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Technology / AI and automation

Smartphones: Samsung doubles Apple’s marketshare

Samsung’s market lead in smartphones has been extended, helped by the launch of the Samsung Galaxy SIII (reviewed here), according to a new report by IDC.

Samsung has shipped 50.2 million smartphones in the second quarter of 2012, compared to 26 million for Apple. Nokia, HTC and ZTE follow with 10.2, 8.8 and 8 million smartphones shipped respectively.

RIM has dropped off the charts altogether – now appearing as part of ‘other’. Its problems have been well documented.

Overall sales in smartphones were up 42.1% from Q1 2011, from 108.3 million to 153.9 million.

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This now means that Samsung accounts for 32.6% market share, nearly double Apple’s 16.9%. Apple’s results this week showed that consumers are holding off replacing their Apple devices, and are waiting for the launch of the iPhone 5, rumoured to be due around September/October. This tends to happen to Apple every year.

What is astonishing about the figures is just how quickly Samsung has risen – 172.8% year on year. Apple grew 27% year on year, still a healthy rate. This time last year Samsung’s market share was 17%, behind Apple’s 18.8%.

IDC smart phone market share
The company has been helped by the successful launches of the Samsung Galaxy SII and its successor, the SIII, which has emerged as the only real iPhone competitor in the marketplace, and the leading piece Google Android hardware. It has also seen success with its Samsung Galaxy Note, a smartphone/tablet hybrid.

"Samsung and Apple have quickly become the global smartphone heavyweights though both employ somewhat different approaches to the market," said Kevin Restivo, senior research analyst at IDC.

"Samsung employs a ‘shotgun’ strategy wherein many models are created that cover a wide range of market segments. Apple, in contrast, offers a small number of high-profile models. While both companies have expanded their geographic presence in pursuit of market share, the two companies will inevitably come into greater conflict as both try to generate additional gains."

The other big jump has come from ZTE – which has grown 300% year on year to take fifth spot. It has been extremely successful in producing low cost smartphones in its home country of China. It has also been quite innovative in developed markets, selling its devices white label.

Nokia’s fall from grace has been well documented, but its market share collapse remains severe – its sales falling by 38.9%. The launch of the Nokia Lumia range of Windows Phone devices has been a flop despite being good devices. Microsoft also announced that the current generation of devices would not be compatible with its new operating system – a huge blow.

Nokia maintains a healthy market share in overall mobile phone sales however, shipping 83.7 million mobile phone total, for 20.6% market share. Samsung took top spot away from the company earlier in the year, for the first time in a decade. It leads the market with 97.8 million mobiles sold. 406.8 million mobile phones were sold in the quarter.



This article is from the CBROnline archive: some formatting and images may not be present.