Translated by
2020/06/17 11:06:56

Smartphones (world market)

Smartphones are cell phones with advanced functionality


Shortly and visually

Leaders in sales of mobile phones and smartphones from 1992 to 2018 in animation are lower.

Unprecedented growth in sales of smartphones allowed many other industries to generate billions of dollars every year.

The sales forecast in the market of smartphones and adjacent segments in 2020

The multiplicator of smartphones includes products and services connected with sales of smartphones (covers, applications, chargers, content, the cloud storage of data...)

The market of the second-hand and recovered smartphones

Main article: The market of the second-hand and recovered smartphones

Market size

2020: Huawei became the market leader of smartphones

In the middle of June, 2020 it became known that Huawei for the first time became the world's largest smartphone manufacturer and in April, 2020 took 21.4% of the world market. Data of analysts of Counterpoint Research demonstrate to it.

At the beginning of 2016 Huawei announced that within the next five years it is going to become the largest smartphone manufacturer in the world, having outstripped Samsung and Apple. The Chinese company overtook Apple in 2018, and the turn of Samsung came now.

Huawei for the first time became the world's largest smartphone manufacturer

Despite drop in sales across the whole Europe and a global pandemic of COVID-19, experts of Counterpoint Research claim that in April, 2020 Huawei became the largest smartphone manufacturer. The company could increase the market share thanks to popularity in China. During a pandemic demand for new smartphones in the majority of international markets fell, however the wave of COVID-19 passed in China earlier and by April the market already began to be recovered.

Samsung, on the other hand, strongly suffered because of strict restrictions in India and Europe. Only 19.1% of the market of smartphones - notable drop in sales in comparison with 29% in March fell to the share of the South Korean company. Analysts of Counterpoint Research emphasized that demand for the new Galaxy S20 5G series was extremely low in comparison with the previous models. Data on sales were not provided, but, judging by indirect reports, sales dropped more than by 30%.

While there are no data for May, however analysts consider that Huawei can reserve a title of the largest producer for all second quarter 2020. Sales in China continue to be recovered, but demand in Europe, North America and India still remains extremely low. These three regions are extremely important for Samsung, so, its sales can fall even more. However, Samsung, most likely, will return on the first place after normalization of international markets in 2021, analysts consider.[1]


The share of smartphones with OLED displays in a year grew from 4% to 30%

In 2019 the share of the smartphones equipped with AMOLED displays (an active matrix on organic LEDs), reached 30% against 4% the previous year. Data of Omdia research company demonstrate to it.

The Samsung Display company which in 2019 delivered 407 million such products or 86% in a total amount of the market remains the largest producer of such screens. Thus, total shipments of AMOLED panels for smartphones in 2019 made 471 million units. It for 16% exceeds an indicator of year prescription.

Deliveries of AMOLED displays for smartphones, data of Omdia

According to analysts, in a segment tough/unbending AMOLED displays for smartphones in 2019 are registered rise of deliveries to 26%, up to 313 million pieces which. This gain occurred in many respects thanks to the Chinese smartphone manufacturers.

As for flexible AMOLED panels, their sales in 2019, on the contrary, were slightly reduced and were at the level of 158 million pieces (-1%). Experts explain such dynamics with the fact that demand on smartphones Apple and Samsung, equipped flexible AMOLED displays, appeared below expectations. Besides, the Chinese brands within a year did not expand the range of gadgets with flexible AMOLED screens.

Market leaders of AMOLED displays for smartphones, data of Omdia

The leading analyst of Omdia Brian Huh says that smartphone manufacturers more and more actively implement AMOLED technology in the devices, even despite a catastrophic situation in the industry because of COVID-19 coronavirus. The greatest activity in this direction is shown by brands from Celestial Empire.

By estimates of specialists, in 2019 models with LCD panels continued to occupy the most part of the world market of smartphones. So, the share of devices with LTPS displays made 41.3%. Besides, nearly another 26% in a total amount of deliveries of smartphones occupied devices with a-Si TFT LCD screens (technologies of thinfilm transistors from amorphous silicon).[2]

The most popular smartphones in the world. Rating

The most popular smartphone in the world in 2019 was the iPhone XR model which dispersed in number of 46.3 million pieces, data of Omdia analytical company demonstrate.

One more smartphone from Apple — iPhone 11 — was at the second place of rating with result in 37.3 million sold devices. Top three was closed by Samsung A10 which sales in 2019 appeared equal 30.3 million pieces.

A half of ten most demanded smartphones on a global scale at the end of 2019 were the share of products of Apple. Tubes of Samsung took four places in this list. Xiaomi was included into rating with one gadget.

The most popular smartphones in the world, data of Omdia

In 2018 the different iPhone models received six positions in top-10, the Samsung phones — three, and Huawei — one. According to the estimates of Omdia, iPhone 8 which was sold with a copies of 31.5 million copies was the most popular smartphone for 2018. On the second and third places iPhones X and iPhone 8 Plus respectively were located.

By words the director of research and to market research of smartphones in Omdia Jusy Hong, the Apple smartphones there are the most popular in the world five years in a row.

The dominating positions of Apple are even more remarkable if to remember that rise in price of iPhone led to reduction of their deliveries last year. Offering smaller number of models, than main competitors, Apple concentrated attention on sales of several smartphones popular with wide audience, such as iPhone XR — the analyst noted.

The Canalys analytical company also published results of a research of international market of smartphones at the end of 2019 and called the most sold models. 

The most popular smartphones in the world, data of Canalys

The most part of rating was occupied by the different iPhone models. iPhone XR was the undisputed leader of sales, and the second place is taken by iPhone 11. Then follow Samsung Galaxy A10, A50 and A20. The Xiaomi company with the Redmi Note 7 smartphone became the only Chinese producer in this rating.[3]

Sales of 1 million bent smartphones

In 2019 deliveries of the bent smartphones in the world made about 1 million pieces, reported in Strategy Analytics research company. Read more here.

The first falling of the market since 2008

In 2019 the volume of the world market of smartphones decreased by 2% concerning the 2018th and was 1.52 billion pieces. It is the first recession since 2008, report in Gartner research company.

2019 was difficult for smartphone manufacturers, first of all because of a surplus of deliveries of expensive devices in the developed markets and increases in a turnover cycle of phones — the vice president for the researches Gartner Annette Zimmermann says. — However in 2020 recovery of the market thanks to start of a 5G networks in the new countries is expected. Besides, the fact that users who, perhaps, postponed the purchases of smartphones until 2020 waiting for the falling prices will start over again purchasing tubes will affect.

The sales of smartphones in different regions of the world given to Gartner

Experts expect that global sales of smartphones with support of a 5G communication in 2020 will reach 221 million pieces or 12% in a total amount of the market.

According to Tsimmermann, a 5G phones in 2020 will quicker appear in the commercial market. Such devices which cost less than $300 are already announced. Against the background of it, it is expected that sales of a 5G smartphones will quicker grow 4G-tubes within 12 months, she reported.

China remains the largest sales market of smartphones. There in 2019 411.35 million tubes were sold. Developing countries of the Pacific Rim combined are in the second place on sale of smartphones: in 2019 there local consumers purchased about 363.64 million devices.

