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Get the current Tips on Mobile Phones: Mobile Phone Advisor

The latest smartphone sales figures are out today from Kantar WorldPanel Comtech, and in case you required another metric to highlight the topline trend that’s been the case for many years, the WPP market-research analysts are offering it to you: led by Samsung, Android, it says, accounted for 70 % of all smartphone sales worldwide’s biggest markets for the 12-week duration to the end of July. Apple, on the other hand is an increasingly mixed picture, with shares as low as 6 % in one market, Spain, and as high as 43 % in the UNITED STATE Remarkably, Kantar’s figures also highlight another vital trend. Microsoft’s Windows Phone OS – and by association its biggest partner, Nokia – continues to gain ground, if slowly. It pushed approximately 3.5 % of sales in the UNITED STATE, and in Europe, it’s actually almost increased its share in the in 2012 and is now at 8.2 % of sales.

It’s not all rosy for Windows Phone, though: in China, its already-tiny share cut in half over a year back, and it’s now at just 2.2 % of sales.

Dumbphones however not a dumb strategy

Kantar mention an intriguing trend in how Windows Phone is growing. While Android and Apple’s iOS platform got a great deal of rate by tapping smartphone individuals from Symbian and BlackBerry trying to find something more dynamic, Windows Phone appears to be finding brand-new people from elsewhere: the still-large quantity of attribute phone individuals worldwide, with 42 % of sales coming from those making their first moves off attribute phones.

That’s a clever step: according to Gartner’s figures, function phones (AKA dumbphones) still account for 48.2 % of all mobile handset sales in Q3. These customers are less likely to be entrenched in an existing smartphone platform. ’27 % of Apple and Android individuals change their OS when they change their phone,’ composes Dominic Sunnebo, an expert with Kantar.

It’ll be interesting to see whether Windows Phone manages to pick up mindshare together with marketshare, or whether we finally start to see that success in one doesn’t always lead to success in the other. As Sunnebo points out, “Android and Apple take the lion’s share of the headlines and continue to control smartphone sales, so it’s easy to forget that there’s a third operating system emerging as a real adversary.’

He points out that low-price models like the Lumia 520 now stands for around one in 10 smartphone sales in Britain, France, Germany and Mexico.’For the first time the platform has actually claimed the second area in a major world market, taking 11.6 % of sales in Mexico,’ he notes.

Among the various other gamers, BlackBerry continues to languish and one wonders how a gamer that’s all but vanished will manage to claw back, strategic resolve or not. In the ‘huge 5’ markets in Europe of the UK, France, Germany, Italy and Spain, BlackBerry now accounts for 2.4 % of sales, in the UNITED STATE its share is now 1.2 % of sales.

The golden Apple?

Kantar’s figures are an intriguing counterbalance to figures from analysts like IDC, Gartner and Strategy Analytics, which chart shipments from phone makers (and for that reason may be overshooting or undershooting how many consumers individuals are really buying). And undoubtedly there’s a disparity: Kantar, a WPP-owned market research firm, says that around the world Android accounted for 70 % of sales in the 12 weeks to the end of July. In comparison, Gartner and Technique Analytics both noted just recently that Android took almost 80 % of smartphone sales in Q3.

Ultimately, all them point to a really huge and now rather established smartphone leader in the form of Google’s OS and how it’s made use of by Samsung – we are reaching out to Kantar to try to obtain a precise percentage of sales for Samsung particularly. Exactly what it also does is set the stage to see how the market replies to the all-but-confirmed introduction of some new, and potentially price-busting iPhone models from Apple.

The full table below:

kantar smartphone sales sept 13

Image: Flickr