World Smartphones Industry

  • February 2015
  • -
  • Global Industry Analysts
  • -
  • 418 pages

This report analyzes the worldwide markets for Smartphones in Thousand Units by the following Operating Systems: Symbian, Android, iOS, Blackberry, Windows, and Others. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East & Africa, and Latin America. Annual estimates and forecasts are provided for the period 2013 through 2020. Also, a seven-year historic analysis is provided for these markets. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs. The report profiles 80 companies including many key and niche players such as -

Apple Inc.
Blackberry
Fujitsu Limited
Google Inc.
HTC Corporation

Table Of Contents

World Smartphones Industry



I. INTRODUCTION, METHODOLOGY and PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation and Reporting Level I-2
Quantitative Techniques and Analytics I-3
Product Definitions and Scope of Study I-3


II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
Mobile Communications Industry: A Prelude II-1
Table 1: Global Mobile Telecommunications Sector (2014):
Number of Mobile Cellular Subscriptions and Active Mobile
Broadband Subscriptions for the Americas, Europe, CIS
Countries, Asia-Pacific, the Middle East, and Africa
(includes corresponding Graph/Chart) II-2

Table 2: Global Subscriptions (in Millions) for Total Mobile,
Smartphone, Mobile PC/Tablet/Mobile Router, Mobile Broadband,
Mobile GSM/EDGE, Mobile WCDMA/HSPA, and Mobile LTE: 2014E and
2020P (includes corresponding Graph/Chart) II-3
Key Milestones in the Telecom Industry II-4
Smartphones: Communicating the ‘Smart Way' II-4
‘Versatility': The Hallmark of Smartphones II-6
Smartphone Penetration: Foundation for Market Growth II-6
Table 3: Smartphone Penetration Worldwide (as a Percentage of
Total Population) for Major Countries: 2014E (includes
corresponding Graph/Chart) II-7

Table 4: Smartphone Penetration Rate (%) for Select Countries
Worldwide as a Percentage of Mobile Phone Users: 2014
(includes corresponding Graph/Chart) II-8
The Ubiquity of Smartphones in a Nutshell II-9
Table 5: Most Performed Activity Using Smartphones: 2014
(includes corresponding Graph/Chart) II-9
Recession in Retrospect and the Road Ahead II-10
Global Outlook II-11
Developing Countries Continue to Turbo Charge Growth in the
Market II-12
Table 6: Middle-Class Consumer Spending Across Developed and
Developing Regions (2013 and 2030F): Percentage Breakdown by
Region (includes corresponding Graph/Chart) II-13

Table 7: Percentage Share Breakdown of Global Mobile
Subscriptions by Region: January 2014 (includes corresponding
Graph/Chart) II-13

Table 8: Global Mobile Subscriptions (January 2014):
Percentage Breakdown by Country (includes corresponding
Graph/Chart) II-14

Table 9: Top 10 Countries with Active Mobile Subscriptions
(in Millions): January 2014 (includes corresponding
Graph/Chart) II-14
China: The World's Largest Smartphones Market II-15
India: The Fastest Growing Smartphone Market in the World II-15
Table 10: Global Smartphones Market - Major Countries Ranked
by CAGR for 2014-2020: US, Canada, Japan, France, Germany,
Italy, UK, Russia, China, India, and Brazil (includes
corresponding Graph/Chart) II-16
Focus on Developed Nations Also Increasingly Important II-16