In North America annual sales of smartphones were measured by 152.86 million pieces, in Latin America — 129.83 million, in Western Europe — 144.14 million.

Some regions will outstrip on sales growth the market in general. So, for China, Taiwan and Hong Kong the indicator of 5.1% is predicted, in the countries of the Pacific Rim growth will be 5.7%, and in the countries of the Middle East and North Africa — 5.9%.[4]

Analysts of Canalys confirmed falling of the world market of smartphones at the end of 2019 — for 2%, to 1.37 billion pieces. At the same time in the third and fourth quarters of sale increased.

When we saw the first decrease in volume of the world market few years ago, Canalys told that the industry moves from growth era by a cyclic era. Now and occurred. This surge in growth will not last eternally, but it will become only one of several peaks and falling as the update rate of smartphones users reaches new equilibrium point — the senior analyst of Canalys Ben Stanton reported.

Leadership was saved by Samsung of which in 2019 about 21.8% of deliveries of smartphones were the share. Huawei with a 17.6 percent share, despite the American sanctions which strongly limited business of the Chinese company outside Celestial Empire rose to the second place. Apple (14.5%) fell by the third place in the rating of the world's largest smartphone manufacturers.

The largest smartphone manufacturers given to Canalys
As Huawei is going to release a new wave of devices without Google Mobile Services (GMS), its purposes now strongly differ. The company should retain the greatest possible support of the partner channel in the key markets, such as Western Europe. She needs to organize an ecosystem of developers for support of Huawei Mobile Services (HMS). And the most important, it should support scaling. If she loses it, then they will lose interest from developers — the analyst of Canalys Mo Jia considers.

According to experts, the Chinese producers began to storm developing countries even stronger, having focused at the same time on smartphones worth up to $100 and owners of push-button telephones. Apple was also rather successful in developing countries thanks to reduction of prices of iPhone 11.

Why second-hand sales of smartphones quickly grow, and all market falls

Global deliveries of the smartphones which were in the use and officially recovered in 2019 reached 206.7 million pieces, having increased by 17.6% of rather previous year. On January 13 the 2020th analysts of IDC reported about it.

Those phones in which producers change the body, the screen and the rechargeable battery belong to recovered, update the operating system and assign it new serial number. Such devices have an official warranty from the producer and are packed into a box with new earphones, the charger and accessories. Thus, the recovered smartphones look as new, but are on sale at a discount rather new products.

Global deliveries of the smartphones which were in the use and officially recovered in 2019 reached 206.7 million pieces, having increased by 17.6% rather previous year

According to experts, demand for second-hand smartphones grows more and stronger because it is possible to save on purchase of such gadgets significantly if to compare to acquisition of the new device.

Besides, selecting the device, buyers quite often face a dilemma between new desired specifications and reasonable price. In the medium term any disruptive technology innovations which seriously would induce people to pass in large quantities to new devices are not planned, at the same time making senseless acquisition of outdated "tubes" in secondary market.

The recovered and second-hand devices are still a low-cost alternative both for consumers, and for the companies who aim to save upon purchase of the smartphone. Moreover, the possibility of producers to offer more available recovered devices in the markets in which they usually have no presence helps these players to develop the brand and also an ecosystem of applications, services and accessories — the research manager at Worldwide Quarterly Mobile Phone Tracker notes. in IDC company of Anthony Scarsella.

IDC expect that implementation of the new standard of cellular communication of a 5G will influence the market of second-hand smartphones: owners of LTE devices will begin to sell more actively them to purchase more advanced 5G models.

If second-hand sales of smartphones promptly grow, then new — opposite, are reduced. On predesigns of IDC, in 2019 producers delivered in total 1.89 billion new smartphones that is 5% less, than the previous year. It is expected that by 2023 deliveries will be reduced to 1.73 million units, and market size will fall approximately for 1.8% annually. At the same time the amount of a segment of second-hand tubes will grow for 13.6% a year and will reach 332.9 million pieces.

Deliveries of second-hand smartphones in the world, data of IDC

According to the analyst of IDC William Stofega, such factors as requirements of regulating authorities and ecological initiatives, positively affect the market of the smartphones which were in the use, however the economic component most strongly influences. The most large role in growth of a segment of the recovered devices is played by the fact that people can use the devices for purchase of the new or second-hand device, he added.

In full accordance with global trends also the second-hand Russian market of smartphones develops. In 2019, according to Avito, Russians purchased 12% more second-hand smartphones, than in the 2018th. At the same time the second-hand powerful flow of devices to the canal is provided by the most popular scheme trade-in. As partial payment for purchase of new products Russians, according to experts of Inventive Retail Group, in 2019 gave to retail more than 1.3 million smartphones which were in the use, in the next three years this amount will increase on average by 25-30% annually.[5]

Huawei and Samsung — the largest producers of a 5G smartphones

In the middle of January, 2020 became names of the world's largest smartphone manufacturers with support of a 5G networks are known. Most than such tubes in 2019 Huawei — 6.9 million pieces shipped. Samsung sold 6.7 million 5G devices, writes the Xda Developers edition with reference to data which published the companies.

However, Samsung declares the superiority in a 5G smartphones segment: by calculations of the producer, 53.9% of shipments of such equipment were the share of it in 2019.

Huawei shipped 6.9 million 5G smartphones at the end of 2019

By January 16, 2020 Samsung offers following smartphones with support of a 5G: Galaxy S10 5G Galaxy Note 10 5G Galaxy Note 10+ 5G, Galaxy Fold 5G and Galaxy A90 5G. The cost of these devices varies from $700 to $2300. Also South Korean vendor is going to put on the market the tablet computers capable to be connected to a 5G networks.

As for the range of Huawei, it includes such 5G phones as Mate 30 5G, Mate 20 X 5G, Mate X 5G, Nova 6 5G and Honor V30. Honor subbrand models also enter 6.9 million 5G devices which the Chinese company announced.

According to preliminary estimates of analysts of IHS, in 2019 came 13.5 million smartphones with support of a 5G to global market. In the 2020th expect delivery of 253 million such gadgets.

Smartphone manufacturers actively increase deliveries of a 5G models that should promote further falling of the prices of them. The Chinese vendors, most likely, will contribute significantly to increase in availability of a 5G technology. In particular, the Xiaomi company offers the cheapest to the middle of January, 2020 of a 5G model — the Redmi K30 5G smartphone which price is $285.

At the end of 2020 Huawei is going to sell about 100 million 5G - smartphones. All models of a 5G smartphones of Huawei support both autonomous (SA), and the nonautonomous (NSA) modes of network.[6]

Leaders in sales of smartphones in Europe


Apple and Samsung take away 86% of profit in the market of smartphones

86% of profit in the world market of smartphones at the end of 2018 were the share of Apple and Samsung. Such data the 2019th published on April 15 analysts of Counterpoint Technology Market Research.

In 2018 Apple took away to itself 73% of profit on world sales of smartphones, and Samsung — 13%. At both producers indicators decreased in comparison with 2017.

