Samsung Dominates European Smartphone Market in Q2

Joanna Estrada
August 13, 2019

As per the latest numbers, Samsung crossed 40% market share in Europe in Q2, making it the company's best performance in five years.

The maker of Nokia phones HMD Global was on No. 5, with 1.2 million units shipped and a market share of 2.7%.

Apple saw the iPhone's European market share fall 17% year-over-year in Q2 2019, says data released today by market intelligence firm Canalys.

Samsung won the European smartphone sweepstakes in Q2, seeing its shipments raise from 15.3M to 18.3M during the period. It shipped over 18.3 million smartphones, 12 million of which were the recent Galaxy A series devices. The top four models in that range, the Galaxy A10, A20e, A40, and A50, shipped more units than any other vendor.

Canalys analyst Mo Jia said: "Xiaomi is now a major force in Europe".

Canalys said that Samsung has moved fast to take advantage of Huawei's woes as the vendor continues to be restricted by the United States government. "For years, a focus on operating profit has stifled its product strategy".

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 a product strategy.

The European smartphone market is incredibly fast-moving - brand loyalty isn't high, especially with users of lower-end devices. Its core strength remains price-sensitive countries across Europe, in online and open market channels, but it is increasingly being trusted and ranged by important mobile operators.

The analyst claimed that distributors are looking to alternative brands to reduce their reliance on Samsung and mitigate the risk of it becoming harder on margins.

"Xiaomi did not initially find favor with operators in Western Europe, due it its low channel margin structure, but as smaller brands fade away, the appetite to work with Xiaomi is growing".

Other reports by Click Lancashire

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