The smartphone market is registering positive numbers: it was already seen with the Canalys and IDC data relating to the world market (Q3 2019), and even more so can it be said for theEurope, which Canalys itself defines as the driving force of the entire sector in the last quarter. A nice leap forward compared to the "dormant market" of Q2.
The Old Continent has in fact surpassed the Asia Pacific region, a result that is anything but predictable (+ 8% against 6%), and the period July-August-September 2019 is considered the best quarter of European history.
THE GREAT TOPICS
Europe attracts Chinese producers
Europe has been shown to attract different producers, especially from the Chinese side (Xiaomi, OnePlus, Oppo, Realme, Vivo). Not only Huawei, indeed: the very prohibitions being imposed by the USA are offering competition opportunities for growth to gain market share. However, if Ren Zhengfei's company shows a predictable decline in the West, the same cannot be said for Central and Eastern Europe, where Huawei is growing – in terms of shipments – by 26% on an annual basis.
Brexit: warehouses full of uncertainty
On the other hand, the British situation had a negative impact: in the first part of the year, Brexit accelerated the delivery of top-of-the-line smartphones (especially Samsung and Apple). Uncertainty about taxes, duties and post-exit duties from the EU has prompted several manufacturers to fill warehouses to ensure an offer at an appropriate price.
5G: when fragmentation is good
How many times people have talked badly about Android fragmentation, with many versions of Google's OS available on the market that create confusion among users and, a fortiori, developers. However, fragmentation is not always a negative aspect: for the European 5G, for example, it can be seen as something good, capable of bringing smartphone manufacturers to enter into multiple contracts of collaboration with the various continental partners. Indeed, Europe is not China or the USA, and the spread of a common standard is not – and will not be – such a rapid issue: the presence of different sub-markets creates fragmentation, precisely, but if from one side this leads to an expansion of the timing, on the other hand it helps the producers to to catch market niches.
A LITTLE NUMBERS
Samsung gains ground, Huawei grows 0
Samsung is the undisputed leader on the European market: 18.7 million smartphones shipped in the quarter, a 26% growth compared to last year and a market share of 35.7%. The South Korean producer has exploited Huawei's overall stagnation in the best possible way. If it has grown by 26% in the central-eastern part of the continent, it has fallen by 17% in the western part. The market share is 22.2%, down compared to 23.9% in 2018.
Who goes down …
Apple and HMD Global are the two companies that show a "-" sign in front: -4% the first, even -21% the second. The Cupertino company holds 18.6% market share with 9.8 million iPhones shipped in the quarter, while the company that holds the Nokia brand for mobile devices goes from 2.4 to 1.8% of market share falling below the threshold of one million smartphones shipped.
… and who goes up
The real boom is Xiaomi: + 73% on an annual basis, fourth position with Apple in the viewfinder and 5.5 million smartphones shipped, which translates into a market share of 10.5%. Consider that in the third quarter of 2018 it was only 6.5%.