Nov 4 2013, 8:24am CST | by Sumayah Aamir
Microsoft and its recently acquired asset, Nokia have cause for celebration. The Windows Phone has outsold iOS in the Italian market. Furthermore, one out of ten top brands in Europe happens to be a Nokia Windows smartphone. Windows is riding on the coattails of Nokia alright. Other newly emerging markets such as Latin America are also responding to the Microsoft-Nokia brand of smartphones. An entry-level Lumia lies in the future.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech , said, “Nokia dominated in Latin America for many years, and while its popularity declined with the fortunes of Symbian it now has an opportunity to regain the top-spot. The majority of consumers in Latin America still own a Nokia featurephone and upgrading to an entry level Lumia is a logical next step. Price is the main barrier in developing markets and the budget Lumia 520 opens the door to smartphone ownership for many.”
For now, Android is the top cat in Europe followed by Apple iOS. Android has gained 4.2% shares this year as compared to last year. Android is the top OS all across Europe with massive 71.9% shares. Meanwhile, in the Sino-sphere it is indigenous brands that hold full sway. China is a huge market just waiting to be exploited by foreign brands.
Nokia and Microsoft have mutually benefitted each other beyond belief. Besides breaking through into the European market, the expansion to Latin America and even far off places such as Australia shows the rising progress of Nokia phones. And with China being the next destination for these unbeatable brothers in arms, it seems the sky is the limit. Nokia had been down in the dumps.
But now with a little help from Microsoft, which too had seen better days, it is in seventh heaven. The synergy of strengths has really been a shot in the arm for both companies, one American and the other Finnish. Their rise is a clear warning signal to other competitors such as Apple and Google. Windows Phone holds 11.4% sahres in UK while Android still leads with 58.4% shares. Apple shares goes down by 1%. Apple's iOS is now running on 27% UK devices. BlackBerry has only 3.1% shares. But there is strong hope for Apple this holiday season.
As Sunnebo explains, “August is traditionally a quiet month for Apple as consumers wait for the release of new models, and strong sales of the iPhone 5S and 5C at the end of September did not manage to make up for the lull. The full impact of the new iPhones will be seen at Christmas when iOS is expected to bounce back strongly in Britain, the US and Australia.”
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