Apple and Samsung capture 80% value share but Xiaomi, OnePlus, Oppo Gaining
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Boston — (BUSINESS WIRE)– In Western Europe, the most hotly contested battle is just behind third place Huawei which continued to see its share decline due to the ban on Google mobile services globally. Xiaomi, and OnePlus are close behind in the chasing pack and positioning for both volume and value share gains with ramped up marketing and promotion and expanded portfolios.
“Xiaomi has had success in several W. European markets and notably is seeing strong demand for its Redmi Note 8 and Redmi 8 models,” says Boris Metodiev, Strategy Analytics Associate Director.
Meanwhile, OnePlus with recent growth in Norway, Switzerland, and Netherlands is a rising star, Metodiev says.
“Oppo is currently at modest volume and value share but its recent ranging success with Vodafone will make a huge difference moving forward.”
“As Europe begins to emerge from the COVID-19 ground stop and with 5G volumes waiting in the wings for 2021, the market will become much more competitive,” adds Neil Mawston of Strategy Analytics.
“Legacy brands Motorola, LG and even Sony from the 2010s will continue to struggle as they try to balance a desire for premium tier presence with the reality that their brands have questionable ability to support this aspiration anymore.
“In a commodity market the two key battlegrounds will be marketing and price,” predicts Mawston. “These brands lack the scale globally to compete on price (for long) and their marketing cost per unit needed to even make a ripple in the smartphone pond will be huge. Creative marketing to segments of the market that are open to the brand and willing to switch from the big two is needed.”
For more information, visit us at strategyanalytics.com.
Contacts
Boris Metodiev, bmetodiev@strategyanalytics.com
Neil Mawston nmawston@strategyanalytics.com
David Kerr, dkerr@strategyanalytics.com
