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UK Insights

Sony and Samsung put Pressure on Huawei’s growth in Europe

Dominic Sunnebo

Global Insight Director

Mobile 14.09.2017 / 09:00


Kantar
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Smartphone sales data from Kantar Worldpanel ComTech

The latest smartphone OS data from Kantar Worldpanel ComTech reveals that in the three months ending July 2017, iOS performance was strong in the USA, China, and Japan. iOS market share in the EU5 was flat, held back by a resurgent Samsung in Great Britain. Android gained 2.8 percentage points across EU5 with Sony and Huawei the top performers. Europe’s big five markets include Great Britain, Germany, France, Italy, and Spain.

Sony began making a turnaround in its European smartphone business, reverting back to its previous strength in the mid-price tier with strong sales in Great Britain and Germany. Sony’s EU5 sales share in the three months ending July 2017 climbed to 4.8%, up from 3.4% a year earlier.

Sony made a conscious strategy change in 2015 to shift its focus from the middle tier towards the premium market in search of greater profitability. However, under-spec’d, wrongly-positioned Sony handsets were poorly received by consumers. The company’s recent move back into the mid range – a segment it is able to serve well – has produced significant success, especially with models like the Sony Xperia XA.

The renewed focus by Sony and Samsung on their successful entry-level models put more pressure on Huawei in Europe, as its share fell in Spain and Great Britain. However, gains in Germany and Italy helped Huawei’s EU5 share grow to 14.6% in the three months ending July, up from 12.4% one year earlier.

Source : Kantar Worldpanel


Editor's Notes

This information 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. It also delivers additional data to promote an understanding of the drivers of share changes, and consumer insight market dynamics. All consumer data in this release excludes enterprise sales.

Journalists, download the press release above, or embed our chart in your website for free. For more information, please contact us.

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