Telecom
Smartphone Market Face Challenges Despite 5 Chinese Vendors Top Table
According to the latest preliminary release from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, vendors shipped a total of 334.9 million smartphones worldwide in the first quarter of 2016 (1Q16), up slightly from the 334.3 million units in 1Q15, marking the smallest year-over-year growth on record.
The minimal growth this quarter is primarily attributed to strong smartphone saturation in developed markets, as well as a year-over-year decline from both Apple and Samsung, the two market leaders.
The biggest change to the market, however, was the addition of lesser-known Chinese brands OPPO and vivo, which pushed out previous fourth and fifth place players Lenovo and Xiaomi, respectively.
As the China market matures, the appetite for smartphones has slowed dramatically as the explosion of uptake has passed its peak.
In 2013, China’s year-over-year shipment growth was 62.5%; by 2015, it had dropped to 2.5%. Conversely, the average selling price (ASP) for a smartphone in China rose from US$207 in 2013 to US$257 in 2015.
“Along China’s maturing smartphone adoption curve, the companies most aligned with growth are those with products serving increasingly sophisticated consumers. Lenovo benefited with ASPs below US$150 in 2013, and Xiaomi picked up the mantle with ASPs below US$200 in 2014 and 2015. Now Huawei, OPPO, and vivo, which play mainly in the sub-US$250 range, are positioned for a strong 2016,” said Melissa Chau, senior research manager with IDC’s Worldwide Quarterly Mobile Phone Tracker.
“These new vendors would be well-advised not to rest on their laurels though, as this dynamic smartphone landscape has shown to even cult brands like Xiaomi that customer loyalty is difficult to consistently maintain.”
“Outside of China, many of these brands are virtually unknown and the ability of these rapidly growing Chinese vendors to gain entry into mature markets such as the United States and Western Europe will be essential if they have aspirations of catching Apple or Samsung at the top,” said Anthony Scarsella, research manager with IDC’s Mobile Phone team. “Huawei has proven that it can sell increasingly premium devices.
In China, Huawei is already recognized as a premium brand, but it is now going toe-to-toe on build quality with premium devices like the Nexus 6P that are available worldwide.
While Huawei is furthest along in terms of international recognition, selling equally impressive volumes outside of China remains a challenge for many of these brands, whether it is Xiaomi, Lenovo, OPPO, or vivo. Their ability to drive local growth no longer applies when it comes to international expansion, where premium branding quickly turns to price competition.”
Smartphone Vendor Highlights:
Samsung remained the leader in the worldwide smartphone market despite a year-over-year decline of 0.6% in shipments. Despite the slight decline, the new Galaxy S7 and S7 edge sold vigorously in the month of March and was helped by numerous enticing carrier promotions to help push volume.
The S7 also brought the reintroduction of a microSD card slot in combination with waterproofing, which looks to have paid off for the Korean giant as early sales look healthy.
Within emerging markets, Samsung has performed well with its more affordable J-series as it looks to capture both budget conscious consumers and first-time buyers.
Apple’s saw its’ first-ever year-over-year decline in the first quarter as volumes slipped to 51.2 million units, down 16.3% from last year. Despite the plethora of new features found on the newer “S” models, current iPhone 6/6 Plus owners may feel that a 6S upgrade may not be warranted at the moment. Apple also announced the new iPhone SE, which looks to challenge similarly priced Android options in numerous emerging markets where Apple has traditionally been seen as too expensive.
The SE features all the power of the 6S in a compact form factor that looks to equally target those who desire smaller phones as well. However, at US$399, the SE still faces equally powerful lower-priced devices from competitors, particularly within India and China.
As Apple CEO Cook mentioned on the company’s earnings call, the SE will begin having an impact on iPhone shipments in the second quarter of 2016.
Huawei’s continued domestic dominance, combined with a growing presence outside of China, enabled it to capture the number 3 position worldwide in 1Q16.
Shipment volume for Huawei climbed from 17.4 million units in 1Q15 to 27.5 million this quarter for year-over-year growth of 58.4%. Huawei’s two-pronged approach with a focus on both premium and entry-level devices proved successful in China as well as in many developed European markets.
The recent launch of the P9 smartphone featuring Leica optics provided an additional weapon with which to combat Apple and Samsung. Premium devices like the P9, Mate Series, and Nexus 6, along with entry level devices from its Honor brand, should help Huawei gain further traction worldwide.
OPPO has been shipping smartphones since 2011 and while its primary focus is domestic, it has been shipping internationally since 2012.
Landing first in Thailand, then expanding throughout Southeast Asia and more recently to other countries in Asia, the Middle East and Africa, OPPO’s focus is on fostering channel partnerships, supplemented with large marketing budgets and entertainment sponsorships to increase visibility, culminating in almost 20% of shipments going outside of China in 2015. OPPO’s expansion in China itself has been via offline channels and a strong push to lower-tier cities. In 1Q16, OPPO’s 18.5 million shipments represented 153.2% year-over-year growth, the strongest among the top 5.
