Wireless Smartphone Strategies

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

August 9, 2013 23:15 lsui

According to the newly published report from our Wireless Smartphone Strategies (WSS) services : Global Smartphone Vendor Market Share by Region: Q2 2013, Global smartphone shipments grew +49% annually -- a new record for the second quarter of the year. Growth was at the highest rate for over a year, as strong growth in many developing markets more than offset maturing postpaid penetration in developed markets.

For the first time ever, top 4 Chinese brands, ZTE, Huawei, Lenovo and Coolpad, occupied No. 4 to No. 7 position respectively, following the top three camp Samsung, Apple and LG. The four Chinese brands combined took 19% of global smartphone volume share this quarter, up from 14% one year ago. All of them still heavily rely on China market which showed little sign of cooling.

June 10, 2013 18:24 lsui

Our Wireless Smartphone Strategies (WSS) services freshly published Global Smartphone Distribution Forecast : Offline vs. Online report. WSS clients please click this link to access the full report.

The distribution of smartphones through online retail channels will grow an above-average +24% worldwide in 2014. North America, Western Europe and China are especially active and those regions are experiencing a Golden Age for online smartphone distribution. Of Which Western Europe to represent the highest smartphone online % in 2014.

Independent retailers in many parts of Europe, like Carphone Warehouse UK, are important online as well as offline channels, but operators are also key online distribution channels in these markets. Important online countries in the region include UK, Germany and France. We think European smartphone buyers online are broadly found in two segments today -- they are either purchasing low-end SIM-free or prepaid models to save money or give as gifts; or they are buying high-end models in mid-contract or post-contract to replace aging, broken or lost devices.

This report forecasts global smartphone offline and online distribution flows for 6 major regions and 3 key countries from 2007 to 2017, including North America, Western Europe, Latin America, China, Japan and India. The forecasts can be used by smartphone vendors, vehicle makers, apps developers and others to identify the main regional channels where smartphones are being sold, and how rapidly online channels are emerging alongside, and in some cases displacing, offline distribution.

May 22, 2013 17:50 lsui

Our Wireless Smartphone Strategies (WSS) services freshly published Global Smartphone Wholesale Revenue, ASP and Price-Tier Forecast Report today. Please click here to access the full report.

Global smartphone wholesale (trade) revenues are forecasted to grow 22% in 2013 as high-end superphones, phablets and operator subsidies continue to drive the market to new heights. The rate of growth, however, will slow to lower single digits beginning in 2015 as swiftly falling prices offset the continued volume growth.

Smartphone wholesale (trade) ASPs  dropped to 5% in 2012, mainly because of the greater portion and volume of entry and mid-tier models, which combined contributed to 37% of total smartphone volume in 2012, up from 20% one year ago. Emerging markets, such as China, saw a robust smartphone booming thanks to the increased availability from local brands, lower price and Chinese operators’ solid subsidies. The surging volumes in emerging markets significantly boosted up global smartphone volumes, while also drew down ASPs. We expect ASPs will  continue their decline during the forecast period.

North America will continue to have the highest smartphone ASP in the world through 2017, while the soaring volumes have been making Asia Pacific as the most valuable market through from 2011 onwards.

This detailed report forecasts global smartphone sales volume, revenues and wholesale ASPs by six major regions and five price-tiers from 2003 to 2017. 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 or price-brand and benchmark their pricing strategies.


April 18, 2013 01:58 lsui

HTC中国从4月15号起在自己的网上商店开始提供手机定制服务,顾客可以根据自己的星座和性别来选择颜色, ROM,照相机的像素和配件。目前此服务只针对E1这一款机型。

电商渠道在中国的智能手机市场发挥越来越大的作用,我们的 Wireless Smartphone Strategies (WSS) services 预测今年将会有17%的智能手机通过电商渠道进行销售。在竞争激烈的中国智能手机市场,通过提供定制化的电商服务无疑是一个有意义的尝试。但是对于HTC来说,如何进一步降低售价,切入中低端市场才是其在这个竞争白热化市场的生存之道。不过如果有一天,当更多的手机功能都可以通过个人定制化的服务来选择的话,那现在这个黑白平板一统智能机天下的格局是否会变得更加人性化和差异化呢?