The profit shares of producers in the market of smartphones given to Counterpoint Technology Market Research

Experts note that the comprehensive income of the Chinese smartphone manufacturers in 2018 jumped by 24% and made 13% of total in the market. Growth of the companies came from Celestial Empire owing to rapid growth of a segment of bonus devices. In 2018 implementation of tubes with price labels from $400 rose by 18% whereas the volume of all global market of smartphones sank for 3%.

In 2018 Apple released phones worth more than $1000 that allowed the Chinese brands to raise the prices of the flagman devices therefore the average selling cost of their products increased by 14%.[7]

The Chinese vendors draw attention to the devices by means of new features, such as monolithic display with the only notch under the camera which is built in under the screen the fingerprint scanner, ultrafast charging of rechargeable batteries and the artificial intelligence implemented at the hardware level. Besides, the companies in 2018 actively developed the stimulating sales of an initiative, for example, to the trade in program and payment of a cashback.

In the conditions of expansion of the market of bonus smartphones in 2019 we consider that the Chinese brands will have good chances to increase the profit. Orientation to buyers who look for replacement to the devices and the proposal of leaders on the correct prices we will help them to achieve success, said in the research Counterpoint Technology Market Research.

GfK: Global market of smartphones in 2018 reached 522 billion dollars

From shares in 44 percent smartphones, mobile phones and wearable devices still hold a market leadership of technology goods which total amount reached 1.2 trillion dollars. Though global demand for smartphones decreased by three percent in 2018, sales volume remains at the high level, reaching 522 billion dollars. The data published by GfK in February, 2019 specially by the beginning of Mobile World Congress in Barcelona are like that.

The proceeding trend on bonus models promoted in 2018 to the further growth of global sales of smartphones. In digits it is increase by five percent (522 billion dollars). Nevertheless, demand for smartphones in 2018 decreased by three percent in comparison with 2017 – up to 1.44 billion units sold worldwide. Smartphones became the main part of the total costs of consumers in global market of home appliances and electronics last year. In 2019 the one-percentage growth of the market is expected.

Results show 4 quarters 2018 a similar trend. About 375 million smartphones (decrease by 7 percent) were sold globally year-on-year, sales volume in terms of money was 144 billion dollars.

The shortage of the innovative solutions leads to increase in a cycle of replacement

About twelve percent of the smartphones sold in 2018 (nine percent in 2017), cost more than $800. Keen competition on average a price segment of $150-400 proceeds, 46 percent of the sold smartphones were the share of it in 2018 (44 percent in 2017).

In the 4th quarter 2018 the cycle of replacement of smartphones continues to increase: the shortage of attractive innovative solutions affects that led also to decrease in the average price of sales by two percent, up to 384 dollars. In Russia for the same period the average price label of the smartphone grew by 9 percent and for 2018 made $250.

Technologies for the best experience

The research GfK Consumer Life shows that the relation of consumers to property changes. It not only about the fact that people prefer to have less things of the best quality at higher prices, but also about the fact that experience is more important than possession. The increased amount of memory, big diagonal of the display or the bigger number of megapixels in the camera – all this is not capable to carry away consumers any more and to stimulate demand.

Igor Richter, the expert in GfK telecommunications, comments: "Our researches show that though new smartphones and have the characteristics and performance comparable to notebooks, converting in new experience is still necessary for them. Qualitative games with high system requirements – the main driver of sales of the industry of personal computers, at the same time the potential of use of smartphones for such games meanwhile remains unsolved. Despite their powerful chipsets, high resolution, rather small in comparison with the PC sizes of displays, and the growing volumes of accumulators do game smartphones by the ideal portable solution for gamers".

The main categories of wearable devices in 2018 showed growth: demand year-on-year increased by 16 percent, and sales volume – for 35 percent. As drivers of demand the smartwatch performed with the slot for the SIM card which made the main part of sales volume in category of wearable devices. 17 percent of sales volume in category of wearable devices fell to the share of the smartwatch with support of SIM cards (in 2017 8 percent).

Demand in Central and Eastern Europe and the Developing Asia * only partially compensated recession in China

The Chinese market - the main consumer in global market of smartphones, besides it and the house market for the Chinese brands which reached the global level. 40 percent of smartphones of the Chinese brands in 2018 were purchased outside China (31 percent in 2016). Decrease in demand in China in the 4th quarter 2018 (minus 19 percent year-on-year) on the volume (27 percent of sales volume) had a considerable impact on global indicators. The continued demand growth in the developing countries of Asia * (plus 13 percent year-on-year) and in Central and Eastern Europe (plus three percent year-on-year) only partially compensated recession in China in the 4th quarter 2018.

Growth of the market by 1.2% to $1.56 billion is Gartner

On February 21, 2019 the Gartner analytical company published some results of the research of the world market of smartphones. In 2018 consumers purchased 1.56 billion such devices worldwide that is 1.2% more, than the previous year.

At the same time in North America annual sales of smartphones decreased by 6.8%, in the developed countries of the Pacific Rim — for 3.4%, in China — for 3%.

The largest smartphone manufacturers given to Gartner
In mature markets demand for smartphones substantially depends on attractiveness of flagman models of three leading brands — Samsung, Apple and Huawei. And two of them recorded decrease in 2018 — the senior director on the researches Gartner Anshul Gupta noted.

Share of residents of the countries which do not have the smartphone, 2018

According to him, demand for the most expensive and engineering advanced devices continues to decrease because of increase in prices for them and slow implementation of the innovation functions. At the same time sales of phones of initial and average levels still grow at the expense of a price factor.

In 2018 Samsung and Apple registered drop in sales of smartphones for 8% and 3% respectively whereas Huawei showed growth by 35%. Entering the five of the largest smartphone manufacturers of Xiaomi and Oppo also increased sale of these gadgets.

According to Anshul Gupta, demand for iPhone decreases on two basic reasons: first, consumers postpone purchase of new smartphones, expecting emergence of the innovation products, and, secondly, the set similar in characteristics to iPhone of the smartphones offered at lower prices is presented at the market.

Both problems limit perspectives of growth in sales of Apple — the expert emphasized.

As for Samsung, the South Korean corporation more suffers from the aggravated competition from the Chinese brands mastering new segments of the market of smartphones.[8]

The most sold smartphones — Canalys

In February, 2019 the Canalys analytical company submitted the list of the smartphones which are most sold in the world according to the results of previous year. The first four places were taken by structures of Apple, and on the fifth position the Samsung Galaxy J2 Prime model provided in 2016 was located.

iPhone 8

The rating of the most popular smartphones in 2018 looks as follows:

Global deliveries of Apple iPhone 8 in 2018 exceeded 36 million pieces. In different regions alignment of forces differs. For example, in the Pacific Rim first place on sales was won  by the device Redmi 5A which in 2018 dispersed in number of more than 15 million pieces there. In China there was equal no Oppo R15 model which Chinese purchased in number of more than 15 million pieces.

In the countries of Latin America, the Middle East and Africa Samsung Galaxy J2 Prime is called the most demanded smartphone. In Central and Eastern Europe Samsung Galaxy J3 (2017), and in Western Europe — iPhone 8 became the leader of sales.

