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Smartphone Trickle-Down Effect in Emerging Markets

Demand for mobile internet access remains strong around the globe. According to the latest market study by Juniper Research, smartphone shipments reached over 290 million in Q2 2014, representing 26 percent year-over-year growth and 2 percent quarter-over-quarter growth.

Indicative of a growing new trend, both Apple and Samsung witnessed a decline in their global market share as other vendors -- including Huawei, LG and Lenovo -- made significant gains at their expense.

Samsung accounted for 26 percent of all smartphone shipments globally, with an estimated 75 million shipments during the quarter.

While the Samsung market share declined y-o-y and q-o-q, shipment volume were estimated to be up by 4 percent, when compared to Q2 2013. However, the company does not disclose actual shipment numbers.

Apple posted its best ever second quarter, shipping over 35 million iPhones, representing a y-o-y growth of 13 percent. However, Apple’s market share slipped from 15 percent in Q1 2014 to 12 percent in Q2 2014.

A significant proportion of Apple iPhone sales came from emerging markets, recording 55 percent y-o-y growth in the BRIC countries (Brazil, Russia, India and China).

Huawei sold 34.3 million smartphones in H1 2014, with the second quarter shipments reaching 20 million representing a market share of nearly 7 percent. The company is expected to meet its full-year target of 80 million smartphones.

Lenovo is estimated to have shipped 15.6 million smartphones for the second quarter, representing an increased market share of 5.5 percent.

LG meanwhile shipped a record 14.5 million smartphones in the second quarter, representing a 20 percent y-o-y growth and 5 percent market share.

Smartphone Emergence within the Emerging Markets

The growth in economies of scale, innovation and the trickle-down effect of technology opened up the market to a far wider variety of low-end, lower-priced smartphones, which facilitated their entry into emerging and developing markets.

Juniper anticipates that emerging nations in Far East & China, Indian Subcontinent, Latin America and Africa & Middle East will account for over 50 percent of the global smartphones shipped in 2014.

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