Revised mobile phone global market shares for 2009 after we add counterfeit phones number

Nokia announced Friday that it is revising its measurement of its market share in mobile phones, based on better insight into the size of "counterfeit and unlicensed" production of mobile phones. Nokia's total market size measurement tells the story loud and clear - with the old way of measuring, 2009 produced total sales of 1.14 Billion mobile phones. But adding the unlicensed and counterfeit phones, the market size becomes 1.26 Billion. Yes, 120 million or almost 10% of all phones sold worldwide are counterfeits or unlicensed production. And Nokia is hit particularly hard, its top line models are regularly counterfeited here in Asia. I've seen for example several 'pirate' versions of the Nokia E90 Communicator which claim very loudly to be 'Nokia' and 'E90 Communicator' but are even on superficial outwardly appearance not the right model..

 

Nokia is not alone hurt by this. Apple iPhone was cloned and counterfeited right from the start and many Blackberry models are also regular victims of counterfeiting.  Still, 120 million unlicensed and counterfeit phones sold per year. Thats roughly speaking of similar magnitude as all mobile phones sold in France, UK, Italy and Spain, combined, per year; or nearly as many as sold annually in the the USA. A big part of the industry indeed.

 

But for all of our readers who are into their mobile statistics, this is reason to recalibrate our stats and revise the end-of-year market shares for 2009. As 10% more phones were sold, it means that the actual market shares of the major phone makers need to be revised (down). So here is the new market share measurement, courtesy of TomiAhonen Consulting (based on numbers in the TomiAhonen Almanac 2010, which did not include the counterfeit and unlicensed phones, obviously)

 

Top 10 largest mobile phone manufacturers in order of market share size

 

Nokia . . . . . . . . . . . . . . . . . 432 M . . . . . 34.2%

Samsung . . . . . . . . . . . . . . 227 M . . . . . 18.0%

LG . . . .. . . . . . . . . . . . . . . . 117 M . . . . .    9.3%

SonyEricsson . . . . . . . . . . .  57 M . . . . .    4.5%

Motorola  . . . . . . . . . . . . . . .  55 M . . . . .    4.4%

ZTE . . . . . . . . . . . . . . . . . . . .  50 M . . . . .   4.0%

Kyocera . . . . . . . . . . . . . . . .  45 M . . . . .   3.4%

RIM . . . . . . . . . . . . . . . . . . . .  35 M . . . . . .  2.8%

Sharp . . . . . . . . . . . . . . . . . .   29 M . . . . . .  2.3%

Apple . . . . . . . . . . . . . . . . . .   25 M . . . . . .  2.0%

Others . . . . . . . . . . . . . . . . . .  68 M . . . . . . . 5.0%

Counterfeit & unlicenced . . 120 M . . . . . .  10%

TOTAL . . . . . . . . . . . . . . . . .1,260 M (=1.26B)

From now on we will be using this measurement so don't be alarmed if in the next quarter, Nokia's market share is 34% or Samsung's 18% or LG's 9% etc - that is not a decline in market share, it only reflects these better numbers we now have. I will also indicate when there is 'real' change in market share if and when that happens.

Comments

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The fact that there are 120 million counterfeit phones sold should probably tell the mfg.'s that their product prices are too high. Perhaps someone could put some numbers together as to how many of those counterfeit phones crapped out or were physically damaged to a point of uselessness. I think counterfeits generally don't last as long as genuine brands.

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