Meanwhile, in February, 2019 observers of the Business Insider edition made the rating of 20 smartphones with the best characteristics. The first place journalists gave the OnePlus 6T models and noted its attractive cost in comparison with competitors. All list is as follows:

  • OnePlus 6T
  • iPhone XR
  • Google Pixel 3/Pixel 3 XL 
  • Samsung Galaxy Note 9
  • iPhone XS
  • iPhone XS Max
  • LG V40
  • iPhone X
  • Samsung Galaxy S9 Plus
  • iPhone 8 Plus
  • Samsung Galaxy S9

Decline of the market by 4.1% up to 1.41 billion devices is IDC. Top-5 leaders

In 2018 deliveries of smartphones on a global scale reached 1.41 billion units, having decreased by 4.1% concerning the 2017th. Market size falls the second year in succession whereas before it showed only growth, the data of IDC published at the end of January, 2019 demonstrate.

In the world market of smartphones troubles reign — the analyst of IDC Ryan Reith says. — Except for a handful of fast-growing regions, like India, Indonesia, South Korea and Vietnam, in 2018 we did not observe special positive activity. We see in it several reasons: lengthening of terms of purchase of new devices instead of old, the growing extent of penetration of smartphones in many large markets, political and economic uncertainty and also the amplifying disappointment of consumers concerning increase in the prices.

Dynamics of growth of the largest smartphone manufacturers in the world market, data of IDC

In a research it is noted that, despite problems in global market, the main attention is riveted on China as this country strongly influences world indicators. About 30% of sales of smartphones are the share of the People's Republic of China, and in 2018 deliveries of tubes in this market were reduced by 10%. The high level of stocks of unsold devices became a problem in Celestial Empire, especially against the background of decrease in consumer spendings on acquisition of gadgets in general.

The largest smartphone manufacturers in the Chinese market are local brands: Huawei, Oppo, Vivo and Xiaomi. Their joint share in 2018 made 78% against 66% the previous year.[9]

At world level the share of the leading five increased during this time from 63% to 69%. If to take six largest vendors, then about 75% of sales of smartphones were the share of them in 2018. Alignment of forces in the market is given in the table below.

The largest smartphone manufacturers given to IDC

According to the analyst of IDC Anthony Scarsella because consumers update the phones more and more seldom, producers should look for again balance between the latest technologies, an attractive design and the affordable prices.

5 trends in the market of smartphones in 2019

At the beginning of December, 2018 the ZDNet edition called the top technology trends which, according to journalists, will prevail in the market of smartphones in 2019.

The bent smartphones

In 2019 Samsung will put the first bent smartphone on the market, and, most likely, competitors will follow the example of the South Korean producer. Google already adapted Android for the devices which are bent in half. The optimized version of OS  should pass equally smoothly from  the mode of the dual screen of the size of  the tablet to  one-screen, as on  the normal smartphone.  For example, if the user starts video on  the screen folded double, he  will be able to continue it to look, having opened the display in  the complete size,  not having lost  seconds.

Components for smartphones will become more the innovation

Producers of component parts for smartphones prepared several new products which will allow to improve displays, cameras and other elements of mobile devices.

The fingerprint scanner which is built in the display

The fingerprint scanners located under the display

In 2018 several models of the smartphones equipped with fingerprint scanners which are located under the display were produced. In such gadgets there is no separate button for the finger scanner. In 2019 flow of such phones is expected.

Observers of ZDNet note that development of biometrics in smartphones led to emergence of such sensors in the inconvenient place — on a back cover. Many users would like to see them in front. Though gradually gain popularity of a sensing technology of persons, they in 2018 were a little irritating, experts consider.[10]


In 2019 in the market of smartphones the first devices with support of networks of fifth generation (5G) should appear. In December, 2018 the processors with the built-in 5G modems provided the companies Qualcomm and MediaTek.

Artificial intelligence everywhere

In 2018 more and more smartphones were equipped with AI technologies in this or that type. In the 2019th them will be even more in mobile devices.

Shares of suppliers of smartphones in the market of China


Gartner: Recession in the 4th apartment, but growth at the end of year for 2.7% up to 1.5 billion pieces

On February 22, 2018 analysts of Gartner announced the first falling of the market of smartphones and explained it with lack of really new devices.

The recession first in the history happened in the fourth quarter 2017 when 408 million smartphones were sold that is 5.6% less than rather same period of the 2016th. According to the results of all 2017 market size increased by 2.7%, having exceeded 1.5 billion pieces.

According to the director of research of Gartner Anshul Gupta, one of the reasons of decline in demand for smartphones is the increase in terms of use of devices caused by lack of the innovation models.

The largest smartphone manufacturers given to Gartner
Though demand for high-quality tubes, 4G-communication and the improved cameras remains strong, high expectations and a small amount of advantages which purchase of new smartphones gives weaken their sales — Gupta reported.

It also stated one more reason of falling of the market — lack of high-quality ultrabudget smartphones which would be interesting to owners of normal push-button telephones. Therefore such users, when it comes to updating of the tubes, prefer to purchase more advanced device of the same segment, but not the smartphone.

In 2017 Samsung strengthened leadership in global market of smartphones, having taken a share in the amount of 20.9% against 20.5% in the 2016th. Despite sales reduction of Galaxy S8 and S8+, these models helped the South Korean company to lift an average bill for its smartphones. The exit of new leaders planned for the first quarter of the 2018th should promote profit increase and average selling cost of products, despite gain of the competition and decrease in consumption of smartphones, the study says.

In 2017 sales of iPhone and also a market share of Apple decreased that analysts explain with late start of iPhone X and also lack of significant innovations in the iPhones 8 and 8 Plus models.

The joint share of Samsung and Apple in a year practically did not change whereas the share of five largest Chinese smartphone manufacturers increased by 4.2 percent points in 2017.[11]

IDC: The first recession at the end of year up to 1.472 billion devices

At the beginning of February, 2018 the IDC analytical company announced results in the world market of smartphones in 2017. Deliveries of devices sank only for 0.1% (producers produced 1.472 billion devices against 1.473 billion in the 2016th), however this recession in annual terms was the first for all the time of observations of IDC of the market.

Commenting on results, the senior analyst of IDC Jitesh Ubrani noted that in 2017 flagman models of the previous worship were for many buyers more preferred choice, than new, ultraexpensive high quality smartphones.

The largest smartphone manufacturers given to IDC

Also the specialist paid attention to aspiration of the leading players to expand the product range to cover as much as possible price segments and to increase audience. In such situation especially hardly it was necessary to less large producers: in category of inexpensive devices they were under improbable competitive pressure from the Chinese brands Honor, Vivo, Xiaomi and Oppo whereas in a segment of smartphones of premium level still reigned Apple, Samsung and Huawei.

Characterizing alignment of forces in the industry, analysts reported what remains the leader of the world market of smartphones to Samsung in spite of the fact that the South Korean giant conceded in a final quarter of the 2017th to Apple. According to the results of all year of Samsung produced 317.3 million devices, having increased shipments by 1.9% in comparison with an indicator of the 2016th in 311.4 million devices. The market share of Samsung was estimated at 21.6%.

At Apple annual deliveries of iPhone increased by 0.2%, to 215.8 million units taking into account what under control of the American corporation there were 14.7% of the market.

Top three was closed by Huawei which increased deliveries to 9.9% to 153.1 million pieces that corresponds to a market share in 10.4%.

