Italy and UK WP market share reach 13.9% and 5.9%, 50% growth in smartphones for Nokia in UK.

| January 22, 2013 | 98 Replies

kantardec2012Figures from Kantar World Panel for December show continued growth for Windows Phone in Europe (except Germany).

Nokia’s shares of smartphones has increased 50% since last year in the UK,

Nokia is experiencing something of a turnaround in Britain with its smartphone sales share at 6.2% and actual sales growing by over 50% compared with last year

WP is now nipping at the heels of BlackBerry (stronghold in the UK), 6.4% vs 5.9%.

  • UK: 2.2 to 5.9%
  • Germany: 3.0 to 2.6%
  • France: 3.7 to 4.1%
  • Italy: 2.8 to 13.9%
  • Spain: 0.4 to 1.8%
  • US: 2.2 to 2.6%
  • Australia: 1.9 to 2.8%

There are no before numbers for Urban China and Japan but they’re on 0.9 and o.8% respectively.


Sources: 1, 2, 3


Category: Lumia, Nokia

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Comments (98)

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  1. Keith too says:

    Quite amazing considering WP8 devices only caught the very tail end of that period and WP8 devices are already accouinting for a majority of WP’s usage so this trend will only pick up from here. It could be an interesting year for Windows Phone and Nokia.

  2. spacemodel says:

    In the US YoY from 2,2% to 2,6%…

    The WP strategy in the US can only be called a complete failure.

    • Mark says:

      It’s not good and isn’t helped by exclusivity deals.

      However, I’d look on the positive side. Growth in Nokia’s more traditional European market is a good sign. It remains to be seen if they can turn around the Chinese market.

      • Jiipee says:

        Europe is good news definitely. Id like to hear more about Italy. For some reason Lumia has been there the strongest from the beginning.

        US has been an utter failure. Sales margin has to be very bad after the marketing investments. The global sales director must be extremely good in leadership or in something else since his sales results dont really support the nomination.

        • dss says:

          Italy has always been a strong market for Nokia.. Symbian had a stronghold there for a long time as well, so I don’t think they care about the OS.. they just seem to like Nokia.

        • spacemodel says:

          Telekom-presse said that in Italy the cheap 610 is the star of the show with a 35% share of all WP’s.

      • spacemodel says:

        But, Mark, you can hardly call this marketshare in Europe something as a real growth.
        Okay, it has, in the EU5, doubled but two times almost nothing is still nothing.
        Didn’t you expected a bigger share, let’s say something about 10%, after all the billions they spend on advertising?
        They have just pass RIM who hasn’t brought anything new to the market during that same year, that’s hardly an achievement.

        I know you find me a negative poster here but I would call myself a realistic poster who has a different opinion about what’s called good news or a good sign.

        • Keith too says:

          “Didn’t you expected a bigger share, let’s say something about 10%, after all the billions they spend on advertising?”

          Are you even aware of the 7.x devices not being upgradable to WP8 because of the kernel switch? Considering that, WP and Nokia have weathered that storm very well and the trend up in the short time since WP8 is beyond expectations. One would to be oblivious of all this to expect a marketshare anything close to 10% at this point. But just keep watching–we’ll hit that 10% then sail beyond it soon enough.

          • Noki says:

            what wp8 expectations??? very well ???? how low were they any way? 1 phone? OOO we have been watching long enough and its no ware to be seen…

            #Side note apparently its not next quarter any more its soon in the future now….

            • Keith too says:

              Still trying to deny the trend WP and the Lumias are riding eh. Here is another expectaton: I predict that soon Lumias will be selling enough that you and others trolls will high tailing it out of here.

        • Mark says:

          I said that I couldn’t see WP8 getting above 10% in the near future.

          The days of 30-40% are gone but 10% is an acceptable level of share.

          • jiipee says:

            !0% is the official long term target for Nokia.

            Btw, do you mean 10% for Nokia or 10% for WP? I doubt that 10% for WP is enough for Nokia to maintain the smartphone business.

            • Mark says:

              For Nokia. I don’t think the other players will have much share to be honest. Kind of in the way that Samsung dominates Android, at least at the profitable end.

    • migo says:

      An increase means it’s not a complete failure. In fact, it’s only a failure once they hit a point that growth stops. Even if it’s slower than they would like, any growth is good, and can be worked with.

      • jiipee says:

        Disagree here. Eventhough I dont think it is a complete failure, it is major failure.

