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Global Smartphone Market
Main article: Smartphones (global market)
2020: Growth by 6.7% to 4.3 million units
According to the results of 2020, the volume of the Kazakhstan smartphone market amounted to 4.3 million units, an increase of 6.7% compared to 2019. Sales of all types of mobile phones (including simple button models) rose by 11%, to 4.7 million units. This is evidenced by the data of the analytical company IDC.
Experts noted that the main demand in Kazakhstan falls on smartphones, and the share of button machines in 2020 was only 9.1%.
 | The local market has grown well, given how badly Kazakhstan has suffered from coronavirus [COVID-19], says IDC EMEA senior analyst Natalia Milko. - As an oil-producing country, Kazakhstan experienced a drop in the exchange rate of tenge in the spring of 2020, and then the impact of the pandemic itself. |  |
Smartphone deliveries decreased in the first half of the year due to the first lockdown from March to May, and then the second in July-August. In this regard, the second quarter was especially weak, as retail sales went online.
With the resumption of shopping centers and stores at the end of summer, there was a rapid recovery in sales, and, despite the lockdown in the summer months, in the third quarter sales grew by 20.8% compared to the same period in 2019. In the fourth quarter, market volume remained at the level of 2019.
Among vendors, the biggest change of the year was the fall in Huawei's share. By the fourth quarter of 2020, it fell to 2.8% from almost a quarter of the smartphone market in early 2019, which was one of the lowest indicators in Eastern Europe.
Huawei's share partially passed to Samsung, which has a strong position in Kazakhstan and regularly occupies up to half of the smartphone market. Xiaomi doubled its share in a year, and OPPO shipments also continue to grow rapidly.
According to Milko, Apple remains a relatively small player in the market, and the impact of the 5G iPhone 12 lineup released in November has been limited.[1]
Notes
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