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Smartphone Market Face Challenges Despite 5 Chinese Vendors Top Table

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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.


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Bharti Airtel Crosses 650m Users

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Sunil Mittal led Bharti Airtel has crossed the 650-million customer mark globally, fortifying its position as the world’s second-largest telecom operator by mobile subscriber base, as per a regulatory filing by the telecom operator.

Bharti Airtel Crosses 650m Users

“According to GSMA Intelligence, Bharti Airtel is ranked second globally by mobile customer base, with operations spread across India and Africa,” the filing said.

Commenting on this milestone, Gopal Vittal, executive vice chairman, Bharti Airtel, said: “Achieving the milestone of 650 million customers to be the second largest operator globally is a great responsibility for us to serve our customers better every day,”

He added that the telco strives to raise the bar on innovation, reliability, and experience so that every customer interaction is an opportunity to earn trust and deliver value connection.

Currently, Airtel India serves around 368 million mobile customers, meanwhile over 179 million users have been plugged into its subsidiary Airtel Africa spread across 14 countries.

Its mobile money platform, Airtel Money reached more than 52 million customers.

Additionally, the telco serves around 13 million homes with high-speed internet services and over 15 million through its Digital TV offering.

With operations spanning 15 countries and network coverage reaching over two billion people, analysts say that the latest milestone is a testimony to the natural curve of evolving from a telecom operator into a broader digital services provider.


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NCC Insists Telcos Must Compensate Subscribers for Poor Quality of Service

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Dr. Aminu Maida, executive vice chairman, Nigerian Communications Commission  (NCC), has insisted that telecommunications operators must compensate subscriber for poor quality of service after a facility tour of major telecommunications operators in Lagos yesterday.

NCC Insists Telcos Must Compensate Subscribers for Poor Quality of Service

The team comprises of Chief Idris Olorunnimbe the Chairman of the Governing Board of the Nigerian Communications Commission (NCC), EVC, Engr. Gbenga Adebayo, chairman, Association of Licensed Telecommunications Operators of Nigeria (ALTON) and other stakeholders visited MTN Nigeria, Globacom and Airtel Nigeria.

Earlier this week, the commission directed Mobile Network Operators (MNOs) to provide compensation to subscribers whose network quality of service experience is below specified targets within certain locations.

In a statement signed by Nnenna Ukoha, head, Public Affairs Department, NCC, the commission noted that its position is that subscribers should not be made to bear the full burden of service disruptions where operators fail to meet prescribed standards of service delivery.

Speaking after the facility tour the EVC, said: “We are in a situation where Nigerians are yearning for better service, but better service requires infrastructure. We are not where we want to be or where we need to be, but from what I’ve seen today, I am reassured that the operators are continuing to invest. I urge Nigerians to be a little bit patient while these investments are made, so that we can address the infrastructure deficit that is required to improve service for Nigerians.

“I wasn’t expecting that a tour like this would change that directive. We looked at it and we said the fairest thing to do was for subscribers to be compensated. This is not to say that the operators have not tried. Service has improved. The data shows that our demand is also increasing at a rate faster than the infrastructure is being built. So Nigerians have to be a little bit patient. From what I’ve seen today and all the work that has been done, I’m confident that gap will be close shortly”.

Chief Idris Olorunnimbe, chairman of the Governing Board of the Nigerian Communications Commission (NCC), added: “From what we have seen, and what has been done. We have been told in detail what is to come. And I mean, just like the EVC said, all we need is a bit more patience, better service, deeper penetration is assured based on everything that we’ve seen, and everything we have heard.

“It’s also important to commend our operators. The infrastructure that we’ve seen is comparable with any infrastructure from any telecom operator anywhere in the world, and Nigeria is not behind, and based on what we’ve also seen in terms of their plans for expansion, Nigeria will always be able to compete with any other country in the world.

” More so, drop calls are not deliberate. They are caused by a few things. One of it is fiber cut and attacks or vandalization of towers and other infrastructure. But now, it has reduced. We have seen they’ve shown us data today that shows a significant reduction. It will continue to reduce. As the critical national infrastructure program deepens and we’re also about to introduce an accountability framework of “when fiber is damaged, you must fix it”. That way we think that people will be more responsible with their constructions that breach telecom infrastructure. Then we can keep those incidents to the barest minimum, drop calls would also reduce.

“However, when calls drop, the networks also lose so it’s not in their interest for your calls to drop or for you to experience frustration when you use the service, because the more reliable it is, the longer you spend on it, the longer you spend on it, the more money they’re able to make. So, they are also doing their best in terms of ensuring that these incidents are reduced to the barest minimum”.