Vivo has also shipped smartphones since 2011, but unlike OPPO has been more focused on domestic markets. It first tested the global marketplace in Southeast Asia and India in 2014.
In 2015, less than 10% of its shipments were outside of China. Positioned as a relatively premium product in China, one of its best-selling flagship products, the X5Pro, is also among the most expensive, priced around US$300. Similar to OPPO, vivo’s retail presence and marketing in lower-tier markets is particularly strong and a key factor to its growth.
The vivo brand is also slightly differentiated by its focus on audio. With 14.3 million units shipped in 1Q16, and 123.8% year-over-year growth, vivo remains in tight competition with the other top 10 players.
Airtel Nigeria has secured a fresh 10-year renewal of its spectrum licence from the Nigerian Communications Commission (NCC), reinforcing the telecom operator’s long-term commitment to expanding broadband connectivity and improving digital access across the country.
The renewed licence covers Airtel’s spectrum holdings, which are critical to the delivery of voice and high-speed data services, providing regulatory certainty for continued investments in network expansion, capacity upgrades and improved customer experience.
According to the company, the renewal underscores confidence in Nigeria’s telecommunications sector and will support its ongoing efforts to bridge the country’s digital divide by extending quality connectivity to more underserved communities.
Sunil Taldar, chief executive officer, Airtel Africa, said the renewal provides the company with the confidence to continue investing in Nigeria’s digital infrastructure.
He said, “The spectrum renewal reaffirms our long-term commitment to Nigeria, our largest market. It gives us the certainty required to continue investing in network expansion, improve service quality and accelerate digital inclusion for millions of Nigerians.”
Taldar added that Airtel remains focused on expanding broadband access and supporting Nigeria’s digital economy agenda through sustained investments in telecommunications infrastructure.
He further said, “We appreciate the Nigerian Communications Commission and the Federal Government for their continued support in creating an enabling environment for investment. We remain committed to delivering reliable and affordable connectivity while contributing to Nigeria’s socio-economic development.”
Meanwhile, Industry observers said the licence renewal removes regulatory uncertainty and allows Airtel to pursue long-term capital investments, including the expansion of 4G and 5G networks, as demand for mobile data and digital services continues to grow across Nigeria.
The renewal comes as telecom operators continue to invest heavily in broadband infrastructure to meet rising data consumption and support government efforts to achieve Universal digital access.
Furthermore, It also aligns with the NCC’s objective of ensuring efficient spectrum management while encouraging sustained private sector investment in the country’s telecommunications industry.
Telecom
GSMA Supports Abuja Declaration on Meaningful Connectivity for Africa, Joins Partners to Launch ATLAS Umoja
The GSMA supports the Abuja Ministerial Declaration on Meaningful Connectivity for Africa by Ministers and Heads of Delegation at the African Telecommunications Union (ATU) Conference of Plenipotentiaries (CPL-2026), describing it as an important milestone in strengthening Africa’s digital future through evidence-based policy, investment and regional collaboration.
The Declaration commits African governments to advancing policies that promote meaningful connectivity, digital inclusion, technology-neutral regulation, resilient digital infrastructure and locally relevant digital services. It also reinforces the importance of collaboration between governments, industry and development partners to close the continent’s connectivity and usage gaps.
Throughout the conference, the GSMA has worked alongside governments, regulators and industry leaders to support these shared ambitions through practical policy engagement, evidence-based research and new collaborative initiatives designed to accelerate Africa’s digital transformation.
Speaking during the ATU-GSMA African ICT Regulatory Leaders’ Forum, policymakers and regulators explored how stronger evidence-based regulation, greater regulatory harmonisation and future-ready policy frameworks can create an enabling environment for investment, innovation and sustainable digital growth across Africa. Drawing insights from the GSMA’s Digital Africa Index, participants also examined future-ready approaches to satellite regulation, highlighting how technology-neutral licensing frameworks can support innovation while extending connectivity to underserved communities.
Caroline Mbugua, Senior Director, Public Policy, Africa, GSMA, said: “The Abuja Ministerial Declaration sends an important signal that African governments share a common vision for delivering meaningful connectivity through modern, evidence-based and investment-friendly policy. Its emphasis on digital inclusion, technology-neutral regulation, resilient infrastructure and stronger regional collaboration reflects the practical policy foundations needed to accelerate Africa’s digital transformation.”
Launching ATLAS Umoja AI
Supporting the ambitions set out in the Abuja Declaration, the GSMA, Nigeria’s Ministry of Communications, Innovation and Digital Economy, Togo’s Ministry of Digital Economy and Transformation, Kenya’s Ministry of information, Communications and the Digital Economy, Namibia’s Ministry of Information and Communication Technology, Benin’s Ministry of Digital Transformation and Innovation, Awarri, Zindi, Pawa AI and Mozisha today announced ATLAS Umoja AI –a new pan-African initiative to strengthen collaboration on African language AI.
