Wireless Smartphone Strategies

The industry’s most comprehensive set of critical market statistics and qualitative analysis, tracking and reporting on smartphones.

January 29, 2014 22:36 nmawston

Google today confirmed officially that it has sold off its Motorola smartphone business to Lenovo of China for US$3 billion. Much less than the US$12 billion Google paid for Motorola in 2012.

According to our Wireless Smartphone Strategies (WSS) service, the combined entity of Lenovo and Motorola captured 6% share of global smartphone shipments in 2013.

As a result of this new deal -- assuming it is approved by US, Chinese and other authorities -- Lenovo-Motorola becomes instantly the world's 3rd largest smartphone vendor by volume, behind Samsung (32%) and Apple (15%).

For Lenovo, it is a good move. The Chinese vendor gets access to the valuable US smartphone market and the fast-growing Latin America region. This complements its existing global PC business.

For Motorola, it gains access to an ambitious sugar daddy that has a strong presence in the huge China market.

For Google, it divests a loss-making hardware division.

Companies that will be worried by the Lenovo-Motorola deal include Samsung, Apple, LG, Sony, Huawei, ZTE, Xiaomi, Coolpad, TCL-Alcatel and others.

Lenovo now has extra scale in smartphones and a seat near the top table. However, whether Lenovo can turnaround the long-struggling Motorola business, and what happens to the Motorola brand long-term, remain key questions that will need to be answered in the coming months.

 


January 29, 2014 13:35 nmawston

According to the latest research from our Wireless Smartphone Strategies (WSS) service, global smartphone shipments grew 41 percent annually to reach a record 990 million units in 2013. Android captured 79 percent share of all smartphones shipped worldwide and extended its lead over Apple, Microsoft and other rivals.

Global smartphone shipments grew 34 percent annually from 217.0 million units in Q4 2012 to 290.2 million in Q4 2013. Global smartphone shipments for the full year were just shy of the 1 billion level, but they nonetheless reached a record 990.0 million units in 2013, increasing from 700.1 million in 2012. Global smartphone shipment growth decreased slightly from 43 percent in 2012 to 41% in 2013, due to high penetration in some major markets like the United States.

Android shipped a record 781.2 million smartphones worldwide for 79 percent marketshare in 2013. Android shipped four times more smartphones than Apple and Microsoft combined. There is little doubt that 2013 was the year of Android. However, Android’s annual growth rate slowed to 62 percent in 2013, its lowest level in the platform’s history. We expect Android’s growth to slow further in 2014 due to market saturation, and rivals like Microsoft or Firefox will be ready to pounce on any signs of a major slowdown for Android this year.

Apple iOS grew a sluggish 13 percent annually and shipped 153.4 million smartphones worldwide for 15 percent marketshare during 2013. Despite record volumes, 2013 is arguably a year that Apple will want to forget as growth slowed sharply and its new 5c model performed less strongly than expected.

Microsoft is now firmly established as the smartphone industry’s third major ecosystem, shipping 35.7 million units worldwide to capture 4 percent marketshare in 2013. However, the Windows Phone platform is still struggling to gain traction in the low-tier and premium-tier smartphone categories and they remain serious weaknesses that Microsoft will need to address in 2014.

More analysis of the software players in the quarter can be downloaded by clients in this published report.

Exhibit 1: Global Smartphone OS Shipments and Market Share in Q4 2013 [1]

Global Smartphone Operating System Shipments (Millions of Units)

Q4 '12

2012

Q4 '13

2013

Android

152.5

481.5

227.7

781.2

Apple iOS

47.8

135.8

51.0

153.4

Microsoft

5.9

18.8

9.4

35.7

Others

10.8

64.0

2.2

19.8

Total

217.0

700.1

290.2

990.0

 

 

 

 

 

Global Smartphone Operating System Marketshare  %

Q4 '12

2012

Q4 '13

2013

Android

70.3%

68.8%

78.4%

78.9%

Apple iOS

22.0%

19.4%

17.6%

15.5%

Microsoft

2.7%

2.7%

3.2%

3.6%

Others

5.0%

9.1%

0.7%

2.0%

Total

100.0%

100.0%

100.0%

100.0%

 

 

 

 

 

Total Growth Year-over-Year %

38.2%

42.7%

33.7%

41.4%

 

 

 

 

 

Source: Strategy Analytics

 

 

 

 

 


[1] Numbers are rounded.