2. COMPETITION II-18
Smartphones Marketplace: Extremely Competitive II-18
Table 11: Leading Players in the Global Smartphones Market
(2014E): Percentage Share Breakdown of Smartphone Shipments
for Apple, Coolpad, HTC, Huawei, Lenovo, LG, Motorola,
Samsung, Sony, Xiaomi, ZTE, and Others (includes
corresponding Graph/Chart) II-19
Samsung Emerges as the Market Leader Followed by Apple Leaving
Blackberry Way Behind II-19
Apple Continues to Wield Immense Influence in the High End
Segment II-20
What Made Apple's iPhone Click! II-20
The Rise and Fall of Blackberry II-21
Nokia Fades into History II-21
Samsung and Apple Face Increasing Competition from Chinese Brands II-22
Xiaomi Makes a Disruptive Entry into the Top Five Leadership
Group II-23
Onus on Apple and Samsung to Adapt to Transforming Market Dynamics II-23
Amazon's Fire Fails to Burn II-24
Competition: Noteworthy Trends II-24
Polarization: An Undeniable Reality II-24
Low Entry Barriers Support Disruptive Developments II-25
Major Web Companies Set to Spearhead Next Disruption II-25
Form Factor Emerges a Key Product Differentiator in an
Increasingly Homogenous Market II-25
Critical Value of Intellectual Property (IP) Rise in Prominence II-26
Wearable Technology: An Emerging Instrument to Ensure
Customer Loyalty II-26
Rising Competition among Chipset Players Drive down
Manufacturing Costs II-26
Chipset Manufactures in the West Eye Lucrative Chinese
Smartphone OEMs II-27
Personalization to Define Competitiveness II-27
Vendors Need to Prove Worth against the Wave of Android and
iOS Devices II-29
Value-Added Services: A Must to Beat Competition II-30
Vendors Offer Differentiation through Software and Service II-30
Software Centric Vendors Gain Prominence II-30
Smartphone Vendors Wake Up to the Potential of Open Source
Software II-31
Integration of USB Flash Drives in Smartphones to Benefit
Manufacturers II-31
Pricing Variables Coming Down II-32
Replacement Sales Will be Key II-32
Distribution Mechanism Widens for Mobile Devices II-32
Pricing Pressures and Competitive Challenges II-33
Smartphone Vendors Must Work Hard to Keep Operators Loyal! II-33
Mobile Network Operator Subsidy Models to Undergo Further
Transformation II-33
The Changing Landscape of Smartphone OS Market II-34
Apps Support Eco-System: The Focal Driver for Success of
Smartphone Platform II-34
Android OS Emerges as the Clear Market Leader II-35
Samsung Leads the Android Ecosystem in the Near Term II-36
Android One Standard Sets the Stage for Lower Priced Android
Smartphones II-36
Microsoft's Windows Strategy II-36
Symbian Platform Fades into Oblivion II-37
Firefox OS Powered Mobile Devices Makes an Entry II-38
Firefox OS Paves the Way for Inexpensive Smartphones II-38

3. MARKET TRENDS, ISSUES and DRIVERS II-39
Surging Mobile Data Traffic Sets the Perfect Platform for
Market Growth II-39
Table 12: Monthly Mobile Data Traffic (in MB) for
Smartphones, Mobile PCs and Tablets: 2014E and 2020P (includes
corresponding Graph/Chart) II-40
Video to Contribute Significantly to Mobile Data Traffic
Volumes on Smartphones II-40
Table 13: Global Mobile Data Traffic by Application Segment
(2014E and 2020P): Percentage Breakdown of Contribution by
Audio, File Sharing, Other Encrypted Applications, Social
Networking, Software Downloads and Updates, Video, Web
Browsing, and Other Applications (includes corresponding
Graph/Chart) II-41
Expanding Internet User Base Generate Huge Market Opportunities II-42
Opportunity Indicators: II-42
Table 14: Number of Users Worldwide (in Billions) for
Internet, Social Networks, and Mobile Devices: 2014E
(includes corresponding Graph/Chart) II-42

Table 15: Internet Users Worldwide by Geographic Region
(2013): Percentage Share Breakdown for Asia-Pacific, Europe,
North America, Latin America, Africa, and Middle East
(includes corresponding Graph/Chart) II-43

Table 16: Internet Penetration Rates (%) Worldwide by
Geographic Region: 2014E (includes corresponding
Graph/Chart) II-43

Table 17: Top Ten Internet Countries Worldwide (2014E):
Ranked on the Basis of Number of Internet Users in Millions
(includes corresponding Graph/Chart) II-44

Table 18: Internet Penetration Rate Worldwide (%) by Gender:
2013 (includes corresponding Graph/Chart) II-44
‘Social Networking on the Move' Drives Market Expansion II-44
Table 19: Mobile Social Networking Market Worldwide (2014E):
Percentage of Mobile Subscribers Accessing Mobile Web in
Major Countries (includes corresponding Graph/Chart) II-45

Table 20: Mobile Social Media Apps Market Worldwide (2014E):
Percentage of Mobile Users Accessing Social Media Apps in
Major Countries (includes corresponding Graph/Chart) II-46
Global Mobile Subscriber Base: An Important Opportunity
Indicator II-46
Table 21: Mobile Subscriptions Worldwide (2014E): Percentage
Breakdown by Country (includes corresponding Graph/Chart) II-47

Table 22: Top 10 Countries Worldwide with Active Mobile
Subscriptions (in Millions): 2014E (includes corresponding
Graph/Chart) II-48

Table 23: Mobile Penetration Rate (%) Worldwide by
Geographic Region: 2014E (includes corresponding
Graph/Chart) II-48

Table 24: Mobile Penetration (as a Percentage of Total
Population) for Major Countries Worldwide: 2014E (includes
corresponding Graph/Chart) II-49
Transition from 3G to 4G to Drive Replacement Demand for
Smartphones II-49
Table 25: Global Mobile Broadband (3G and 4G) Market (2009 and
2014): Percentage Share Breakdown of Number of Subscriptions
by Technology (includes corresponding Graph/Chart) II-50
Smartphones as Entertainment Devices Heralds the Advent of ‘
Phablets' II-51
Apple Warms up to the ‘Phablet' Phenomena II-51
Multi-SIM Smartphones Offer Significant Growth Opportunities II-51
High-End Smartphone Segment Shrinks While the Budget Phone
Segment Takes Off II-52
Table 26: Global Smartphones Market (2012 and 2013): Percentage
Share Breakdown of Sales by Price Range (includes
corresponding Graph/Chart) II-52