Designed to complement national AI programmes, ATLAS Umoja will bring together governments, industry and researchers to share expertise, datasets and best practice, helping develop trusted, scalable AI that better reflects Africa’s languages, cultures and development priorities. The initiative aims to accelerate innovation, attract investment and scale African language AI across the continent.
The launch builds on the momentum of the newly established AI for Good Global Commission. Ministers from Nigeria, Namibia and Togo, who serve on the Commission, have committed to support Africa Umoja, demonstrating how African leaders are turning global ambitions for trusted and inclusive AI into practical regional collaboration.
Angela Wamola, Head of Africa, GSMA, said: “Africa’s AI future must reflect Africa’s own languages, communities and development priorities. ATLAS Umoja brings together governments, industry, researchers and innovators to build African language AI at scale. By making AI and digital services available in the languages people speak every day, the initiative will help tackle two of the biggest barriers to internet adoption – digital literacy and locally relevant content – supporting efforts to close Africa’s usage gap and expand meaningful connectivity across the continent.”
Dr. Bosun Tijani, Honourable Minister of Communications, Innovation and Digital Economy of Nigeria said:“Artificial Intelligence will be a defining technology for Africa’s future, but its benefits must be built on our own languages, cultures and knowledge systems. Nigeria is proud to have taken the first step through N-ATLAS and is equally proud to see that vision evolve into the continental ATLAS Umoja AI.
“By working together with governments, researchers and ecosystem partners across Africa, we can build AI that is more inclusive, locally relevant and accessible to millions of people, while strengthening Africa’s digital sovereignty and creating new opportunities for innovation, education and economic growth.”
Silas Adekunle, Founder & CEO, Awarri added: “Awarri is proud to support The ATLAS Umoja AI and contribute lessons from N-ATLAS, which has demonstrated what is possible when African language data, local technical talent and practical AI applications are brought together. This is an important opportunity to help build AI systems that work for African languages and communities.”
Celina Lee, CEO & Co-Founder, Zindi concluded: “Africa’s AI future will be built by the people who best understand its languages, cultures and communities. Through ATLAS Umoja AI, we have an opportunity to empower local researchers, data scientists and developers to solve meaningful challenges, strengthen national AI capabilities and ensure African language AI is developed by Africans, for Africans.”
Alongside the launch of ATLAS Umoja AI, the GSMA continued discussions with policymakers at the ATU Conference on future-ready regulatory frameworks, including satellite connectivity, spectrum policy and technology-neutral licensing.
Drawing on the GSMA Satellite Regulatory Playbook, discussions explored how modern regulation can encourage investment, expand meaningful connectivity and support the ambitions of the Abuja Declaration.
Together, the Abuja Declaration, ATLAS Umoja and continued collaboration between governments, regulators and industry represent an important step towards expanding meaningful connectivity, accelerating digital inclusion and supporting Africa’s digital transformation.
Samsung has unveiled its most advanced foldable smartphone lineup yet, the Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and Galaxy Z Flip8. The tech conglomerate now sets a new benchmark for premium mobile innovation.
Konga
Nigerian customers can now pre-order the new devices on Konga, Samsung’s trusted e-commerce partner, and stand a chance to receive Samsung gift items worth up to ₦1 million, making this one of the most rewarding smartphone launches of the year.
Designed for productivity, creativity, and everyday convenience, the new Galaxy Z series introduces Samsung’s most refined foldable experience to date.
The Galaxy Z Fold8 Ultra combines an expansive display with AI-powered productivity, a powerful 200MP camera, an ultra-thin design, and enhanced durability for users who demand the very best.
The Galaxy Z Fold8 delivers immersive entertainment and seamless multitasking in a lighter, wider form factor, while the Galaxy Z Flip8 elevates self-expression with its sleek design, smarter FlexWindow, and intelligent Galaxy AI features for effortless interaction on the go. Powered by Samsung’s latest AI experiences, the new devices redefine how users create, communicate, and stay productive.
The availability of the new Galaxy Z Fold8 series on Konga further reinforces the long-standing partnership between Samsung and Konga, built on trust, authenticity, and a shared commitment to delivering genuine technology to Nigerian consumers. Through Samsung’s official store on Konga, customers are assured of authentic products, reliable after-sales support, and a seamless shopping experience.
The pre-order offer is available for a limited period. To be one of those who get to experience the new device, tech enthusiasts are encouraged to visit Konga’s Samsung Official Store to reserve their preferred Galaxy Z Fold8 or Z Flip8 device and qualify for exclusive Samsung gifts worth up to ₦1 million, while stocks last.
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