Smartphone feature phone market share 2013

Now includes forecasts for smartphone sales and average selling price of smartphones. The latest stats from the leading analysts, Gartner, IDC, Canalys and Strategy Analytics, reveal some fascinating milestones and lessons from the mobile device and smartphone sales. Conveniently these break down in to 10 bullets….

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Smartphones accounted for Worldwide almost one third Lack of innovation among high-end phones means people who already have a high-end phone see little reason to upgrade Gartner. While developed markets are rapidly reaching smartphone saturation in some nations smartphone penetration is already, or is nearly, 50 percent , developing markets are still showing rapid expansion. India is now the fastest-growing country with percent growth in smartphone sales in Q4 , and Latin America was the fastest growing region with Two of the top five smartphone brands are also Chinese: Huawei and Lenovo.

Sales of Android handsets are expected to reach close to 1 billion sales in Gartner. The South Korean giant sold around million handsets in , almost twice as many handsets as the number-two vendor, Nokia. If trends continue, Samsung could ship half a billion mobile phones in Strategy Analytics.

Market share smartphone and feature phone of unit shipments Vietnam 2013-2014

Samsung extended its dominance in smartphones to It sold a record million smartphones, more than twice as many as the number-two vendor, Apple. Back in Nokia sold twice as many smartphones as Apple and four times as many as Samsung… three years later, after dumping the Symbian operating system in favour of Microsoft, Nokia is out of the smartphone top 5 and has sold its decimated handset business to Microsoft. As mobiThinking pointed out last year, Samsung offers a vast array of handsets, smartphones and feature phones with various operating systems, sizes, functions and price points.

By contrast, Apple, offers very little customer choice. This is attributed to its lack of presence in the low-end smartphone segment and the big-screen phablet category Strategy Analytics. We can pull that number out even further, to , when BI Intelligence expects China to ship over million handsets. Once China's growth subsides, more underserved areas such as the African nations and smaller countries in the Asia-Pacific region will continue to carry growth going forward.


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The mass of people adopting smartphones for the first time will inevitably drive a greater share of shipments growth than device upgrades among consumers in saturated markets. Price is one of the biggest factors that will bring the next wave of growth to emerging markets like China and India.

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The market for smartphones in these emerging regions is highly price-sensitive, and as smartphone prices trend downward, uptake will rise. Overall, smartphone prices are already dipping and will continue to do so over the long term, as smaller, niche handset manufacturers pump out cheap, quality devices that cater to lower-income users in new markets. Even Apple's iPhone line, once impervious to price drops, has not avoided this trend toward cheaper smartphones.

Unsurprisingly, the trend is being driven by China, where homegrown manufacturers ZTE, Huawei, and Lenovo have all enjoyed increased sales in the last year. Each vendor sells primarily Android-operated handsets. Strong sales in China are now starting to make an impact on these manufacturers' global market share. They're another reason why Android has become so dominant lately. Right now, seven out of ten active smartphones worldwide run Android, according to our estimates. And prices may continue to trend even lower.

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That's more than double the share of smartphones sold at that low price in China in the fourth quarter of Do not count out Windows Phone, either. If it remains aggressive in terms of price, Nokia is likely to drive a larger share of sales. Its Asha handsets — hardware that toes the line between very basic smartphone and souped-up feature phone — are especially popular in China. Rapid innovation is what initially propelled smartphones into the mainstream.

To create the device, manufacturers took two ubiquitous consumer electronic gadgets — the PC and the cellphone — and combined their best functionalities to create an unprecedented mobile Internet experience. Since then, smartphone hardware innovation has focused on faster processors, better cameras, larger screens, more durability, and a lighter, thinner form.

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Each of the principal manufacturers has produced different variations on these themes over the past few years. Aside from Apple's TouchID thumb print recognition technology, most flagship smartphones to debut in were simply improvements upon the previous generation's iteration, rather than including brand-new features.

Going forward, innovation at the top of the market will likely center on continuing to improve known features. And if a new functionality were to debut from one vendor, expect the rest of the market to catch on quickly.

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As the market begins to prioritize more price-conscious consumers, a bit of commoditization is bound to occur. Manufacturers will work to undercut each other in price, rather than focusing exclusively on innovative new mobile technology as a point of differentiation. Not exactly. Instead, innovation will come from handset makers incorporating premium smartphone capabilities into low-cost and mid-range handsets.

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This too will require talent and creative thinking, as manufacturers experiment to build premium hardware for a lower price. Xiaomi Mi3 UberGizmo. Consider Xiaomi, the upstart Chinese handset maker, which recently surpassed Apple in market share in China.

Xiaomi has made its mark by offering customizable, competitively priced Android devices. Recently, Apple co-founder Steve Wozniak endorsed Xiaomi's devices for their quality. They're good enough to break [into] the American market. Wozniak himself is an Mi3 owner, and, based on his glowing endorsement, it has hardware good enough to keep up with Apple and Samsung in the U. That's the kind of innovation we'll come to expect over the next few years. Tony Danova. Like any high-growth market, the rate of increase will gradually taper as penetration slows and markets saturate.


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  • But the deceleration won't be sudden. There's plenty of room left for growth, thanks to sales in under-penetrated markets like China and India. The end of the feature phone is in sight. China will drive smartphone shipments in emerging markets. But rapid proliferation of smartphones in the country will cause growth to taper even more quickly than it did in developed markets, and other emerging markets like India and Indonesia will pick up China's slack in the future.