Windows Phone Bringing Some Competition to Android and iOS

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Posted 4 years ago

Windows Phone Bringing Some Competition to Android and iOS

Despite Android and iOS dominating the global smartphone market, new figures have shown that Windows Phone is finally on the rise, bringing some much-needed competition and a viable third option for mobile buyers.

Sales figures released by Kantar WorldPanel Comtech have shown that Windows Phone devices are being snapped up slowly but surely by new buyers, resulting in a record market share for the operating system in Q2.

The figures for Microsoft are most pleasing in Europe, where Windows Phone now controls 8.2 percent across the five major European markets – the UK, Germany, France, Italy, and Spain. Market share has also increased in other countries, with gains being made in both Mexico and Australia.

“Android and Apple take the lion’s share of the headlines and continue to dominate smartphone sales, so it’s easy to forget that there is a third operating system emerging as a real adversary,” said Kantar strategic insight director Dominic Sunnebo in a statement. “For the first time the platform has claimed the number two spot in a major world market, taking 11.6 percent of sales in Mexico.”

Kantar said that, rather than tempting customers away from Android or iOS, most of the people buying Windows Phone handsets are new users and the research firm puts this growing trend down to attractively priced smartphones such as the Nokia Lumia 520.

“Windows Phone’s success has been in convincing first time smartphone buyers to choose one of its devices with 42 percent of sales over the past year coming from existing feature phone owners,” said Sunnebo. “This is a much higher proportion than Android and iOS. The Lumia 520 is hitting a sweet spot, offering the price and quality that new smartphone buyers are looking for.”

Globally, the report notes that it is still Android and Apple that dominate smartphone sales, with the Google OS taking the lead in Europe and China as iOS continues to head the pack in the United States.

Much further down the market share ladder is the almost forgotten about BlackBerry, which having endured a ‘difficult year’ now accounts for just 2.4 per cent and 1.2 percent of the European and U.S. markets respectively.

– Anthony Carter

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