Strong Sales of Galaxy S3 Helps Extend Samsung’s Lead over Apple in Smartphone Market

Samsung ships 52 million in Q2 2012, double Apple’s

July 26, 2012

– Samsung ships 52 million in Q2 2012, double Apple’s

– Market poised for Apple to strike back with next iPhone
– Sony continues to under-achieve given potential

Data from leading mobile analyst firm Juniper Research shows Samsung has taken a sizeable lead in the smartphone market in terms of unit shipments. In the second quarter of 2012, the company estimates Samsung shipped 52.1 million smartphones, just over double the number shipped by its leading rival, Apple – 26.0 million. The Korea-based company has also doubled its lead over Apple quarter-on-quarter, with its flagship Galaxy S3 playing a key role, having achieved sales of 10 million in June. However, with consumers waiting for the next iPhone expected later in the year, Apple will undoubtedly narrow the gap.

Samsung’s Recipe for Success

While the Galaxy S3 has been a phenomenal success, Samsung has leveraged its global brand strength and the popularity of the Android OS to drive sales of smartphones in all price tiers. RIM (with 7.4 million smartphones shipped in Q2) continues to struggle to cope with the transition to the touchscreen era and an OS which lacks the user base to attract developers, and Nokia (10.2 million) is yet to show any clear indication it is benefitting from the switch to Windows Phone 7, with its hopes riding on Windows 8.

Meanwhile Samsung’s Android competitors continue to fall short, with the resources needed to compete with Samsung’s marketing push halting HTC’s early promise (11.6 million) and Motorola, distracted by the Google acquisition, lacking a strong presence in Western Europe.

The company believes that Sony has the strongest potential with Daniel Ashdown, Research Analyst at Juniper Research noting: “Sony should be doing better: it, like Samsung, has a global name and the Xperia brand is well-established but its marketing and products have been disappointing so far.

The whitepaper ‘The Smartphone Opportunity‘, and further details of Juniper’s report, ‘Smartphone Evolution Strategies: Premium, Standard & Economy Markets 2011-2016‘ are available at www.juniperresearch.com.

Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.

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