Samsung Dethrones Nokia as Top Global Phone Brand After 14 Years
A Historic Shift in Mobile Market Dominance
For the first time in 14 years, Nokia will not finish the year as the world’s top cellphone manufacturer. According to IHS iSuppli’s latest analysis, Samsung is poised to claim the crown in 2012, marking a significant power shift in the mobile industry.
The Numbers Behind the Transition
- Samsung’s rise: Expected to capture 29% of global mobile shipments in 2012 (up from 24% in 2011)
- Nokia’s decline: Projected to drop to 24% market share (down from 30% in 2011)
- Apple’s position: Maintains third place with an estimated 10% market share
This represents a near-direct transfer of market dominance between the two industry giants.
The Smartphone Revolution Drives Change
The smartphone market has become the primary battleground, accounting for nearly half of all mobile shipments in 2012. Key factors in Samsung’s ascent:
- Android dominance: Samsung capitalized on Android’s 75% global market share (Q3 2012)
- Rapid growth: Smartphone shipments grew 35.5% in 2012 vs. just 1% for overall mobile devices
- Market penetration: Smartphones reached 47% of total mobile shipments (up from 35% in 2011)
Samsung’s Winning Strategy
IHS attributes Samsung’s success to its ‘fast follower’ approach:
- Diverse product portfolio: Devices across all price points
- Manufacturing agility: Rapid response to market trends
- Smartphone surge: Expected to capture 28% of smartphone shipments (up from 20% in 2011)
Nokia’s Challenging Transition
Nokia’s struggles stem from:
- Platform shift: Difficult transition from Symbian to Windows Phone
- Smartphone decline: Projected to fall to 5% smartphone share (from 16% in 2011)
- Feature phone reliance: While still shipping 76.6 million S40 devices in Q3 2012, this wasn’t enough to maintain leadership
Other Market Players Feel the Pressure
The report also highlights challenges for other manufacturers:
- HTC: Dropping to 5% smartphone share (from 9% in 2011)
- RIM (BlackBerry): Falling to 5% (from 11%) as it prepares for BlackBerry 10 launch
This market realignment underscores the intense competition and rapid evolution of the global mobile industry, with Samsung’s rise mirroring the broader Android ecosystem’s dominance.
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