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Monthly Market Pulse - September 2014

Oct 16, 2014 |


The Market: In September handset sell-through picked up as it was back to school season in the US and European markets. China and Korea also rebounded. Sell-in has increased faster though to accommodate to the upcoming holiday seasons.

Smartphones increased to 71% of the market in September, proliferation continues as the low end of the market becomes more affordable. Android share in the smartphone category accounted for 84% of the smartphone market, while the iOS share was 13%

Vendors: Apple’s share increased with new products. Samsung also managed to rebound. Huawei, Lenovo and ZTE continued to gain share as they do not compete directly with Apple. Sony, and HTC lost share as the premium market is owned by Apple.

Transfer Price-band analysis: The share of sales in the $400+ price band expanded as the new iPhone became available. The sub $100 is still growing, which means the mid tier is being squeezed. In September 60% of global Android devices were under $200.

Hardware Features: Handset features have shifted more toward larger than 5 inch displays, which comprised 52% of all smartphones sold in September. It more than doubled its share from 23% in January. Quad-core is also becoming a common feature with 49% penetration in smartphones. LTE continues to grow and represented 43% of all smartphones sold in September.


Table of Contents

  • Key Tekeaways
  • Monthly Research Topics
    • survival of Fittest
  • The Market
    • Market Sizing - Demand and Supply
    • O/S landscape
    • Market by Price band 
  • Competitive Landscape
    • Country Analysis: US/China/Korea/Japan
    • Market share by Price band
    • Vendor Analysis: revenue structures
  • Features and Specs
    • Hardware trends and feature adoption rates
    • Average feature sets
    • Vendor market share by feature set 
  • Hit model lists for major vendors, globally



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