March 26, 2013 22:32 lsui

我们的 Wireless Smartphone Strategies (WSS) 服务发布了2012年全球智能手机排行榜,中国的宇龙酷派跃居到全球智能手机出货量的第11名,取得了2。6%的市场份额。它的智能手机出货量同比增长了108%。凭借这在中国这个最大的智能手机市场中的骄人表现,这家位于深圳的中国公司能否进一步夯实海外市场,进入2013年全球智能手机十强的榜单呢?

除了在中国3G智能手机市场风声水起之外,宇龙酷派在海外LTE市场也取得了不错的成绩。我们的Handset Country Share Tracker (HCST)服务监测到其第一款LTE手机2012年在美国的运营商MetroPCS取得了将近一百万部的销量。


- 推出拥有统一子品牌的旗舰机型,进一步增强品牌号召力。把更多的机型都纳入到旗下的子品牌之中,形成品牌的凝聚力和合力;

- 针对海外预付费市场和运营商推出定制化的机型。中国厂商的价格优势在价格敏感度较高的预付费市场能得到充分发挥;

- 准备应对潜在的知识产权风险和诉讼。宇龙酷派一定规模的手机专利积累可以作为谈判和交换的筹码;

- 品牌和市场的建设推广是一个中长期的投入过程,罗马不是一天建成的,对于成熟市场,中国品牌需要的是恒心和坚持;

- 在海外市场直面来自华为中兴的竞争。和后两者相比,宇龙酷派无论在品牌,渠道,还是多重产品线的布局方面都处于劣势。应该更多在细分市场和差异化的服务方面寻找机会和突破口;

- 进一步增强产品的盈利能力。在中低端价格段保证产品的规模和数量,在中高端利用旗舰机型来提升人气和赢利能力。

March 25, 2013 20:56 lsui

Our WSS services tracked Coolpad ranked the 11th largest smartphone vendor globally in 2012, with 2.6% marketshare. It grew smartphone volume by 108% YoY from 2011, indicating the Shenzhen-based Chinese vendor?s ambitious to push into the top 10 club this year.

The company is on the right track to become a 3G smartphone specialist, with an encouraging breakthrough recently also in the North American 4G LTE market. Its first LTE phone at MetroPCS achieved an encouraging start last year.

However, how to further define and implement its overseas strategy, especially in North America and West Europe remains the key for the rising Chinese brand. We would recommend Coolpad to:

- Launch a decent flagship model with a unified sub-brand (like Samsung Galaxy, Huawei Ascend does) globally;

- Initially target prepaid carriers / customers because prepaid segment is price-sensitive and accessible for Chinese brands;

- Prepare for the potential IPR risks associated with overseas expansion. Coolpad is reportedly have accumulated over 4000 handset related patents at this moment, however, it is still vulnerable to get involved into IPR war. We believe patent swap would be an effective way to ease risks;

- Branding and marketing initiatives are needed to tap into richer customers in developed markets;

- Prepare for the direct competition with Huawei and ZTE in overseas market. Compare with the two rivals, Coolpad exclusively focus on smartphone market and lack synergy among different product lineups. We would recommend Coolpad to further differentiate from rivals with improved hardware designs and more localized services and apps;

- Balance volume and profitability. Shifting upwards with more mid and high-tier models, in order to improve ASP and profit margin, which will ensure the Hong Kong listed-company has sufficient cash on hands for the upcoming overseas expansion.

January 31, 2013 20:27 lsui

Mainland China smartphone shipments grew 64% annually to reach 53 million units in the fourth quarter of 2012. Android and Android forks together accounted for a record 86% share of all smartphones shipped in China this quarter. Apple iOS followed with 12% share. Android (including Android forks) and Apple iOS capture a record 98% share of China smartphone shipments this quarter, up from 79% one year ago. Please access the published report from our Handset Country Share Tracker Services (HCST) for more details.

January 25, 2013 02:21 lsui
Boston, MA - January 24, 2013 -- According to the latest research from Strategy Analytics, global smartphone shipments grew 43 percent annually to reach a record 700 million units in 2012. Samsung was the star performer, capturing 30 percent marketshare worldwide and extending its lead over Apple and Nokia.

