsung and LG.

3. 2K Display will be widespread. A growing number of vendors are adopting QHD display for their flagship products. Samsung and LG will be sure to exhibit their flagships with 2K display during CES 2015, and you may be seeing more 2K products from ZTE, Sony, Xiaomi, Lenovo and others.

4. LTE-A Capable handsets will be hot. Not only Samsung and LG, but more and more vendors such as Huawei, ZTE, HTC, TCL-Alcatel and Microsoft will be likely to display their newest flagships supporting CAT 6 and above. You might want to stop by Samsung booth to test 450Mbps downlink rate (CAT 9) with the new Samsung flagship Galaxy Note 4 S-LTE.

5. Budget smartphones priced between $50 and $150 in retail will be occupying the exhibition halls during the show. Most of these lower-priced phones will be coming with appealing specifications and services, running on Android One, Tizen, Windowsphone and Firefox. They are targeting the growing emerging markets such as India, Brazil, Indonesia and of course, China. Major device makers that you have to prioritize will be Samsung, TCL-Alcatel, Huawei, ASUS, Lenovo and a slew of local vendors from China and elsewhere.

Please check back here, every day, to our blog pages next week for further blogs and daily updates from CES 2015.





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.