Table 27: Global Smartphones Market (2012 and 2013): Percentage
Share Breakdown of Sales by Price Range and Vendor (includes
corresponding Graph/Chart) II-53
Smartphones to Cannibalize Feature Phones Market in the Long Run II-53
Table 28: Global Mobile Phones Market: Percentages Share
Breakdown of Shipments by Feature Phones and Smartphones:
2010-2017P (includes corresponding Graph/Chart) II-55
Innovative Mobile Apps Drive Growth in the Smartphone Market II-55
Table 29: Global Mobile App Market (2014 and 2018): Percentage
Share Breakdown of Revenues by App Category (includes
corresponding Graph/Chart) II-56
Smartphones: A Key Enabler of M-Commerce II-58
Select Innovative Mobile Apps for M-Commerce: Name and Brief
Description II-59
Smartphone Security: The Need of the Hour II-60
Android Based Smartphones More Prone to Security Breaches? II-60
Holistic Solution: The Way to Go II-61
Enabling Smartphone Security: Best Practices to Follow II-61
Enterprise Mobility Drives Demand for Smartphones II-62
Wireless Gaming Offers Opportunities on a Platter II-63
Smartphones Generate New Advertising and Marketing Opportunities II-63
Carriers to Promote Smartphones for Higher ARPU II-63
GPS Becomes a Key Function in Smartphones II-64
E-Marketing Channels Emerge Into a Major Retailing Avenue II-64
Favorable Demographic Trends Strengthens Market Prospects II-65
Table 30: Gender-wise Breakup of Internet Usage among
Smartphone Users: 2013 (includes corresponding Graph/Chart) II-66

Table 31: Age-wise Breakup of Internet Usage among Smartphone
Users: 2013 (includes corresponding Graph/Chart) II-67

Table 32: Area-wise Breakup of Internet Usage among
Smartphone Users: 2013 (includes corresponding Graph/Chart) II-68

4. SMARTPHONE INNOVATIONS and ADVANCEMENTS II-69
Smartphones Evolve as Focal Point for Several Interconnected
Devices II-70
Smartphones as Remote Control for Machine-to Machine
Communications II-70
Google's Modular Phone Concept Paves the Way for Custom
Smartphones II-71
Apple's Fall-Resistant Smartphone Technology II-71
Fuel Cells in Smartphones Eliminate Limitations of Li-ion
Batteries II-72
Photovoltaic Screens to Extend Battery Life in Smartphones II-72
Graphene in Smartphone Increases Device Flexibility II-72
Voice and Gesture Recognition Takes User Interactivity to the
Next Level II-73
Cost-Effective Augmented Reality to Become a Standard
Smartphone Feature II-73
Biometrics for Enhancing Security and Personalization of
Smartphones II-74
Nano-Coatings for Device Protection II-74
Wireless Charging for Future Smartphones II-75
Wearable Accessories Revolutionize the Smartphone Ecosystem II-75
Near Field Communication (NFC) for Easy Device Pairing II-76
Pico-Projectors in Smartphones Enhance the Entertainment Quotient II-76
Smartphone Camera Resolutions: The Saga Continues II-76
Enhancing Zoom and Low-Light Photography Capabilities: Next
Focus Areas II-77
High Resolution Front-Facing Cameras for Selfies and Groupfies II-77
Twisting Cameras Eliminate Drawbacks of Front Facing Cameras II-78
High Definition Displays in Smartphones Scale New Heights II-78
3D Display Screens Aid Product Differentiation II-78
Smartphone Market Ripe for Stereoscopic 3D Display Technologies II-79
Table 33: World Market for Stereoscopic 3D Screens (2018P):
Percentage Share Breakdown of Volume Shipments by End-Use
Application (includes corresponding Graph/Chart) II-79
Future Smartphone Innovations to be More Adaptable to User
Environment II-80

5. PRODUCT OVERVIEW II-81
Smartphones II-81
Types of Smartphones II-81
Low-End Smartphones II-81
High-End Smartphones II-81
Operating Systems II-81

