Windows Phone sales drop slightly across markets during summer 2014 Lumia lull
New stats from Kantar WorldPanel reveal that Windows Phone sales have seen a slight decline for the three months to September 2014.
The Kantar numbers, while not dramatic, reflect two aspects of the current Windows Phone ecosystem: lack of new phones and a substantial portfolio from the competition, including new iPhones.
According to Kantar, sales in the US for Windows Phone has dropped from 4.7 percent in August to a lower 4.3 percent in September. Likewise, going back one year and the sales are 4.6 percent in 2013 compared to the slightly lower 4.3 percent last month.
Overall, sales of Windows Phone are holding steadily as a relative percentage of overall smartphone purchases. That is the good news, if you were to look for the positive side. The negative is obvious: Windows Phone is still failing to break past any significant sales barriers in the US.
Heading to Europe and the 'big five', which includes UK, Germany, France, Italy, and Spain and Windows Phone is also holding steady at around 9 percent of overall smartphone sales. This number has dropped slightly from one year ago (9.4 percent versus 9.2).
Drops in Windows Phone purchases occurred in four of the 'big five' European countries with Italy being the exception. There, Windows Phone sales increased from 13.7 percent in September 2013 to 15.2 percent last month, well ahead of iOS, which stands at just 10.4 percent of smartphone purchases in that country.
iPhone growing but declining as a percent of sales
Indeed, perhaps the bigger story is how iPhone sales are also holding steady in Europe, with Windows Phone often within striking distance in overtaking Cupertino. It is only in Japan and the United States where the iPhone is above 30 percent, well out of the European range of 15 percent. However, for Japan and the US, both countries are seeing a decline in iPhone sales (47.2 to 31.3 percent for Japan; 35.9 to 32.6 percent, year-over-year in the US), even as the market grows as a whole.
Additionally, the full-impact of the new iPhone 6 and 6 Plus is not realized in these numbers as we head into the holiday season.
It is worth noting that sales of the Lumia 730, Lumia 735, and Lumia 830 are not reflected in this latest batch of numbers from Kantar. Those phones were not made available until the very end of September, with a launch in the US market not set until next week for the Lumia 830. It is clearly too early to tell if those phones will make any impact. Although, due to their positive reviews and affordable price points, they certainly stand a chance.
Lumia phones, now under the auspices of Microsoft, are still in a state of flux. The Lumia 930 is the only flagship Windows Phone for 2014 and reception to that device has been soft, to say the least. Low-cost phones like the Lumia 530 and Lumia 630/635 are also having a sustaining but limited effect on overall sales for Microsoft.
With no releases from major partners like HTC or Samsung in Europe for all of 2014, the burden for Windows Phone sales falls onto the Lumia. The problem is there has not been a perceived 'hit' for the Lumia line this year to cause a stir in mass adoption of Windows Phone.
Will the Lumia 73x and Lumia 830 series change any of that? The good news there is reviews so far have been very bullish, which we hope is reflected in future sales. Under Microsoft, the Lumia 73x and Lumia 830 have seen a fast turnaround from announcement to direct channel sales and stock at retailers. This quickness to market is unlike previous Lumia releases which often spanned months, losing the luster of 'new' by the time they were available in shops.
Lack of a flagship Windows Phone
However, despite the positive reaction to the new Lumias, Microsoft still needs a 'wow' device to woo the tech media and new potential customers. That phone was supposed to be 'McLaren' (aka 'Goldfinger') but as we reported back in July, the device was cancelled in its last stages of development. Clearly, that decision was not ideal, although we have to assume Microsoft had valid reasons for canning their one Lumia flagship going into the holiday season.
The other lingering concern is Windows 10. The new converged OS is set to debut in mid-2015 with likely hardware announcements in late April during the Build conference. A new, united OS with universal apps is a tantalizing launch-partner for new, high-end hardware. Nonetheless, in terms of marketing, that is a lifetime away.
Windows Phones, especially those with the latest Snapdragon chipsets, are likely to get the Windows 10 upgrade. So the question for Microsoft is should they launch something in early 2015 or go all out with a Windows 10 OS and hardware co-launch? If they were to release a high-end phone too early in 2015, Microsoft could blow their wad for an impactful OS launch by mid-year. Releasing two 'flagship' Lumias within six months of each other could anger early-adopters (just look back at the Lumia 925 announcement).
Microsoft has some tough choices ahead. The rest of 2014 and early 2015 appear to be a transition phase as the Lumia team's full integration into Microsoft results in the first "pure" Microsoft Lumia device. This true Microsoft Lumia is about as close as we will get to a fabled 'Surface Phone', for what it is worth. Likewise, for the OS, which is on the cusp of an awe-inspiring unification with significant potential to increase sales. The problem for Microsoft is most of that is still months away from becoming a reality.
