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 31, 2014 14:23 nmawston

As predicted last year in this June 2013 report -- from our Wireless Device Strategies (WDS) service -- Chinese mobile phone makers, like Lenovo, are firmly on the hunt for takeovers of local or foreign brands.

Lenovo has recently acquired Motorola (assuming government approvals). We can tick that one off the list. Who might be next on the takeover target list? Well, we'll be keeping a close eye this year on companies such as Xiaomi and HTC, that's for sure. They are either ambitious to grow (Xiaomi) or struggling to grow (HTC). Time will tell.


November 21, 2013 00:16 lsui

Our Wireless Device Strategies (WDS) services recently published the report : Global Handset Distribution by Channle by Region. It forecast handset distribution flows by 7 channels for 6 major regions and 3 key countries from 2012 to 2017.

We forecast pure e-commerce retailers (e.g. Amazon, eBay, Jingdong etc.) to grow fastest from 2012 to 2017, increasing the global volume by +248% during the period. China led the pack with the higest pure e-commerce presence of 10% in 2014, way above the global average of 4%. We believe Jingdong and Taobao T-Mall are among the largest e-retailers in China. Improved broadband / mobile broadband coverage, competitve pricing position and marketing promotions, as well as enhanced online shopping experiences, are the key drivers behind the surging online players.

WDS clients: please click here to access the full report.


February 14, 2013 15:23 nmawston

Our Wireless Device Strategies (WDS) team recently blogged about Three Things You Must See at the Mobile World Congress (MWC) trade show in Barcelona, Spain, between Sunday 24th and Thursday 28th February, 2013.

Here are three more major trends you must see at this year's MWC:

1. LTE-Advanced. Standard LTE (4G) is fast becoming "old hat". LTE-Advanced (4.5G) is where the next boom lies. And it will be here sooner than you think. We recommend visiting the Ericsson or Qualcomm stands, where I believe they will have LTE-Advanced demos for phones, chipsets or networks.

2. Microsoft tablets. It is no secret that Microsoft W8 tablets have struggled to take off so far. Pricing, distribution and design issues are inhibiting their growth. But Microsoft is in it for the long game. The US giant has deep pockets and it will not give up. Are we going to see a new Microsoft tablet from a certain Scandinavian hardware vendor?

3. Mobile Accessories. Smart phones and smart tablets will increasingly be sold with smart accessories. Operators and device makers want to create fresh revenue streams with Bluetooth headphones, Bluetooth watches, protector-cases, and many other types of add-on products. We recommend visiting stands from Plantronics or Samsung.

If you would like to meet with our mobile devices analysts at MWC, for briefings or analysis or media interviews, please send us a message via this link at our website. We look forward to seeing you in sunny Barcelona.


February 7, 2013 18:38 nmawston

Mobile World Congress (MWC), in Barcelona, Spain, is arguably the mobile industry's most important trade show of the year. The event takes place between Sunday 24th and Thursday 28th February, 2013. Strategy Analytics is an official research partner for MWC 2013.

Our Wireless Device Strategies (WDS) team, which tracks all mobile devices, will be at MWC. There will, of course, be thousands of companies and products vying for your attention at the show. Here are three major trends we recommend looking out for:

1. The rise of the 4G phablet. Every year the largest practical size of screen for a mobile phone goes up. This year will be no exception. We expect a large chunk of flagship LTE smartphones announced at MWC 2013 to have screens of at least 5 inches in size. LG Electronics should be one stand worth a visit.

2. The rise of Chinese brands. Huawei and ZTE will have a major presence at the show. They will be keen to talk up their 3G and 4G offerings for hardware, software and services. Lenovo, TCL-Alcatel and Coolpad -- who have a smaller international presence than Huawei and ZTE -- will also be worth a look for their mass-market smartphone portfolios.

3. Beyond Android. As Android approaches a peak in the influential US and China markets, we expect more rival smartphone (and tablet) platforms to be prodding us for their attention at MWC this year. Microsoft WP8, BB10, Firefox, Tizen, Ubuntu and Sailfish should all have some interesting stories to tell.

If you would like to meet with our mobile devices analysts at MWC, for briefings or analysis or media interviews, please send us a message via this link at our website. We look forward to seeing you in sunny Barcelona.


November 29, 2012 17:55 nmawston

According to our Wireless Device Strategies (WDS) service, global Bluetooth headset and speakerphone sales combined will grow 16% over the next five years. Mono headset players are now introducing richer services and context-aware features to add extra value to their product portfolios. Despite fierce rivalry and market fragmentation, Plantronics, Motorola, Jabra and others will continue to dominate the global Bluetooth headset industry in 2013. This published report, available to clients, forecasts worldwide Bluetooth headset sales by region, for mono and stereo, in-box and after-market, from 2001 to 2017. It also contains global Bluetooth headset marketshare for the world's 7 largest vendors in 2005 to 2017. The report goes on to forecast global Bluetooth speakerphone sales by region and attach-rate from 2008 to 2017.


July 5, 2012 15:59 nmawston

LTE phones are critical for emerging high-speed services in the mobile, portable and automotive worlds during the next several years. For example, video, TV and teleconferencing are bandwidth-heavy consumer services that will benefit from the arrival of 4G devices and 4G networks. Western Europe is lagging at the moment; its 4G rollout is someway behind the leaders of North America, South Korea, Japan and elsewhere. However, the Western European 4G market is recently showing signs of accelerating, and the launch of the Apple iPad LTE in H1 2012 and the rumored launch of the Apple iPhone LTE in H2 2012 are concentrating industry minds. As a result of this increased attention to 4G, we forecast LTE mobile phone sales to grow an impressive +172% in Western Europe in 2013, led by countries like Sweden, Germany and UK. Most volumes and growth will be concentrated in the second half of next year. This published report -- available to download by clients of our Wireless Device Strategies (WDS) service -- forecasts LTE handset sales in unit-volumes for 18 major countries in Western Europe and it is a valuable tool for planning for the upcoming, high-value 4G boom.


May 11, 2012 08:58 nmawston

Global mobile handset shipments grew +4% annually during Q1 2012. Developed and developing markets delivered moderated growth. Africa, Asia and Latin America were the key markets contributing to growth, with Samsung, Apple & ZTE driving volumes higher. Samsung became the number one handset vendor globally, overtaking Nokia for the first time ever during the quarter. Apple edged up to third place for the first time in the huge Asia region. This report details quarterly handset marketshare for the world's top 30 vendors in North America, Central & Latin America, Western Europe, Central & Eastern Europe, Africa Middle East and Asia Pacific. Historical data by quarter from 2004 to Q1 2012 are included. Clients for our Wireless Device Strategies (WDS) service can download the published report here.


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.

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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.