6. PRODUCT INNOVATIONS/INTRODUCTIONS II-83
HTC to Introduce HTC One M9 Smartphone II-83
Japanese Carrier Designs Infobar Smartphone II-83
Samsung to Introduce New Range of Galaxy Series Smartphones II-83
LG to Introduce Curved G Flex 2 Smartphone II-83
Microsoft Research Unveils AutoCharge Wireless Charging II-83
Microsoft to Introduce Windows 10 Powered Smartphone II-83
Samsung Introduces Galaxy A7 Smartphone in China and Russia II-83
Infinix Launches Infinix Hot X507 Android Smartphone II-84
HTC Introduces Desire 620G and 620 Smartphones II-84
Qualcomm Introduces Snapdragon 810 SoC Chipset for Tablets and
Smartphones II-84
BlackBerry Rolls Out BlackBerry® Passport in White and Red Colors II-84
Microsoft Unveils Lumia 535 Dual SIM and Lumia 535 Smartphones II-84
O+ Unveils 360 Series Smartphones II-84
LG Rolls Out LG G2 Lite and L Prime Smartphones in Brazil II-84
LAVA Unveils Long Endurance Iris Fuel Series Smartphones II-84
Samsung Introduces Galaxy A Series Smartphones with A3 and A5
Models II-84
Oppo Launches Oppo R5 Smartphone II-85
Lenovo Rolls Out Lenovo S856 and A606 Series Smartphones II-85
ZTE Launches ZTE STAR 1 Smartphone in Malaysia II-85
Samsung Expands Galaxy Note Series with Galaxy Note 4 in India II-85
HTC Unveils Desire Eye Smartphone II-85
Blackberry® Launches BlackBerry Passport in Hong Kong II-85
Alcatel Partners with Mozilla to Introduce Firefox Powered
Smartphones II-85
Samsung Rolls Out Galaxy Grand Prime in India II-85
Obi Introduces Five new Entry Level Smartphones in India II-85
Microsoft Introduces Nokia Lumia 730, 830 and 735 Series II-86
Microsoft Introduces Nokia X2 Smartphone in India II-86
ZTE Unveils New Kis and Blade Series Smartphones II-86
Lenovo Introduces VIBE Z2 and VIBE X2 Smartphone Models II-86
Panasonic Launches ELUGA U Smartphone in India II-86
BlackBerry Introduces BlackBerry® Z3 in the Hong Kong II-86
ZTE Introduces 4G LTE Enabled Qing Yang 2 Smartphone II-86
Google Launches Android One Initiative II-86
BlackBerry to Introduce Z3 in the Middle Eastern Market II-87
BlackBerry® Introduces Z3 Smartphone in Malaysia II-87
Samsung Introduces Broadband LTE-A Enabled Galaxy S5 Smartphone II-87
Micromax Launches Windows Powered Canvas Win W092 and Canvas
Win W121 II-87
ZTE Introduces KIS3, Blade L2 and Nubia Z5s Mini in Indonesia II-87
Samsung Unveils Samsung Z Pioneering Tizen Powered Smartphones II-87
LG Launches G3 Smartphone Featuring Laser Focus Capability II-87
Motorola Launches Moto E and 4G LTE Enabled Moto G Smartphones II-87
Microsoft Introduces Windows Phone 8.1 Powered Lumia 630
Smartphone II-88
Samsung Unveils Galaxy K Zoom Smartphone II-88
ZTE Introduces Nubia X6 Smartphone II-88
Lenovo Introduces S850, S660, S860 S Series Smartphone II-88
Nokia Introduces X+, XL and X Android Smartphones II-88
ZTE Introduces Firefox OS Powered Open II and Open C Smartphones II-88
BlackBerry Introduces BlackBerry® 10 Smartphone II-88
HTC Introduces HTC Desire 610 Smartphone II-88
BlackBerry Unveils BlackBerry® Z3 Smartphone II-89
Asus Introduces XenFone 6, ZenFone4 and Zen Fone 5 Series II-89
Lenovo Unveils Vibe Z LTE Enabled Smartphone II-89

7. RECENT INDUSTRY ACTIVITY II-90
Xiaomi to Foray into Russian and Brazilian Markets II-90
Samsung to Use Proprietary Microprocessors in its Next
Generation Galaxy S Smartphones II-90
Odebrecht Inks Contract with BlackBerry for Acquiring 3,500
BlackBerry 10 Powered Smartphones II-90
Sony Partners with Brightex to Market Smartphones in Pakistan II-90
Lenovo Acquires Motorola Mobility from Google II-90
Microsoft Acquires Nokia and Merge Operations II-90

8. FOCUS ON SELECT PLAYERS II-91
Apple Inc. (US) II-91
Blackberry (Canada) II-91
Fujitsu Limited (Japan) II-92
Google Inc. (US) II-92
HTC Corporation (Taiwan) II-93
Huawei Technologies Co. Ltd (China) II-93
Lenovo (China) II-94
Motorola Mobility, Inc. (US) II-94
LG Electronics (South Korea) II-94
Microsoft Corporation (US) II-95
Mozilla Corporation (US) II-95
Samsung Electronics Co., Ltd (South Korea) II-95
Sharp Corporation (Japan) II-96
Sony Mobile Communications Inc. (Japan) II-96
Xiaomi (China) II-97
Yulong Computer Telecommunication Scientific Co. Ltd. (
Coolpad) (China) II-97
ZTE Corporation (China) II-97

