Bloodbath Year Four, Smartphones Galore - Q3 Results, all market shares

So we now have the numbers about as good as we can hope to get. All four major analyst houses have given their counts of the total market size, and all 4 agree we've passed the quarter billion sales level per quarter this quarter, so yes, the average we are working from is 254.3 million new smartphones sold worldwide in Q3 of 2013 and this year is very well on track to pass 1 Billion total new smartphones sold. The global migratoin rate is 55% and the global smartphone average price in Q3 according to IDC was 317 US dollars. So its now a 300 Billion industry by annual revenues in 2013, not total handsets, just the smartphones part.. Bigger than Hollywood, bigger than Gaming, bigger than Music, bigger than Radio. In fact bigger than all four of those, combined. About the size of the global PC industry by revenues (far more by annual unit sales obviously). Nice biz eh? Lets do some numbers!

BIGGEST SMARTPHONE MANUFACTURERS BY UNIT SALES IN Q3 2013

Rank . . Manufacturer . Units . . . Market Share . Was Q2 2013 . . OS systems supported (coming)[ending]
1 (1) . . Samsung . . . . 84.1 M . . 33.1% . . . . . . . ( 31.9% ) . . . . . . Android, bada, Windows (Tizen)
2 (2) . . Apple  . . . . . .  33.8 M . . 13.3% . . . . . . . ( 13.4% ) . . . . . . iOS
3 (5) . . Huawei  . . . . .  13.4 M . . . 5.3% . . . . . . . (   4.9% ) . . . . . . Android (Tizen)
4 (4) . . Lenovo  . . . . .  12.3 M . . . 4.8% . . . . . . . (   4.9% ) . . . . . . Android (Tizen)
5 (3) . . LG  . . . . . . . .  12.0 M . . . 4.7% . . . . . . . (   5.2% ) . . . . . . Android
6 (6) . . ZTE  . . . . . . . . 11.6 M . . . 4.5% . . . . . . . (   4.6% ) . . . . . . Android, Windows (Firefox)
7 (7) . . Sony . . . . . . . .10.3 M . . . 4.0% . . . . . . . (   3.8% ) . . . . . . Android
8 (8) . . Coolpad/Yulong . 9.1 M . . . 3.6% . . . . . . . (   3.6% ) . . . . . . Android
9 (9) . . Nokia . . . . . . . .  8.8 M . . . 3.5% . . . . . . . (   3.2% ) . . . . . . Windows, [Symbian]
10 (10) . HTC . . . . . . . .  6.3 M . . . 2.5% . . . . . . . (   3.1% ) . . . . . . Android, Windows
Others . . . . . . . . . . . .  52.6 M
TOTAL . . . . . . . . . . .  254.3 M
Source: TomiAhonen Consulting Analysis 15 Nov 2013, based on manufacturer and industry data
This table may be freely shared

Yes, this quarter it happened. Yet another death in the Bloodbath of smartphones. We've seen past giants like Palm, Motorola, Ericsson die and now goes the biggest. Nokia the inventor of the smartphone who at the start of our Bloodbath series towered over all rivals, will be sold to Microsoft. There the Nokia/Lumia unit will live for some years, struggling to find business, until some day Microsoft decides its too expensive to fight for a tiny slice when they see Windows Phone can never become something like say Xbox, and will pull the plug. Nokia/Lumia at Microsoft will go the way of the Zune, the way of the Kin. But yes. Another death in the Bloodbath. 

Meanwhile on the charts? Nothing much new really to report. There is that dogfight for third place, jostling between Huawei, Lenovo, ZTE and LG. Sony was in that fight but seems to have fallen a bit behind. Coolpad ie Yulong was no flash in the pan, it is solidifying its 8th ranking. Blackberry is still solidly out of the Top 10. Sammy rules on the top = all hail Samsung the king. And as I wrote separately already, we've now seen 'peak iPhone' in smartphone market share. Apple is very unlikely to achieve annual level growth in its smartphone market share this year, 2013, for the first time ever. That is why they launched the parallel discount models in bright colors, the iPhone 5C. But those are still priced too high to save Apple's growth trend in market share. Yes, Apple will obviously produce another record Christmas Quarter but growing only in units (and yes, revenues and profits) but its market share is now in decline. Unless they lower the 5C model range prices, that decline will continue..