There may be some respite ahead as early next week AT&T and Microsoft will announce the Lumia 830 and HTC One for Windows. According to our sources those phones go on sale just four days later for Friday, November 7.
Source: Kantar WorldPanel; via TechCrunch
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Daniel Rubino is the Editor-in-chief of Windows Central, 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 for some reason, watches. 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.
By Zac Bowden
Edit: There needs to be a flagship on all the carriers(sigh, if it is the one then so be it as well as there needs to be a mid range and low end as well).
It's getting to the point where idk what to think anymore and I'm growing restless with this lack of what appears to be poor choices in regards to selling the phone. I don't even like the one but there is no point in that phone being nearly 3 months older and finally getting a release on att as if that is going to help anything especially since Verizon sucks. The momentum and excitement for that phone has quieted down vs it's original release.
Hopefully it and the 830 can do some good.
Still not happy about Google, browser was still better than Safari, and ditching MS as a viable one solution ecosystem. It's not remotely viable.
Android did do everything I asked of it, however, and OEM's at least maintain their apps. A phone like the Xperia is pretty much the hardware grail of phones. I really don't see that it's missing anything in any category.
So I'm real happy at mo with it. But I was happy with Sony z3 for week also.lol.
I just wish Microsoft would get its finger out and get the new flagships out for xmas
MS needs it's own HUGE marketing campaign featuring WP as an OS itself! They can market the Lumia brand aside using just as strong a campaign.... Google has Android specific commercials, and Apple has always taken care of it's business..... MS appears to be doing NOTHING itself to boost market share for WP....
New devices will help, but they aren't entirely the awnswer... Nobody will buy them because MS is horrific at creating awareness, and hype around those new devices.... MARKETING is WP's BIGGEST issue, and has always been the ROOT Cause for All of WP's issues that hold it back as a third viable OS... With the 930/Icon, 1520, and 520/521 out during these months that was enough for MS to had increased market share.. Apple won't release another device for a year from now, but they will market the iP6 to death, and do whatever it takes to sell as many possible, before the iP6s gets here... That's because Apple is smart.. Obviously a lot better at being good salesman than MS!
MARKETING MARKETING MARKETING MARKETING❗❗❗
Blame MS everytime until they finally get it right❗
If Microsoft agrees to another carrier exclusive, then somebody else needs to get fired and a top level exec needs to get put on the spot in a public forum and asked to justify the idiotic decision. I'm sure any fan of WP could shoot holes in whatever "reason" is given when compared to "reality".
WP will never break 10% market share if it is never marketed properly... Blame MS for ALL of WP's issues.. Blaming other OEM's, carriers, consumers, and store associates, is a waste of time... How can we expect them to care before we expect for MS to care❓
Go to USERVOICE and demand that MS get serious about marketing❗ Go on your device in settings, and complain about marketing in feedback! Give MS bad reviews on all of their apps for horribly, lazy marketing efforts!... Whatever it takes for them to understand that we need to see WP commercial's everywhere, all the time, and all day long... We need to see WP posters all over the mall. We need to see WP featured on the sides of busses, at sporting events, taking up permanent advertising space on billboards.... ALL carriers need to have a lineup of no less than 4 devices! Airports, malls, arenas, park..... I'll be back.
Salespeople actively push customers away from WP
Lack of flagship
App gap It's amazing that Windows Phone is still around at all. Does Microsoft even want it to succeed?
Every opportunity we get, and this is a good one, we should be slamming MS for not properly MARKETING WP for years... Then maybe they will start doing it right.. One good thing is that they do listen, and are open minded... They just have to be told what to do for some reason.... It's our job as WP fans, because fans of other platforms don't have to,, to tell MS how to manage WP... Now, that the hardware is tight, the features are there,,, we need to insist that they create massive amounts of awareness, and hype, around WP... Apple now has a commercial featuring OIS, and their six lenses in blown up veiw... Microkia has never bragged about this feature in years, and Apple makes the public believe they invented it in weeks... That's good marketing, and awareness, on Apples part, and I have to give Apple a hand for once again bitch slapping MS in the face.... At what point is MS going to get tired of just sitting in the corner and loosing to Google, and Apple, as far as mobile is concerned?.... Why won't they show what WP has, and what it does, on a scale at least as big as it's competitors do? I can't believe it's been four years, and I'm still sitting here asking the same questions... It's like they are intentionally making WP fail... There is no excuse for MS to not show gains, but instead they are showing losses.... This is unacceptable, and we should demand more from MS.
HTC, I'm glad to see you in the WP scene again, but if you are not going to release a WP phone at the same time as your Android phone, but rather months and months later, then make it better than the old phone and name it differently. I would prefer you release your flagships on both platforms at the same time though... Then it still has buzz and draw.
Comparison to Android is ok - just remember LAG & power eating batteries
Maybe 5.x is better in power...?
