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Monthly Market Pulse - December 2015

Feb 11, 2016 |

Please find herewith the December edition of the Counterpoint Research Market Pulse covering the global sales in November 2015.


  • Sell through was strong in November driven by various holiday sales. US, Europe and China positive, Japan and Korea somewhat negative. However sell-in was stronger as channels prepare for December holiday and early January sales.
  • Apple’s performance remains healthy although the shine is starting to come off the iPhone 6s/Plus. Samsung is also holding share with notable strong performance in India. Samsung’s strategy of a huge product portfolio, broad distribution and aggressive marketing still works in India where its competitors are less experienced. This may not be sustainable long term as India matures and starts to behave more like China, where Samsung is struggling.
  • We provide a set of predictions for 2016. We see 2016 as a year where artificial intelligence matures sufficiently for next generation speech driven personal assistants begin to provide real utility to consumers. These will be needed to support applications in various areas such as the smart car, wearables and in the enterprise.
  • In smartphones, we expect the flexible displays to come out of the labs, but the winner won’t be the first to launch the technology but the first to figure out how best it can be used. We also expect advances in power supplies to feed in to the market – both through new battery chemistry but also super-fast charging technology.


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