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Samsung Faces Multi-Front Battle In Global Smartphone Shipment

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With increased pressure in the high-end from Apple, and at the low-end to midrange from Chinese manufacturers Xiaomi, Huawei, ZTE, and others, Samsung faces a multi-front battle.

Apparently, holiday seasonality, strong end-user demand, and a deep selection of models propelled smartphone volumes to a new record level for the quarter and for the year.

According to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, smartphone vendors shipped a total of 375.2 million units during the fourth quarter of 2014 (4Q14), resulting in 28.2% growth when compared to the 292.7 million units shipped in 4Q13 and 11.9% sequential growth above the 335.3 million units shipped in 3Q14.

For the full year, the worldwide smartphone market saw a total of 1,301.1 million units shipped, up 27.6% from the 1,019.4 million units shipped in 2013.

Having spent 11 quarters prior to 4Q14 as the number two smartphone vendor in terms of shipments, Apple managed to close the gap to a near tie with Samsung in 4Q14. Led by the success of its newer, larger iPhone 6/6+ models, Apple reduced the volume gap to just 600,000 units in the fourth quarter.

Despite being far more profitable for quite some time, Apple’s shipment volumes trailed Samsung’s by more than 33 million units during the same quarter a year ago. Continued success from Apple, coupled with the ongoing challenges facing Samsung, could enable Apple to overtake Samsung during the 2015 calendar year.

Samsung’s challenges have not only come from Apple, but also from the increasing number of low-cost Android OEMs that are putting out products at much lower margins.

In order for Samsung to regain its share at the top, it will either have to accept lower margins from here forward or revamp its high-end strategy to compete with Apple.

“Most of the industry expected an extremely strong holiday quarter from Apple, especially with regards to the iPhone. However, worldwide shipments of 74.5 million units beat everyone’s expectations,” said Ryan Reith, Program Director with IDC’s Worldwide Quarterly Mobile Phone Tracker.

Reith also said that beyond the record-setting quarter, a few impressive things stand out with regard to Apple.

First, at a time when average selling prices (ASPs) for smartphone are rapidly declining, Apple managed to increase its reported ASPs in the fourth quarter due to higher-cost new models.

“Second, the growth of iPhone sales in both the U.S., which is considered a saturated market, and China, which presents the dual challenges of strong local competitors and serious price sensitivity, were remarkable. Sustaining this growth and higher ASPs a year from now could prove challenging, but right now there is no question that Apple is leading the way.”

In 2013 IDC talked about the smartphone industry topping the 1 billion unit milestone, and while year-over-year growth did slow from 40.5% in 2013 to 27.6% in 2014, the market clearly still has legs.

This past year volumes surpassed 1.3 billion units and the vendor scenario has witnessed continued shakeups.

Growth is forecast to decline to the mid-teens in 2015, but opportunity exists as much of the world’s population is either not a wireless subscriber or has yet to move to a smartphone.

“That the worldwide smartphone market grew by 27.6% in 2014 is noteworthy, but it also represents a significant slowdown compared to 2013,” said Ramon Llamas, Research Manager with IDC’s Mobile Phone team. “Mature markets have become increasingly dependent on replacement purchases rather than first-time buyers, which has contributed to slower growth. In emerging markets, first-time buyers continue to provide a lot of market momentum, but the focus has shifted toward low-cost devices, creating a different dynamic for both global and local vendors.

“What remains to be seen is how the vendors beyond Samsung and Apple will assert themselves,” added Llamas. “With Lenovo acquiring Motorola, and Xiaomi having greater aspirations beyond China, the competitive pressure will come more from below and less from above. This will make the smartphone race continuously competitive as 2015 shapes up.”

Smartphone Vendor Highlights:

Samsung remained the leader in the worldwide smartphone market for the quarter and for the year, but nonetheless experienced continued competitive realities.

IDC maintained that with increased pressure in the high-end from Apple, and at the low-end to midrange from Chinese manufacturers Xiaomi, Huawei, ZTE, and others, Samsung faces a multi-front battle.

