24 April 2013

Samsung takes 30% share of global smartphone market in Q1 as iPhone loses ground

Smartphone shipments grew steadily worldwide in Q1/2013, by 9.4% quarter-on-quarter to 216.4 million units in total, according to global research firm TrendForce. Since the beginning of 2012, smartphone shipment figures have risen each quarter despite seasonality, indicating the electronic device is here to stay.

In terms of first-tier manufacturers’ shipment volumes, Samsung continues to take the lead in Q1, leveraging its vertically integrated supply chain, global marketing, and various sales channels. Samsung’s smartphone series is expected to see 65 million units shipped this quarter, accounting for 30% of the global market.

As for Apple, iPhone 5 has been unable to satisfy consumers’ desire for innovation, says TrendForce, and shipments were unsatisfactory as Android manufacturers stepped up to the plate. The firm shipped just 37.5 million units in Q1, representing a 17.3% market share (1.2 percentage points less than the previous quarter). Currently, circumstances surrounding the announcement of Apple’s new device are unclear, while Samsung, HTC, Sony, and other global corporations are planning product unveilings for Q2, which will likely lead to another dip in Apple’s shipments, expects TrendForce.

Samsung takes all in China as Lenovo’s results disappoint

Regarding China’s smartphone market, Samsung is the leading brand in terms of both reputation and image, says TrendForce, as reflected in the manufacturer’s sales figures. Initial estimates place Samsung’s smartphone shipments in China at 11.7 million units, giving the Korean maker a wide lead over other brands with a share of about 17% of China’s smartphone market.

Other leading brands in China such as Huawei, ZTE and Lenovo were all affected in varying degrees, but on average China’s domestic brands saw a 5-15% decrease in sales in Q1. Lenovo, which had nearly caught up to Samsung in market share in second-half 2012, saw sales of just 7.6 million units in Q1 (15% less than projected).

In Q2/2013, manufacturers are facing problems with component supply (e.g. a shortage of memory products like eMCP), notes TrendForce. Smartphone makers’ relationships with their suppliers will hence determine how strong their shipment volumes will be in Q2, forecasts the market research firm.

Tags: Smartphone shipments

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