Europe’s competitive landscape - Tough going outside the top three

Mar 29, 2024

Overview

Europe’s smartphone market has become less and less competitive over recent years. The top three of Samsung, Apple and Xiaomi have become stronger, while the “new” entrants like OPPO, realme and vivo that were hoping to capitalize on Huawei’s exit have not seen the success they had hoped for.

In this report, we examine why the top three OEMs in Europe have steadily gained share over recent years, why others have struggled, and whether there is any hope for a reignited competitive landscape in the region in the near future.

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Author

Jan Stryjak

Jan is an Associate Director with Counterpoint Research, based in London, and leads the company’s European and Sustainability research. He is a seasoned analyst with over 17 years’ experience in the TMT sector, previously with GSMA Intelligence where he led a team of analysts producing highly impactful regional insights. Before that, Jan held strategy and analyst positions at Vodafone UK and Qualcomm respectively, and started his career with research firm TNS (now Kantar).