9. GLOBAL MARKET PERSPECTIVE II-98
Table 34: Global Recent Past, Current and Future Analysis for
Smartphones by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific, Middle East and Africa, and Latin America Markets
Independently Analyzed with Annual Shipments in Thousand Units
for Years 2014 through 2020 (includes corresponding
Graph/Chart) II-98

Table 35: Global Historic Review for Smartphones by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific, Middle East
and Africa, and Latin America Markets Independently Analyzed
with Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) II-99

Table 36: Global 12-Year Perspective for Smartphones by
Geographic Region - Percentage Breakdown of Unit Shipments for
US, Canada, Japan, Europe, Asia-Pacific, Middle East and Africa,
and Latin America Markets for Years 2009, 2015 and 2020
(includes corresponding Graph/Chart) II-100

Table 37: Global Historic and Recent Past Analysis for Symbian
Operating System by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific, Middle East and Africa, and Latin America
Markets Independently Analyzed with Annual Shipments in
Thousand Units for Years 2009 through 2013 (includes
corresponding Graph/Chart) II-101

Table 38: Global Recent Past, Current and Future Analysis for
Android Operating System by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific, Middle East and Africa, and Latin
America Markets Independently Analyzed with Annual Shipments
in Thousand Units for Years 2014 through 2020 (includes
corresponding Graph/Chart) II-102

Table 39: Global Historic Review for Android Operating System
by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific, Middle East and Africa, and Latin America Markets
Independently Analyzed with Annual Shipments in Thousand Units
for Years 2009 through 2013 (includes corresponding
Graph/Chart) II-103

Table 40: Global 12-Year Perspective for Android Operating
System by Geographic Region - Percentage Breakdown of Unit
Shipments for US, Canada, Japan, Europe, Asia-Pacific, Middle
East and Africa, and Latin America Markets for Years 2009, 2015
and 2020 (includes corresponding Graph/Chart) II-104

Table 41: Global Recent Past, Current and Future Analysis for
iOS Operating System by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific, Middle East and Africa, and Latin America
Markets Independently Analyzed with Annual Shipments in
Thousand Units for Years 2014 through 2020 (includes
corresponding Graph/Chart) II-105

Table 42: Global Historic Review for iOS Operating System by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific,
Middle East and Africa, and Latin America Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2009 through 2013 (includes corresponding Graph/Chart) II-106

Table 43: Global 12-Year Perspective for iOS Operating System
by Geographic Region - Percentage Breakdown of Unit Shipments
for US, Canada, Japan, Europe, Asia-Pacific, Middle East and
Africa, and Latin America Markets for Years 2009, 2015 and 2020
(includes corresponding Graph/Chart) II-107

Table 44: Global Recent Past, Current and Future Analysis for
Blackberry Operating System by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific, Middle East and Africa, and Latin
America Markets Independently Analyzed with Annual Shipments
in Thousand Units for Years 2014 through 2020 (includes
corresponding Graph/Chart) II-108

Table 45: Global Historic Review for Blackberry Operating
System by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific, Middle East and Africa, and Latin America Markets
Independently Analyzed with Annual Shipments in Thousand Units
for Years 2009 through 2013 (includes corresponding
Graph/Chart) II-109

Table 46: Global 12-Year Perspective for Blackberry Operating
System by Geographic Region - Percentage Breakdown of Unit
Shipments for US, Canada, Japan, Europe, Asia-Pacific, Middle
East and Africa, and Latin America Markets for Years 2009, 2015
and 2020 (includes corresponding Graph/Chart) II-110

Table 47: Global Recent Past, Current and Future Analysis for
Windows Operating System by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific, Middle East and Africa, and Latin
America Markets Independently Analyzed with Annual Shipments
in Thousand Units for Years 2014 through 2020 (includes
corresponding Graph/Chart) II-111

Table 48: Global Historic Review for Windows Operating System
by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific, Middle East and Africa, and Latin America Markets
Independently Analyzed with Annual Shipments in Thousand Units
for Years 2009 through 2013 (includes corresponding
Graph/Chart) II-112

Table 49: Global 12-Year Perspective for Windows Operating
System by Geographic Region - Percentage Breakdown of Unit
Shipments for US, Canada, Japan, Europe, Asia-Pacific, Middle
East and Africa, and Latin America Markets for Years 2009, 2015
and 2020 (includes corresponding Graph/Chart) II-113

Table 50: Global Recent Past, Current and Future Analysis for
Other Operating Systems by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific, Middle East and Africa, and Latin
America Markets Independently Analyzed with Annual Shipments
in Thousand Units for Years 2014 through 2020 (includes
corresponding Graph/Chart) II-114

Table 51: Global Historic Review for Other Operating Systems
by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific, Middle East and Africa, and Latin America Markets
Independently Analyzed with Annual Shipments in Thousand Units
for Years 2009 through 2013 (includes corresponding
Graph/Chart) II-115

