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19 Mar 2019

Huawei Takes Nearly a Quarter of EMEA Smartphone Market and Closes Gap to Samsung in Fourth-Quarter 2018, Says IDC

For more information, contact:

Marta Pinto

+44 (0) 20 8987 7240

mpinto@idc.com



Simon Baker

+7 495 974 77 47

sbaker@idc.com



Huawei Takes Nearly a Quarter of EMEA Smartphone Market and Closes Gap to Samsung in Fourth-Quarter 2018, Says IDC

LONDON, March 21, 2019 — According to International Data Corporation (IDC) research, Huawei continued its rapid rise in the EMEA smartphone market in the fourth quarter of 2018. It gained a quarter of the Android market for the first time in the region, and its value share of the Android market rose to a third, while arch rival Samsung held its share in units but dropped in value.

Total smartphone volumes in EMEA in the fourth quarter were 98.8 million, very similar to those in the same quarter in 2017. Total value was up 2.5%, at $35.5 billion, though this total masked increases across Europe and a drop in the Middle East and Africa.

"In the European Union and EEA, a key market for Huawei, the company came close to overtaking Samsung," said Marta Pinto, research manager at IDC EMEA. "Eyes in the industry have been on Huawei, to see how much it would grow, but also on Apple, to see how much it might fall after the company's recent profit warning. In this context, Apple had a reasonable quarter, though not as strong as the fourth quarter in 2017. Its value share of the EMEA market was down to 41% from 46% a year ago."

Xiaomi also had an exceptional quarter, with shipments up 70.5% year over year, but lower than in the third quarter. "Xiaomi is entering new markets across Europe one by one, but it is finding this a difficult process. However, its market share continues to grow steadily," said Simon Baker, program director at IDC EMEA. "Huawei, on the other hand, is already there in all of them, especially in operator retail, a big advantage, and it is leveraging that presence in a head-to-head battle with Samsung driven by a lot of marketing and the strength of its product portfolio. Such a rapid change is rare in this region among the top players in the market."

"The one outstanding performance from Huawei over Samsung is the presence of its other brand Honor, which is doing increasingly well," said Pinto. "Honor is run quite independently from the Huawei brand, and the two brands to a certain extent compete with each other. More Honor phones are sold in retail chains than by the operator shops in comparison with the Huawei brand, and Honor in general has lower price points. The two together allow Huawei to play more points on the market."



Top 5 Smartphone Companies, EMEA Shipments, Market Share, and Year-Over-Year Growth, Fourth Quarter 2018 (Units in Millions)

Company

4Q18 Unit Shipments

4Q18 Market Share

4Q17 Unit Shipments

4Q17 Market Share

Year-Over-Year Growth

1. Samsung

27.7

28.0%

28.8

29.3%

-3.8%

2. Huawei

20.9

21.2%

12.0

12.2%

73.7%

3. Apple

16.4

16.6%

19.3

19.6%

-14.8%

4. Transsion

8.2

8.3%

6.3

6.4%

31.5%

5. Xiaomi

4.2

4.3%

2.4

2.5%

70.5%

Others

21.4

21.6%

29.5

30.1

-27.6%

Total

98.8

100%

98.3

100%

0.4%

Source: IDC Quarterly Mobile Phone Tracker, February 8, 2019



IDC forecasts a slight decline of 0.1% in smartphone volumes across EMEA in 2019, with the drop mainly felt in Western and Central and Eastern Europe, while the Middle East and Africa will continue to experience 2.8% year-over-year growth.

Android will continue to consolidate its position, as consumers continue to replace their feature phones with an Android-enabled smartphone in the Middle East and Africa, due to its affordable device offering.

Mobile Phone Forecast by OS, EMEA Shipments, Market Share, and CAGR 2019–2023

(Units in Millions)

Operating

System

2019

Shipments

2019

Share

2023

Shipments

2023

Share

2019–2023

CAGR

Android

308.0

57.5%

336.1

63.4%

2.2%

iOS

49.0

9.2%

50.8

9.6%

0.9%

RTOS*

178.3

33.3%

142.9

27.0%

-5.4%

Others

0.2

0.0%

0.1

0.0%

-15.9%

Total

535.5

100%

529.9

100%

-0.3%

Source: IDC Quarterly Mobile Phone Tracker, February 22, 2019

Note: RTOS is only available on feature phones.

IDC's Quarterly Mobile Phone Tracker follows more than 300 phone makers across the EMEA region, providing detailed shipment volumes, average selling prices (ASPs), and market values for each firm and country. 

For more information on IDC's Quarterly Mobile Phone Tracker or other IDC research services, please contact Vice President Karine Paoli on +44 (0) 20 8987 7218 or at kpaoli@idc.com. Alternatively, contact your local IDC office or visit www.idc.com.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries worldwide. For more than 50 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com.

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Contact
For more information, contact:

Simon Baker
sbaker@idc.com
+7 495 9 747 747

Marta Pinto
mpinto@idc.com
+44 (0) 20 8987 7100