BIGGEST SMARTPHONE OPERATING SYSTEMS BY UNIT SALES IN Q3 2013

Rank . OS Platform . . . . Units . . . . Market share . Was Q2 2013 . . Manufacturers in Top 10
1 (1) . . Android . . . . . . . 204.3 M . .  80.3 % . . . . . ( 79.0 %) . . . . . Samsung, LG Huawei, ZTE, Lenovo, Sony, Yulong/Coolpad, HTC
2 (2) . . iOS  . . . . . . . . . . 33.8 M . .  13.3 % . . . . . ( 13.4 %)  . . . . . Apple
3 (3) . . Windows Phone . . 9.3 M . . .  3.6 % . . . . . (  3.9 %) . . . . . . Samsung, Nokia
4 (4) . . Blackberry . . . . . . 5.9 M . . .  2.3 % . . . . . (  2.9 %) . . . . . . (None)
others . . . . . . . . . . . . . . . 1.0 M . . .  0.4 % . . . . . (   0.6 %)
TOTAL . . . . . . . . . . . .  253.4 M
Source: TomiAhonen Consulting Analysis 15 Nov 2013, based on manufacturer and industry data
This table may be freely shared

This race is over. Android has now passed 80% of new sales and the only meaningful rival is iOS at 13%. Yes, Windows Phone is now 'the third ecosystem' by new sales (not anywhere near that by installed base) but at 4% market share that is a hollow victory indeed. At least Blackberry is so troubled, it is no rival and Samsung's Tizen keeps teasing us but still nothing to see. Hey, Sailfish gets its sales now before Christmas as Jolla starts its entry into the smartphone wars. First Jolla smartphones will be selling at least in Finland, hopefully also very soon in China..


INSTALLED BASE OF SMARTPHONES BY OPERATING SYSTEM AS OF 30 JUNE 2013

Rank . OS Platform . . . . Units . . . Market share  Was Q2 2013  . Main Manufacturers of current base
1 . . . . Android . . . . . . . 959 M . . . 64 % . . . . . . ( 58 %) . . . . . . Samsung, Huawei, Sony, ZTE, LG, Lenovo, SonyEricsson, Coolpad 
2 . . . . iOS  . . . . . . . . . 308 M . . . 20 % . . . . . . ( 20 %) . . . . . . Apple
3 . . . . Symbian . . . . . .   97 M . . .  6 % . . . . . . (   8 %) . . . . . . Nokia, Sharp, Panasonic, Fujitsu
4 . . . . Blackberry  . . . . .  62 M . . . 4 % . . . . . . (   5 %) . . . . . . RIM
5 . . . . Windows Phone . . 40 M . . . 3% . . . . . . . (   2 %) . . . . . . Nokia, Samsung, HTC
6 . . . . bada . . . . . . . . . . 20 M . . .  1 % . . . . . . (   2 %) . . . . . . Samsung
Others . . . . . . . . . . . . . . 16 M . . .  1 % . . . . . . (   1 %)
TOTAL Installed Base . 1,504 M smartphones in use at end of Q3, 2013
Source: TomiAhonen Consulting Analysis 15 Nov 2013, based on manufacturer and industry data
This table may be freely shared

So congrats Android. When you add tablets, Android active user base is over one billion already. By end of the year we will have more than 1 Billion smartphone users alone on Android, and globally, more Android users than all forms of Windows, including desktops, laptops, netbooks, tablets and smartphones... wow. I did tell you last year, that Android has won the war, but still, who would have thunk it. In our lifetimes we were to see the king Microsoft toppled. Well, if Nokia could die the Microsoft death, why not Microsoft itself?

Thats your market picture now at the end of Q3 of 2013.

Comments

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