Table 52: Global 12-Year Perspective for Other Operating
Systems by Geographic Region - Percentage Breakdown of Unit
Shipments for US, Canada, Japan, Europe, Asia-Pacific, Middle
East and Africa, and Latin America Markets for Years 2009, 2015
and 2020 (includes corresponding Graph/Chart) II-116


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Table 53: Smartphone Users (in Millions) in the United
States: 2011-2017E (includes corresponding Graph/Chart) III-1

Table 54: US Internet Usage Trends among Smartphone Owners:
Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-2

Table 55: Mobile Users Penetration (%) of Leading Smartphone
Apps in the US: 2014 (includes corresponding Graph/Chart) III-3

Table 56: Most Popular Activities on Smartphones in the US:
2014 (includes corresponding Graph/Chart) III-4
Competitive Scenario III-5
Table 57: Leading Players in the US Smartphones Market
(2014E): Percentage Market Share Breakdown for Apple, HTC,
LG, Motorola, Samsung, and Others (includes corresponding
Graph/Chart) III-5
Product Launches III-6
Strategic Corporate Development III-7
Select Key Players III-7
B.Market Analytics III-10
Table 58: US Recent Past, Current and Future Analysis for
Smartphones by Operating System - Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2014 through
2020 (includes corresponding Graph/Chart) III-10

Table 59: US Historic Review for Smartphones by Operating
System - Symbian, Android, iOS, Blackberry, Windows, and
Others Markets Independently Analyzed with Annual Shipments
in Thousand Units for Years 2009 through 2013 (includes
corresponding Graph/Chart) III-11

Table 60: US 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-12

2. CANADA III-13
A.Market Analysis III-13
Key Statistical Findings III-13
Table 61: Canadian Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-13
Product Launches III-14
Blackberry - A Key Canadian Player III-14
B.Market Analytics III-15
Table 62: Canadian Recent Past, Current and Future Analysis
for Smartphones by Operating System - Android, iOS,
Blackberry, Windows, and Others Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2014 through 2020 (includes corresponding Graph/Chart) III-15

Table 63: Canadian Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-16

Table 64: Canadian 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-17

3. JAPAN III-18
A.Market Analysis III-18
Market Overview III-18
Apple iPhone Make its Presence Felt in the Japanese Market III-18
Table 65: Leading Players in the Japanese Smartphones
Market (2014E): Percentage Share Breakdown of Sales for
Apple, Fujitsu, Samsung, Sharp, Sony, and Others (includes
corresponding Graph/Chart) III-19

Table 66: Japanese Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-19
Product Launches III-20
Strategic Corporate Development III-20
Select Key Players III-20
B.Market Analytics III-21
Table 67: Japanese Recent Past, Current and Future Analysis
for Smartphones by Operating System - Android, iOS,
Blackberry, Windows, and Others Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2014 through 2020 (includes corresponding Graph/Chart) III-21

Table 68: Japanese Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-22

Table 69: Japanese 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-23

4. EUROPE III-24
A.Market Analysis III-24
Android to Outperform Competitors III-24
Table 70: Leading Players in the Western European
Smartphones Market (2014E): Percentage Share Breakdown of
Shipments for Apple, LG, Samsung, Sony, and Others
(includes corresponding Graph/Chart) III-25
Stiff Market Conditions for iPhone III-25
Key Statistical Findings III-26
Table 71: Percentages Share Breakdown of Mobile Phone
Shipments by Feature Phones and Smartphones in Europe:
2012, 2014 and 2016P (includes corresponding Graph/Chart) III-26
B.Market Analytics III-27
Table 72: European Recent Past, Current and Future Analysis
for Smartphones by Geographic Region - France, Germany,
Italy, UK, Spain, Russia and Rest of Europe Markets
Independently Analyzed with Annual Shipments in Thousand
Units for Years 2014 through 2020 (includes corresponding
Graph/Chart) III-27

Table 73: European Historic Review for Smartphones by
Geographic Region - France, Germany, Italy, UK, Spain,
Russia and Rest of Europe Markets Independently Analyzed
with Annual Shipments in Thousand Units for Years 2009
through 2013 (includes corresponding Graph/Chart) III-28

Table 74: European 12-Year Perspective for Smartphones by
Geographic Region - Percentage Breakdown of Unit Shipments
for France, Germany, Italy, UK, Spain, Russia and Rest of
Europe Markets for Years 2009, 2015 and 2020 (includes
corresponding Graph/Chart) III-29

Table 75: European Recent Past, Current and Future Analysis
for Smartphones by Operating System - Android, iOS,
Blackberry, Windows, and Others Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2014 through 2020 (includes corresponding Graph/Chart) III-30

Table 76: European Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-31

Table 77: European 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Other
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-32

4a. FRANCE III-33
A.Market Analysis III-33
Key Statistical Findings III-33
Table 78: French Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-33
B.Market Analytics III-34
Table 79: French Recent Past, Current and Future Analysis for
Smartphones by Operating System - Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2014 through
2020 (includes corresponding Graph/Chart) III-34