The Chinese brands of Oppo and Xiaomi entered in top-5 with annual results of 111.8 both 92.4 million smartphones and shares of 7.6% and 6.3% respectively.[12]

GfK: Growth by 9% in money

The volume of the world market of smartphones in 2017 was 1.46 billion devices, and in terms of money — $479 billion. Such data are provided in the research GfK published on January 24, 2018.

Specialists note that piece sales of smartphones increased by 3%, but in money the 9 percent growth which was promoted by rise in price of devices is registered. At the end of the 2017th the average selling price of devices rose by 10% year on year, having reached $363 that became record speed for the industry. Analysts connect a trend with popularity of high quality devices of the big size with frameless displays.

Sales of smartphones in regions, data of GfK

Statistics of GfK indicates that Central and Eastern Europe (TsVE) where also Russia enters was one of the most dynamic markets of the world in 2017. In the 2017th in the region 85.2 million smartphones were implemented that for 9% exceeds indicators of the 2016th. Even more impressive progress in money: sales increased by 26%, from $16.8 to $21.2 billion. In 2018 increase in demand in pieces for 6% which drivers will be Russian and Ukrainian markets is expected.

In addition to TsVE countries rates are higher than average market Latin America (+9%), the developing countries of Asia (+8%), the Middle East and Africa (+4%) where 115,8, 232,7 and 176.5 million devices respectively were implemented showed.

The worst dynamics in the 2017th was observed in the developed countries of Asia where sales were reduced as in natural, and monetary calculation. At the end of year the volume of this market was 68.5 million devices and $44.2 billion that for 6% and 4% it is less in comparison with indicators of previous year. Was especially expressed recession in South Korea where in the end of the year of sale in pieces sank for 21% at once. However, in the 2018th specialists predict recovery of demand and growth by 2%, generally due to improvement of an environment in Japan.[13]

TrendForce: Growth by 6.5% up to 1.46 billion pieces thanks to the Chinese brands

In 2017 the volume of the world market of smartphones reached 1.46 billion pieces, having increased by 6.5% of rather previous year. This rise was provided in many respects by the Chinese companies, analysts of TrendForce report.

Telecommunication operators from Celestial Empire sold phones at the reduced prices in exchange for connection to the tariff plans. At the same time the Chinese smartphone manufacturers actively held events for sale of devices in emerging markets.

The Chinese brands helped the market of smartphones grow in 2017

The leader of global market of smartphones remained Samsung Electronics which for 2017 delivered record quantity of tubes - 320 million units that is 3% more than value of year prescription. The high demand on the J-series models helped to compensate recession of the South Korean giant in the market of the People's Republic of China.

Despite success of the flagman device iPhone X of shipment of "apple" phones in 2017 increased only by 3%. The main reason of so weak gain consists in technical barriers which prevented improvement of production efficiency of the innovation models, the study says.

For several years the Chinese brands achieved good results thanks to strong sales of phones in the house market. However penetration of smartphones in the country reached extreme values therefore both the large companies, and young producers switched to the foreign developing regions and cooperation with foreign operators, hoping to support the positions.

In 2017 Xiaomi increased release of smartphones for 76% that allowed the company to broaden the distribution channel within physical retail and to strengthen presence abroad, including in India and Indonesia.

The Chinese Oppo and Vivo increased deliveries of smartphones respectively by 17.8% and 19.5% in 2017 concerning the 2016th. These companies focused on development of the strategy assuming emphasis on the local market and creation of inexpensive models of high technological level.[14]


Chinese outstripped Apple and Samsung in the market of smartphones

On January 25, 2017 the TrendForce analytical company published results of a research of the world market of smartphones. Experts reported that the Chinese brands were ahead of leaders in products production volume.

By TrendForce estimates, in 2016 universal deliveries of smartphones reached 1.36 billion pieces that is 4.7% more, than the previous year. The Chinese producers in the amount produced 629 million devices or 46% of a total quantity. Two largest vendors — Samsung Electronics and Apple — prepared 519 million smartphones for sale. Analysts expect that in 2017 the companies from Celestial Empire will occupy about 50% of global market of smart phones, having complicated provision of competitors.

Alignment of forces among smartphone manufacturers in 2015 and 2016, the given TrendFocrce

In 2016 Samsung reduced deliveries of smartphones to 3.3%, and the market share of the South Korean giant decreased up to 23%. Falling of quantity of the released products and a share in annual terms was the second in succession.

The main problems of Samsung were connected with a failure exit of the flagman Galaxy Note 7 model (it was removed from sale because of mass defects) and activity of the Chinese companies which strengthened positions in different segments of the market — from cheap to expensive bonus devices.

In 2016 Apple endured the first in the history recession of sales of smartphones. Regress was measured by 15.3% and is caused by lack of the innovation functions in Apple iPhone 7 and iPhone 7 Plus, analysts consider. According to their forecasts, in 2017 the release of iPhone will increase by several percent, and falling of Samsung will continue.

The three of the largest smartphone manufacturers in 2016 was closed by the Chinese Huawei. Her compatriots were located with Oppo and Vivo which in a year shipped for two 180 million tubes that allowed them to outstrip Lenovo and Xiaomi with a trace.

In a research it is also said that return of a brand of Nokia to the market of smartphones should become one of the most anticipated events at the beginning of 2017.[15]

The most popular smartphones

On March 22, 2017 analysts of IHS Market published the list of the smartphones, most popular in the world. Top three consists only of products of Apple.

In the report experts do not call exact indicators of sales, but submitted the diagram showing approximate demand. The iPhone 6s model which world deliveries in 2016 made about 60 million pieces is recognized the most sold smartphone.

The most popular smartphones given to IHS for 2016.

On the second position the device Apple iPhone 7 with annual shipments in the amount of a little more than 50 million copies was located. In top-3 one more device of production Apple — iPhone 7 Plus which release at the end of 2016 exceeded 25 million pieces entered.

Apple once again showed that its new phones contain enough innovations and new features to help the company to increase sales and to remain successful. At the same time Apple can successfully sell also old products for a long time, the study says.

Five models of Samsung got to ten the most sold smartphones at the end of 2016: Galaxy S7 edge, Galaxy J3 (2016), Galaxy J5, Galaxy S7 and Galaxy J7. At this Galaxy S7 and Galaxy S7 edge in a year it was sold on 10 million pieces more, than predecessors for a comparable interval of time. It was promoted by promotion actions within which, in particular, flagman devices were on sale in a set with a helmet of virtual reality Gear VR.

In ten the most popular smartphones there was only one device released not by Apple or Samsung. It is Oppo A53. In 2016 the Chinese company increased deliveries of smart phones to 109% that allowed it to take the fourth place in the list of the largest brands in the market. At the same time It should be noted that more than 80% of the Oppo phones are on sale in Celestial Empire.[16]

Sales growth despite recession of Samsung and Apple

On February 15, 2017 the analytical company Gartner published short results of a research of the world market smartphones. Its volume grew by 5% despite drop in sales at the leading companies Samsung Electroncis and Apple.

