SpecTRAX provides an extensive database of detailed features, specifications and availability information for cellular handsets and USB dongles on a regional and global basis. We track products by brand, region and network operator.

March 24, 2014 16:38 sentwistle

You are invited to register for a webinar on smartphone retail pricing dynamics.

Thursday 27th March - Select webinar below to register now

  • Device discounts:  Contract versus Prepaid?
  • 'Un-carrier' strategies:  What's happening with device pricing? 
  • Flagship smartphones:  How do specs stack up?
  • Smartphone roadmaps:  Implications of holding price?  Holding spec?

We shall present two webinars on Thursday 27th March to accommodate participants in worldwide time zones.

Register now 

Register now

8am London / 4pm Beijing

3pm UK / 11am NY / 8am LA


Webinar presentation will be given by:

Stuart Robinson: Director Handset Component Technologies service
Philip Maling: Strategic Technologies Practice

Please feel free to share this invitation with colleagues within your organization.

February 24, 2014 20:06 PMaling

Today Sony and Samsung announced the next wave of flagship smartphones; Xperia Z2 and the Galaxy S5. Strategy Analytics SpecTRAX Service monitors mobile device announcements and rigorously profiles over 300 specs per handset (where published).

Below is a brief comparison between the Sony Xperia Z2 and Samsung’s Galaxy S5 following today’s events;



Sony Xperia Z2

Samsung Galaxy S5

Water resistant



Network Generation

4G (LTE)

4G (LTE)







Battery Life Enhancement


Ultra Power Saving Mode

Display Size

5.2 inches

5.1 inches

Display Technology

Live ColourLED


Display Resolution

Full HD

Full HD


Qualcomm MSM8974

Qualcomm MSM8974AC

Processor Speed



Core Count




Strategy Analytics’ SpecTRAX database includes profiles of over 18,000 mobile devices, updated weekly and growing at a rate of >100 devices a month. To view SpecTRAX or its sister pricing database PriceTRAX click here


October 14, 2013 14:49 sentwistle


THE TAC EXCHANGE: Convert TACs to features and specs

The value of detailed mobile phone specifications
I am sure that you are aware that details of the full specifications and features of the smartphones, mobile phones, USB dongles and tablets of your entire customer base, would provide you with a truly powerful and valuable business asset.

Developing business strategy from a full spec. database
Having the ability to list all the features and functions of the mobile devices of all your customers would make it practical to determine which product features are commonly driving the biggest revenues, and from that, to plan future business strategy.

This is happening now
Some network operators are already accumulating the phone specifications of their customer base through internal operations, but with mixed results, realising that it is both time-consuming and expensive, and have approached Strategy Analytics for assistance.

It is our business not only to collect this important data but to keep it fully up-to-date including details of the 150 new phones, tablets and USB dongles that are launched every single month.

It's part of our SpecTRAX service
You may know that Strategy Analytics' SpecTRAX service comprises a comprehensive and functionally-rich database of practically all phones, tablets and USB dongles that have ever come to market including the full specification* of every single device.  And by 'full specification' I mean the 300+ features which fully describe each handset such as display size/resolution, memory capacity, OS version, connectivity options and network support.  Most importantly the database provides an innovative look-up link from the Type Allocation Codes (TAC) or IMEI in your database to the full specifications in ours.

If you find the idea of being in control of your own full spec. mobile device database of interest, please do E-MAIL me directly and I will be happy to show you how it works.

Steve Entwistle

SpecTRAX, a comparison tool from Strategy Analytics, records the specifications of new cellphone handsets and tablets as they are announced; tracking availability through over 300 carrier and retail channels. 

Click here to try the SpecTRAX for yourself

* Full specifications captured from vendors’ websites wherever available. Not every spec is listed by every manufacturer. 

* Strategy Analytics offers the SpecTRAX database and macro functions to clients for their use with their own TAC database.  Our database and macro functions are not affiliated with the GSM Association.


October 2, 2013 09:16 sentwistle

Webinar:  Smartphone Retail Pricing - under the microscope
You are welcome to join.

