Wednesday , January 27 2021

Selling smartphones: Samsung returns to Europe

The latest data from the Kantar smartphone operating systems, for the first quarter of 2019, show that Android represents 79.3% of sales of smartphones in the five major European markets *. Android's good performance is largely due to the fact that Samsung maintains stable growth and significant profits of Huawei and Xiaomi. iOS experienced a decline in its market share of two percentage points, to 20.1% in Europe. However, the US market is more favorable to Apple, as it increased its stake in the US in the fourth quarter to 45.5%, an increase of 6.5 percentage points over the previous year.

In Spain Android market grew by almost 5 points (4.8), while Apple lost 4.7 points. Samsung has a good start to the year with a growth of its market share in Spain from 17.8% to 19.1% year on year (the first quarter of 2019 compared with the same period of 2018), with good performance on Galaxy A7 (2018). [PUEDES USAR EL GRÁFICO EN TU WEB HACIENDO CLIC EN EMBED Y USANDO EL CÓDIGO]

The share of Samsung in the five main European markets, it remained firm in the last quarter, with the help of a revival in Italy and Spain. The launch of the Galaxy S10's main Galaxy also helped the manufacturer consolidate its number one position in Europe, and sales are expected to continue in the next quarter.

In the first month after the launch, sales of the new Samsung S10 models split: the Galaxy S10 represents 49.4%, S10 + 42.8% and S10e 8%. The fact that the most expensive models in the domain are dominating so far for the position is positive for the manufacturer, but you should expect that the S10e will acquire a share quickly, as sales will move away from the early receivers and go towards a more typical customer.

On iPhone XR was a big success for Apple in this quarter as it surpassed the sales of the iPhone XS and iPhone XS Max combined in Europe and won the UK's best-selling model. In Europe, the iPhone XR and iPhone XS / Max models play an important role in managing Apple's core: 16% of XS and XS Max buyers upgraded their iPhone X model, compared to less than 1% of iPhone XR buyers . As smartphone prices grow rapidly, the iPhone XR offers Apple a way to keep its customers with older models that continue to update on a regular basis.

Motorola shines again in the United States

In the United States, Apple continues to dominate the iPhone XR brand, which represents more than 1 in 10 smartphones sold, while Android operators compete for a market share.

Motorola has struggled for years to regain its position on the US market, but it seems to have taken a major step forward, reaching a 6.6% share in the last quarter, the highest in the last three years.

LG It has suffered the consequences of this and noted that its market share falls to the lowest level in the last three years (9.6%).

Two years ago, Verizon's sales accounted for about half of Motorola's sales in the US, but in the last quarter they fell to just 19% as a result of diversification of retail sales, especially among retailers. mobile services such as MetroPCS and Cricket. With Apple and Samsung focusing on the top of the smartphone market, and with the de facto banned Chinese competition in the United States, Motorola has been increasingly successful with low- and mid-range products.

iOS persists in China

In urban China, iOS's market share dropped by 0.4 percentage points, a reasonably strong result, given the intense competition from local Huawei & Xiaomi brands. Apple's flagship in 2018, the iPhone X, was the best-selling model in the quarterfinals, and the iPhone XS Max and XR were among the top 10 best selling devices. The price differential between Apple and the average of Chinese proposals has also been reduced in the last period, with Apple's average selling price dropping from 2% over a year to 5,668 yen, compared to a 5% increase in market prices. This helped relieve Apple's competitive pressure.

* The 5 major European markets are the United Kingdom, France, Spain, Italy and Germany.

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