The worldwide smartphone market kicked off the year with an expected
post-holiday dispersion in shipment volumes compared to the previous quarter's
unprecedented results. According to the International Data Corporation (IDC)
Worldwide Quarterly Mobile Phone Tracker, vendors shipped a total of 336.5
million smartphones worldwide in the first quarter of 2015 (1Q15), up 16.7%
from the 288.5 million units in 1Q14 but down by -10.9% from the 377.5 million
units shipped in 4Q14. In the overall mobile phone market (smartphones plus
feature phones), vendors shipped 458.9 million units worldwide, down a mere
-0.1% from the 459.3 million units shipped in 1Q14.
"The challenge made by Apple for the top spot in the fourth quarter returned
to a clear lead for Samsung in the first quarter, despite the soaring global
demand for the iPhone 6 and 6 Plus," said Anthony Scarsella, Research Manager
with IDC's Mobile Phone team. "Samsung's shipments, given that the S6 was not
launched into the market for the full quarter, were driven by large volumes
into emerging markets and steady demand for its midrange and lower-priced
smartphones."
"Apple's strong follow-up quarter was in itself surprising, as it enjoyed
success thanks to consumers' insatiable appetite for larger screened iOS
devices in many key markets, including Greater China. China's overall
year-on-year market growth in the quarter flattened significantly, however, so
aside from Apple, most vendors will be looking outside of China's borders for
the next big push," said Melissa Chau, Senior Research Manager with IDC's
Mobile Device Tracker team. "Through the rest of this year, we expect all
vendors to be squeezed on falling ASPs, while at the high end it will be a
battle between the Galaxy S6 and S6 edge from Samsung versus continued demand
for the iPhone 6 and 6 Plus."
Smartphone Vendor Highlights:
Samsung remained the overall market leader thanks to stable demand for its
Galaxy S series flagship smartphones overall, as well as increased shipments
of lower-end models, particularly to regions like Southeast Asia, the Middle
East, and Africa. Samsung's improved streamlined portfolio of devices,
including the new premium inspired A-series, proved successful in many
mid-tier markets that were typically dominated by local brands. Samsung's
redefined flagship (the Galaxy S 6 and S 6 edge) shipped late in the quarter
giving the Korean giant a later push in terms of volume. Samsung will utilize
the two new models to combat Apple as well as to help recover current
declining profits heading into the next quarter.
Apple continued to find success with larger screened iPhones, which produced
its strongest second quarter ever with 61.2 million units shipped. Much of the
success this quarter came out of Greater China as rapid 4G adoption, Apple
retail expansion, and an increased appetite for premium devices elevated the
brand to new levels. Overall, the iPhone grew 40% year over year and a
remarkable 63% in emerging markets.
Lenovo is once again in the top three, proving that its Motorola acquisition
is paying off nicely. Lenovo has strategically positioned both brands and the
coinciding models in the proper markets to maximize brand awareness and global
reach. Lenovo also unveiled new premium-built handsets at CES with the P90,
Vibe X2 pro, and Vibe Shot proving that it is not just focused on the low-end.
Huawei remained in the number four position with a continued push on premium
devices from its P-Series and Honor portfolios. Huawei's mid-range and
high-end models accounted for a third of its smartphone shipments in the first
quarter, up from just 5% a year ago. Huawei's Y-series sold briskly both
inside and outside of China as a valuable low-cost option in many markets.
LG regained the number five spot worldwide from Xiaomi as it once again bet
big on entry-level 4G enabled devices as well as focusing on the mid-tier in
North America. Its L-series and F-series portfolio succeeded in both emerging
and developed markets. LG also shipped the innovative curved G Flex 2, which
it showed off at CES earlier in the year. LG's diverse portfolio, with models
ranging in prices, features, and design, enabled the brand to overtake
Xiaomi's more limited geographic presence to hit the top five.
Market News and Data brought to you by Benzinga APIs© 2024 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
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