The first quarter of 2019 was a rough one for the maker of Nokia phones HMD Global. As per Counterpoint’s report that we already covered here, the brand fell off the top 10 smartphone brands list, but was the No.1 brand in feature phones. Nokia smartphones took almost 1% of the market share in Q1 2019, as we were told by Counterpoint Research.
Counterpoint also calculated the volume of Nokia feature phones shipped during Q1 2019 and shared with us that the volume was 13 million units. The almost 1% of smartphone market share in smartphones translates into something from 3 million to 3.4 million smartphones shipped during Q1 2019. For simplicity reasons, I took “almost 1%” as 0.9% and used that to calculate the shipment in the graphs that follow down below.
As we can see, in the last two quarters HMD Global entered into a stage of decline of shipments of smartphones and feature phones. The brand did ship the most feature phones during Q1 2019, meaning they performed well in a declining market segment, but decline in smartphones is troubling, especially considering that HMD’s portfolio mainly consists of cheaper devices with practically no margin.
In total, that makes over 16 million Nokia phones shipped during the first quarter of 2019. The results for the second quarter should be better considering the launch of new devices, but we will have to see what an impact they will have.