Thursday 17th October

Register for 9am BST (London)    OR   Register for 1pm EDT (New York)

Join us in this webinar as we investigate the key indicators on smartphone retail pricing using the power of SpecTRAX and PriceTRAX including...

  • Retail Price Decline Comparisons >>>What’s being heavily discounted?
  • Network Operator Ranging >>>What’s capturing the highest shelf-share?
  • Monitor Contract Plan Variations >>>How many minutes, text and data?
  • Valuing Specs >>>Which device specs influence pricing?
  • TAC/IMEI Codes >>>How to profile devices on your network?
  • Device Differentiation >>>The rise of rugged devices?

The event will feature Stuart Robinson Director SpecTRAX and PriceTRAX Services - and to accomodate global participants there are two sessions on 17th October:

Session 1
09:00 UK,  10:00 Paris,  17:00 Tokyo
Click to Register

Session 2
18:00 UK,  13:00 NY,  10:00 LA
Click to Register

You are welcome to join this webinar:  Just click the 'Click to Register' link (above) that suits your timing.

Also please feel free to share this invitation with colleagues within your organization.

Steve Entwistle

June 26, 2013 17:59 PMaling

Once again Sony has enlisted the support of Strategy Analytics for the marketing campaign of its new flagship device, the Xperia™ Z Ultra. Details of this, and previous verification projects undertaken by Strategy Analytics on behalf of Sony Mobile are available on their test results site. Strategy Analytics is an established, well respected, independent consultancy with expertise in the handset arena. Using our SpecTRAX database containing detailed specifications for over 16,000 mobile devices, we quickly established the competitive strengths for the Xperia™ Z Ultra.

The Xperia™ Z Ultra is indeed an exciting handset expanding Sony’s portfolio of durable devices to include this waterproof (IP55/58), large-screen (6.44 inch) smartphone with Full HD display. Under the hood is the world’s fastest smartphone processor, Qualcomm’s Snapdragon 800 quad-core chip, clocked at 2.2GHz per core. Sony was also just 5 days shy of boasting the slimmest smartphone ever before Huawei announced the Ascend P6 last week.

As consumers we are all wary of spin in marketing campaigns; Sony Mobile and Strategy Analytics work together to produce truly representative factual claims for Sony devices. This allegiance resonates well with both the general public and technical experts alike, providing credence to the Sony brand and consumer reassurance.

Why not view the Sony Xperia™ Z Ultra promotional video now to see where Strategy Analytics verified the device claims HERE

The Xperia™ Z Ultra wasn’t the only device up Sony’s sleeve this week; Strategy Analytics also provided substance to marketing claims for the SW2 (Sony’s next generation Smartwatch) and a unique Bluetooth mini Handset (SBH52) perfect for pairing with larger cellular devices. All devices are equipped with NFC for easy pairing with Sony’s ever-expanding ecosystem, shown to be the largest system of connected devices in a previous project by Strategy Analytics’ User Experience Practice.

To explore claims verification opportunities, arrange a demo of our database products: SpecTRAX and PriceTRAX, or to discuss custom research solutions CLICK HERE to contact the team.

March 27, 2013 10:25 sentwistle


"..... thinnest .... lightest .... slimmest ..... best display .... "

The eagled eyed among you may have already spotted the *s on Sony’s recent high profile Xperia Z advertising campaign which quote Strategy Analytics research to verify product claims.

The analysis we provided can be examined in detail on Sony’s website HERE

Verifying manufacturers' assertions for their products is something that Strategy Analytics is often asked to do, and which we are uniquely qualified to perform.  Our SpecTRAX cellular devices database of 300 item specifications for around 15,000 devices represents an extremely powerful magnifying glass with which to focus on product claims.  Further, where an existing device comes close to the test product we can increase the focus for a more detailed analysis.

Over the years, we have spotted a number of manufacturers' claims which we felt were invalid and while some of these may be seen as innocuous, it takes just one eagle-eyed blogger or journalist to spot the faux-pas and wreck an expensive marketing campaign.

To find out more about our proprietary research methodologies and how we may be able to help you, please feel free to contact me directly or CONTACT THE TEAM to arrange a SpecTRAX demo.

