In something of a surprise Android-based smartphone maker Xiaomi has overtaken LG to become the world’s third largest OEM after Samsung and Apple. That’s according to shipping estimates from Strategy Analytics.
Shipping estimates are not sales but are typically directionally consistent with sales.
According to Strategy Analytics’ data, Samsung and Apple both increased their shipment volumes in Q3. This comes despite Samsung reporting a disastrous quarter that saw profits slide 74 percent.
Samsung will now need to spend more on global marketing as well as discount prices to protect itself against fast-growing insurgents such as Xiaomi. The latter has succeeded by offering affordable and well-designed Android devices that largely copy the look and feel of the iPhone.
Source: Strategy Analytics
On the platform side new Kantar data suggest that Windows Phones may have peaked. The devices had seen momentum in European markets, largely on the strength of the Nokia brand.
Kartar claims its data are the most accurate in the market because of the size of its global consumer panel. The firm said that Android increased its share in all markets and now has a 74 percent share in Europe and an 83 market share in China. Apple saw growth in all markets except Japan and the US. However the data pre-date the iPhone 6 launch.
By contrast Windows Phones were down in all markets except Italy and Japan where it was up slightly. Microsoft has decided to retire the Nokia brand, which will likely further harm sales in European countries.
Absent some radical shift in Windows Phone designs and/or UI it would appear that the platform share might have peaked.
Source: Kantar Worldpanel ComTech
By comparison the most recent comScore data for the US smartphone market show the following distribution:
Google — 52 percent
Apple — 42 percent
Microsoft — 3.5 percent
BlackBerry — 2.3 percent
Other — 0.1 percent
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