Nokia has re-emerged as one of the most popular smartphone brands in Europe, according to Canalys.
The Singapore-based market research firm reports that Nokia, which re-entered the smartphone market roughly one-and-a-half years ago by licensing its brand to HMD Global, was the fifth most popular smartphone brand on the continent between January and March.
HMD Global, it says, shipped a total of 1.6 million smartphones over the three-year period to claim a 3.5 per cent share of the market.
Canalys says Samsung remained the most popular smartphone brand in Europe, despite it seeing a year-on-year drop of over 15 per cent in sales. The South Korean technology conglomerate accounted for almost a third (33.1%) of the market in Europe between January and March, selling 15.2 million units.
The value of its smartphone sales, however, surged by over 20 per cent due to the earlier-than-usual launch of its latest flagship device, Galaxy S9.
Apple was the second largest smartphone brand in the market with sales of 10.2 million units and a market share of 22.1 per cent. Also Huawei and Xiaomi shipped more devices than Nokia, according to Canalys.
“It is not all gloom for the smaller players,” comments Lucio Chen, a research analyst at Canalys. “Xiaomi and Nokia, under HMD Global, are both relatively new entrants to the European market but have stormed to fourth and fifth place [respectively].”
The market research firm points out that total smartphone shipments decreased by 6.3 per cent year-on-year in Europe between January and March, the largest drop ever in a single quarter.
The market contracted especially in Western Europe, where smartphone shipments plunged by 13.9 per cent to 30.1 million units. The trend was the opposite in Eastern Europe, where sales picked up by 12.3 per cent.
“This is a new era for smartphones in Europe,” summarises Ben Stanton, an analyst at Canalys. “The few remaining growth markets are not enough to offset the saturated ones. We are moving from a growth era to a cyclical era. This presents a brand-new challenge to the incumbents, and we expect several smaller brands to leave the market in the coming years.”
The first quarter of the year was particularly difficult for smaller brands such as Alcatel, Sony and LG.
Aleksi Teivainen – HT
Photo: Handout/HMD Global
Source: Uusi Suomi