Table 80: French Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-35

Table 81: French 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-36

4b. GERMANY III-37
A.Market Analysis III-37
Key Statistical Findings III-37
Table 82: German Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-37
B.Market Analytics III-38
Table 83: German Recent Past, Current and Future Analysis for
Smartphones by Operating System - Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2014 through
2020 (includes corresponding Graph/Chart) III-38

Table 84: German Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-39

Table 85: German 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-40

4c. ITALY III-41
A.Market Analysis III-41
Good OS Platform along with Value for Money: A Key Factor
Driving Consumer Purchasing Decisions III-41
Key Statistical Findings III-42
Table 86: Italian Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-42
B.Market Analytics III-43
Table 87: Italian Recent Past, Current and Future Analysis for
Smartphones by Operating System - Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2014 through
2020 (includes corresponding Graph/Chart) III-43

Table 88: Italian Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-44

Table 89: Italian 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-45

4d. THE UNITED KINGDOM III-46
A.Market Analysis III-46
Apple and Samsung Dominate Smartphone Sales in the UK III-46
Table 90: Leading Smartphone Vendors in the United Kingdom
(2014E): Percentage Share Breakdown of Sales for Apple,
Blackberry, HTC, Motorola, Samsung, Sony and Others (includes
corresponding Graph/Chart) III-46
Market Trends III-46
Online Stores Remain the Most Popular Medium of Distribution III-46
Value for Money: A Dominant Factor Influencing Purchasing
Decision III-47
Key Statistical Findings III-47
Table 91: UK Internet Usage Trends Among Smartphone Owners:
Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-47
B.Market Analytics III-48
Table 92: The UK Recent Past, Current and Future Analysis for
Smartphones by Operating System - Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2014 through
2020 (includes corresponding Graph/Chart) III-48

Table 93: UK Historic Review for Smartphones by Operating
System - Symbian, Android, iOS, Blackberry, Windows, and
Others Markets Independently Analyzed with Annual Shipments
in Thousand Units for Years 2009 through 2013 (includes
corresponding Graph/Chart) III-49

Table 94: The UK 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-50

4e. SPAIN III-51
A.Market Analysis III-51
Key Statistical Findings III-51
Table 95: Spanish Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-51
B.Market Analytics III-52
Table 96: Spanish Recent Past, Current and Future Analysis for
Smartphones by Operating System - Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2014 through
2020 (includes corresponding Graph/Chart) III-52

Table 97: Spanish Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-53

Table 98: Spanish 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-54

4f. RUSSIA III-55
A.Market Analysis III-55
Market Trends III-55
Stylish Design Along With Good Value for Money: Key Factors
Influencing Purchase Decision III-55
Electronics or Media Retailing Outlets: The Preferred
Channels for Sales and Distribution III-55
Key Statistical Findings III-56
Table 99: Russian Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-56
B.Market Analytics III-57
Table 100: Russian Recent Past, Current and Future Analysis
for Smartphones by Operating System - Android, iOS,
Blackberry, Windows, and Others Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2014 through 2020 (includes corresponding Graph/Chart) III-57

Table 101: Russian Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-58

Table 102: Russian 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-59

4g. REST OF EUROPE III-60
A.Market Analysis III-60
Product Launch III-60
B.Market Analytics III-61
Table 103: Rest of Europe Recent Past, Current and Future
Analysis for Smartphones by Operating System - Android, iOS,
Blackberry, Windows, and Others Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2014 through 2020 (includes corresponding Graph/Chart) III-61

Table 104: Rest of Europe Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-62

Table 105: Rest of Europe 12-Year Perspective for
Smartphones by Operating System - Percentage Breakdown of
Unit Shipments for Symbian, Android, iOS, Blackberry,
Windows, and Others Markets for Years 2009, 2015 and 2020
(includes corresponding Graph/Chart) III-63

5. ASIA-PACIFIC III-64
A.Market Analysis III-64
Asian Smartphone Makers Offer Strong Competition to Global
Leaders Samsung and Apple III-64
Table 106: Leading Smartphone Vendors in Asia-Pacific
(excl. Japan) (2014E): Percentage Market Share Breakdown of
Shipments for Apple, Coolpad, Huawei, Lenovo, Samsung, ZTE,
and Others (includes corresponding Graph/Chart) III-65
Leading Regional Smartphone Vendors in Asia (2014): Company
Name, Domicile Country and Brief Profile III-65
Asian Countries to Turbo Charge Future Growth in the Market III-68
Table 107: Percentages Share Breakdown of Mobile Phone
Shipments in Asia-Pacific by Feature Phones and
Smartphones: 2012, 2014 and 2016P (includes corresponding
Graph/Chart) III-68
China: The World's Largest Smartphones Market III-69
India: The Fastest Growing Smartphone Market in the World III-69
Table 108: Global Smartphones Market - Major Countries
Ranked by CAGR for 2014-2020: US, Canada, Japan, France,
Germany, Italy, UK, Russia, China, India, and Brazil
(includes corresponding Graph/Chart) III-70
India and China: Two Countries with the Largest Young
Population Offer Significant Opportunities III-70
B.Market Analytics III-72
Table 109: Asia-Pacific Recent Past, Current and Future
Analysis for Smartphones by Geographic Region - China,
India, South Korea and Rest of Asia-Pacific Markets
Independently Analyzed with Annual Shipments in Thousand
Units for Years 2014 through 2020 (includes corresponding
Graph/Chart) III-72

