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The world's most populous nations have the most mobile subscriptions (unsurprisingly), China and India lead growth.
• China 747.4 million subscribers in 2009, growing to 1,311.7 million in 2014 eMarketer (February 2010)
• India 525.2 million subscribers in 2009, growing to 853.0 million in 2014 eMarketer (February 2010)
• USA 292.8 million subscribers in June 2010 CTIA.
3) Total global shipments of mobile devices rose in 2010 compared to 2009.
IDC: 1388.2 million handsets were sold in 2010, up 18.5 percent compared with 2009.
Strategy Analytics: 1388.2 million handsets were sold in 2010, up 18.5 percent compared with 2009.
Top five mobile phone manufacturers, by 2010 global sales
according to IDC Top five mobile phone manufacturers, by 2010 global sales
according to Strategy Analytics
Rank Vendor Unit shipments Market share Annual sales growth Rank Vendor Unit shipments Market share
1 Nokia 453.0 million 32.6% 4.9% 1 Nokia 453.0 million 33.3%
2 Samsung 280.2 million 20.2% 23.3% 2 Samsung 280.2 million 20.6%
3 LG 116.7 million 8.4% -1.0% 3 LG 116.7 million 8.6%
4 ZTE 51.8 million 3.7% 94.0% 4 RIM 48.8 million 3.6%
5 RIM 48.8 million 3.5% 41.4% 5 Apple 47.5 million 3.5%
Others 437.7 million 31.5% 31.2% Others 413.8 million 30.4%
Total 1388.2 million 100.0% 18.5% Total 1360 million 100%
Source:
IDC (February 2011) Source:
Strategy Analytics (February 2011) via: mobiThinking
3b) The top device manufacturer by market penetration (rather than sales of new handsets – above and below) is Nokia in W.Europe, Samsung in the US and Sharp in Japan. Smartphone penetration in is higher in developed nations than in the rest of the world, but even here the vast majority of devices are still feature phones. These estimates are based surveys conducted by ComScore in October, November, December 2010 (Japan is December only).
Top mobile manufacturers, by market penetration, Q4 2010, according to ComScore
USA Japan Germany UK France Spain Italy
1 Samsung 24.8% Sharp 25.3% Nokia 33.1% Nokia 30.4% Samsung 34.1% Nokia 47% Nokia 47.4%
2 LG 20.9% Panasonic 15.0% Sony Ericsson 18.2% Samsung 19.4% Nokia 20.6% Samsung 15.3% Samsung 21.4%
3 Motorola 16.7% Fujitsu 11.7% Samsung 17.8% Sony Ericsson 13.7% Sony Ericsson 10.7% LG 10% LG 7.2%
Proportion of population with a smartphone, Q4 2010, according to ComScore
27% 33.6% 38.0%
Source: ComScore (February 2011) Survey group: 27,000 via: mobiThinking
4) Smartphone sales showed strong growth worldwide in 2010.
IDC (February 2011): Total shipments in 2010 were 302.6 million units up 74.4 percent from 2009. This makes smartphones 21.8 percent of all handsets shipped.
Strategy Analytics (February 2011): Total shipments in 2010 were 292.9 million units up 67.6 percent from 2009. This makes smartphones 21.5 percent of all handsets shipped.
Top five mobile smartphone manufacturers, by 2010 global sales
according to IDC
Top three smartphone manufacturers, by 2010 global sales
according to Strategy Analytics
Rank Vendor Unit shipments Market share Annual sales
growth Rank Vendor Unit shipments Market share Annual sales growth
1 Nokia 100.3 million 33.1% 48.2% 1 Nokia 100.1 million 34.2% 47.6%
2 RIM 48.8 million 16.1% 41.4% 2 RIM 48.8 million 16.7% 41.4%
3 Apple 47.5 million 15.7% 89.2% 3 Apple 47.5 million 16.2% 89.3%
4 Samsung 23 million 7.6% 318.2% Other 96.5 million 32.9% 103.9%
5 HTC 21.5 million 7.1% 165.4%
Other 61.5 20.3% 88.7%
Total 302.6 million 100.0% 74.4% Total 292.9 million 100.0% 67.6%
Source:
IDC (February 2011) Source:
Strategy Analytics (February 2011) via: mobiThinking
• mobiThinking reality check on Apple: Apple receives far more publicity than any other mobile-phone manufacturer, but on the world stage it is still a pretty small player (though fast-growing). Before media hype lulls you into focusing your marketing/development budget on the Apple platform exclusively, consider this: 96.5 percent of mobile users don’t have one – mostly they use Nokia or Samsung; and even among smartphone users 84 percent don’t have an Apple.
4b) Android is forecasted to become the number one smartphone operating system in 2011.
Gartner (April 2011) estimates that 468 million will be sold in 2011, that’s a 57.7 percent increase from 2010. Of those phones, 38.5 percent will be powered by the Android operating system. By 2015, 631 million smartphones will be sold, approaching half of those will be Android.
IDC (March 2011) estimates that 450 million will be sold in 2011, that’s a 49.2 percent increase from 2010. Of those phones, 39.5 percent will be powered by the Android operating system.
Both Gartner and IDC expect to see Symbian nose dive following Nokia’s decision to dump its smartphone operating system in favor of Microsoft’s Windows Phone. Windows phone shows strong growth, but considerably less market share than Symbian enjoyed to 2010.
• More analysis and implications of these stats.
Worldwide smartphone operating system (OS) market share in 2009-2015, according to Gartner Smartphone OS market share and compound annual growth rate 2011-2015, according to IDC
OS
(listed alphabetically) 2009
market share 2010
market share 2011
market share 2015
market Share 2011
market share 2015
market Share 2011-2015
CAGR
Android 3.9% 22.7% 38.5% 48.8% 39.5% 45.4% 23.8%
BlackBerry 19.9% 16.0% 13.4% 11.1% 14.9% 13.7% 17.1%
iOS 14.4% 15.7% 19.4% 17.2% 15.7% 15.3% 18.8%
Symbian 46.9% 37.6% 19.2% 0.1% 20.9% 0.2% -65.0%
Windows Phone/Mobile 8.7% 4.2% 5.6% 19.5% 5.5% 20.9% 67.1%
Others 6.1% 3.8% 3.9% 3.3% 3.5% 4.6% 28.0%
Total smartphones sold 172 million 297 million 468 million 631 million 450 million N/A 19.6%
Source: Gartner (April 2011)
Source: IDC (March 2011) via: mobiThinking
5) The top five mobile network operators worldwide: by number of subscribers, revenues, monthly average revenue per user (ARPU), monthly churn (i.e. loyalist customer base) and data as a percentage of total revenues, according to Portio Research:
Top five operators by different KPIs – worldwide
Rank Subscribers Total revenues Monthly ARPU Monthly churn Proportion of revenues
derived from data
1 China Mobile China Mobile 3 UK NTT DOCOMO Japan Smart Philippines
2 China Unicom AT&T US Bouygues France KDDI Japan Globe Philippines
3 Bharti Airtel India Verizon US Vodafone Ireland SingTel Singapore SoftBank Japan
4 AT&T US NTT DOCOMO Japan O2 Ireland Chunghwa Taiwan NTT DOCOMO Japan
5 Verizon US Sprint US Orange Switzerland T-Mobile Germany KDDI Japan
Source: Portio Research (June 2009)
via: mobiThinking
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