According to Gartner, in 2016 nearly 1.5 billion smartphones against 1.4 billion pieces worldwide were sold the previous year. Samsung remained on the first place on sale of these products, however the market share of the South Korean giant in a year decreased from 22.5% to 20.5%. Recession was endured also by the following Apple: the share of corporation fell from 15.9% to 14.4%.

The largest smartphone manufacturers given to Gartner for 2015 and 2016.

The director of research of Gartner Anshul Gupta notes that sales of the Samsung smartphones began to decrease in the third quarter 2016 and continued to fall in the fourth because of a withdrawal of the flagman Galaxy Note 7 model which was unsafe for users.

Leaving of Galaxy Note 7 left a big space in the market of large-size phones... Samsung is necessary successful start of the new flagman Galaxy phone to save the impulse made by Galaxy S7 and also the new smartphone with the big screen and the stylus — Gupta reported.

In addition to a failure exit of Galaxy Note 7, the competition from the Chinese producers, such as Oppo, BBK, Huawei, ZTE, Xiaomi and Lenovo which actively strengthen the positions in foreign markets had a negative impact on business of Samsung. In October-December, 2016 about 21.3% of global market of smartphones fell to the share of Huawei, Oppo and BBK that on 7.3 percent points there is more indicator of year prescription.

According to Anshul Gupta, sales of bonus models helped Huawei to reduce backlog from Samsung to 36 million sold smartphones in October-December, 2016 against more than 50 million tubes for the same period of previous year.

Oppo in 2016 took the fourth place on sales of smart phones on a global scale and the first place in Celestial Empire that was promoted by the output of the devices having the high performance, fast charging and advanced front cameras.[17]

Growth by 6.6% thanks to Russia is GfK

On February 8, 2017 the GfK analytical company published results of a research of the world market of smartphones. Experts reported that sales of devices grew by 6.6% partly thanks to the Russian and Ukrainian markets. Sale of smartphones in Russia increased by 10%.

According to GfK estimates, in 2016 in the world 1.4 billion smartphones against 1.32 billion pieces were sold the previous year. Revenue at the same time rose to $428.9 billion from $398.1 billion.

Sales of smartphones on regions, data of GfK for 2015 and 2016.

The highest rise — 17 percent — showed China where for 2016 385.3 million smartphones were implemented. Sales of this electronics in Central and Eastern Europe which Russia treats increased by 16%.

Annual figures on the Russian market of analytics did not bring, but announced sales increase of smartphones in the Russian Federation for 10% in October-December, 2016 of rather same period of the 2015th. This rise was promoted by stabilization of ruble. The volume of the Ukrainian market of smartphones rose by 34% due to improvement of a political situation, the study says.

Earlier in MTS counted that in 2016 Russians purchased 26.6 million smartphones for the amount of 329.8 billion rubles that respectively for 5% and 26.3% are more than indicators of year prescription. According to Svyaznoy, the Russian market in 2016 grew by 3% in pieces and for 25% in money.[18]

According to forecasts of GfK, in 2017 sale of smartphones in Central and Eastern Europe will increase by 8% and will reach 84.4 million pieces.

In 2016 drop in sales of smart phones is in kind recorded only in Western Europe (for 3%) and Latin America (for 1%). In money there was a rise everywhere, however in North America dynamics was approximate to zero.

Analysts note that in the fourth quarter of 2016 the North American market could return to growth thanks to the exit of flagship products and promotion actions held by mobile operators to the USA.[19]

2015: Chinese in a step from leadership

On January 14, 2016 the TrendForce analytical company published results of a research of the world market of smartphones. Experts paid attention that the Chinese producers almost caught up with leaders of Apple and Samsung in the amount of sales.

According to TrendForce, in 2015 universal deliveries of smartphones grew by 10.3% of rather previous year and reached 1.3 billion pieces. Brands from Celestial Empire combined produced 539 million tubes or more than 40% of total number. It is slightly more — 547 million devices — for two prepared for sale of Samsung and Apple.

The Chinese producers almost caught up with leaders of Apple and Samsung in the amount of sales

Specialists expect that in 2016 the Chinese producers will become the first in deliveries of smartphones, having occupied about 45% of the market. Thus, every second smartphone which is almost sold in the world will belong to the Chinese brand, the analyst of TrendForce Avril Wu notes.

In ten leading suppliers of smartphones at the end of 2015 seven places were taken by the companies from the People's Republic of China. Above all Huawei which shipped 108 million smartphones that allowed vendor to be located on the third position after Samsung and Apple was located.

In recent years Huawei generously invested in R&D-направление and also was engaged in development of own mobile processors and saved up the rich intellectual property connected with chips. As a result the company could strengthen positions in foreign markets, avoid patent disputes with competitors and adjust production which on quality and functionality does not concede to devices of the international brands, speak in TrendForce.

Samsung remained the leading smartphone manufacturer in 2015, however shipments at corporation for the first time were in the history reduced — by 1.8% to 320 million units. The share of the South Korean giant fell from 28% to 25%.

The largest smartphone manufacturers given to TrendForce

Against the background of failures of the competitor Apple could approach him, having caught a 17.5 percent market share in 2015. It corresponds to 227 million released iPhones that is 17.7% more, than the previous year.

Lenovo which in 2014 closed top three appeared only on the fifth place from 92 million delivered smartphones a year later.[20]


Chinese eat off a share of Samsung

On November 24, 2014 the BI Intelligence analytical company published the diagram reflecting dynamics of change of positions of leading manufacturers of smartphones during the period from the second quarter 2008 on April-June of the 2014th. Visual statistics is prepared on the basis of these research agencies IDC and Strategy Analytics.[21]


Operation of Samsung in the market of smartphones becomes complicated under the influence of the Chinese competitors

As it is possible to see on an illustration, in four years Samsung became the unconditional leader in global market of smartphones, however since the beginning of 2014 of case of the South Korean company go not in the best way.

Samsung is under serious competitive pressure on two fronts: in a segment of bonus tubes of corporation it is heavy to resist to Apple, and in the sector of inexpensive devices pressure from the Chinese producers, such as Lenovo, Huawei, ZTE and Xiaomi amplifies.

The last for only several years could turn from the little-known developer of smartphones to the third largest producer in the world in terms of the supply rate of these products. According to the estimates of analysts of IDC, in the third quarter 2014 Xiaomi prepared 17.3 million smart phones for sale that is three times more, than the previous year. The market share of the company increased from 2.1% to 5.3%. Xiaomi expects that by the end of 2014 70 million people on a global scale will be active users of its smartphones.

The activity of the Chinese competitors undermines business of Samsung that induces the company to take cardinal measures. According to The Wall Street Journal, the head of the division of Samsung which is responsible for smartphones and tablets Jay Kay J.K. Shin will delegate the powers to the head of department on release of consumer electronics Bee Kay to Jun (B. K. Yoon).[22]

Also in 2015 Samsung is going to reduce the range of smartphones by 25-30%, having paid more attention to devices of average and initial level. Estimate a market share of this company in the amount of 23.8% as of the third quarter of 2014 at IDC. The previous year this indicator was 32.5%.

The flagman Galaxy S5 model was the main hope of Samsung in 2014, however demand for it was much lower in comparison with the predecessor. In three months from the moment of emergence of Galaxy S5 in shops in April this device dispersed in number of 12 million pieces. Sales of Galaxy S4 for a similar time span in 2013 made 16 million units.

