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UK Insights

iOS and Android pushing towards a Two-OS world

Lauren Guenveur

Global Mobile Analyst, ComTech

Mobile 15.03.2017 / 08:00


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Smartphone sales data from Kantar Worldpanel ComTech

Smartphone sales data from Kantar Worldpanel ComTech shows that iOS achieved continued growth across most regions tracked, except for Japan, Spain, and Urban China. Android also continued to post market share increases in all regions but the US, as no other ecosystem is challenging the two giants – iOS and Android.

Gone are the days when a BlackBerry OS, Symbian, or Windows Mobile could make a significant impact. It is clear that there will only be two smartphone ecosystems moving forward – iOS and Android. To succeed, phone manufacturers will have to play by those rulebooks.

In EU5, Android accounted for 74.3% of smartphone sales in the latest period, a marginal increase from 72.9% in the three months ending January 2016. iOS held a 22.7% share, with iPhone 7 remaining the top-selling device in Great Britain, France, and Germany. Europe's big five markets include Great Britain, Germany, France, Italy, and Spain.

February’s Mobile World Congress 2017 demonstrated the true state of the market, with re-emerging brand names Nokia and Blackberry capturing a lot of attention, but now operating on Android rather than on their own legacy operating systems. We witnessed something of a throwback to times past with the new Nokia 3310 feature phone, an updated version of the iconic Nokia look, plus several new Nokia Android smartphones being marketed by HMD, now the exclusive licensee of the Nokia brand. BlackBerry’s new manufacturing partner TCL Communication announced the Android-based BlackBerry KEYone, which includes a classic Blackberry-style physical keyboard.

Two all new Android smartphones – the Nokia 3 and 5, plus the expanded global release of the Nokia 6 – could do well in Western Europe since loyalty to the Nokia brand name there is historically high. At the beginning of 2016, Nokia accounted for 6% of smartphones sold across the EU5, making it the fourth largest brand at the time.

HMD Global’s focus on revitalizing the Nokia name seems concentrated on quality for cost. Its three new Android phones are priced at €229 or less, with Android Nougat, Google Assistant, aluminium construction, and otherwise solid mid-range specs.

While these models are not expected to rival Apple iPhone 7 or the upcoming Samsung Galaxy S8, they do compete with other mid-range devices like the Huawei P8 and P9 Lite. Both of those Huawei models are strong sellers in price-conscious markets like Italy and Spain. This situation may present a new challenge for Huawei, as it pushes further into the premium end of the market with the debut of the P10.

 

 

Source : Kantar Worldpanel


Editor's Notes

This data is based on research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous consumer research mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone. ComTech tracks mobile phone behaviour – including phone purchases, bills/airtime, source of purchase, and usage.

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