Thursday, 06 August 2015 13:55

iPhone back in most markets – part II

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Research firm Kantar Worldpanel ComTech has released updated figures for smartphone shipment data for the second quarter of 2015.

Following this morning’s iTWire’s article ‘iPhone booms in Australia' Kantar has amended the report updating the EU average – this affects the Windows and Others shares but has no effect on iOS or Android.

The revised table is below.



Smartphone OS Sales Share (%)

 

 

 

 

 

Germany

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

USA

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

Android

81.3

75.1

-6.2

 

Android

62.7

66.1

3.4

iOS

10.6

13.2

2.6

 

iOS

32.8

30.5

-2.3

Windows

6.4

10.5

4.1

 

Windows

1.9

3.0

1.1

Other

1.7

1.2

-0.5

 

Other

2.6

0.4

-2.2

GB

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

China

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

Android

59.3

53.2

-6.1

 

Android

84.3

79.0

-5.3

iOS

28.6

34.1

5.5

 

iOS

12.8

20.1

7.3

Windows

10.7

11.3

0.6

 

Windows

1.2

0.5

-0.7

Other

1.4

1.4

0.0

 

Other

1.7

0.4

-1.3

France

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

Australia

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

Android

71.4

73.2

1.8

 

Android

68.2

57.6

-10.6

iOS

14.7

16.8

2.1

 

iOS

25.5

34.6

9.1

Windows

10.6

8.7

-1.9

 

Windows

5.1

6.4

1.3

Other

3.3

1.3

-2.0

 

Other

1.2

1.4

0.2

Italy

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

Japan

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

Android

75.9

72.0

-3.9

 

Android

59.6

54.4

-5.2

iOS

12.3

12.4

0.1

 

iOS

39.5

42.2

2.7

Windows

10.1

14.2

4.1

 

Windows

0.0

0.0

0.0

Other

1.7

1.4

-0.3

 

Other

0.9

3.4

2.5

Spain

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

EU5

3 m/e Jun 14

3 m/e Jun 15

% pt. Change

 

Android

85.1

88.1

3.0

 

Android

73.8

71.3

-2.5

iOS

6.8

8.8

2.0

 

iOS

15.3

17.5

2.1

Windows

7.5

3.0

-4.5

 

Windows

9.0

10.0

1.0

Other

0.6

0.1

-0.5

 

Other

1.9

1.2

0.7

So what does this mean?
To be clear Kantar’s percentage figures represent market share based on number of handsets shipped in a given quarter. It is not based on dollar, sales or profit figures. It also compares year on year – not this quarter on last quarter – so it is more about what happened last quarter compared to a year ago.

Apple
Its iPhone 6 and Plus came at a time when iPhone 5/s/c sales had tanked due to their smaller 4” screen. In every market except its US home base shipments increased over the same period last year. That is to be expected as the iPhone 6 was launched in September 2014, there are only two models that both addressed the larger screen issue, and the product is updated annually so demand peaks and then falls off until the next refresh.

US iPhone shipments were down 2.3% (Android was up 3.4%, Windows up 1.1% and BlackBerry down 2.2%) but on the whole this reflects a highly mature market and the Q2 release of LG's amazing G4 flagship and some severe price cuts for other premium Android handsets.

However Apple has shed nearly $100 billion in market value since mid-July amid investor concerns about weakening demand in the China market and its ability to sustain the sales momentum of the iPhone. Apple's market share should bounce back quickly once it launches its new 6s/7 models later this year.

Android
Android is down in most markets but not all, because Apple and Windows is up. It is getting increasingly crowded with literally hundreds of makers and thousands of models. The price pressures are wearying but Samsung is better placed to defend its market share as it makes the majority of its own components.

China is a special market - its not indicative of the rest of the world
Firstly China does not yet have a ubiquitous high speed 4G LTE network that the majority of premium flagship phones need. At present is has 12% 4G coverage mainly in major citie, 40% on 3G and 38% on 2G. As 4G rolls out the demand for more expensive LTE phones will increase.

In China Xiaomi and Huawei command 15.9% and 15.7% of the smartphone market, Apple is in third place with 11.1% followed by Samsung and Vivo. This is from Canalys so the statistics don’t precisely marry up to Kantar’s. Canalys says 105.5 million smartphones were sold in China the Q2, 2015 quarter.

Apple and Samsung have both massively increased their sales activities in the China market, expanding rapidly through flagship branded stores and small to medium size phone retailers respectively. Their average profit per unit is well down from the local makers that have no such overheads.

Huawei grew market share by 39 percent quarter on last quarter despite the global smartphone market being flat. The company’s flagship Honor smartphone accounted for 40 percent of the 48.2 million smartphones shipped in Q2 by Huawei.

Jingwen Wang, a Canalys analyst, said that the overall Chinese smartphone market had remained "stagnant" over the quarter as it continued to mature, but competition was fierce.

"Competition among major brands has never been so intense. Huawei recorded the highest smartphone shipments in its history without compromising its product margin or profitability. Apple and Samsung have both increased their sales activities in the China market, expanding rapidly in channel coverage through flagship stores and small- to medium-sized phone retailers respectively," he said.

The intense competition meant that Huawei is "hot on the heels" of Xiaomi placing the market leader under immense pressure to maintain its top position in the quarters to come.

India, the world's other fastest growing mobile market, is also seeing global brands coming under pressure from Asian vendors. For example Samsung has 21% of the market there but India’s own Micromax has 19.1% followed by India’s Intex and Lava, with Lenovo in fifth place – not an Apple in sight.

Windows
In most markets Windows Phone – a.k.a. Microsoft Devices Lumia had small increases in market share based largely on the success of the 640/XL and 830 handsets that established new feature and value parameters for this ecosystem. Plus the promise of a free Windows 10 Mobile upgrade later this year has helped sales.

It will be interesting to see what affect Windows 10 has in a years time.

 

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Ray Shaw

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Ray Shaw [email protected]  has a passion for IT ever since building his first computer in 1980. He is a qualified journalist, hosted a consumer IT based radio program on ABC radio for 10 years, has developed world leading software for the events industry and is smart enough to no longer own a retail computer store!

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