Steve Entwistle

SpecTRAX, a comparison tool from Strategy Analytics, records the specifications of new cellphone handsets and tablets as they are announced; tracking availability through over 300 carrier and retail channels. 

Click here to try the SpecTRAX for yourself

November 22, 2012 16:41 sentwistle

We use our SpecTRAX online database to indicate popular smartphones. We found that in the first half of 2012 smartphones from Nokia and RIM joined those from Apple and Samsung as most widely available.

The complete top 20 list of global smartphones ranked according to their shelf-share are shown below.

Samsung pipped Apple to the top spot with the Galaxy S II i9100 (16GB), closely followed by Apple’s iPhone 4S 16 GB.  Impressively the Galaxy SII is available from every network operator and retail channel analyzed by the SpecTRAX team.

Our report also summarizes the key specifications of the top 20 smartphones including display size, camera resolution, processor speed and operating systems.

Over 50% of devices profiled were Android; however iOS, Windows Phone, Blackberry OS and Symbian all held their ground in the top 20 smartphone list.

The key finds of the report include;

  • Samsung’s Galaxy S II i9100 (16 GB) shows universal availability (only absent from the iStore shelves); the Apple iPhone 4S 16 GB comes in a close second.
  • Nokia’s Lumia 800 gained traction early in its lifecycle being available through 77% of global channels just months after launch;  beating Samsung’s heavily publicised Galaxy S III i9300 16 GB launched in Q2 2012.
  • HTC’s One X quad-core device (launched at MWC in February 2012) came in 12th place showing across 2/3 of shelves; an impressive positioning for this ultra-high-end product.
  • The HTC Wildfire S and RIM Blackberry Curve 2 8520 entry level smartphones continue to be available from more than 60% of channels despite their age.

Samsung has the most devices in the ranking with five smartphones in the top 10 by shelf-share.  When the list is expanded to the top 20 widely available smartphones then devices from Sony, HTC and Motorola feature as popular in network operators product portfolios.

The data in the SpecTRAX online database is constantly updated and customers use it to track global and regional markets in terms of the popularity of handset and the associated specifications of those devices. This is particularly powerful information for product managers and development teams.
SpecTRAX, a comparison tool from Strategy Analytics, records the specifications of new cellphone handsets and tablets as they are announced; tracking availability through over 300 carrier and retail channels. 

Click here to try the SpecTRAX for yourself

Alternatively CONTACT THE TEAM to arrange a SpecTRAX demo.

Steve Entwistle

Clients can access the full details in the report “Results Are In: Samsung’s Galaxy S II was the most widely-available device in 1H 2012” ranking.

September 19, 2012 00:38 srobinson

When Apple announced the imminent arrival of its new iPhone last week I have to say I was a little bit underwhelmed by some of the specs at first, especially the display which I thought might push up over 367 pixels per inch (ppi). However, having analysed the display specs and device availability of 842 smartphones, I concluded that Apple is still way ahead of its main rivals when you look at average PPI weighted by shelf share... but not in every measure.

Our recent report, Apple in Danger of Falling Behind in Pixel Density Race, details the 40 available smartphones identified as having a display with >300ppi, as well as showing the maximum, minimum and average PPI for every smartphone brand on the database. Try our SpecTRAX service now or existing SpecTRAX clients can access the database here.

What does shelf share mean? First, we take a snapshot of 300 network operators and retailers in 42 countries around the world and look at their smartphone portfolios. Then for each brand, we calculate the average PPI. Using Apple as an example; most carriers and retailers last week had at least one iPhone 4S variant on their portfolios (with a 326ppi spec), many also had one or more iPhone 4 (also 326ppi) device, and some had the older iPhone 3G S 8GB with a 163ppi display. 

We have calculated Apple’s PPI in September 2012 as the average of each model’s PPI weighted by the number of appearances of each model on the shelves. Apple’s weighted average in September was 306ppi, based on much wider availability of its 326ppi iPhone 4/4S models than the 163ppi iPhone 3G/3G S models.

Samsung, meanwhile, has a much wider portfolio of smartphone models, with variations in display size and resolution giving a September 2012 spread from 121ppi to 316ppi, and a weighted average of only 210.5ppi. Of the other top ten smartphone vendors, Sony’s average is the closest to Apple’s, although still a fair way behind at 272ppi. 

