Q3 2013: Android tops worldwide mobile OS shipments with 81%,Apple`s iOS 12.9%,WP 3.6% (+156%),BB 1.7%.
Google's Android operating system reached a new milestone during the
third quarter of 2013 (3Q13), according to the International Data
Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker.
With a total base of 211.6 million smartphone units shipped during the
quarter, Android accounted for 81.0% of all smartphone shipments,
marking the first time that Android topped 80% in its short history.
Despite high saturation rates in a number of mature markets, the overall
smartphone space grew 39.9% year-over-year in the third quarter.
Also reaching a milestone was Microsoft's Windows Phone, which grew
an amazing 156.0% year over year. Granted, volumes started from a small
base of 3.7 million units a year ago and overall market share is still
less than five percent. But Microsoft's efforts, with Nokia's support
behind it, helped drive the platform into multiple tiers and price
points.
"Android and Windows Phone continued to make significant strides in
the third quarter. Despite their differences in market share, they both
have one important factor behind their success: price," said Ramon Llamas, Research Manager with IDC's Mobile Phone
team. "Both platforms have a selection of devices available at prices
low enough to be affordable to the mass market, and it is the mass
market that is driving the entire market forward."
Smartphone average selling prices (ASPs) have continued to decline as
the appetite for more affordable devices grows. ASPs were down -12.5%
in 3Q13, accounting for an average price of $317. At the same time, the
market has seen a large influx of large-screen smartphones (5-7”
screens), also known as phablets. Large-screen devices generally come
with a higher selling price than smaller screen devices, due to the need
for more powerful and expensive components. Phablet ASPs in 3Q13 were
notably higher than the market average at $443. However, the 3Q13 ASP
was down -22.8% from the $573 phablet ASP in 3Q12.
"Almost all successful Android vendors have added one or more 5-7-inch phablets to their product portfolios," said Ryan Reith, Program Director with IDC's Worldwide Quarterly Mobile Phone Tracker.
"And Nokia’s recent announcement of the Lumia 1320 and 1520 put them in
the category as well. In 3Q13, phablet shipments accounted for 21% of
the smartphone market, up from just 3% a year ago. We believe the
absence of a large-screen device may have contributed to Apple's
inability to grow share in the third quarter."
Operating System Highlights
Android pushed past 80% market share for the first
time in 3Q13, a testament to its broad and deep list of vendors,
including four of the top five vendors worldwide. While Android, as a
whole, moved forward, the vast majority of its vendors still struggle to
find meaningful market share. Samsung accounted for 39.9% of all
Android shipments for the quarter, while the rest of the vendors either
saw single-digit market share or, in the case of the majority of
vendors, market share of less than 1%.
iOS, despite seeing its total volumes increase and
reaching new record third quarter volumes, saw its market share decline
during 3Q13, most likely due to soft demand in the weeks leading up to
the launch of iOS 7 smartphones. Still, if the 9 million units sold
during the last week of September is any indication of future adoption,
iOS stands to reap another record quarter in terms of volumes, market
share, and year-over-year growth.
Windows Phone posted the largest year-over-year
growth worldwide of any of the leading operating systems, a result
primarily driven by the support of Nokia. By itself, Nokia accounted for
93.2% of all the Windows Phone-powered smartphones shipped during the
quarter, marking a new milestone in the company's short history on the
Microsoft platform. Participation from other vendors, meanwhile, still
seemed a mixed bag with more vendors participating from a year ago, but
volumes still far behind Nokia's own.
BlackBerry recorded the largest year-over-year
decline among the leading operating systems during 3Q13. Underpinning
its results was softer demand for its new BB10 operating system and
continued demand for its older BB7 within emerging markets. Now with a
new CEO in place and an infusion of $1 billion, what remains to be seen
is how and when the beleaguered operating system will be able to change
course in the face of mounting pressure from Android, iOS, and Windows
Phone.
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