January 27, 2014 23:24 khyers

According to the latest research from our Wireless Smartphone Strategies (WSS) service, global smartphone shipments grew 41 percent annually to reach a record 990 million units in 2013. Huawei, Lenovo and LG were the star performers, capturing a combined 14 percent marketshare worldwide and closing the gap on Apple.

Global smartphone shipments grew 34 percent annually from 217.0 million units in Q4 2012 to 290.2 million in Q4 2013. Global smartphone shipments for the full year were just shy of the 1 billion level, but they nonetheless reached a record 990.0 million units in 2013, increasing from 700.1 million in 2012. Global smartphone shipment growth decreased slightly from 43 percent in 2012 to 41% in 2013, due to high penetration in some major markets like the United States.

Samsung shipped a record 319.8 million smartphones worldwide and captured 32 percent marketshare in 2013. This was the largest number of units ever shipped by a smartphone vendor in a single year. Despite tough competition from a long tail of Chinese and American brands, Samsung continued to deliver numerous hit models, such as the Galaxy S4 and Note 3.

Apple grew a sluggish 13 percent annually and shipped 153.4 million smartphones worldwide for 15 percent marketshare in 2013, dipping from the 19 percent level recorded in 2012. Apple remains strong in the high-end smartphone segment, but a lack of presence in the low-end category is costing it lost volumes in fast-growing emerging markets such as India.

Samsung and Apple together accounted for almost half of all smartphones shipped worldwide in 2013. Large marketing budgets, extensive distribution channels and attractive product portfolios have enabled Samsung and Apple to maintain their grip on the smartphone industry. However, there is clearly now more competition coming from the second-tier smartphone brands. Huawei, LG and Lenovo each grew their smartphone shipments around two times faster than the global industry average and captured a combined 14 percent marketshare. Huawei is expanding swiftly in Europe, while LG’s Optimus range is proving popular in Latin America, and Lenovo’s Android models are selling at competitive price-points across China. Samsung and Apple will need to fight hard to hold off these and other hungry challengers during 2014.”

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

Global Smartphone Vendor Shipments (Millions of Units)

Q4 '12

2012

Q4 '13

2013

Samsung

63.0

213.0

86.0

319.8

Apple

47.8

135.8

51.0

153.4

Huawei

10.9

30.2

16.6

50.4

LG

8.6

26.3

13.2

47.6

Lenovo

9.2

23.5

13.6

45.5

Others

77.5

271.3

109.8

373.3

Total

217.0

700.1

290.2

990.0

 

 

 

 

 

Global Smartphone Vendor Marketshare  %

Q4 '12

2012

Q4 '13

2013

Samsung

29.0%

30.4%

29.6%

32.3%

Apple

22.0%

19.4%

17.6%

15.5%

Huawei

5.0%

4.3%

5.7%

5.1%

LG

4.0%

3.8%

4.5%

4.8%

Lenovo

4.2%

3.4%

4.7%

4.6%

Others

35.7%

38.8%

37.8%

37.7%

Total

100.0%

100.0%

100.0%

100.0%

 

 

 

 

 

Total Growth Year-over-Year %

38.2%

42.7%

33.7%

41.4%

 

 

 

 

 

Source: Strategy Analytics

 

 

 

 

The full report, Global Smartphone Shipments Reach a Record 990 Million Units in 2013, is published by the Strategy Analytics Wireless Smartphone Strategies (WSS) service, details of which can be found here.


 

[1]  Numbers are rounded.


January 15, 2014 16:49 nmawston

Computer giant HP has a long history in the smartphone market, but with two previous failures behind it, the road back is not an easy one. Can HP be "third time lucky" in smartphones? What does it need to do to succeed?

This published report, available to clients of our Country Share Tracker (CST) service, identifies the geographies, product categories and price-tiers that will offer HP the best chance of success should it choose to re-enter the smartphone market once more in 2014.


November 12, 2013 17:50 sbicheno

Global smartphone shipments grew by almost 50% annually in Q3 2013, with continued strong demand in many developing markets such as India. TCL-Alcatel, Xiaomi, Lenovo and Huawei of China were the global star performers in the quarter, outstripping many rivals like HTC and Fujitsu as the smartphone balance of power, outside of the big 2, continues to shift in favour of Chinese vendors. Subscribers to Strategy Analytics’ Wireless Smartphone Strategies service can access the full breakdown of global smartphone shipments , split by vendor, region and OS, here.