Table 110: Asia-Pacific Historic Review for Smartphones by
Geographic Region - China, India, South Korea and Rest of
Asia-Pacific Markets Independently Analyzed with Annual
Shipments in Thousand Units for Years 2009 through 2013
(includes corresponding Graph/Chart) III-73

Table 111: Asia-Pacific 12-Year Perspective for Smartphones
by Geographic Region - Percentage Breakdown of Unit
Shipments for China, India, South Korea and Rest of
Asia-Pacific Markets for Years 2009, 2015 and 2020 (includes
corresponding Graph/Chart) III-74

Table 112: Asia-Pacific Recent Past, Current and Future
Analysis for Smartphones by Operating System - Android, iOS,
Blackberry, Windows, and Others Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2014 through 2020 (includes corresponding Graph/Chart) III-75

Table 113: Asia-Pacific Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-76

Table 114: Asia-Pacific 12-Year Perspective for Smartphones
by Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-77

5a. CHINA III-78
A.Market Analysis III-78
Market Trends III-78
Android Remains the Most Popular OS Platform in China III-78
Cost-Effectiveness Remains Key to Success in the Chinese
Market III-78
Screen Size Drive Smartphone Success III-78
Evolution and Transition of Air Interface Technologies to
Drive Growth in the Chinese Market III-79
Apple Struggles to Make a Mark in the Chinese Market III-79
Local Vendors Spice-Up the Chinese Smartphone Market III-79
Table 115: Leading Players in the Chinese Smartphones
Market (2014E): Percentage Market Share Breakdown for
Coolpad, Huawei, Lenovo, Samsung, Xiaomi, ZTE, and Others
(includes corresponding Graph/Chart) III-80
Key Statistical Findings III-81
Table 116: Chinese Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-81
Product Launches III-81
Strategic Corporate Developments III-83
Select Key Players III-83
B.Market Analytics III-86
Table 117: Chinese Recent Past, Current and Future Analysis
for Smartphones by Operating System - Android, iOS,
Blackberry, Windows, and Others Markets Independently
Analyzed with Annual Shipments in Thousand Units for Years
2014 through 2020 (includes corresponding Graph/Chart) III-86

Table 118: Chinese Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through
2013 (includes corresponding Graph/Chart) III-87

Table 119: Chinese 12-Year Perspective for Smartphones by
Operating System - Percentage Breakdown of Unit Shipments
for Symbian, Android, iOS, Blackberry, Windows, and Others
Markets for Years 2009, 2015 and 2020 (includes corresponding
Graph/Chart) III-88

5b. INDIA III-89
A.Market Analysis III-89
Market Trends III-89
Android Platform: The King in the Indian Smartphone Market III-89
Cost-Effectiveness and Value for Money Pivotal to Success III-89
User-Friendliness in Smartphones: A Key Factor Powering
Consumer Purchasing Decision III-90
The Rise of Local Players Stirs-Up Budget Segment III-90
Table 120: Leading Players in the Indian Smartphones
Market (2014E): Percentage Share Breakdown of Sales for
Karbonn, Lava, Lenovo (incl. Motorola), Micromax, Samsung,
and Others (includes corresponding Graph/Chart) III-91
Expansion of 3rd Party App Stores to Stimulate Smartphones
Adoption III-91
Key Statistical Findings III-91
Table 121: Indian Smartphones Market (2013): Percentage
Share Breakdown of Shipments by Screen Size (includes
corresponding Graph/Chart) III-91

Table 122: Indian Internet Usage Trends Among Smartphone
Owners: Percentage Share Breakdown of Internet Users by Key
Demographics: 2013 (includes corresponding Graph/Chart) III-92

Table 123: Smartphone Penetration by Age (includes
corresponding Graph/Chart) III-92

Table 124: Most Performed Activity Using Smartphones
(includes corresponding Graph/Chart) III-93
Product Launches III-94
Select Key Players III-95
B.Market Analytics III-96
Table 125: Indian Recent Past, Current and Future Analysis for
Smartphones by Operating System - Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2014 through
2020 (includes corresponding Graph/Chart) III-96

Table 126: Indian Historic Review for Smartphones by
Operating System - Symbian, Android, iOS, Blackberry,
Windows, and Others Markets Independently Analyzed with
Annual Shipments in Thousand Units for Years 2009 through

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