The forecast of EMarketer till 2018

According to forecasts of researchers of EMarketer, the total quantity of the smartphones which are in active use on the planet will for the first time exceed a 2-billion mark by 2016 and will make 2.16 billion against 1.9 billion in the 2015th and 1.6 billion devices in 2014.

Total number of users of smartphones according to experts of Analysys Mason will grow three times for the next five years and will exceed a mark of 3.4 billion by 2017. Nevertheless, rates of a gain of new users of smartphones gradually slow down, from 39% in 2011, up to 29% in 2012. In 2013 decrease in inflow of new users of smartphones is expected up to 20%.

As for supply rates of smartphones, they will grow from 700 million at the end of 2012 (that makes 41.2% of the total amount of deliveries of mobile phones), to 1.37 billion smartphones by the end of 2017 (then supply rates of smartphones will be 70% of all supply rate of mobile phones). Let's add to it that according to the forecast by 2017 transition to newer model of the smartphone will become the reason of purchase of the smartphone in three cases from four while now for this reason buy smartphones in less than a half of cases.

According to analysts of Gartner, about 66% of the mobile phones sold around the world in the third quarter 2014 belonged to smartphones. However if to consider the number of users (as it is done in eMarketer), then here the share of the people having "smart" tubes does not exceed 40% as of the end of 2014. Smartfonov will become more normal phones only in 2018.

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In 2018 more than a half of mobile phones which people use worldwide will fall to the share of smartphones.

2012: The forecast of development of mobile platforms till 2017

In the world market of deliveries smartphones Windows Phone will become the most fast-growing OC in the next five years. Nevertheless, the share of this platform in the market by 2017 will not overcome a mark of 10%. Such data are provided by experts Analysys Mason in the forecast devoted to universal trends of market development of smartphones for the period from 2012 to 2017. In, a research, in particular, it is mentioned that Microsoft by 2017 will supply to the market as much of units of devices running Windows Phone how many Apple will supply to the market in 2012.

As noted in a research, in the next five years the mobile platform Windows will be the most fast-growing operating system in terms of the number of deliveries of devices on its base. Growth will be from 11 million units in 2011 up to 136 million units by 2017. Nevertheless, the share of smartphones running Windows in the universal market will make only 9% in the universal market of deliveries of smartphones in 2017. For comparison, the share of other leading platforms by 2017 as expected will make 23% at Apple and 58% at Android.

By the way, speaking about the leading OS, in a research it is specified that to the specified share (58%) in the universal supply rate of smartphones, Android-smartphones will grow already by the end of 2013 and in the next four years will hold this market share, without showing, however, further growth (while the universal market will continue to grow). Generally according to experts, such situation will develop because of absence in the market of other significant players from whom the leader could win a share in the growing market.

Experts of Analysys Mason point that availability of the third significant mobile OS on behalf of Windows in the market of smartphones will do good to mobile operators as it will reduce the level of control of the market from the dominating Apple and Google. It also stimulates subscribers of mobile communication passing from one OS to another.


China leader in the sales volume of smartphones

According to the results of the III quarter 2011 China became the world leader in the sales volume of smartphones, having outstripped the USA. These data contain in the research conducted by the consulting agency Strategy Analytics. The People's Republic of China for the first time outstripped the United States in this market[23].

According to the results of July-September, 2011 the number of deliveries of mobile gadgets to the People's Republic of China was 24 million against a similar indicator in 23 million in the USA. Analysts of the agency also noted that for the reporting period in China sales grew by 58% whereas in the USA decreased by 7%. The greatest share of deliveries fell on phones of Nokia Corporation companies (28.5%) and Samsung (17.6%).

The representative of Strategy Analytics Tom Kang noted that the sales increase was caused by "wave" of the inexpensive models based on the Android platform made by the Chinese companies and also the growing availability of smartphones on channels of retail.

Let's note that the center of world consumption is more and more displaced from the USA to China every year. The Chinese economy which is violently developing even in the most difficult crises stimulates revenue growth of the population which with pleasure is bought up by more and more machines, technicians and other durable goods. Few years earlier China selected at the USA a rank of the largest car market, and this year - a rank of the largest market of the personal computers (PC).

The crash of deliveries of Nokia for 20% and LG for 19%

World deliveries of mobile phones in the II quarter 2011 grew by 11.3% in comparison with the same period of 2010 up to 365.4 million pieces. Growth was lower in comparison with expected 13.3%, IDC reports.

Smartphones continue to be the main driving force of the market, and the last quarter did not become in this plan an exception. According to IMS Research, the share of smartphones in supply rate will grow from 28% in 2011 to 50% in 2016.

In the II quarter 2011 of delivery of Nokia Corporation were reduced by 20.3% to 88.5 million pieces, LG - for 18.9% to 24.8 million devices. Deliveries of Samsung grew by 10% up to 70.2 million. The highest growth rate was shown by Apple. According to IDC, during the period from April to June the "apple" company supplied 20.3 million iPhones to the market that was 141.8% more in comparison year-on-year. Thus, the growth rate by 12.5 times overtook average market value. A year ago the vendor occupied 2.6% of the market, now - 5.6% (the fourth place).

On the first, second and third places were located according to Nokia, Samsung and LG with shares of 24.2%, 19.2% and 6.8% of the total amount of deliveries. The Chinese company ZTE from market shares of 4.5% closes the first five.

In the II quarter 2011.

Google Android - 48% of the world market of smartphones on supply rates. 51.9 million mobile devices using this platform that is 379% more in comparison with the same period of 2010 were sent to sales channels, Canalys reports. For comparison, deliveries of smartphones on platforms of all types for the same period grew by 73% up to 107.7 million pieces.

Android is the most popular platform in 35 of 56 countries considered by analysts. The platform shows especially high rates in the countries of the Pacific Rim, such as South Korea and Taiwan in which its share makes 85% and 71% of all supplied smartphones to the market respectively. Android is the pacing driving factor of the world market of smartphones and, as a result, the market of mobile terminals in general. In the IV quarter it also won first place, but with a smaller share.

iOS (Apple) - 19% of the world market of smartphones (20.3 million iPhones). It is worth remembering that iPhone releases only Apple whereas Android smartphones is a number of producers.

"iPhone allowed Apple to achieve phenomenal success and played historical value for the market, - the senior analyst of Canalys Chris Jones considers. - It is an impressive example, especially if to consider that the company is in the market only the fourth year. With a presumable release of new iPhone in the III quarter of a position of Apple in the second half of the year 2011, most likely, will become stronger".

Symbian was at the third place on a market share. However the exact size of a share Symbian of analytics in the published document is not specified.

BlackBerry - deliveries of smartphones grew by 11% year-on-year. However it appeared insufficiently to save a former market share which was reduced from 33% in the II quarter 2010 to only 12%. Loss of the market is mainly caused by the fact that this platform focused first of all on a corporate segment shows very reserved growth rates.