Apple won’t have everything its own way though, and one of the challenges that Apple will face in the near future is its 12 month cycle between new models. While the iPhone 4/4S/5 gradually push the 3G S out of the way and bring the average Apple display spec close to 326ppi, other smartphone vendors will push ahead with higher resolutions and even greater pixel densities. Sony’s Xperia S and Fujitsu’s Regza T-01D are already at 342ppi and Toshiba is expected to reveal a 367ppi display on a smartphone soon. Sony, Fujitsu, Pantech, Sharp, LG, Huawei and Motorola all have at least one flagship model available with a pixel density greater than Apple’s 326ppi, so where will that leave Apple in 12 months’ time? Probably still at the top in terms of average PPI, but almost certainly lagging behind in terms of maximum PPI.

- Stuart Robinson

September 12, 2012 20:02 sentwistle

We have a long history of verifying manufacturers’ claims and we know from experience that it’s certainly a fun game for marketeers to play.

Firstly, thank you to @NetMage for making a good point about the real thickness of the Motorola RAZR.   While I expect that the Motorola marketeers will claim it’s the part you hold in your hand which they have measured, I agree with @NetMage that any sensible person would use the slot test to determine a device’s thickness all the way down to determine its widest point.  The RAZR would certainly be thicker than the iPhone 5 in such a test.

Secondly, the often-cited example of the Oppo Finder phone is hiding a significant camera bump which probably makes it thicker than 7.6mm.

HOWEVER, the iPhone5 still isn’t the thinnest; we just have to look further afield to Korea and Japan to see the following devices:

•           Huawei Ascend P1 S (6.68mm) – Not yet showing on the 300 channels we track
•           Fujitsu ARROWS ES IS12F  (6.70mm) – Available in Japan on AU
•           Pantech Vega S5 (6.89mm) – Available in Korea from both KT and SK Telecom

Caveat; I have not measured these above devices to verify the manufacturers’ claims, but viewing online images suggests that they do not have significant additional chins, bumps or protrusions.

Conclusion: the iPhone 5 is certainly the thinnest iPhone ever, but NOT the thinnest smartphone.


Various bloggers reporting from the iPhone launch mentioned the new iPhone 5 as "the thinnest smartphone". A quick Advanced Search of our SpecTRAX database clearly demostrates that various device vendors have launched thinner smartphones to date.

For devices which are thinner than 7.6mm then Motorola has at least 3 devices which are claimed to be 7.1mm thick; Motorola RAZR XT909, Motorola DROID RAZR CDMA, Motorola RAZR XT910

Below is the list of smartphones which are less than 8mm thick.

To try our SpecTRAX database which tracks global specs and availability of mobiles, smartphones, tablets and dongles click HERE

Steve Entwistle


July 5, 2012 15:29 PMaling

SpecTRAX availability and shelf-share data revealed Nokia's Lumia 710 in poll position for smartphones launched in Europe during Q1 2012. This means that during its launch quarter, the Lumia 710 made its way onto 33% of European carriers. The Sony Xperia S (27%) and LG Prada K2 (22%) came in second and third place, with the Lumia 800 featuring on 17% of operator's shelves; meaning Nokia's new launches were in the top 4 smartphones by shelf-share at launch. Download SpecTRAX's latest complimentary extract: Most Widely Available NEW Smartphones in Europe Q1 2012 for the full story, summary spec details, and the methodology.

The analysis revealed European Carriers Top 20 newly released handsets were from Samsung (with 6 models) and HTC (5 models). Nokia, Sony, LG and RIM all featured 2 new smartphones a piece. The Apple iPhone 4S, Samsung Galaxy SIII and Nokia Lumia 900 did not feature in this report as they were launched either side of Q1 2012 in Europe.

SpecTRAX is a tactical database which tracks detailed handset specifications for smartphones, mobile phones, tablets and USB dongles. There are now over 14,000 unique models listed in the database. Click here to try the SpecTRAX database for yourself, or CONTACT THE TEAM to arrange a SpecTRAX demo.