More info here: http://news.microsoft.com/2004/07/15/fiat-auto-and-microsoft-team-up-for....
Nist! Look... Didn't I just say this yesterday? Remember, I said that WP was going to show a loss across the board.
At least Windows phone had some growth there as well as Italy.
Why waste all of the marketing for a premium product that will have a different brand a month later?
They could've possibly done it quicker, but it might've been too jarring and people would've been all "YOU'RE KILLING THE NOKIA WE LOVE!" Microsoft needed to prove they could keep/improve the pace before the brand change, and now that we have a brand change, we can get a flagship.
(I could be completely wrong and everyone at Microsoft is just jumping around like monkeys with no idea what they're doing , but I might be on the right track.)
Or worse they just move to other platforms which increases their marketshare as well. So a hero/flagship is definitely needed..
Take the reception of the Lumia 1020 for instance. I don't believe it sold real well. But, it also was not received well by tech media or journalists because pretty much everything WP released up to that point was arguably inferior to the best Android and iOS devices. It was pegged a niche device that is clunky and runs WP. But, in time, this phone has earned the respect of reviewers. It is still considered a best in class camera. Perspective shifted toward the device over time because of how good it is and IF Microsoft ever releases a true upgrade for that phone, I think it will be much more likely to get the credit it deserves. A lot of people go into stores knowing about a flagship phone but decide to buy the phone that gives them "most" of the same features for $400 less.
Well said bro. Personally I don't think flagship is going to solve this issue.WP Appstore/App/update is f**ked up, reason why no one is ready to pay $600+ for windows phone.
or go and buy of the major carriers in the US
Though you're spot on, if carriers and sales reps are apathetic, wp will never sell well
It was for WP8.1... WP8.0...
- Too many models; confusing, limits manufacturing capacity; have only a HIGH, MID and BUDGET model
- Have the balls to COMMIT to RELEASE DATES; None of this "Coming Soon" crap 2. DISTRIBUTION
- Make all models available on most bands for most carriers; ditch the "Carrier Exclusive" crap. It annoys the end-customer. The priority should be to grow and sustain the INSTALLED BASE, not some short sighted goal of device sales. You might sell a lot to AT&T but Windows phone will DIE if those devices aren't being sold. I don't know why you don't get this when the Windows and Office product teams have been doing this for YEARS.
- Expand your sales and distribution network. I see a damn Galaxy/Nexus/iPhone in every electronics store, but for some idiotic reason, I can't say the same for Windows Phone. You did it with Windows and Office, you can do it with Lumia if you pulled your finger out. You're welcome.
Who is really buzzing over mid range cheap devices when the competition has such strong flagships.
Dan's a freakin Mark Twain.
1- apps, updated apps
2- better support from retailers + accessories.
Ask anyone why not a WP, he or she will give you one of the above reasons.
BTW taking about 2 months to release a phone is BS
One word WTF
2) Advertise... So people know the 930 exists
3) Make it available across more carriers
4) Advertise... Just freaking advertise
5) Release an updated 1030 - it's a super phone not a flagship so there's no clash with holding back on a flagship until W10 then and at least there is a wow phone in the meantime. Make it a 4.7" screen, with glance, sensorcore tech and tweak the 41MP camera - then it'll crap all over the iPhone 6 and give the media something to talk about until a new flagship (930 replacement) gets released with W10 - also release an updated 1520 with W10 as well.
Show home screen,
Show tiles updating,
Show popular apps on screen,
Press tiles, allon the full tv screen
Show the slide keyboard in use
Show email outlook!
Show whatapp etc..
Its a superb system with fantastic hardware too, poorly advertised!!
Cone on ms get it sorted!!!!
Second was the 8.1 update. Some of the changes were great even if the other OS choices had them for years (folders anyone). But the change in direction of the OS bothered me. No more hubs and direct social media integration...the main marketing point of WP in the beginning. The XBOX music app on 8.1.x is horrible and not getting better IMO. I have never seen an app that just does the strangest things for no reason. Shuffle to not shuffle, warn me in the middle of an album that loud noises might damage my hearing and then automatically adjust the volume down. Lately, my 1020 has been both slow (...resuming) and absolutely eating battery life. The only new app I have is Flipboard or one of the other app updates might be causing the battery issue. I have done a hard reset after each update but that gets...annoying. So...after about 3 years I am moving back to Apple with a 6 plus. Despite the tech being middling, it is what I have been looking for in a phone-big but not too big, apps and accessories and every service that I use from MS. Yes, WP needs a splashy flagship phone. Not because they sell in large amounts but because they are props for marketing. Samsung doesn't market its low end phones. It markets its latest Galaxy and Note lines and relies on that marketing to sell the older phones to the masses. All of the adds for the 1020 were great. Not many people bought the 1020 but it got the name out there. It's funny how many WP you see in TV shows and movies. I guess that is the MS way now...subliminal marketing.