To this end, Samsung has streamlined its operations and product portfolio to become more competitive in the market.

Apple reached a new quarterly shipment record in 4Q14 and fell just short of surpassing Samsung for overall leadership in the smartphone market.

An elevated consumer appetite for big-screen devices, as well as Apple’s push into China and other countries, saw iPhone sales up 44% in the U.S. and up 97% in the BRIC countries (Brazil, Russia, India, China). Sales doubled year-over-year in China, Brazil, and Singapore. What remains to be seen is how long Apple can sustain this runaway growth.

Lenovo was a distant third in the fourth quarter, narrowly edging out Huawei thanks to the completion of the Motorola acquisition earlier in the quarter. Lenovo continued to dominate the sub-$150 handset market in China with a vast portfolio of devices including the popular Golden Warriors S8 and more expensive flagship Vibe Z2 pro. Lenovo has recently announced that it will bring the Motorola brand back to China in 2015, starting with the Moto X next month.

Huawei returned to the list of top 5 worldwide vendors, emphasizing its midrange and high-end smartphones (P Series and Mate Series respectively), and saw continued success with its Honor line.

Huawei attributed its 2014 success to improved brand awareness and overall customer experience, which it will look to evolve even further in 2015.

Xiaomi fell from the third position to fifth in 4Q14, beating out LG for the final spot among the top 5.

Even though volumes declined slightly from 3Q14 levels, Xiaomi posted the largest year-over-year growth of all the leading vendors, thanks to a solid demand within its home country of China and a steady release of new devices, including the Mi4 LTE.

Xiaomi’s grip on the number 5 spot is tenuous at best, with LG and ZTE following close behind.


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NRS Chairman Outlines Ways Nigeria can Move from Potential to Economic Prosperity

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Zacch Adedeji, chairman of the Nigeria Revenue Service (NRS) has called for a paradigm shift in dependence on raw material exports to one that embrace ideas, innovation and the production of complex products as a pathway to sustainable economic growth and national prosperity.

Adedeji made the submission while delivering the maiden distinguished personality lecture of the Faculty of Administration, Obafemi Awolowo University (OAU), Ile-Ife, Osun State, on Thursday.

A statement by his Special Adviser on Media, Dare Adekanmbi, said Adedeji, in the lecture entitled, ‘From Potential to Prosperity: Export-led Economy’, stressed the need to rethink growth through the lens of complexity by not just producing more of the same stuff.

He lamented that Nigeria possesses a high-tech oil sector and low-productivity informal sector as well as lacking “the vibrant, labour-absorbing industrial base that serves as a bridge to higher complexity.”

The NRS boss stated that Nigeria witnessed stagnation in its exportation drive for three decades between 1998 to 2023, and only added six new products in its export basket list between 2008 and 2023.

“Because of our current position, the Harvard Atlas concluded that we are positioned to take advantage of very few opportunities to diversify using what we already know.”

Adedeji urged Nigeria to learn from the world by comparative study of success and failure like Vietnam, Bangladesh, Indonesia, South Africa and Brazil.

“We are not just looking at numbers in a vacuum; we are looking at the strategic choices made by nations like Vietnam, Indonesia, Bangladesh, Brazil, and South Africa over the same twenty-five-year period. While there are many ways to under perform, the path to success is remarkably consistent: it is defined by a clear strategy to build economic complexity.

“When we put these stories together, the divergence is clear. Vietnam used global trade to build a resilient, complex economy, while the others remained dependent on natural resources or a single low-tech niche.

“There are three big lessons here for us in Nigeria as we think about our roadmap. First, avoiding the resource curse is necessary, but it is not enough. You need a proactive strategy to build productive capabilities.

“Vietnam’s success came from integrating itself into Global Value Chains (GVCs). They positioned themselves as the assembly hub for the world’s electronics, importing high-tech parts and exporting finished products.

“This allowed them to “borrow” technology and management skills from abroad to build their own know-how.

