Smartphone Vendor Market Share, 2015 Q2
The worldwide smartphone market grew 13.0% year over year in 2015 Q2, with 341.5 million shipments, according to data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. This growth is primarily due to gains experienced in emerging markets such as APEJ and MEA. This quarter's shipments were slightly lower than forecast and IDC expects to see a noticeable slowdown in smartphone shipments in 2015 as China joins North America and Western Europe in a more mature growth pattern. Android dominated the market with an 82.8% share in 2015 Q2. Samsung reasserted its global leadership with a renewed focus on lower-cost smartphones.
Source: IDC, Aug 2015
* Motorola figures have been captured under Lenovo.Contact IDC to purchase smartphone data
Samsung retained its #1 leadership in the worldwide smartphone market with a 21.4% share in 2015Q2. This retention of position comes in the midst of a growth decline of 11.5% QoQ. This is largely attributed to the underwhelming performance of its newest flagship releases, the Galaxy S6 and the Galaxy S6 Edge. Despite this, it was able to retain the number one position due to increased shipments of lower-end models, particularly to regions like Southeast Asia, the Middle East, and Africa. Samsung's improved streamlined portfolio of devices, including the premium inspired A-series, proved successful in many mid-tier markets that were typically dominated by local brands. Though Samsung's redefined flagship (the Galaxy S6 and S6 Edge) began shipments on a strong note, it failed to keep up the momentum.
Apple continued to find success with its larger screened iPhone 6 Plus. It shipped a total of 47.5 million units, which is a 22.3% decline from 2015Q1. Much of this came out of Greater China as rapid 4G adoption, Apple retail expansion, and an increased appetite for premium devices elevated the brand to new levels. Overall, iPhones grew 35.0% year over year and a remarkable 51.4% in emerging markets alone. With Apple on the brink of its next device update, IDC expects strong sales to continue for the rest of 2015.
Huawei raised itself to the number three spot this quarter from its fourth position in 2015Q1. There was a continued push on premium devices from its Ascend Mate 7, P-Series, and Honor portfolio. The shipments of mid-range and high-end phones accounted for 35.5% of its smartphone shipments in 2015 Q2. Huawei's Y-series sold briskly both inside and outside China, as a valuable low-cost option in many markets. What remains to be seen is how Huawei will leverage its online vs offline strategy, focus on revenue, and efforts on innovation to battle in this arena.
Xiaomi ousted LG to gain a spot in the top five category. Key to its success was the launch of the Redmi 2A model in China, as well as the continued performance of the Redmi 2 and MI-4 models. This growth is remarkable considering that it has made its presence felt only in Asia Pacific, and primarily in China. With Xiaomi's recent entry into Brazil and announcement to launch in Africa in September, its future growth may become dependent on markets outside Asia Pacific. It will also showcase if Xiaomi's direct selling strategy will prove successful in these newer markets.
Lenovo fell by two places this quarter, which resulted in a 4.7% share of the market. The Motorola brand shipped 5.9 million units, 36.2% of the Lenovo group. The second quarter after Motorola announced its return to China, it shipped 26K units in comparison to the 92K units in 2015Q1. Even though Lenovo had strategically positioned both its brands and coinciding models in order to maximize brand awareness and global reach in 2015Q1, stiff competition from Huawei and Xiaomi has brought ample cause to re-look at its strategy.
- IDC Mobility
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