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FRAMINGHAM, Mass.--(BUSINESS WIRE)--The worldwide mobile phone market grew
14.6% in the third quarter of 2010 (3Q10), the fourth consecutive quarter of
double-digit growth, driven in part by the fast-growing converged mobile device
category. According to the International Data Corporation (IDC) Worldwide
Quarterly Mobile Phone Tracker, vendors shipped 340.5 million units in 3Q10
compared to 297.1 million units in the third quarter of 2009.
Vendors that aren't developing a strong portfolio of smartphones will be
challenged to maintain and grow market share in the future.
The growing popularity of converged mobile devices, or smartphones, with
consumers and businesspersons is evidenced by the appearance of a second
smartphone-only vendor in the top 5 ranking. Apple moved into the number 4
position worldwide in 3Q10, joining Research In Motion (RIM) as one of the
world's largest mobile phone suppliers. RIM has spent three quarters on IDC's
leaderboard. Apple and RIM also posted the highest-growth rates among the top 5
vendors last quarter.
"The entrance of Apple to the top 5 vendor ranking underscores the increased
importance of smartphones to the overall market. Moreover, the mobile phone
makers that are delivering popular smartphone models are among the fastest
growing firms," said Kevin Restivo, senior research analyst with IDC's
Worldwide Mobile Phone Tracker. "Vendors that aren't developing a strong
portfolio of smartphones will be challenged to maintain and grow market share
in the future."
Apple, RIM, and the vendors producing Android-based smartphones have put
noticeable pressure on Nokia, the overall market leader. "Nokia still leads all
vendors by a significant margin for converged mobile devices and mobile phones
as a whole," said Ramon Llamas, senior research analyst with IDC's Mobile
Devices Technology and Trends team. "However, Nokia's grip on the traditional
mobile phone market has been somewhat loosened, as multiple Chinese vendors
have gained ground, especially within emerging markets. To bolster its overall
competitiveness, Nokia has been focused on improving its smartphone offerings."
Market Outlook
IDC believes the worldwide mobile phone market will be driven largely by
smartphone growth to the end of 2014. "The smartphone is becoming the focal
point of the personal communications experience," noted Restivo. "As a result,
new market growth will be increasingly generated by smartphones. This year, we
are expecting the smartphone sub-market to grow 55% year over year."
Regional Analysis
quarter to the detriment of market leader Nokia. In emerging markets, brands
such as Micromax, Nexian, and i-Mobile chipped away at Nokia's market share.
Android-powered smartphones also gained momentum across the region at the
expense of Nokia. Samsung gained ground in South Korea while Huawei, Lenovo,
and ZTE launched devices in several markets. In Japan, mobile phone market
growth was driven primarily by domestic vendors Sharp, Panasonic, Fujitsu, and
NEC.
smartphones, which grew thanks to the iPhone 4 and Android-powered devices from
HTC and Samsung. Demand was also stoked by large operator device subsidies that
helped to keep consumer interest in smartphones high. At the same time, the
CEMA handset market grew slowly in 3Q10. As a result, smartphone volumes are
growing substantially but still only comprise one-fifth of total shipments for
the regions combined. This is modest compared to more economically-developed
regions.
smartphone market. Grabbing headlines were the Apple iPhone 4, RIM's BlackBerry
Torch 9800, the HTC EVO 4G, and Motorola's new DROID X and DROID 2, all of
which were launched last quarter. Not to be overlooked was Samsung's Galaxy S
smartphone lineup, which were launched at all of the major carriers last
quarter. Traditional mobile phones, meanwhile, fought back with smartphone-like
functionality, but saw their overall share of the market continue to decline.
In Canada, Android-powered handsets gained momentum as Samsung, LG, Sony
Ericsson and Motorola shipped new models. Huawei and ASUS, low-cost providers
of Android devices, entered the market. RIM's BlackBerry Torch was announced
while the iPhone 4 was introduced to great fanfare.
region grew as a result of higher smartphone adoption. Vendors like Alcatel,
ZTE, and Huawei have targeted Latin America aggressively with entry-level
models in an effort to steal share from Nokia, the overall market leader in the
region. These models are lower-cost product offerings designed to meet the
needs of basic users. Motorola s Android-powered devices have also grown
quickly in the region due to the popularity of models like the QUENCH,
Backflip, and Milestone.
