IDC Q3 mobile phone tracker results: The tides have turned, Apple becomes number 1 as three in five new mobiles are now smartphones
06 Dec 2010
Sydney, Australia. Australian smartphone shipments rose 67% year-on-year (Y/Y) in Q3 2010, with over 60% of new mobiles now being smartphones, according to the results of International Data Corporation's (IDC) Q3 mobile phone tracker.
Apple's shipments rose sharply to account for 36.5% of the smartphone market, placing Apple ahead of Nokia, with 30.5% market share, to take first place in the smartphone market.
Nokia continues to hold first place in the overall market with 37.6% market share, however the lead has again narrowed, with Apple now leaping to second place overall, with 21.6% market share.
"Nokia remained at the top of the smartphone market since 2002, when it unseated Palm to become the highest selling smartphone vendor in Australia. Nokia's dominance was seemingly unstoppable, however three years after launching, Apple has done what once seemed impossible," said Mark Novosel, Market Analyst, Telecommunications at IDC.
Nokia will be banking on its flagship N8 to claw back market share in Q4, however the rapidly growing range of available Android smartphones pose a real threat to Nokia.
"Android-powered smartphones also saw very strong growth in Q3, collectively accounting for 21% of the smartphone market, up from 7.1% in Q2 and only 2.1% in Q1."
"HTC saw a strong increase in shipments in Q3, with market share soaring to 8.9% to take third place in the smartphone market, up from fifth place in Q2," added Novosel.
Looking forward, IDC is forecasting the Australian smartphone market will continue to grow steadily at a compound annual growth rate (CAGR) of 19.3% throughout the 2009-2014 forecast period.
"2011 will be a critical year in the Australian market, Android will continue its strong upward trend, with Apple's iOS leading the charge. Nokia must fast-track the development of its high-end Meego-powered smartphones, in order to regain market share and avoid being overtaken by Android," said Novosel.
"The combination of a strong Australian dollar, intense competition amongst carriers and high demand for smartphones means 2011 will be a fierce battleground for smartphone vendors, with strong downward pressure on prices in order to win over consumers," concludes Novosel.
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