Windows Phone accelerates in Europe, dethrones Apple in Italy according to report
Microsoft is making progress in the five main European countries and focusing on emerging markets
Microsoft seems to have found the solution when it comes to mobile operating systems. While it was seriously behind Apple and Google in this market, the Redmond giant manages to impose its mobile solution in Europe according to a report by Kantar Worldpanel ComTech.
Although Android remains ultra-dominant with a market share of 71.9% on the Old Continent, Windows Phone is making a breakthrough and now represents one in ten sales of smartphones in the top five European markets, namely the United Kingdom , Germany, France, Italy and Spain. Significantly, it would have even surpassed Apple’s iOS in the third quarter of 2013 in the Italian market alone.
Focus on emerging economies
Unsurprisingly, the traction of Windows Phone is driven almost exclusively by sales of Nokia terminals – which the American firm had acquired the mobile and services division for 5.4 billion euros in September.
More encouragingly, it is also gaining points in high growth economies, especially in South America. This is good news since “with congested markets in developed countries, emerging countries now present manufacturers with the best growth opportunities” according to Dominic Sunnebo, strategic director at Kantar Worldpanel ComTech.
Rise of Chinese manufacturers
“Nokia has dominated Latin America for many years, and while its popularity had waned with Symbian, it now has the opportunity to regain the top of the podium.” With price remaining the main obstacle in developing markets, “the Lumia 520 makes smartphone access possible for many,” he adds. The objective of the firm must therefore be to convince the current owners of Nokia mobile devices to switch to its smartphones.
The Chinese market is expected to experience spectacular growth, and local brands are no exception. These thus crystallized 44% of sales over the period studied, against 30% a year earlier.
On the lookout, Huawei, Xiaomi, Lenovo and Coolpad have indeed managed to attract consumers located outside major Chinese cities. “With expenses of up to 70% of their monthly salaries, […] Chinese consumers want the best value for money and are increasingly opting for high quality local brands ”.