Entering the US smartphone market is far from easy because brand loyalty is high and most devices are purchased via carriers. Europe, however, has always been a different story due to the popularity of unlocked smartphones and a lack of brand loyalty, and it seems the most recent quarter was no different.
Samsung’s market share is at its highest level since 2014
As noted by Canalys, “Samsung has obviously had enough of losing share in Europe,” hence its new strategy. The company has finally shifted focus away from profit margins in favor of maintaining a strong presence across the continent and it seems the new Galaxy A series is a prime example of this.
Huawei and Apple sales both dropped sharply
Following Samsung in a very distant second place was Huawei who accounted for 18.8% of the smartphone market and shipped 8.5 million units. The numbers are still impressive but represent a decline of 16%. Just twelve months earlier, the company shipped 10.1 million devices and accounted for 22.4% of European sales.
Xiaomi posted strong growth but Nokia shrunk slightly
Xiaomi’s focus on price-sensitive markets continued to pay off as it posted year-on-year growth of 48%. The brand’s sales increased from 2.9 million units in 2018 to 4.3 million this year, something that has also pushed its market share up to 9.6%. According to Canalys, retailers and partners are relying more than ever on Xiaomi to substitute Huawei in light of its issues with the US government. Xiaomi’s early bet on 5G connectivity also appears to be paying off.