Key Takeaways:

• Global Sell-in and Sell-through Increases: Sell-through Smartphone sell-in is 4% up sequentially while sell-through is 6% up. This shows some clean-up of inventory and pick-up in consumer sales. All markets, except for a handful of markets like Spain, grew in March compared to February. The coming months look better as 5G marketing hits the US and Korea. China’s economy is recovering, and we expect the government to stimulate the economy for Q2.

• Samsung Gains With Launch of New Flagships: Samsung gained in ultra-premium and premium price band with new launches. Meanwhile, as Apple enters its seasonal cycle, it aims to drive sales by reducing price of its flagship models, like iPhone XR, in countries like China. As Oppo eyes expansion in the European markets this year. Its focus on camera capabilities will be crucial to its success especially when competing with likes of Huawei. Xiaomi has inventory built-up due to less than expected performance of its Redmi Note 6. The brand is now expanding aggressively in offline market in India.

• Share of Ultra-Premium ($800+) Price Band Increases: Share of ultra-premium and premium price band increased due to strong initial uptake of Galaxy 10 series, especially S10 Plus. The market is expected to see some movement in these price bands due to upcoming Huawei P30 series, which is expected to do well. The $100-$199 price band did not see many new launches and remained driven by markets like Russia, India and Brazil.

Table of Contents:

• Key Takeaways
• Global Market Status
  • Market Sizing – Demand & Supply / Price band
  • Market Share – Vendor / Price band
• Major Country Landscape
  • US Market Landscape
  • China Market Landscape
  • India Market Landscape
• Trends in Features and Specs
  • Hardware trends and feature adoption rates
  • Average feature sets
  • Vendor market share by feature set
• Hit Model Analysis