Windows Phone sales explode in Europe, gain in the US, and pass the iPhone in Italy
Strong sales for Windows Phone is seen across Europe, the United States and Australia, signaling strong momentum for Microsoft’s mobile platform
Kantar Worldpanel’s numbers for September 2013 show continued strong growth for Windows Phone, especially in Europe where double digit sales are seen in the Great Britain (11.4%), France (10.7%) and Italy (13.7%). The data collected spans 3 months, up until September.
In terms of sales for September 2013, Windows Phone has claimed 10% for the “big five” European countries combined (UK, Germany, France, Italy and Spain), representing a doubling in sales from 12 months ago, marking a substantial increase from 2012.
Even bigger news is that sales for Windows Phone has surpassed the iPhone in Italy (13.7% versus 10.2%). Granted, Apple’s iPhone 5s and 5c have just launched and are expected to rebound during the Christmas period, skewing the numbers slightly. However, it’s still a significant accomplishment analogous to the situation in Russia, India and Lithuania where Windows Phone is also doing better than Apple’s legacy smartphone.
United States is finally growing
Fascinatingly, even in the United States sales of Windows Phone is nearing 5% versus 2.7% one year ago. That 2% increase in sales shows continued awareness of the Windows Phone operating system, most likely perpetuated by sales of the Lumia 520 and Lumia 521. So far, the United States has established itself as a difficult market for Nokia to gain traction in, but that may be finally changing in late 2013.
Other numbers in the United States are revealing as Android has dipped 2.5% in sales in 2013, along with an expected decrease for BlackBerry. Only iOS and Windows Phone has shown growth in sales, conceivably signaling a changing tide in the States.
Australia too has seen momentous growth, ramping up from 4.6% sales in September 2012 to 9.3% one year later, a doubling upsurge in sales. While news from Australia does not garner as much in headlines, it’s still a great sign.
China and local Android brands dominate
However, not all news is so positive. China, ironically, is providing to be a difficult nut to crack for Nokia, where sales have dropped from 4.5% to just 2.5% in one year.
The momentum in that country is determined by Android and its low cost, native manufacturers, who have home turf advantage over Nokia. Android sales in that country have grown by nearly 15% in one year with BlackBerry, iOS and Windows Phone all dropping.
Potential for Latin America
Latin America likewise has seen increased sales for Windows Phone, up 1.3% from last year, however Android is exploding with a record high 23% increase. Even iOS has improved by 2.2%, demonstrating that Latin America is a crucial growth market for smartphones in 2013 and going forward.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel comments:
Indeed, it appears that Windows Phone, and specifically Nokia, is finally catching on in most territories. The news is certainly positive all around as Microsoft’s mobile operating system is seeing increased sales in the US, across Europe, Russia, Australia and Latin America. Its third-place status is not just a default position any longer, instead, Microsoft is now an active player in the smartphone wars.
Source: Kantar Worldpanel
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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.
The only fact is I'm from Dominican Republic!
That's obviously good news for NOKIA and by extention, Windows Phone. Would Nokia grow faster if they also made available Android devices? You betcha. But they're managing to slowly getting people to buy WP devices. However, I should also point out a fact that, at least here, has made many people buy Nokias: the price. Retailers have severely dropped the prices of Windows Phone devices. The Nokia Lumia 520, as expected, has been in the top 5 of sales (way way ahead of the overpriced iPhone) but the Nokia Lumia 920 has also seen massive increase of sales once the price came down to around 350€.
So in a bankrupt Europe, Nokia does well in betting on low end smartphones. And if they manage to produce high end phones at lower prices, all the better for them. (of course, all these efforts will very likely fall to the ground if Nokia disappears, destroyed by Microsoft. I might be wrong...but I don't think I will be.)