Service: Market Pulse

Overview:

• Global Handset Sell-through Continues to Recover in July
  • Sales were better overall in July as demand is recovering in many regions. Sales in Europe continued to vastly improve. July 2020 sales were better than even last year. India also showed recovery and sales were better than same month last year.
  • Sell-in rising faster than sell-through as anticipation of recovery grows. But the heating up of competition may be a bigger cause.
• Huawei reached its highest ever market share in China
  • Huawei sustained its Global market share, as it continued to push in China, where it reached its highest ever market share (48%) in July. Its affordable 5G line up with devices like Nova 7 5G, is driving growth.
  • Apple remained stable with solid performance of iPhone 11 and iPhone SE. iPhone 7 continues to do well in the prepaid channels as well. The expectation of the forthcoming 5G iPhone launch is not affecting the current sales.
  • Samsung sell-through continued to improve in July (8% MoM) as some of its core markets like Europe and LA showed recovery. The Galaxy A series continues to do well driven by A51, A21s and A31
• Demand for mid-range price segment remains strong
  • 5G devices are quickly proliferating into the sub-$300 price band with offerings from Huawei, Vivo, Oppo and Xiaomi. Affordable 5G devices will drive this segment especially in China in the coming quarters.
  • Growth in the ultra-premium segment ($800+) has slowed due to weak sales of the Galaxy S series and Note series, and high-end iPhone models.

Table of Contents:

• Key Takeaways
• Global Mobile Handset Market Analysis
• Country-Level Smartphone Market Analysis
• Global Hardware Feature Analysis
• Global Hit Model Analysis

Author: Varun Mishra
Number of Pages: 41
Published Date: September 2020

Overview: 

• Global Handset Sell-through Rebounds As Many Markets Open Further
  • Sell through was robust as many markets rebounded in June. Global sell through jumped 33% in June compared to May.
  • The jump in sell in was higher as there was anticipation of recovery in many markets. Sell in jumped 53% in June month over month reflecting the optimism.
• Samsung Gains Further in Global Smartphone Market Share
  • Samsung recovered further in June with smartphone volumes increasing 40%. A-series (A10s, A51, A01) sales trends continue well. Anti-China sentiment helped Samsung sales in India.
  • Huawei continues to grow its market share in China (46% in Q2), but this is not offsetting global reductions. Its successful 5G line-up helped grow sales.
  • Apple held steady its global market share. iPhone 11 continues to regain momentum post-COVID. SE a solid contributor, especially in NAM.
• Mid-Range Price Segment Gains Further on Account of Modest Sales in Premium Price Segment
  • The share of $800+ price tier has fallen over the past seven months largely due to weak Note and S-series relative to 2019. Look for $800+ to gain back some share in the Fall with iPhone 5G launches.
  • Much of the 5G growth in China has helped the $300-$599. Look for this tier to continue to take share with more 5G devices hitting the market. The iPhone SE helped this price tier from solid volumes in NAM.

Table of Contents:

• Key Takeaways
• Global Mobile Handset Market Analysis
• Country-Level Smartphone Market Analysis
• Global Hardware Feature Analysis
• Global Hit Model Analysis

Author: Karn Chauhan

Number of Pages: 41

Published Date: August 2020

Overview: 

• Global Handset Sell-through Bounced Back as Western Markets & India Open Again
  • Sell-through jumped 18% compared to last month as US and Europe started recovery and India ended its lock down.
  • However, sell-in increased just 15% showing production in regions like India had not fully recovered.
  • China is now around 85% of its usual market size showing that even though COVID-19 may be under control demand is yet to recover fully.
  • Emerging markets like Latin America and Russia experience rampant increases in daily cases of COVID-19 which will continue into June and July.
• Samsung Gained Back The Top Spot After Ceding It To Huawei Last Month
  • Samsung gained back the top spot this month after ceding it to Huawei last month. Samsung recovered as US, EU and India market opened up again. Samsung is likely to gain further as key markets (India & LATAM) continue to open up.
  • HOVX brands pushing new 5G models targeted at mid-range segment in China. Huawei Nova 7 series, Oppo A92S, Vivo S6.
  • Apple gained on account of strong demand for iPhone SE 2020 in the US market. Carriers came up with attractive promotional offers for the new Apple device.
• Mid-Range Segment Gained Shared on Account of Strong Apple iPhone SE 2020 demand
  • Share of ultra-premium and premium price band declined. Limited new device launch activity and consumers in western markets remain apprehensive of the economic situation.
  • US government stimulus package did help lift up the demand in the mid-range slightly. This was also coupled with the strong iPhone SE 2020 promotions across all major carrier channels. This led to a significant gain for the $300-$599 price band this month.
  • 5G portfolio is also trickling down the price tiers which is helping to drive growth of mid-tier segment.

Table of Contents:

• Key Takeaways
• Global Mobile Handset Market Analysis
• Country-Level Smartphone Market Analysis
• Global Hardware Feature Analysis
• Global Hit Model Analysis

Author: Karn Chauhan

Number of Pages: 39

Published Date: July 2020

Key Takeaways:

• Global Handset Sell-through Dropped due to Lockdown across Various Countries
  • April sell through fell almost 25% in April compared to March as sales were driven down to close to zero in countries like India.
  • Sell in was also low and fell more than 20% as well compared to March. Production facilities in India produced zero handsets and smartphones.
  • US sales continued to fall in April but markets like China showed stabilization and recent weeks have shown uptick.
  • Western Europe, Russia, LATAM all showed huge drops in sales. We think the inventory situation is better but there is a chance of a mismatch as some products like iPhone SE 2020 is in high demand and shortage while older 4G devices are showing high inventory.
• Huawei Market Share Increased as Chinese Market Stabilized
  • Samsung sell-through volumes dropped by 29% MoM in April caused by complete lockdown in India and lower demand of S20 Series amid the COVID-19 pandemic.
  • Apple sell-through dropped by 19% MoM in April due to closed retail stores in the US market till early May. In China, Apple sell through grew 24% MoM and 11% YoY. The strong performance of iPhone 11 helped the brand.
  • Huawei smartphone market share saw a jump from 17% in March to 21% in April. It was driven by Huawei’s strong presence in China market which steadily recovering since March. China market contributed 76% to the total sales of Huawei in April 2020.
• 5G Smartphone Offerings are Increasing across Price Points
  • The $300-$399 and $600-$799 wholesale price band witnessed MoM market share growth. The entry-level and budget segment smartphone volumes dropped as most of the emerging markets like India were on lockdown due to COVID-19 pandemic.
  • 40+ 5G smartphones were present In the market during April. The number of 5G smartphones are increasing monthly which are mostly present in the China market.
  • 5G smartphones such as Vivo S6 5G and Xiaomi K30 5G penetrated the sub-$300 segment.

Table of Contents:

• Key Takeaways
• Global Mobile Handset Market Analysis
• Country-Level Smartphone Market Analysis
• Global Hardware Feature Analysis
• Global Hit Model Analysis

Author: Karn Chauhan
Number of Pages: 39
Published Date: June 2020