Android has 70% market share in Q3

One of my favourite sources of mobile industry statistics is Tomi Ahonen’s blog Communities Dominate Brands. He has just released the Q3 numbers for smartphone sales and I will use them in this blog post to argue the importance of not choosing one platform for your mobile solutions. Thanks Tomi for your excellent summary!

As I stated in a previous blog posts you are shooting at a moving target when creating mobile solutions. The most popular platform today could be gone tomorrow and you need to be able to adjust to this and also you need to be able to support multiple platforms at the same time. This is, or at least should be, obvious to anyone working with mobile services but if the numbers tell a different story the problem may be pushed to deal with later. In Sweden the statistics from many of the companies I talk to show that 85-90% of the traffic comes from iPhone and therefore Android and other platforms can easily be ignored. As the sales and installed base numbers presented below indicates this is a bad strategy and even though these are global figures the Swedish market is bound to be impacted as well.

TEN BIGGEST SMARTPHONE MANUFACTURERS BY UNIT SALES IN Q3 2012

Rank . Maker . . . . . . Units . . . Market Share . Was in Q2 of 2012 . . OS supported (coming)
1 . . . . Samsung  . . . 56.2 M . . 32.8 % . . . . . .( 32.9 %) . . . . . . . . . Android, bada, Windows, (Tizen)
2 . . . . Apple . . . . . . 26.9 M . . 15.7 % . . . . . . ( 17.0 %) . . . . . . . . . iOS
3 . . . . Huawei . . . . . 16.0 M . . . 9.3 % . . . . . . (  4.6 %) . . . . . . . . . Android, (Tizen)
4 . . . . Sony . . . . . . .  8.8 M . . . 5.1 % . . . . . . (  4.9 %) . . . . . . . . . Android
5 . . . . ZTE . . . . . . . . 8.0 M . . . 4.7 % . . . . . . (   5.2 %) . . . . . . . . . Android, Windows
6 . . . . HTC . . . . . . . . 7.8 M . . . 4.6 % . . . . . . (   5.8 %) . . . . . . . . . Android, Windows
7 . . . . RIM . . . . . . . . 7.4 M . . . 4.3 % . . . . . . (   5.1 %) . . . . . . . . . Blackberry
8 . . . . LG . . . . . . . . . 7.2 M . . . 4.2 % . . . . . . (  4.2 %) . . . . . . . . . Android
9 . . . . Lenovo . . . . . . 7.0 M . . . 4.1 % . . . . . . (  3.9 %) . . . . . . . . . Android
10 . . . Nokia . . . . . . . 6.3 M . . . 3.7 % . . . . . . (   6.7 %) . . . . . . . . Symbian, Windows, MeeGo
Others . . . . . . . . . . . 19.8 M . . 11.6 % . . . . . . (  7.3 %) . . . . . . . . Android, Windows, others, (MeeGo), (Tizen)
TOTAL  . . . . . . . . . 171.4 M
Source: TomiAhonen Consulting Estimates November 14, 2012 from vendor data and other sources

BIGGEST SMARTPHONE OPERATING SYSTEMS BY UNIT SALES IN Q3 2012

Rank . OS Platform . . . . Units . . . . Market share . Was Q2 2012 . . Manufacturers in Top 10
1 . . . . Android . . . . . . . 121.2 M . .  70.7 % . . . . . ( 66.9 %) . . . . . Samsung, Huawei, Sony, ZTE, HTC, LG, Lenovo
2 . . . . iOS  . . . . . . . . . . 26.9 M . .  15.7 % . . . . . ( 17.0 %)  . . . . . Apple
3 . . . . Blackberry . . . . . . 7.4 M . . .. 4.3 % . . . . . (  5.1 %) . . . . . . RIM
4 . . . . bada  . . . . . . . . . . 5.2 M . . .. 3.0 % . . . . . (  2.7 %) . . . . . . Samsung
5 . . . . Symbian  . . . . . . . 3.4 M . . .. 2.0 % . . . . . (  3.3 %) . . . . . . Nokia
6 . . . . Windows Phone . . 3.3 M . . .. 1.9 % . . . . . (   3.0 %) . . . . . . Samsung, HTC, Nokia
others . . . . . . . . . . . . . .  4.0 M . . .. 2.3 % . . . . . (   1.1 %)
TOTAL . . . . . . . . . . . . 171.4 M
Source: TomiAhonen Consulting Estimates November 14, 2012 from vendor data and other sources

INSTALLED BASE OF SMARTPHONES BY OPERATING SYSTEM AS OF Q3 2012

Rank . OS Platform . . . . Units . . . Market share  Was Q2 2012  . Main Manufacturers of current base
1 . . . . Android . . . . . . . 559 M . . . 48 % . . . . . . ( 41 %) . . . . . . Samsung, HTC, Huawei, Sony, Motorola, ZTE, LG, SonyEricsson, Lenovo
2 . . . . iOS  . . . . . . . . . 217 M . . . 19 % . . . . . . ( 19 %) . . . . . . Apple
3 . . . . Symbian . . . . . . 213 M . . . 18 % . . . . . . ( 25 %) . . . . . . Nokia, Sharp, Panasonic, Fujitsu, Samsung, SonyEricsson
4 . . . . Blackberry  . . . . 109 M . . . . 9 % . . . . . . ( 10 %) . . . . . . RIM
5 . . . . bada . . . . . . . . . . 24 M . . .  2 % . . . . . . (   2 %) . . . . . . Samsung
6 . . . . Windows Phone . . 17 M . . . 1 % . . . . . . (   1 %) . . . . . . Nokia, HTC, Samsung, ZTE
7 . . . . Windows Mobile . . 10 M  . .  1 % . . . . . . (   1 %) . . . . . . HTC, Samsung, LG, SonyEricsson, Palm, Motorola
Others . . . . . . . . . . . . . . 17 M . . .  1 % . . . . . . (   2 %)
TOTAL Installed Base . 1,166 M smartphones in use at end of Q3 2012
Source: TomiAhonen Consulting Estimates November 14, 2012 from vendor data and other sources

If we compare these numbers to what it looked like Q3 two years ago we can see a dramatic change and this shows how quickly a service targeting a specific platform can be almost obsolete. The installed base is for obvious reasons lagging a bit compared to the sales numbers but the replacement cycles of smartphones is decreasing every year so the trends in sales numbers is a good indication of what the installed base will look like in a near feature.

SIX BIGGEST SMARTPHONE MANUFACTURERS BY UNIT SALES IN Q3 2010

1.  Nokia, Finland, 26.5 milllion for 33.1%
2.. Apple, USA, 14.1 million for 17.6%
3.  RIM, Canada, 12.4 million for 15.5%
4.  Samsung, South Korea, 7.9 million for 9.8%
5.  HTC, Taiwan, 6.8 million for 8.5%
6.  Motorola, USA, 3.8 million for 4.8%
Others about 35 manufacturers 8.5 million for 10.6%

TOTAL  80.0 million smartphones sold in Q3, 2010

Source: TomiAhonen Consulting

BIGGEST SMARTPHONE OPERATING SYSTEMS BY UNIT SALES IN Q3 2010

Symbian (Nokia) 29.0 million for 36%
Android (Google) 20.0 million for 25%
iOS (Apple) 14.1 million for 18%
Blackberry OS (RIM) 12.4 million for 16%
Windows Mobile (Microsoft) 2.4 million for 3%
Bada (Samsung) 1.3 million for 2%
Others 0.8 million for 1%

Total 80 million

Source: TomiAhonen Consulting

The numbers tells the story so plan for change!

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