In May handset sell through improved, finally. Europe and emerging markets were strong while China and Japan were weak. Sell-in is also increasing fast following the improving demand picture. Inventory at the industry level remain at manageable levels in most countries.
Smartphones are now 69% of the market up 1pp m/m. Within smartphones, Android accounted share was 83% of the smartphone market, while iOS share was 13%.
Most international brands did not see improvement in sales - especially Samsung. The bulk of the growth came from the local brands in Emerging Markets like Micromax and Q Mobile (see enclosed report on Pakistan and Qmobile). Apple’s sales rebounded in the US due to changes in operator plans and deals.
The share of sales in the $400+ price bands fell as the mix of local smartphone brands strengthened further. Emerging markets were also strong although China was weaker than expected. In May month 56% of global Android devices were under $200 a 1pp increase from April...
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Category
Industry
Smartphone
Report Type
Report
Time period
Monthly
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