can mobile market leaders android and nokia be beaten in 2012

artner have released data showing just how much mobile sales have increased this year so far, and gives great insights into how Q4 and 2012 will look in terms of which operating systems and devices will come out on top.
In the third quarter of this year, 115 million smartphones were sold to end users, up a massive 42% from the same period in 2010.
Smartphone sales accounted for 26% of all mobile phone sales in Q3, which is up only slightly from 25% in Q2. It is likely that the slow growth between Q2 and Q3 is due to consumers waiting for newer models and price drops before purchasing, the iPhone 4S being a good example. Therefore, we should expect to see an enormous increase in mobile phone sales in the last quarter of this year.
Roberta Cozza, principal research analyst at Gartner, states that China and Russia saw a large smartphone growth “which helped increase overall volumes,” whilst in more advanced markets, such as Europe and America, demand for smartphones stalled “as many users waited for new flagship devices featuring new versions of the key operating systems.” Latin America, the Middle East and Africa also saw sales of smartphones slow down.
android logo
The Android OS made up 52.5% of all smartphone sales in Q3, more than doubling its market share from Q3 2010. It is believed that Android benefited from “more mass-market offerings, a weaker competitive environment and the lack of exciting new products on alternative operating systems.” In addition, Apple’s market share suffered in Q3 as many customers delayed their purchases as they waited for the new iPhone 4S, and price drops to the older iPhone models, to arrive. Microsoft should see a small increase in market share in Q4 and Q1 2012 with the release of the Nokia Lumia range.
Nokia devices account for 23.9% of global mobile phone sales, meaning that they hang on to their top spot in terms of device sales. Although smartphones are not the reason for their success – “Feature phones generally, maintained Nokia’s momentum in emerging markets.” Further improvement for Nokia is expected in Q4 as both them and Microsoft market the new Lumia devices leading up to Christmas. Apple comes in fourth place with 3.9% of total mobile phone sales, although Apple should expect to see a large increase in sales in Q4 this year with the release of the iPhone 4S in October and Christmas making a positive impact.
All in all, it looks like the end of 2011 will bring a surge of mobile phone sales, particularly for manufacturers who have recently released new models and updates. 2012 looks set to continue the trend, as the late adopters follow suit. If Nokia’s Lumia range manages to successfully breathe new life into the Windows mobile operating system, we could see a large market share increase for Microsoft next year. Android will no doubt continue to grow with so many new devices on the market running the OS, the big questions being can anyone else realistically catch up and who will suffer the most?

Leave a Reply

Your email address will not be published. Required fields are marked *