Wireless Smartphone Strategies

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

April 16, 2014 14:44 nmawston

According to a new report from our Wireless Smartphone Strategies (WSS) service, global smartphone wholesale (trade) revenues will grow +21% over the next 7 years. Increasing smartphone volumes will be partly offset by decreasing average selling prices (ASP), as vendors and operators penetrate deeper into the price-sensitive prepaid market. Falling component prices will enable sales expansion in lower price-tiers, particularly for emerging markets like Asia and Latin America. Meanwhile, Apple and others will continue to target the subsidy-led premium category.

Our extensive published report, available to clients, forecasts global smartphone sales volume, revenues and wholesale average selling prices (ASP) by 6 major regions and 8 price-tiers from 2003 to 2020. Extensive analysis of the premium, high, mid, entry and ultra-low price-bands is included. The report is a valuable tool for device vendors, operators, component manufacturers, software developers, financial analysts, car makers, and other stakeholders who want to measure the smartphone market by value and benchmark their pricing strategies.


March 19, 2014 17:26 sbicheno

According to our Wireless Smartphone Strategies (WSS) service, Chinese vendor Oppo is choosing to address the Android smartphone differentiation challenge by attempting to beat its competitors to the most cutting-edge specs. The Find 7, launched today, claims the ability to take 50MP images as its signature USP. The device itself has a 13MP sensor for its main camera, but takes a burst of images and uses software to combine them into a 50MP shot. The ultimate function of such a feature is similar to the post-processing capability enabled by the 41MP sensor in the Nokia Lumia 1020.

Other notable high-end specs in the Find 7 include one of the first QHD (2560 x 1440 pixels) screens in this 5.5-inch phablet and 4K video recording at 30fps. All this is supported by a Qualcomm Snapdragon 801 SoC and quick-charging technology. Oppo has so far offered little further information bar the marketing video below, but our WSS service thinks it’s significant that the latest company to attempt to raise the smartphone spec bar services primarily the Chinese market.


<iframe width="640" height="360" src="//www.youtube.com/embed/iZIJlWGHU40?feature=player_embedded" frameborder="0" allowfullscreen></iframe>

 

 


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.


December 11, 2013 15:28 woh

It has recently been reported online that Nokia has been developing a smartphone, codenamed “Normandy”, which is based on the Android platform. We are not in a position to either confirm or deny these rumours, but if there is anything to them they would mark a remarkable change in strategy for Nokia, which committed 100% to Windows Phone as its sole smartphone platform almost three years ago. So we thought it would be interesting to explore the viability of such a move and ask why Nokia might consider it.

From one perspective, it fully makes sense that the Finnish vendor is trying to build its own Android devices to regain its losing market share in the low-cost handset segment, currently dominated by a lot of Android vendors including Samsung. Under the current circumstances Android is capturing more than 80% market share of all smartphones shipped during Q3 2013 identified in our published report from Wireless Smartphone Strategies, while even Nokia's Asha smart feature phone line-up, designed for low-tier handset markets, is being squeezed by increasingly cheap, but still app-rich Android devices. 

Our smartphone model tracking report for Q3 2013 forecasts Nokia's lower-priced WP-based Lumia 520 to be the most popular Nokia-branded smartphones, outselling most Asha-branded phones. This indicates that Nokia still has some market influence in the low-cost smartphone market with the appealing UI and Windows ecosystem in both emerging and developed markets. It’s possible that Nokia wants its "Normandy” to replace the role of Lumia 520 in the lower-tier markets, based on the low price, well-established Android ecosystems and Nokia's established skill in selling handsets.

Of course this is all speculation on a product that may not even exist, and even if it does it’s hard to imagine Microsoft continuing to develop an Android handset after its acquisition of Nokia’s devices business is complete. But as a vertical handset player Microsoft does need to find a way of increasing its smartphone market share. A if it’s struggling to scale Windows Phone down into the lower price-tiers it needs to find an alternative.


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 28, 2013 21:04 nmawston

While Blackberry’s share price on Wall Street crashed today, we think their financial results for calendar Q2 2013 were broadly in-line with expectations. Lackluster smartphone volumes, no profit and subscriber losses shouldn't really be a major surprise to anyone. First-generation smartphones, like BB10, rarely take off. The first iPhone, first Android, first Lumia and first Galaxy all disappointed at launch. Operators, developers and consumers take time to become familiar with brand-new platforms.

We encourage Blackberry to refocus aggressively on its second-generation models, due in the second half of 2013 and early 2014. Those multiple devices, such as the rumored A10 phablet, will be the real litmus test of Blackberry's long-term future.

More analysis of Blackberry can be viewed by clients of our Wireless Smartphone Strategies (WSS) service at this link.


May 28, 2013 11:42 nmawston

Apple iOS has reached a fork in the strategic road. Should Apple continue along its current path and do nothing? Or should Apple downscale and upscale into smaller and bigger screens? Extensive analysis and forecasts of Apple iOS sales for 88 countries can be downloaded by clients in this published report, from our Wireless Smartphone Strategies (WSS) service.


March 28, 2013 14:37 nmawston

According to our Wireless Smartphone Strategies (WSS) service, smartphone sales volumes will surge +56% in Africa Middle East this year. The rate of growth in Africa is almost two times higher than the global average. Growth will be driven by first-time buyers and 2G handset upgraders in major countries such as Nigeria, Egypt and Saudi Arabia. More details can be viewed by clients in this published report, which forecasts worldwide smartphone sales for 88 countries globally, including Brazil, Spain, Russia and others.