Published On: Thu, Feb 18th, 2016

Global Smartphone Sales Growth Slows To 2008 Levels, Says Gartner

Global smartphone sales in Q4 2015 experienced their slowest expansion rate given 2008, according to Gartner’s latest marketplace report. The entertain saw sales of Apple’s iPhone decline for a initial time, with the analyst charting a 4.4 per cent decrease on a year before entertain for Cupertino.

Samsung and Huawei were a usually tip 5 smartphone vendors to boost their share, nonetheless a South Korean mobile builder usually saw a tiny uplift, growing from a 19.9 per cent share in Q4 2014 to 20.7 per cent in Q5 2015.

Huawei achieved a best opening year over year  — flourishing 53 per cent, and rising from a 5.7 per cent marketshare in Q4 2015 to 8.0 per cent in Q4 2015. Gartner chalks this adult to increased code prominence abroad for a Chinese mobile maker.

The researcher pegs Android’s marketshare during 80.7 per cent for a quarter, adult from 76 per cent in a year ago entertain with Google’s mobile OS benefitting for augmenting direct for affordable smartphones.


By contrast, Apple’s iOS shrank a share from 20.4 per cent in Q4 2014 to 17.7 per cent in Q4 2015. Although Cupertino still managed to slight a marketplace share opening between it and reward smartphone builder opposition Samsung over full year 2015.

Meanwhile Windows, mobile’s ex-platform, dwindled to usually a 1.1 per cent tellurian share in the holiday 2015 quarter.

The tip 5 smartphone brands for marketshare are Samsung, Apple, Huawei, Lenovo and Xiaomi. Collectively a 3 tip Chinese mobile makers took a 17 per cent share of a marketplace in Q4 final year, adult from 16.5 per cent in a year ago entertain (although roughly all of a expansion came from Huawei).


What expansion there is left in a smartphone marketplace is especially entrance from rising markets. And Gartner is awaiting this trend to turn some-more noted in a entrance years.

It also expects Chinese OEMs to continue to advantage share this year, observant they are good positioned to offer rising market demand for mid-range and low-end smartphones interjection to production cost advantages.

“During a subsequent 5 years we design expansion in a smartphone marketplace to come mostly from rising markets. Basic and lower-end smartphones will comment for two-thirds of smartphone sales by 2019; in a same year, usually 20 per cent of smartphone sales will come from mature markets,” records researcher Roberta Cozza in a statement.

How Apple responds to this ongoing change to a reduce finish is going to be interesting, given that it’s started saying iPhone sales growth strike a wall. Either it finally creates a truly low cost iPhone, or else it figures out how to convince more of Samsung’s reward buyers to switch from Android to iOS.

Gartner’s perspective is that going brazen mobile makers have opportunities to dig reduce tier segments in regions such as emerging Asia/Pacific and EMEA, capitalizing on a remaining change from underline phones to smartphones.

“We have witnessed Indian and Chinese players within these regions — such as, Micromax, Xiaomi, Huawei, Intex, Oppo and BBK Electronics — advantage from increasing direct for affordable smartphones,” notes Cozza.

The world’s biggest mobile-focused tradeshow kicks off subsequent week in Barcelona. New flagship smartphones are approaching to be unboxed during Mobile World Congress, including from Samsung, LG, Huawei and Xiaomi, albeit it looks like it’s a reduction flashy device launches that will indeed be fueling smartphone market expansion in 2016.

While affordability is a pivotal engine of a remaining smartphone marketplace growth, Gartner also views channel plan and believe of internal consumer marketplace dynamics apropos increasingly critical — as a effect of what a analyst dubs a “highly commoditized” Android market.

In other words, Android OEMs will need to work really tough to compute their hardware from any other, and partnering with internal brands/companies is one strategy to mount out, as Cozza notes: “Partnerships with internal developers and calm providers will also be increasingly critical in differentiating offerings.”

Interestingly it is also a plan being adopted by Android choice mobile startup Jolla, that creates a Sailfish OS, and that has been seeking to widespread a strech of its open mobile height by forging links with local brands in rising markets. However, pulling any choice to such a widespread height as Android stays a Sisyphean challenge.

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