Neil Shah, Senior Analyst at Strategy Analytics, said, ?Global smartphone shipments grew 38 percent annually from 157.0 million units in Q4 2011 to 217.0 million in Q4 2012. Global smartphone shipments for the full year reached a record 700.1 million units in 2012, increasing robustly from 490.5 million units in 2011. Global shipment growth slowed from 64 percent in 2011 to 43 percent in 2012 as penetration of smartphones began to mature in developed regions such as North America and Western Europe.

Neil Mawston, Executive Director at Strategy Analytics, added, ?Samsung shipped a record 213.0 million smartphones worldwide and captured 30 percent marketshare in 2012. This was the largest number of units ever shipped by a smartphone vendor in a single year, beating Nokia?s previous all-time record when it shipped 100.1 million units during 2010. Despite tough competition in stores and courtrooms, Samsung continued to deliver numerous hit models, from the high-end Galaxy Note2 phablet to the mass-market Galaxy Y. Apple grew a healthy 46 percent annually and shipped 135.8 million smartphones worldwide for 19 percent marketshare in 2012, broadly flat from the 19 percent level recorded in 2011. Apple had a strong year in developed regions like North America, but this was offset partly by its limited presence in high-growth emerging markets such as Africa.

Linda Sui, Analyst at Strategy Analytics, added, ?Samsung and Apple together accounted for half of all smartphones shipped worldwide in 2012. Large marketing budgets, extensive distribution channels and attractive product portfolios have enabled Samsung and Apple to tighten their grip on the smartphone industry. The growth of Samsung and Apple has continued to impact Nokia. Nokia retained its position as the world?s third largest smartphone vendor for full-year 2012, but its global marketshare has dropped sharply from 16 percent to five percent during the past year. Nokia?s Windows Phone portfolio has improved significantly in recent months, with new models like the Lumia 920, but we believe the vendor still lacks a true hero model in its range that can be considered an Apple iPhone or Samsung S3 killer.?
Exhibit 1: Global Smartphone Vendor Shipments and Market Share in Q4 2012.

Global Smartphone Vendor Shipments (Millions of Units)
Q4 '11
Q4 '12
Global Smartphone Vendor Marketshare %
Q4 '11
Q4 '12
Total Growth Year-over-Year %

[1] Numbers are rounded.
The full report, Global Smartphone Shipments Reach a Record 700 Million Units in 2012, is published by the Strategy Analytics Wireless Smartphone Strategies (WSS) service, details of which can be found here: http://tinyurl.com/9djv7u8.

November 2, 2012 18:50 lsui

Strategy Analytics Wireless Smartphone Strategies (WSS) services just released the global smartphone OS market share by region : Q3 2012 report.

Global smartphone shipments grew +39% annually in Q3 2012. Android was the star platform during the quarter, crushing almost all rivals except Apple iOS. Android is peaking in the North America market, but all other regions are approaching record marketshare levels. Blackberry OS, Symbian and Bada continued to fade, while Microsoft remains niche for now.

This report tracks global smartphone operating system shipments and market share on a quarterly basis from 2009 to Q3 2012.

October 10, 2012 23:13 lsui

Our Wireless Device Strategies (WDS) service is hosting a public webinar on China, at 100pm New York-time on Wednesday 17th October, 2012. Please register here.
China is the world's largest handset and smartphone market by volume, as well as the second-largest market by value. Players in the mobile space cannot afford to ignore China, a market with plenty of opportunities and challenges ahead. This webinar will focus on why we believe China is such an important handset market, who is winning and who is losing, where the rising opportunities are, as well as implications on how other developing and developed markets will follow China's footsteps. The agenda for the webinar is as follows.

  • Introduction
  • Why is China so Important Today?
  • Who is Leading in China: Megavendors vs. Local Players?
  • Operators' Rising Role in China's 3G Handset Market (e.g. subsidies)
  • How Big is the TD-LTE Opportunity?
  • Smartphone OS Wars: Android Forks
  • Conclusions & Recommendations

Event Information:

Topic : China : The World's Largest Mobile Market

Date : 17th, October, 2012

Time : 1pm EDT / 10am PDT /6pm BST / 7pm CET / 2am (18/10/12) JST

Presenters : Linda Sui - Analyst. Wireless Device Strategies

Alexander Spektor - Associate Director, Global Wireless Practice

Click here to REGISTER for this event