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Samsung captures 30% of global smartphone market in 1Q13

Posted: 24 Apr 2013 ?? ?Print Version ?Bookmark and Share

Keywords:smartphone? supply chain? eMCP?

According to the latest data from DRAMeXchange, a research arm of TrendForce, smartphone shipments increased steadily worldwide in 1Q13, with total shipments reaching 216.4 million units, 9.4 per cent QoQ growth. Since the beginning of last year, smartphone shipment figures have been up every quarter despite seasonality, cementing the solid status of the segment.

Looking at first-tier manufacturers' shipment volumes, Samsung continues to take the lead in the first quarter as the maker uses its vertically integrated supply chain, global marketing and various sales channels to its advantage. Samsung's smartphones series is expected to see 65 million units shipped this quarter, which accounts for 30 per cent of the global market.

As for Apple, the iPhone 5 has been unable to satisfy consumers' desire for innovation, and shipments were unsatisfactory as Android manufacturers have stepped up to the plate. The Cupertino company shipped a mere 37.5 million units in the first quarter, giving them 17.3 per cent market share, a decrease of 1.2 per cent QoQ. Circumstances surrounding the announcement of Apple's new device are unclear, while Samsung, HTC, Sony and other global corporations are planning product unveilings for Q2, which will likely lead to another dip in Apple's shipments.

Turning to China's smartphone market, Samsung is the leading brand in terms of both reputation and image, a fact reflected in the manufacturer's sales figures. Initial estimates place Samsung's smartphone shipments in China at 11.7 million units, giving the Korean maker a wide lead over other brands with about 17 per cent of China's smartphone market.

Other leading brands in China such as Huawei, ZTE and Lenovo were all affected in varying degrees, but on average China's domestic brands saw a 5-15 per cent decrease in sales in Q1. Lenovo, which had nearly caught up to Samsung in market share in 2H12, experienced weaker sales than expected in Q1. At 7.6 million units, actual shipments were 15 per cent less than projected.

As for Q2, although smartphone shipments will continue to grow, manufacturers are facing problems with component supply; for instance, the shortage of memory products such as eMCP. Therefore, smartphone makers' relationships with their suppliers will determine how strong their shipment volumes will be in Q2. Those with the best supplier ties will have an advantage going into the next quarter, while other makers will be left dealing with shortages.

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