The accelerated adoption of Android-based smartphones is a global phenomenon. According to the latest (2011 Q3) market study by IDC, Samsung has now overtaken Apple and grew share for a third consecutive quarter in the Australia and New Zealand (ANZ) overall mobile phone market.
Overall the Australian mobile phone market dipped by 17 percent quarter-on-quarter (QoQ) by shipments across both smartphones and feature phones categories. The smartphone market is now 65 percent of the total Australian mobile phone market.
Google Android has overtaken Apple iOS in first position -- holding 49 percent market share. Apple iOS in second place now holds 36 percent unit share as the market eased in preparation for the new iPhone 4S launched in October 2011.
"Collective efforts to expand brand presence from all Android manufacturers at all price points will increase consumer choice and drive demand, which in turn will help Android grow to at least 40 percent market share over the next 3 years. Samsung has climbed to the number one position as a result of a strong push for its Galaxy S II," said Yee-Kuan Lau, market analyst for IDC ANZ.
HTC, being the number two Android vendor in Australia, continues to grow its market presence with its product portfolio expansion in the second half of 2011.
New Zealand’s feature phone and smartphone markets, on the other hand, recorded a 55 percent QoQ growth. The smartphone market holds 43 percent of the total Q3 New Zealand mobile phone market, with Samsung overtaking Apple's number position with a share of 28.5 percent of the smartphone market.
Huawei, in second place, holds 20 percent of New Zealand’s Q3 smartphone market followed by Apple with close to 13 percent unit share.
"While Apple’s iPhone shipments slowed down in preparation for its new iPhone 4S launch in New Zealand, Samsung led the smartphone market for the first time with some of its flagship models such as Galaxy S II and Galaxy 5 performing very well. Huawei continues to expand its local market presence and contributed to the growth in sub-$200 smartphones with its U8180 Ideos X1 model sold via Telecom," added Ms. Lau.
There's been a gradual shift in demand by cost-conscious consumers to low-cost Android smartphones from feature phones across ANZ, as more low cost smartphones are becoming available in the market. In Australia for example, the shift in demand from feature phones has helped boost sales in the sub-$150 segment with low-cost Android smartphones.
There was an intense OS battle, particularly in Australia, during 2010. IDC expects Android to win in the Australian smartphones tussle. In New Zealand, Android is expected to widen the gap and maintain the lead in the smartphones market. IDC expected close to 9.5 million smartphones to be shipped to ANZ channels by the end of 2011.