Exclusive extracts from this 65-page-long report:
- Who are the key players?
Consolidation in the smartphone market is quite high: the top 5 vendors encompassed 61% of volumes shipped in 2018. The top smartphone brands in 2018 were Samsung, Apple, Huawei, Xiaomi and Oppo (a trademark of China-based BBK). In a short period of time, Chinese vendors such as Huawei, Xiaomi and BBK have shaken up industry rankings.
Groups analysed in this report include: Apple Inc (iPhone), Samsung Electronics – IT & Mobile Communications, LG Electronics – Mobile Communications, Lenovo - Mobile Business Group, Sony – Mobile Communications, TCL Communication Technology, Huawei, ZTE Corp, Xiaomi Corp & HTC.
- What are the players' strategies?
Leading smartphone vendors are striving to differentiate by reimagining smartphones, relying on increasingly advanced imaging capabilities, novel designs (foldable phones) and/or powerful specs adapted to forthcoming 5G mobile networks (5G-ready models). At the same time, smartphone makers are leveraging artificial intelligence capabilities, including natural-language processing (voice-assistants), to deliver value-added services and enhance the overall user experience.
- What are the players' key growth and profitability drivers?
Huawei has been the clear winner in the smartphone market. It has continued to reduce the gap to Samsung and Apple over the past few years. In 2018, Huawei gained 3.2 market share points (by volumes shipped), more than any other player, to retain a 13% slice of the global smartphone market