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Gartner Says Smartphone Sales Grew 46.5 Percent in Second Quarter of 2013 and Exceeded Feature Phone Sales for First Time

Worldwide Mobile Phone Sales Grew 3.6 Percent in Second Quarter of 2013

Microsoft Has Become the No. 3 Smartphone OS Overtaking BlackBerry

Worldwide mobile phone sales to end users totaled 435 million units in the second quarter of 2013, an increase of 3.6 percent from the same period last year, according to Gartner, Inc. Worldwide smartphone sales to end users reached 225 million units, up 46.5 percent from the second quarter of 2012. Sales of feature phones to end users totaled 210 million units and declined 21 percent year-over-year. 

“Smartphones accounted for 51.8 percent of mobile phone sales in the second quarter of 2013, resulting in smartphone sales surpassing feature phone sales for the first time,” said Anshul Gupta, principal research analyst at Gartner. Asia/Pacific, Latin America and Eastern Europe exhibited the highest smartphone growth rates of 74.1 percent, 55.7 percent and 31.6 percent respectively, as smartphone sales grew in all regions.

Samsung maintained the No. 1 position in the global smartphone market, as its share of smartphone sales reached 31.7 percent, up from 29.7 percent in the second quarter of 2012 (see Table 1). Apple’s smartphone sales reached 32 million units in the second quarter of 2013, up 10.2 percent from a year ago. 

Table 1

Worldwide Smartphone Sales to End Users by Vendor in 2Q13 (Thousands of Units)

Company

2Q13

Units

2Q13 Market Share (%)

2Q12

Units

2Q12 Market Share (%)

Samsung

71,380.9

31.7

45,603.8

29.7

Apple

31,899.7

14.2

28,935.0

18.8

LG Electronics

11,473.0

5.1

5,827.8

3.8

Lenovo

10,671.4

4.7

4,370.9

2.8

ZTE

9,687.6

4.3

6,331.4

4.1

Others

90,213.6

40.0

62,704.0

40.8

Total

225,326.2

100.0

153,772.9

100.0

Source: Gartner (August 2013)

In the smartphone operating system (OS) market (see Table 2), Microsoft took over BlackBerry for the first time, taking the No. 3 spot with 3.3 percent market share in the second quarter of 2013. “While Microsoft has managed to increase share and volume in the quarter, Microsoft should continue to focus on growing interest from app developers to help grow its appeal among users,” said Mr. Gupta. Android continued to increase its lead, garnering 79 percent of the market in the second quarter. 

Table 2

Worldwide Smartphone Sales to End Users by Operating System in 2Q13 (Thousands of Units)

Operating System

2Q13

 Units

2Q13 Market Share (%)

2Q12

 Units

2Q12 Market Share (%)

Android

177,898.2

79.0

98,664.0

64.2

iOS

31,899.7

14.2

28,935.0

18.8

Microsoft

7,407.6

3.3

4,039.1

2.6

BlackBerry

6,180.0

2.7

7,991.2

5.2

Bada

838.2

0.4

4,208.8

2.7

Symbian

630.8

0.3

9,071.5

5.9

Others

471.7

0.2

863.3

0.6

Total

225,326.2

100.0

153,772.9

100.0

Source: Gartner (August 2013)

Mobile Phone Vendor Perspective

Samsung: Samsung remained in the No. 1 position in the overall mobile phone market, with sales to end users growing 19 percent in the second quarter of 2013 (see Table 3). “We see demand in the premium smartphone market come mainly from the lower end of this segment in the $400-and-below ASP mark. It will be critical for Samsung to step up its game in the mid-tier and also be more aggressive in emerging markets. Innovation cannot be limited to the high end,” said Mr. Gupta. 

Nokia: Slowing demand of feature phone sales across many markets worldwide, and fierce competition in the smartphone segment, affected Nokia’s mobile phone sales in the second quarter of 2013. Nokia’s mobile phone sales totaled 61 million units, down from 83 million units a year ago. Nokia’s Lumia sales grew 112.7 percent in the second quarter of 2013 thanks to its expanded Lumia portfolio, which now include Lumia 520 and Lumia 720. “With the recent announcement of the Lumia 1020, Nokia has built a wide portfolio of devices at multiple price points, which should boost Lumia sales in the second half of 2013,” said Mr. Gupta. “However, Nokia is facing tough competition from Android devices, especially from regional and Chinese manufacturers which are more aggressive in terms of price points.” 

Apple: While sales continued to grow, the company faced a significant drop in the ASP of its smartphones. Despite the iPhone 5 being the most popular model, its ASP declined to the lowest figure registered by Apple since the iPhone's launch in 2007. The ASP reduction is due to strong sales of the iPhone 4, which is sold at a strongly discounted price. “While Apple’s ASP demonstrates the need for a new flagship model, it is risky for Apple to introduce a new lower-priced model too,” said Mr. Gupta. “Although the possible new lower-priced device may be priced similarly to the iPhone 4 at $300 to $400, the potential for cannibalization will be much greater than what is seen today with the iPhone 4. Despite being seen as the less expensive sibling of the flagship product, it would represent a new device with the hype of the marketing associated with it.” 

Lenovo: Lenovo’s mobile phone sales grew 60.6 percent to reach 11 million units in the second quarter of 2013. Lenovo’s quarter performance was bolstered by smartphone sales. Its smartphone sales grew 144 percent year-over-year and helped it rise to the No. 4 spot in the worldwide smartphone market for the first time. Lenovo continues to rely heavily on its home market in China, which represents more than 95 percent of its sales. It remains challenging for Lenovo to expand outside China as it has to strengthen its direct channel as well as its relationships with communications service providers. 

Table 3

Worldwide Mobile Phone Sales to End Users by Vendor in 2Q13 (Thousands of Units)

Company

2Q13

Units

2Q13 Market Share (%)

2Q12

Units

2Q12 Market Share (%)

Samsung

107,526.0

24.7

90,432.1

21.5

Nokia

60,953.7

14.0

83,420.1

19.9

Apple

31,899.7

7.3

28,935.0

6.9

LG Electronics

17,016.4

3.9

14,345.4

3.4

ZTE

15,280.7

3.5

17,198.2

4.1

Huawei

11,275.1

2.6

10,894.2

2.6

Lenovo

10,954.8

2.5

6,821.7

1.6

TCL Communication

10,134.3

2.3

9,355.7

2.2

Sony Mobile Communications

9,504.7

2.2

7,346.8

1.7

Yulong

7,911.5

1.8

4,016.2

1.0

Others

152,701.5

35.1

147,354.60

35.1

Total

435,158.4

100.0

420,120.0

100.0

Source: Gartner (August 2013)

“With second quarter of 2013 sales broadly on track, we see little need to adjust our expectations for worldwide mobile phone sales forecast to total 1.82 billion units this year. Flagship devices brought to market in time for the holidays, and the continued price reduction of smartphones will drive consumer adoption in the second half of the year,” said Mr. Gupta. 

Additional information is in the Gartner report "Market Share Analysis: Mobile Phones, Worldwide, 2Q13." The report is available on Gartner's website at http://www.gartner.com/document/2573119.

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