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NITDA Urges Joint Action to Drive Nigeria’s Digital Innovation

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Kashifu Inuwa, the Director General of the National Information Technology Development Agency (NITDA), has underscored the importance of collaboration between government institutions and emerging startups as a catalyst for Nigeria’s digital transformation and national development.

Speaking at the Nigerian Satellite Week 2026 in Abuja, themed “Harnessing Space Technology for an Extraordinary Nigeria,” Inuwa urged stakeholders to embrace partnerships as a pathway to innovation and impact.

“Take a good step, and you can make a difference,” he said, emphasizing the need to translate ideas into tangible outcomes through collective effort.

The NITDA boss, represented by the Director of Stakeholder Management and Partnerships, Aristotle Onumo, during his presentation on “Enhancing collaboration between government agencies and emerging start-ups”, outlined four guiding principles for driving transformation: enabling the ecosystem rather than controlling it; prioritising networks over institutions; developing talent while supporting innovation and adopting practical solutions; and focusing on platforms rather than isolated projects.

To illustrate the power of digital innovation, Inuwa shared the story of a rural farmer whose productivity challenges ranging from unstable rents to failed loans were overcome through access to digital tools and networks. He explained that such incremental interventions can scale into broader economic gains, ultimately contributing to national infrastructure like satellite systems.

“This is the power of space technology, and it shows why events like this are so important,” he noted.

Highlighting the evolving role of space technology, Inuwa observed that startups are increasingly driving innovation across telecommunications, navigation, security, and cloud services. Once dominated by global superpowers, the sector is now emerging as a key economic driver, with Nigeria’s “Sunrise Packet” projected to contribute over $1.5 billion to the economy by 2030.

“Innovation without adoption is wasted,” he added, stressing the critical role of government in enabling start-ups to scale through supportive policies, infrastructure, and incentives.

According to him, developmental regulation should focus on creating markets, orchestrating ecosystems, and delivering public value rather than stifling innovation. He pointed to several initiatives supporting the growth of Nigeria’s innovation ecosystem, including the Digital Start-Up Act, Idea Hatch, and the National Digital Leadership Programme, all designed to empower young innovators and connect them to global opportunities.

He further highlighted platforms such as GITEX Africa, GITEX Nigeria, and Digital Nigeria, which provide visibility for start-ups and attract investment, partnerships, and mentorship.

Inuwa concluded with a strong call for collaboration among government, start-ups, non-governmental organisations, and investors, describing Nigeria’s youth as the country’s greatest asset.

“If we are going to create a digital Nigeria, we must collaborate,” he said.

Also speaking at the event, the Minister of Communications, Innovation and Digital Economy,  Tijani, described Nigeria’s satellite infrastructure as central to the nation’s digital future.

“Nigeria is the only West African country with its own satellite. NigComSat provides critical connectivity and resilience, benefiting not just Nigeria but the entire region,” he said.

Tijani disclosed that President Bola Ahmed Tinubu has approved the acquisition of NigComSat-2A and NigComSat-2B, a move expected to significantly enhance the country’s space capabilities.

He stressed, however, that infrastructure alone is not sufficient.

“What truly matters is how we leverage this technology to improve agriculture, education, security, and business operations,” he said.

The Minister also highlighted key government investments, including a ₦12 billion digital economy research cluster fund under Project Bridge, which will support academics and researchers nationwide. He added that Nigeria is expanding its digital backbone through 90,000 kilometres of fibre optic cables, nearly 4,000 telecom towers in underserved communities, and new satellite deployments to strengthen regional connectivity across countries such as Cameroon, Niger, Chad, Burkina Faso, and the Republic of Benin.

“The talent, ideas, and energy are all here in Nigeria. It is up to us to turn them into real outcomes for our people and the economy,” Tijani added.

The Nigerian Satellite Week continues to provide a strategic platform for collaboration among government, start-ups, academia, and the private sector, fostering innovation and reinforcing Nigeria’s leadership in Africa’s digital and space economy.

Welcoming participants, the Managing Director of Nigerian Communications Satellite Limited (NIGCOMSAT), Jane Nkechi Egerton-Ideyen, said Nigeria’s space programme is entering a new phase marked by deliberate and focused growth.

She pointed to strengthened institutional capacity, expanding partnerships, and clear economic gains, noting that the agency’s revenue grew from less than $650 million in 2023 to over $2 billion in 2025. She attributed this surge to key reforms, new commercial deals, and increasing demand for satellite broadband services across the African continent.

Egerton-Ideyen also disclosed that Nigeria has launched seven space assets in just over two decades, adding that the country is shifting its focus from prestige-driven initiatives to practical outcomes—enhancing connectivity, improving livelihoods, and promoting inclusive development.

She further revealed that more than 500 young Nigerians received training in satellite technology within the past year, while over 50 startups have benefited from NIGCOMSAT’s accelerator programme.


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