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 5, 2015 14:40 nmawston

According to our WDS (Devices) service, global Bluetooth headset sales will grow 14% during the next five years. Mono headset volumes are slipping in developed regions, but there are continued signs of growth in some emerging markets like China. The stereo Bluetooth headset category is rising steadily -- but competition from corded headphones remained intense this year. Despite fierce rivalry and market fragmentation, Plantronics, Jabra, Samsung and Motorola are still the "big 4" Bluetooth headset vendors that dominated the global industry in 2014. Our extensive report -- available to clients here -- forecasts worldwide Bluetooth headset sales by region, for mono and stereo, in-box and after-market, from 2001 to 2020. It also contains global Bluetooth headset marketshare for the world's 7 largest vendors in 2005 to 2020. The report goes on to forecast global Bluetooth speakerphone sales by region and attach-rate from 2008 to 2020.


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.





October 22, 2014 11:31 nmawston

Unconfirmed rumors are arising yet again in the mobile industry that Lenovo of China will soon try to purchase part or all of Blackberry in Canada. Such rumors have been around for 2+ years, of course -- but the sound of the drumbeat has recently gotten louder again.

Why would Lenovo be interested in Blackberry? Our WDS (Devices) service indicates there are at least three main reasons. They are:

1. Deeper distribution among global carriers and companies;
2. Good OS software for phones and cars (e.g. BB10);
3. Mature mobile security software.

Should Lenovo try to takeover Blackberry? In our view, it would be a risky move. First, the Canadian government may forbid a partial or full merger, due to security or economic reasons. Second, Lenovo today is already struggling to close the deal on its loss-making Motorola takeover. And third, Blackberry is showing signs of financial stabilization right now -- for the first time in years -- Blackberry executives may no longer want to rollover and just "give up".


October 22, 2014 10:15 nmawston

Qualcomm, one of the world's largest component makers, is starting to promote 4K content and 4K video-recording for cellphones in 2015 (e.g. see page 7 of this published Qualcomm report). Device vendors and component builders are keen to sell more 4K phones next year because the integrated technology can differentiate their brands and raise average selling prices. Consumers are certainly interested in 4K phones, but relatively high costs, limited 4K content, and slightly confusing marketing ("what is 4K") are challenges for the category in the near-term. A forecast for global 4K phone sales by region through 2020, from our WDS (Devices) service, can be downloaded by clients at this link.


October 21, 2014 03:04 woh

According to the recently published insight report for Motorola under our Wireless Device Strategies (WDS) service, Motorola is clearing showing signs of rebounding in terms of global handset shipment units in Q3 2014, mainly due to the continued and robust sales of its affordable Moto G and Moto E handsets across Latin America, Western Europe and Asia Pacific. This is the Motorola's fifth straight quarter of sequential handset shipment growth. We estimate that Motorola is capturing 2% global handset market share during Q3 2014. Additional in-depth analysis on volume and value metrics can be checked at this link.