Thursday, 03 May 2018 13:46

iOS increases share in Australia as Huawei and Xiaomi take aim at Europe


Kantar's latest smartphone OS data shows Samsung S8 ranks first in Australia, followed by the iPhone 8, X and 8 Plus, with iOS share up to 40.6% as Android dips to 57.7%.

Kantar Worldpanel ComTech's latest smartphone OS shares have been revealed, showing that in the three months ending March 2018, "competition within Android continued to intensify as Huawei and Xiaomi expanded their global presence".

Meanwhile, iOS share has held steady across the big five markets in Europe, the US and Australia, in contrast to continuing growth in urban China.

Dominic Sunnebo, global director for Kantar Worldpanel ComTech, said: “With Huawei’s entry to the US market effectively blocked by the government, the business has increased the focus and resources it is aiming at Europe.

"Despite the well-reviewed Huawei P20 flagship not being released until April, the results are already showing. Huawei has managed to significantly increase its presence across the big five European markets and it now holds almost a fifth of sales in the three months to March 2018 – 19.0%, up from 14.4% a year earlier.

"Most encouraging for Huawei are the signs that progress is finally being made in the UK, with share rising to 5.9% – it needs to conquer this market if it’s going to realise its ambition of becoming a premium choice for consumers.”

The top three brands in the big five European markets, Samsung, Apple and Huawei, made up 71% of smartphone sales in the latest quarter, but Kantar tells us "newcomer Xiaomi has quietly taken fourth spot, with a 4.4% share. This is made all the more impressive given that growth has come predominantly from just two markets, Spain and Italy".

Sunnebo continued, “Despite being a household name in China and India, Xiaomi has turned its attention to Europe late, though it has quickly proven to be a worthy opponent.

"In Asia, Xiaomi’s business model has been focused online and while this remains an important factor in its European model it is local partnerships with key players like Media Markt, Media World and Carrefour that has allowed it to accelerate sales so quickly.”

In Australia, Tamsin Timpson, the Strategic Insight Director for Worldpanel ComTech APAC, said: "iOS share increases in the 3 m/e March 2018 to 40.6%, up from 39.1% in the 3 m/e March 2017.

"The iPhone 8, iPhone X and iPhone 8 Plus are ranked 2nd, 3rd and 4th respectively behind Samsung’s Galaxy S8. Whilst the iPhone X share has grown since the Q4 17 period to 7.6%, the iPhone 8 share peaked in Dec 17 with a share of 12.1% and has now dropped back to 9.4%.

"Android share falls from 59.8% in 2017 to 57.7% in the latest 3 months. Samsung share declines slightly on a year ago from 35.1% to 34.4%, although experiences a strong uplift on share from the previous Q4 17 period (where Apple share peaked at 46%) with the Galaxy S8 the top-selling smartphone with a share of 11%.

"Samsung’s performance varies by price tier, where share has been under pressure at the low end but has increased in both the high ($600-$900) and premium ($900+) tiers.

"Whilst early days for the new flagship Galaxy S9 and S9+ devices, sales are strong, so far, attracting a young female customer, who is influenced by advocacy and exclusive promotions. In addition to the core features such as the screen clarity, camera quality and processor speed, consumers have chosen these premium devices for their wireless charging, expandable memory and waterproof capability".

Timpson continued: "Interestingly, a new trend within Android has emerged this period, whereby the established global brands have clawed back some much-needed share, largely driven by Sony and Motorola, with Sony now taking 4th place behind Huawei with its Xperia XZ Premium driving share in the high tier.

"Having seen consistent growth over the last few quarters, the C-brands as a group experience some decline year on year (from 13.4% to 10%), with Huawei, ZTE and Alcatel mirroring this trend. An exception, however, is Oppo, whose share increases by 1ppt year on year to 3.2%, placing the brand in 5th position in total smartphone".

Article continues below image, please read on – an OS market share chart is at the end of the article.

Meanwhile, over in the US, Kantar tells us that "Apple and Samsung have managed to eke out year-on-year share gains, up 0.1% and 1.4% respectively. Google has achieved its highest ever quarterly sales share of 3.4%, up from 1.7% a year earlier, thanks to the success of its Pixel line. ZTE, also under pressure from the US government, saw its sales share fall to 2.5% in the latest quarter".

"In the US and the European top five markets, iPhone 8 sold in marginally higher numbers than the flagship iPhone X, indicating that as early iPhone X demand is fulfilled the price difference between the two devices is playing a notable role in consumers’ choices.

"In urban China, iPhone X continues to be not only Apple’s top performing model but the best-selling model in the market, helping Apple share to increase strongly to 22.1%."

Subscribe to ITWIRE UPDATE Newsletter here

Active Vs. Passive DWDM Solutions

An active approach to your growing optical transport network & connectivity needs.

Building dark fibre network infrastructure using WDM technology used to be considered a complex challenge that only carriers have the means to implement.

This has led many enterprises to build passive networks, which are inferior in quality and ultimately limit their future growth.

Why are passive solutions considered inferior? And what makes active solutions great?

Read more about these two solutions, and how PacketLight fits into all this.


WEBINAR INVITE 8th & 10th September: 5G Performing At The Edge

Don't miss the only 5G and edge performance-focused event in the industry!

Edge computing will play a critical part within digital transformation initiatives across every industry sector. It promises operational speed and efficiency, improved customer service, and reduced operational costs.

This coupled with the new capabilities 5G brings opens up huge opportunities for both network operators and enterprise organisations.

But these technologies will only reach their full potential with assured delivery and performance – with a trust model in place.

With this in mind, we are pleased to announce a two-part digital event, sponsored by Accedian, on the 8th & 10th of September titled 5G: Performing at the Edge.


Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

Share News tips for the iTWire Journalists? Your tip will be anonymous




Guest Opinion

Guest Interviews

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News