IDC Q3 2011: Samsung Takes No. 1 position in the Australia and New Zealand Mobile Phone Market
19 Dec 2011
Australia, 20th December 2011 – Samsung has now overtaken Apple
and grew for a third consecutive quarter in Australia and New Zealand (ANZ)
overall mobile phone market, according to IDC’s
ANZ Quarterly Mobile Devices Tracker (2011 Q3).
Overall the Australian mobile phone market dipped by
17% quarter-on-quarter (QoQ) by shipments across both smartphones and feature
phones categories. The smartphone market is now 65% of the total Australian
mobile phone market, with Android taking over Apple iOS as no.1 position
holding 49% market share. Apple iOS, in second place, holds 36% unit share as
the market eased in preparation for the new iPhone 4S launched in October 2011.
“Collective efforts to expand brand presence from all
Android manufacturers at all price points will increase consumer choice and
drive demand, which in turn will help Android grow to at least 40% market share
over the next 3 years. Samsung has climbed to the no.1 position as a result of
a strong push for its Galaxy S II, “said Yee-Kuan Lau, market analyst for IDC
ANZ. “HTC, being the no.2 Android vendor in Australia, continues to grow its
market presence with its product portfolio expansion in the second half of
New Zealand’s feature phone and smartphone markets, on
the other hand, recorded a 55% QoQ growth. The smartphone market holds 43% of
the total Q3 New Zealand mobile phone market, with Samsung overtaking Apple’s
no. 1 position with a share of 28.5% of the smartphone market. Huawei, in
second place, holds 20% of New Zealand’s Q3 smartphone market followed by Apple
with close to 13% unit share.
“While Apple’s iPhone shipments slowed down in
preparation for its new iPhone 4S launch in New Zealand, Samsung led the
smartphone market for the first time with some of its flagship models such as
Galaxy S II and Galaxy 5 performing very well. Huawei continues to expand its
local market presence and contributed to the growth in sub-US$200 smartphones
with its U8180 Ideos X1 model sold via Telecom,” added Ms. Lau.
“There is a gradual shift in demand by cost-conscious
consumers to low-cost Android smartphones from feature phones across ANZ, as
more low cost smartphones are becoming available in the market,” said Ms. Lau.
“In Australia for example, the shift in demand from feature phones has helped
boost sales in the sub-US$150 segment with low-cost Android smartphones such as
Huawei U8180 Ideos X1, especially when 90% of feature phones were priced below
“As we are inching closer to year end, 2011 is proving
to be an intense OS battle particularly in Australia. IDC expects Android to
win by a hair in the Australian smartphones tussle. In New Zealand, Android is
expected to widen the gap and maintain the lead in the smartphones market,”
concluded Ms. Lau. IDC expects close to 9.5 million smartphones to be shipped
to ANZ channels by the end of 2011.
For more information, contact:
+61 2 9925 2264
Alison Te Hira
+61 2 9925 2258