“Nigeria, on the other hand, remains a supplier of raw materials to these chains, not an active participant within them. We must realise that productive capabilities are not permanent. The examples of South Africa and Brazil show us that you can actually lose your industrial edge if you are not careful. Over-reliance on the easy path of resource extraction creates economic and political incentives that crowd out the difficult, long-term work of building an industrial base.”

He added that for Nigeria, which is at an even earlier stage of development and even less diversified than these nations, the warning is stark.

“Relying solely on our natural endowments isn’t just a path to stagnation; it’s a path to regression. The global economy increasingly rewards knowledge and complexity, not just what you can dig out of the ground. If we want to move from potential to prosperity, we must stop being just a source of raw materials and start being a source of ideas, innovation, and complex products.

He added that President Bola Tinubu has already begun the difficult work of rebuilding the economy to ensure collective knowledge to innovate, produce and build a resilient economy.

“The journey from potential to prosperity is not a short one, but with the right map and the right resolve, it is a journey we can finally complete,’ he added.

 


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CIoD, NIPSS Partner to Deepen Governance, Leadership Standards

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The Chartered Institute of Directors Nigeria (CIoD Nigeria) and the National Institute for Policy and Strategic Studies (NIPSS) have signed a memorandum of understanding (MoU) on capacity building, governance advocacy and leadership development across the public and private sectors.

The move, the institutes said, is aimed at deepening ethical leadership, policy coherence and corporate governance excellence in Nigeria.

Both institutions are expected to leverage their combined expertise, resources, and national influence to strengthen the quality of leadership and governance practices that underpin sustainable national development.

The MoU was signed by the Director-General of NIPSS, Kuru, Prof. Ayo Omotayo, and the Director-General/Chief Executive Officer of CIoD Nigeria, Dr Taiwo Nolas-Alausa.

Under the MoU, the parties will jointly design and deliver training programmes, seminars, workshops, and conferences focused on corporate governance, ethical leadership, and strategic decision-making.

A major highlight of the collaboration is the customisation and delivery of CIoD Nigeria’s Company Direction Course 1 (CDC 1) for top-level technocrats, policy initiators, and executors undergoing short courses at NIPSS—providing a structured pathway into professional membership of CIoD Nigeria and the development of chartered directors.

The collaboration also provides a framework for knowledge exchange, with CIoD Nigeria sharing policy insights, research findings, and sectoral recommendations to enrich NIPSS’ policy research and national development discourse, while NIPSS mobilises its institutional goodwill and networks to promote governance education across Nigeria’s public and private sectors.

Speaking on the significance of the MoU, both institutions reaffirmed their shared belief that strong institutions, ethical leadership, and sound governance practices are critical to solving Nigeria’s complex development challenges and positioning the country for long-term growth.

The partnership, which takes effect upon execution, reflects a shared commitment to nurturing leaders of competence, character, and conscience—leaders equipped not only to manage organisations, but to shape policies and institutions that serve the national interest.

 


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Leadway Assurance Commences Use of Fintech in Insurance Product Distribution

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Leadway Assurance has entered into strategic partnership with Paga, the fintech company behind the Doroki merchant platform for the distribution of insurance products.

In the partnership, Paga will use its technology to deliver comprehensive insurance solutions designed specifically for Doroki merchants. The collaboration aims to help merchants safeguard their businesses against everyday risks and recover quickly from unforeseen events. Speaking on the partnership, the General Manager, Doroki Merchants, Arike Okwunowo, said the development meant that its merchants could focus on growing their businesses with peace of mind due to insurance protection.

“At Doroki, we see our merchants as partners in driving economic activity across Nigeria’s retail landscape. This partnership with Leadway, an insurer with decades of experience and a strong reputation for reliability, means our merchants can focus on growing their businesses with the peace of mind that they’re protected,”

Also commenting on the development, Head of Digital Business, Leadway, Diana Mulili reiterated Leadway’s commitment to expanding access to financial security for every Nigerian, saying, “At Leadway, we believe insurance should integrate seamlessly into the everyday realities of people and businesses.

“By partnering with Doroki, we are embedding practical, easy-to-understand insurance solutions into a platform—helping them protect their income, assets, and livelihoods while continuing to grow with confidence.”

 


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