Lumia 640 and 640 XL evidently becoming big sellers in US, Russia, and India

Microsoft's Lumia 640 and Lumia 640 XL Windows Phone are arguably their best budget-minded Lumias to date. Since their announcement, there has been strong interest from users and positive reviews from many publications.

Now, new July data from AdDuplex finally lets us see the impact of these phones on a few markets, specifically the U.S., Russia, and India. The AdDuplex data is collected monthly from advertising data on the Windows Phone platform.

United States - Lumia 640 off to a good start?

The Lumia 640 went on sale only a few months ago in the States on various carriers, including Cricket. Since that time, it has managed to grab 5.6 percent of the Windows Phone market and to become the fourth most prevalent Windows Phone. It is now tied with the Lumia 520.

The Lumia 635 is still doing very well too with a staggering 32.5 percent of the Windows Phone pie, and it is closer to 40 percent when you toss in the Lumia 630.

No word on AT&T's massive Lumia 640 XL, which only went on sale in the last few weeks.

Of course, with a contracting Windows Phone market in the US these numbers only show that users are replacing their older phones. It is not clear (even unlikely) that Microsoft is adding any new customers to the mix.

Russia - 'White label' phones doing well

Over in Russia things are not too different with the Lumia 640 picking up 3.4 percent of the Windows Phone market there. Additionally, the Lumia 535 has jumped by 1.7 percent for an 8.1 percent total slice.

Overall, Russia has a ver mixed market with the Lumia 630 owning 16.2 percent of the Windows Phone pie and the Lumia 520 picking up the next biggest chunk. Interestingly, "Other" accounts for nearly 40 percent signaling that white-label phones are doing some considerable business there.

India – Lumia 540 and 640 XL enter the top 10

Finally, in India we see the entry of the Lumia 640 XL, which now owns 3 percent of the Windows Phone market there. This number is still relatively small as the Lumia 530 is 3.2 percent, and the Lumia 535 is nearly 20 percent. Still, this is still a fairly strong entry.

Likewise, the Lumia 540 is now the seventh best selling Windows Phone entering the top ten with 3.9 percent.


The budget-friendly but well spec'd Lumia 640 and Lumia 640 XL have all the right ingredients to be excellent selling Windows Phones. Despite the somewhat negative environment right now for Microsoft in mobile, their pricing, feature set, and relatively large displays seem to be resonating with customers. Considering Microsoft does not have any real flagship phones on the market for 2015, this is the best they can do right now.

The good news is at least these budget phones appear to be selling, reinforcing that 8.4 million figure a few days ago cited by Microsoft for the last fiscal quarter. The bad news is Microsoft is unlikely to be growing much overall market share for smartphones and instead are just maintaining a presence.

AdDuplex's final numbers will be posted Monday, July 27 on their blog at

Daniel Rubino

Daniel Rubino is the Editor-in-chief of Windows Central. He is also the head reviewer, podcast co-host, and analyst. He has been covering Microsoft since 2007, when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, laptops, next-gen computing, and watches. He has been reviewing laptops since 2015 and is particularly fond of 2-in-1 convertibles, ARM processors, new form factors, and thin-and-light PCs. Before all this tech stuff, he worked on a Ph.D. in linguistics, watched people sleep (for medical purposes!), and ran the projectors at movie theaters because it was fun.