Nokia the fifth smartphone brand in Europe in Q2 2019 - Canalys

  • Nokia the fifth smartphone brand in Europe in Q2 2019 - Canalys

Nokia the fifth smartphone brand in Europe in Q2 2019 - Canalys

Samsung hit 40 percent market share, a 20 percent increase from the same time past year. Meanwhile, Apple lost 17 percent of its market share and had 14 percent of the market.

Apple and Huawei saw their European smartphone market shares tank in Q2 after Samsung took its stake to above 40 per cent, according to Canalys.

In all, Canalys' figures suggest that Apple shipped 6.4 million iPhones to Europe in the quarter. The total shipments remained flat at 45.1 million units as against the 45.2 million units in Q2 2018. It has brought a blitz of competitive new devices to market, focusing on its A series, which accounted for over 12 million units.

The top five shipped smartphones were the Samsung Galaxy A50 (3.2 million), the Galaxy A40 (2.2 million), The Xiaomi Redmi Note 7 (two million), the Galaxy A20e (1.9 million), and the iPhone XR (1.8 million).

"Samsung obviously had enough of losing share in Europe", said Canalys Senior Analyst Ben Stanton.

IHS only sees Oppo's position strengthening over the coming year, thanks to its partnering with European carriers during the rollout of 5G networks: "Even without significant market share in many of European markets, OPPO is demonstrating its value to European carriers and is setting itself up for more growth this year". But its success is not exclusively due to product strategy.

The European smartphone market is incredibly fast-moving - brand loyalty isn't high, especially with users of lower-end devices.

Canalys said that Samsung has moved fast to take advantage of Huawei's woes as the vendor continues to be restricted by the USA government. It is not necessarily in the interests of the channel for Samsung to get stronger. For this reason, distributors, retailers and mobile operators are actively seeking alternative brands to fill the gap and reduce their dependence on Samsung. "It has also benefited from its early foray into 5G, which is helping foster new operator partnerships while the range of available 5G smartphones is limited".