27 Nov 2020

Central Europe Smartphone Market Rebounds from COVID-19 Slump, IDC Says



Prague, 03.12.2020 — The Central European (CE) smartphone market began to recover in Q3 2020 from the sharp downturn triggered by the COVID-19 crisis, according to International Data Corporation (IDC).

IDC's Worldwide Quarterly Mobile Phone Tracker reports that 3.6 million smartphones were shipped in Q3 into the Visegrad Four (V4) countries — Poland, the Czech Republic, Slovakia, and Hungary.

This marked a nearly 25% increase over Q2 2020 shipments. The Q3 total, however, was still 7.3% lower than the number of smartphones shipped to the region in Q3 2019, before the COVID-19 pandemic. IDC Research Manager Zdenek Krouzel described Q3 as a "back to normal" sales period following the lifting of the COVID-19 lockdowns that hobbled commerce in Q2. Krouzel warned, however, that the rebound is likely to be short-lived. He noted the V4 countries have re-imposed restrictions in response to the arrival of the pandemic’s “second wave” in late fall. This will likely lead to lower Q4 results.

Xiaomi led the V4 market in Q3 with 28.9% unit share. The popular midrange Redmi line helped the vendor take top position in the Czech Republic and Poland. Xiaomi continues to benefit at the expense of third-ranked Huawei, whose V4 market share fell to 17.4% in Q3, down from 26.1% in Q1. Huawei’s decline has been sharpest in Poland and Slovakia, less so in the Czech Republic and Hungary.

Samsung, which holds second position overall in V4, has so far not been able to capitalize on Huawei’s decline. Samsung captured 25.2% of the market in Q3, down from the one-third share it held one year ago. Samsung remains the market leader in Hungary and Slovakia.

The share of fourth-placed Apple rose to 11.4% in Q3. More than half of the vendor’s unit sales were of iPhone 11 models. Apple’s share will likely surge when the 5G-capable iPhone 12 range becomes available in Central Europe in Q4 2020. Just 3.4% of smartphones sold in the region in Q3 were 5G-capable, but that proportion is expected to rise in 2021 as 5G networks expand coverage in the Czech Republic, Slovakia, and Hungary.

Top 4 V4 Smartphone Companies, Shipments, Market Share, and Year-Over-Year Growth,

3Q20 (Shipments in Millions of Units)

Company

3Q20 Shipments

3Q20

Market Share

3Q19 Shipments

3Q19

Market Share

YoY

Growth

Xiaomi

1.05

28.9%

0.62

15.8%

69.6%

Samsung

0.91

25.2%

1.50

38.5%

-39.4%

Huawei

0.63

17.4%

0.95

24.3%

-33.7%

Apple

0.41

11.4%

0.30

7.6%

39.3%

Others

0.62

17.1%

0.54

13.8%

14.6%

Total

3.62

100%

3.91

100%

-7.3%

Source: IDC Worldwide Quarterly Mobile Phone Tracker, November 2020

About IDC Trackers

IDC's Worldwide Quarterly Mobile Phone Tracker fills the demand for detailed and timely information on the total mobile phone and smartphone markets for handset vendors, software developers, service providers, component suppliers, and investors. It provides insightful analysis through quarterly market share data by region. It delivers a quarterly web database that details the performance of the market's individual players and answers important product-planning and product-positioning questions.

For more information on IDC's Worldwide 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. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading tech media, data and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC  and LinkedIn. Subscribe to the IDC Blog for industry news and insights: http://bit.ly/IDCBlog_Subscribe.

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