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Windows Phone: Double Digit Share in Europe, US Share Still Insignificant


Kantar Worldpanel ComTech report is up for the period of three months to August 2013, and curiously enough, there is no end to the mobile platform war ? though Android holds well over 50% of sales share in at least nine important markets. Thought it seemed to be the case, competitiveness factor is not gone entirely.

?After years of increasing market share, Android has now reached a point where significant growth in developed markets is becoming harder to find,? comments Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech. ?Android?s growth has been spearheaded by Samsung, but the manufacturer is now seeing its share of sales across the major European economies dip year on year as a sustained comeback from Sony, Nokia and LG begins to broaden the competitive landscape,? he added.

Smartphone OS Sales Share

Windows Phone has recorded a double digit sales share in two major markets for the first time, France (10.8) and Great Britain (12.0), though the recent fort for the platform – Italy actually sunk down by 0.8 points to 9.5%. Moreover, Microsoft?s mobile effort has severe issues penetrating the Chinese market (down 2.6 points to only 2.1%) and US market (up by 0.4 points to 3.0%).

In general, for the five big European economies, the picture is relatively noise-free. Motorola sunk together with BlackBerry, HTC is on the losing side of the story for some time now already, while Apple, Sony, Nokia and (particularly) LG went up at their expense and Samsung?s – to an extent, when compared to the same period last year:

Kantar Worldpanel ComTech Brand Share Aug/2013

iOS recorded growth in sales in the USA (5.4 points), GB (6.1 points), France (4 points), Australia (2.9 points) and Spain (2.5 points). What?s even more important to note is that this increase of iOS sales in various markets happened well before the iPhone 5c and 5s announcements – precisely in a period where many have expected a significant slowdown in sales due to the general knowledge that new iPhone was coming soon.

Truth be told, Android sales grew in some countries, topping an all-important Chinese market sales share of 72.4% (9.2 point growth), Italy (13 points up) and Spain (5.9 points up). However, GB and USA markets both recorded significant drops with 6.4 and 5.6 points respectively. Another key market Kantar analysts have noted is in Japan, where the largest carrier NTT DoCoMo should have the new iPhone range. While iOS and Android were having a fierce fight (48.6% vs 47.4% sales share), everyone expects the iOS to grow further at an expense of Android-carrying models.

Source: Kantar