Windows Phone - during the period from April to June also produced about 1.5 million smartphones on the basis of Windows Phone that corresponds to a market share in 1%. In comparison with the same period of 2010 of delivery of devices with operating systems from Microsoft in total dropped by 52%, Canalys summarizes. According to analysts of the company, Microsoft partners should not hesitate with updating of the lines and it is necessary to provide new products as soon as possible. But, perhaps, Nokia Corporation can become the strongest driving force of Windows Phone. A lot of things will depend on when the company releases the first devices, the later - the it will be more difficult to win the market of Microsoft, the it will be more difficult for Nokia to get on feet, experts consider.

Bada - in Canalys especially noted progress of Samsung. According to analysts, in the II quarter 2011 the Korean vendor increased deliveries of smartphones to 421% in comparison year-on-year in what the important role was played by its own Bada platform - its growth was 355%. Samsung - the largest supplier of smartphones on the Android platform whose deliveries of the specified devices during the specified period reached 17 million pieces.

Apple bypasses Nokia in the market of smartphones with the touch screen

In July, 2011 it became known that the Finnish Nokia Corporation which released the first-ever smart phone in 1996 and was since then the permanent leader of this market, handed over positions. The American Apple became the first — in the II quarter it sold smartphones most[24] in the world[24].

In the II quarter 2011 of Nokia sold 16.7 million smartphones, and Apple — is 3.64 million more. Its revenue made 9.2 billion euros — 11% less, than one quarter earlier, operating losses — 487 million euros. "Obviously disappointing" the CEO of the Finnish company Stephen Elop called these results: "Difficulties on the way of strategic transformation were more considerable, than it was expected".

Strategic transformation is the plan announced by Elop in February, 2011 to refuse use in smart phones operating system Symbian and over time to switch to WindowsPhone 7 from Microsoft. Buyers lost interest in phones with the "deadlock" operating system: in the II quarter of sale in comparison with the I quarter fell to a third.

Result — Nokia lost a market leadership which it invented. In 1996 it released the first-ever Nokia 9000 Communicator smartphone. Any mobile phone manufacturer still could not catch up with the Finnish company. But computer makers managed it from Apple. They released iPhone, the first-ever mass smartphone with the touch screen in 2007, and every year on average double its sales. In the II quarter of Apple sold 20.34 million iPhones. According to The Guardian, referring to experts, the Finnish company lost on sales of smartphones and the Korean Samsung (the last will report for the II quarter next week). The prize in the court which obliged to pay Apple to Finns of 430 million euros for use of their technologies was cold comfort for Nokia also.

In 2003 the CEO of Nokia of that time Jorma Ollila told in an interview that he is ready to compete in the market of smart phones with the computer companies: experience of Nokia will allow to do simple phones in use with the clear interface.

Nokia did not guess where there is a market of smartphones, Evgeny Chichvarkin, the founder of the network of Euroset cellular shops, largest in Russia, is sure.

"They decided that they are market leaders and the others should follow them what they made" — Chichvarkin tells. He cites as an example other producer of cell phones — Samsung which successfully releases smartphones and in general "sits on a tail at Apple". Nokia missed the market of smartphones with the touch screen, Eldar Murtazin, the leading analyst of Mobile Research Group considers.

However, shareholders of Nokia not really were upset. On July 21, 2011 at the beginning of the trading session on NYSE depositary receipts of the Finnish company rose in price for 3%.

In Russia at Nokia of case go well. According to Euroset, in the first half of the year 8.9 million Nokia smartphones (22% of world sales), and iPhone — 10 times less, only 0.8 million are sold here.

2010: Growth of deliveries of smartphones by 74%, Nokia - the leader

In 2010 302.6 million smartphones in comparison from 173.5 million in 2009 were supplied to the world market. In comparison year-on-year deliveries grew by 74.4%, IDC reports. For comparison, deliveries of mobile phones of all types, including smartphones, grew by 18.5% up to 1.4 billion pieces.

According to these IDC, in 2010 the place of the largest smartphone manufacturer was saved by Nokia Corporation. In twelve months it delivered 100.3 million devices, having occupied 33.1% of the market. Deliveries of the Nokia smartphones grew by 48.2%.

The Canadian company Research In Motion, smartphone manufacturer of BlackBerry, - on the second place from market shares of 16.1%. At the end of year it released twice less smartphones, than Nokia, - 48.8 million pieces. Deliveries of BlackBerry grew by 41.4%.

The third place was taken by Apple which closely approached RIM. In 2010 the company released only 1.3 million less smartphones, than her closest competitor in a line on top, having occupied 15.7% of the world market. Deliveries of iPhone grew by 89.2%.

Deliveries of Top-5 of smartphone manufacturers at the end of 2010 (mln pcs.)

| align="left"|Samsung
Company Deliveries in 2010 A market share in 2010 Deliveries in 2009 A market share in 2009 Growth of deliveries year-on-year
Nokia 100,3

 | 33,1 %


 | 39,0 %  | 48,2 %

RIM 48,8

 | 16,1 %


 | 19,9 %  | 41,4 %

Apple 47,5

 | 15,7 %


 | 14,5 %  | 89,2 %


 | 7,6 %


 | 3,2 %  | 318,2 %

HTC 21,5

 | 7,1 %


 | 4,7 %  | 165,4 %

OTHER 61,5

 | 20,3 %


 | 18,8 %  | 88,7 %

In total 302,6

 | 100,0 %


 | 100,0 %  | 74,4 %

Source: IDC

Data of IDC match earlier published calculation results of Strategy Analytics. According to analysts of this company, in 2010 the three of the largest smartphone manufacturers in the world was created by Nokia (34.2%), RIM (16.7%) and Apple (16.2%).

2009: Growth in sales of smartphones with the touch screen twice

The general sales of smartphones in 2009, according to Canalys, in 2009 reached a point of 166 million pieces. Including in the world 75.9 million smartphones with the touch screen were sold, approximately is twice more in comparison with 36.3 million the devices sold in 2008.

Shares of suppliers of smartphones with the touch screen

Sales of smartphones with the touch screen in 2009 grew most at Nokia – and with a huge separation from other players, including Apple. In 2008 Nokia sold only 536 thousand such devices against 22.4 million last year, thus, growth in a year was 42-fold or as a percentage 4070.8%. Growth of deliveries of the Nokia smartphones with the touch screen, is mainly fed with the Nokia 5800 and N97 Nokia models, Nseries entering a hi-tech line. The company has the powerful system of distribution, a recognizable brand and locates loyal buyers – all this allowed the company to win back positions under a serious impact of new competitors.

By data Canalys, sales smartphones based on operating system Android in 2009 grew in comparison with 2008 by 1073.5% or almost by 12 times – in 2008 such devices 663.6 thousand, and in 2009 – already 7.8 million were sold. Nevertheless, in the overall ranking of Android holds the fifth place from shares from total supply rate in 4.7%.

The unconditional market leadership was saved by the Symbian operating system with more than double separation from the closest competitor – all at the end of 2009 in the world 78.5 million devices on its basis, 47.2% of total sales were sold. The second place – BlackBerry OS (20.8%), the third – iPhone OS (15.1%), the fourth – Windows Mobile (8.8%). The last, besides, only in the first five, shown negative dynamics – demand for devices with Windows Mobile in a year decreased by 26.4%.

The most reliable smartphones


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