October 31, 2013 15:30 sbicheno

According to the latest research from our Wireless Smartphone Strategies (WSS) service, global smartphone shipments reached 251 million units in the third quarter of 2013. The Android operating system reached a new record of 81 percent global share, mainly at the expense of BlackBerry and Apple. Microsoft Windows Phone doubled its marketshare and it is currently the world’s fastest growing major smartphone platform.

Global smartphone shipments grew 45 percent annually from 172.8 million units in Q3 2012 to 251.4 million in Q3 2013. Growth was driven by robust demand for Android and Microsoft models in developed and developing markets, notably Europe and Asia.

Android’s domination of global smartphone shipments reached a new peak in Q3 2013, with four out of every five smartphones now running Google’s OS. Android’s gain came mainly at the expense of BlackBerry, which saw its global smartphone share dip from 4 percent to 1 percent in the past year due to a weak line-up of BB10 devices. Apple also lost some ground to Android because of its limited presence at the lower end of the smartphone market. Android will need to take further shipments from Apple if it wants to keep growing in the future, but this is unlikely in the near-term as the new iPhone 5s model is proving popular and it will help Apple to regain volumes worldwide in the fourth quarter of 2013.

Microsoft shipped more than 10 million smartphones worldwide in a single quarter for the first time ever in its history during Q3 2013. Microsoft has doubled its global smartphone marketshare from 2 percent to 4 percent in the past year. Microsoft grew its smartphone shipments by 178 percent annually in Q3 2013 and it is currently the world’s fastest growing major smartphone platform. Microsoft’s growth is almost entirely due to Nokia and its steadily improving Lumia portfolio across Europe, Asia and the United States. However, Microsoft is clearly still at a low level of share worldwide and it is struggling to gain serious traction in several major markets like Japan, South Korea and Africa.

Exhibit 1: Global Smartphone OS Shipments and Market Share in Q3 2013

Global Smartphone Operating System Shipments (Millions of Units)

Q3 '12

Q3 '13

Android

129.6

204.4

Apple

26.9

33.8

Microsoft

3.7

10.2

BlackBerry

7.4

2.5

Others

5.2

0.5

Total

172.8

251.4

 

 

 

Global Smartphone Operating System Marketshare  %

Q3 '12

Q3 '13

Android

75.0%

81.3%

Apple

15.6%

13.4%

Microsoft

2.1%

4.1%

BlackBerry

4.3%

1.0%

Others

3.0%

0.2%

Total

100.0%

100.0%

 

 

 

Total Growth Year-over-Year %

44.0%

45.5%

 

 

 

Source: Strategy Analytics

 

 

The full report, Microsoft Hits 10 Million for First Time as Android Reaches Record 81 Percent Share of Global Smartphone Shipments in Q3 2013, is available to subscribers of Strategy Analytics’ Wireless Smartphone Strategies (WSS) service now.


October 28, 2013 18:06 nmawston

According to the latest research from our Wireless Smartphone Strategies (WSS) service, global smartphone shipments grew 45 percent annually to reach a record 251 million units in the third quarter of 2013. Samsung captured a record 35 percent share of all smartphone volumes worldwide, while Huawei jumped into third place in the rankings.

Global smartphone shipments grew 45 percent annually from 172.8 million units in Q3 2012 to 251.4 million in Q3 2013. This was the first time ever that smartphone shipments exceeded a quarter-billion units in a single quarter. Smartphones accounted for 6 in 10 of all mobile phones shipped worldwide. The smartphone industry’s robust growth is being driven by strong demand for LTE models in developed regions like the US and 3G devices in emerging markets such as China.

Samsung grew 55 percent annually and shipped a record 88.4 million smartphones worldwide, capturing a record 35 percent marketshare in Q3 2013. Samsung shipped over two times more smartphones than Apple during the quarter. While shipments of the flagship Galaxy S4 model softened, solid demand for the new Note 3 phablet and for mass-market devices like the Galaxy Y helped to lift Samsung’s volumes.

Apple shipped 33.8 million iPhones worldwide in Q3 2013, up from 26.9 million a year earlier. Apple grew just 26 percent annually during Q3 2013, which is around half the overall smartphone industry average of 45 percent. Apple’s global smartphone marketshare has dipped noticeably from 16 percent to 13 percent during the past year. Nonetheless, we expect Apple to rebound sharply and regain share in the upcoming fourth quarter of 2013 due to high demand for its new iPhone 5s model.

