Nokia captured 1.1% of the smartphone market in Q1 2018 (via Counterpoint) *UPDATED*

Counterpoint Research shared with us some numbers about the performance of Nokia devices during the first quarter of 2018. Overall, in Q1 2018 the smartphone market saw an annual decline of 3% with 360 million smartphones shipped. The top spot took Samsung (21.7%), followed by Apple (14.5%) and Huawei (10.9%). The fastest growing brands in Q1 2018 were Nokia HMD, iTel, Xiaomi, Tecno, OnePlus and Huawei, according to Counterpoint’s Q1 ’18 global report.

CP is till in process of finalizing the Q1 2018 numbers, but they shared with us Nokia’s global market share by category. We won’t be converting the shares into numbers of units, because these numbers will be available when Counterpoint finalizes their counting process. Compared to Q4 2017, HMD increased their market share in smartphones from 1% to 1.1%, but the market share in feature phones declined from 15.1% to 14.3%. In total, HMD’s handset market share (smartphones + feature phones) declined from 4.5%  in Q4 2017 to 4.3% 2018.

Category 2017 Q4 2018 Q1
Handsets 4.5% 4.3%
Smartphone 1.0% 1.1%
Featurephone 15.1% 14.3%

Comment from Counterpoint Research:

Nokia HMD has expanded their smartphone portfolio with series of launches, including the Nokia 1, Nokia 6, Nokia 7 Plus, and Nokia 8 Sirocco, during the 2018 MWC Barcelona event. Initial sales channel developed for selling feature phones has provided them a solid foundation for smartphone sales. These devices hit the market during the last month of Q1 2018, hence, they’re likely to make an impact in Q2 2018. Consumers in Nokia HMD’s key markets such as India, Indonesia, Vietnam, and other Middle East countries are yet to get an hand-on experience of the newly launched devices. Hence, we can expect their smartphone sales to pick up during the next quarter.

The new lineup of Nokia smartphones, the 1, 6.1, 7 plus, 8 Sirocco and 8110 4G, are expected to make an impact on HMD’s sales number during this quarter (Q2 2018), when global availability is expected. As said earlier, numbers in “millions of units” will be released later, when CPR does all the counting. Overall, the smartphone and feature phone market share seems steady, while the shipments could be lower than in Q4, considering that Q1 is always the worst quarter for consumer electronics (except in China) and that the new Nokia devices weren’t fully available on the market. We will know better when final numbers arrive.

Thanks again to Counterpoint for sharing the stats. 🙂


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