Our starting point is wanting to help our clients make better strategic and operational decisions.

Monthly Market Pulse - February 2020

Apr 2, 2020 | Author : Hanish Bhatia

Key Takeaways:

Global handset sell-in and sell-through declined

  • Annual sell-through dropped 18% for handsets and 14% for smartphones. Handset sell-in shipments dropped slightly more as COVID-19 spread rapidly.
  • Most of the drop in February was caused by China and Italy. Most other countries were still showing steady demand.
  • There are observations that production from China showed a sharp decline, but this was also due to the Chinese New Year which was expected.
  • Sell-in shipments were 108 million units for handsets during February showing a 22% drop compared to last year.

Apple and Huawei register deeper declines, but Samsung less

  • Apple sell-through dropped 30% MoM and 7% YoY in February. This was mostly attributed to the seasonality in the Western markets and COVID-19 impact in China.
  • Samsung smartphone sell-through declined MoM and YoY by 3% only. There was a slight impact of COVID-19 on Samsung mobile production in February as it has strong manufacturing ecosystem outside China; in Vietnam and India.
  • Among Chinese brands, Huawei registered the steepest MoM and YoY declines – 27% and 28%, respectively.

Samsung gains in premium and ultra-premium segment, as Apple declines

  • In the ultra-premium price band, Samsung gained slightly as Apple’s performance remained weak in China and the US. Overall, seasonality and COVID-19 impact in China led to a downturn.
  • Samsung gained marginally in the premium price band ($600-$799) with the dip in Apple sell-through. iPhone 11 continues to account for ~60% volumes in this price band.

Table of Contents:

  • Key Takeaways
  • Global Mobile Handset Market Analysis
  • Country-Level Smartphone Market Analysis
  • Global Hardware Feature Analysis
  • Global Hit Model Analysis

Author: Hanish Bhatia
Number of Pages: 39
Published Date: April 2020


Enter Captcha Code


Your access to our Basic reports is currently under review. It might take up to 24 hours. You already have access to sample reports.
If there is a specific report you want to access earlier please send an email to