Huawei was a star performer as global shipments grew 67 percent annually to 12.7 million units in Q3 2013. Huawei captured 5 percent marketshare and became the world’s third largest smartphone vendor. The popular P6 and G610 models have been among the main drivers of Huawei’s success. Huawei remains very strong at home in China, but its position is less robust in other major markets like the US and Europe. Huawei will need to expand aggressively in the American and European markets if it wants to seriously challenge the big two of Samsung and Apple next year.

Other findings from our research include:

LG shipped 12.0 million smartphones worldwide for 5 percent marketshare in Q3 2013. LG grew 71 percent annually, making it the fastest-growing vendor among the top five brands. LG has been expanding rapidly in Europe, but China and India remain weak spots;

Lenovo shipped 10.8 million smartphones worldwide for 4 percent marketshare and fifth position in Q3 2013. Lenovo is popular among mass-market consumers in China and it is expanding internationally. Two of the world’s top five smartphone vendors came from China -- Lenovo and Huawei.


 Exhibit 1: Global Smartphone Vendor Shipments and Market Share in Q3 2013  [1]

Global Smartphone Vendor Shipments (Millions of Units)

Q3 '12

Q3 '13

Samsung

56.9

88.4

Apple

26.9

33.8

Huawei

7.6

12.7

LG

7.0

12.0

Lenovo

6.4

10.8

Others

68.0

93.7

Total

172.8

251.4

 

 

 

Global Smartphone Vendor Marketshare  %

Q3 '12

Q3 '13

Samsung

32.9%

35.2%

Apple

15.6%

13.4%

Huawei

4.4%

5.1%

LG

4.1%

4.8%

Lenovo

3.7%

4.3%

Others

39.4%

37.3%

Total

100.0%

100.0%

 

 

 

Total Growth Year-over-Year %

44.0%

45.5%

 

The full report, Huawei Reaches Third Place as Global Smartphone Shipments Reach Quarter-Billion Units in Q3 2013, is published by the Strategy Analytics Wireless Smartphone Strategies (WSS) service, details of which can be found here: http://tinyurl.com/bps9qhr.


Please contact Neil Mawston, at nmawston@strategyanalytics.com, for further analysis, data or information.

[1]  Numbers are rounded.


June 18, 2013 15:09 sbicheno

Chinese telco giant Huawei made its latest, and greatest, move in its quest for premium smartphone credibility today with the launch of the Ascend P6, which was attended by our Wireless Smartphone Strategies (WSS) service.

Early hands-on time with the device reveals a very thin and light 4.7-inch premium smartphone that is a distinct step up in terms of industrial design from the P1 and P2. The reason for the numerical jump in the name is to draw attention to the fact that it is a mere 6.18mm thick. There is a metal strip around the edge that is very reminiscent of the current generation iPhone design, which is no bad thing.

While Huawei had to launch a device that was at least on a par with its competitors to generate buzz in the intensely competitive flagship handset space, the best way to grow the brand is for end-users to have the device in their hands. The Huawei handset brand is still in its infancy, so the smart move is to also be aggressive on price, which is exactly what Huawei has done by pricing the Ascend P6 at €449, which should equate to contract prices as low as £21 per month - considerably lower than most of its competitors.

The Huawei Ascend P6 will be available in China tomorrow, and apparently has unprecedented preorder levels, while Europe will first get its hands on it in early July. Most major operators and retailers are said to be not just stocking it, but putting some marketing weight behind it, so this has all the signs of being Huawei’s biggest handset launch to date, and could be of significant assistance in Huawei’s quest for premium smartphone credibility.

Huawei's position in the global and regional smartphone rankings is detailed in the following WSS report: Global Smartphone Vendor Market Share by Region: Q1 2013


May 28, 2013 11:47 nmawston

Tizen OS is being heavily supported by Samsung and others as an alternative smartphone platform to Android. Is Tizen a credible Android challenger? Or will it be a "Bada 2.0" flop? Extensive analysis and Tizen smartphone forecasts for 88 countries can be downloaded by clients in this published report, from our Wireless Smartphone Strategies (WSS) service.


May 28, 2013 11:45 nmawston

Ubuntu OS is being hyped as an emerging smartphone platform that could be a long-term alternative to Android. What opportunities and threats does the Ubuntu OS face? Will it be low-cost enough and have a decent services ecosystem? Extensive analysis and forecasts for 88 countries can be downloaded by clients in this published report, from our Wireless Smartphone Strategies (WSS) service.