Top Five Mobile Phone Vendors
Nokia maintained the top spot in the overall mobile phone market despite
year-over-year unit shipment growth of less than 2% in new chief executive
Steven Elop's first quarter at the helm. The company grew converged mobile
device shipments 61% in 3Q10, but average selling prices for the device type
dropped to 136, compared to 190 in the same quarter last year. Nokia
attributed the plunge to price pressure from competitors and its stated desire
to reach more customers. Nokia hopes the C8 and C7 devices will boost ASPs in
future.
Samsung marked a new milestone during the third quarter, pushing through the 70
million unit mark for the first time in the company's history. In addition, the
company more than doubled the number of converged mobile device shipments from
the previous quarter. Driving this was the worldwide release of its Galaxy S
i9000 converged mobile device, as well as its bada-based Wave model. Looking
ahead to the fourth quarter, Samsung appears poised to bring more smartphones
to market, with a new Wave 2 awaiting launch and more mass-market devices for
emerging markets.
LG Electronics missed its 3Q10 total mobile phone and smartphone shipment
growth targets, resulting in an overall double-digit shipment decrease when
compared to the same quarter one year ago. LG has yet to make a significant
impact in the smartphone category unlike its competitors. Although operating
margin returned to the same levels as a year ago, sales and profitability both
fell significantly. By the end of the quarter, LG replaced its CEO Nam Yong
with Koo Bon-Joon, head of LG's trading firm, LG International.
Apple leapt ahead of several vendors in 3Q10 including RIM, which it surpassed
by 1.7-million units, and Sony Ericsson by 3.7-million units. The company's
record shipment performance can be attributed to the introduction of the iPhone
4 in 17 new countries last quarter. The record performance came despite
"Antennagate," the name used to describe the controversy around alleged iPhone
reception problems, in July.
Research In Motion posted a record number of unit shipments in 3Q10. The
BlackBerry maker continues to grow in Latin America, for example, due to the
success of the Curve 8520 entry-level model, which has helped drive growth in
most emerging markets. The vendor's results were also boosted by the
introduction of the higher-cost Torch in the United States, a key market due to
the size and intensity of competition.
SonyEricsson, which shipped 10.4 million units in 3Q10, fell off the Top 5 list
for the first time since the Tracker was conceived in 2004.
Top Five Mobile Phone Vendors, Shipments, and Market Share, Q3 2010 (Units in
Millions)
Vendor 3Q10 Unit Shipments 3Q10 Market Share 3Q09 Unit Shipments 3Q09 Market
Share Year-over-year Change
1. Nokia 110.4 32.4% 108.5 36.5% 1.8%
2. Samsung 71.4 21.0% 60.2 20.3% 18.6%
3. LG Electronics 28.4 8.3% 31.6 10.6% -10.1%
4. Apple 14.1 4.1% 7.4 2.5% 90.5%
5. R.I.M. 12.4 3.6% 8.5 2.9% 45.9%
Others 103.8 30.5% 80.9 27.2% 28.3%
Total 340.5 100.0% 297.1 100.0% 14.6%
Source: IDC Worldwide Quarterly Mobile Phone Tracker, October 28, 2010
Note: Vendor shipments are branded shipments and exclude OEM sales for all
vendors.
For more information about IDC s Worldwide Quarterly Mobile Phone Tracker,
please contact Kathy Nagamine at 650-350-6423 or knagamine@idc.com.
About IDC
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 46 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.
All product and company names may be trademarks or registered trademarks of
their respective holders.
Contacts
IDC
Kevin Restivo, 416-673-2230
krestivo@idc.com
or
Ramon T. Llamas, 508-935-4736
rllamas@idc.com
or
Michael Shirer, 508-935-4200
press@idc.com
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Apple-Joins-Top-Mobile-Phone-Worldwide