        Reason 1) Return on investment is very bad. My claim is and has been that they should have invested other markets more strongly and later push US. Nokia has traditionally been weak there, and there are strong domestic competitors.
        Reason 2) “Even if it’s slower than they would like, any growth is good, and can be worked with.” With limited cash reserves they should optimize their target markets the way that they reach break-even as fast as possible. One of the reasons to target US must have been that the localization to many markets was not finished for WP. That made the Feb ’11 communication even worse than it was.

  3. Noki says:

    You guys should have a good look at Germany. Germany used to be the place were windows phone sold the best, and instead of growing sales they have declining ones, if that does not tells you something I’m not sure what will….

    And we know the reason for the good sales in the UK and Italy… Cheep L800.

    • Keith too says:

      You should look a bit closer. Since the release of WP8 devices, Germany has reversed the decline. Italy likes the cheap phones but the UK didn’t really start to take off until the release of WP8 devices.

    • Mark says:

      Yes, Noki! Let’s look at the one European market where share has dropped as opposed to the all the other ones and the EU5 share which has gone up.

      No wait… that would be retarded! :)

      • Noki says:

        yes it was also the only one that had a good wp share…. so what does that tells you? Nothing??? ok…

        • Mark says:

          It tells me that EU5 market share has more than doubled, Noki. :)

          I have to laugh at you and the other overly negatives. I think Nokia has a tough ask against Samsung and Apple and it might yet go horribly wrong but, hey, cautious optimism where it’s due.

          You guys on the other hand are actually UPSET that Nokia haven’t failed which I find incredibly amusing!

          • Noki says:

            “. I think Nokia has a tough ask against Samsung and Apple and it might yet go horribly wrong but,”

            Newsflash IT HAS GONE horribly wrong :)

            • Pasanen oli hieno mies says:

              It started to go horribly wrong back in 2007 when Nokia had absolutely nothing to compete with iPhone. The final phase of this collapse started in 2010 when Symbian started to crash in unit sales.

              • nn says:

                I think you are too much critical of WP and Elop. The mistake was done when they started to make paper 150 years ago. From that mishap everything was set in stone and when Elop came in he was essentially powerless. Betting everything on WP was their best chance.

          • nn says:

            It tells me that the market share didn’t change, Mark. :(

            I have to shrug at you and the other overly ecstatic. I think Nokia has a tough task to remain alive and it probably will go horribly wrong but, hey, realism where it’s due.

            You guys on the other hand are actually CHEERING that Nokia utterly failed which I find incredibly sad!

            • Mark says:

              Oh I’m not an ecstatic. Like I say, it could still go tits up.

              I’m just not horribly and relentlessly pessimistic, nor do I want Nokia to fail because they chose a direction that didn’t suit me.

              Chin up! :)

  4. GordonH says:

    Wow /s

  5. dansus says:

    Thats WM and WP combined.

    • Viipottaja says:

      Kantar data, AFAIK, are estimates of actual or expected sales based on a survey of a fixed panel of 20,000 consumers (world wide, presumably?), of which only about 10% bought a new smartphone in that period. E.g. Comscore uses a different methodology.

      Have a look e.g. here:

      Anyway, the point is that I doubt many if anyone in that panel/sample bought or were planning to buy a WM device anymore.

  6. Ajit says:

    I Feel sad for Nokia….. For a company that’s used to seeing > 30-40% Market Share – this is a disaster.

    And for the people at Nokia who are being convinced to perceive this as a positive sign is even more sad.

    • Jay Montano says:

      Actually it used to be 66%, no? But that’s what happens when you have uncompetitive products and your competitive ones take too long to push out.

      In comparison to previous achievements, yes, it seems bad and it is bad. But it’s not all bad. What’s worse is if there was no growth at all. It seems as Nokia’s offerings become more compelling, people are more likely to come back to Nokia. But that’s just one aspect as Nokia has to fight off stronger and stronger competition each time.

      • Ajit says:

        yes you’re right… And still Nokia is on a downfall: its -2% in Profits.

        But in spite of all that Nokia was never in so bad a situation that it had to surrender itself to another sinking boat.

        I like the way RIM is going along. The true FightBack. What Nokia did is worse than peeing in its own pants for warmth.

      • Ajit says:

        By the way, Nokia did come up with competitive products like the N9. But some uncompetitive people within Nokia decided to get off with it…

        • Ajit says:


        • migo says:

          The N9 wasn’t really competitive. UI wise it had caught up with where the iPhone was 2 years earlier, it looked better too, but the app selection was abysmal, and no devs wanted to deal with Nokia.

          Nokia’s only chance was going to a platform controlled by someone else (or, again, inhereting webOS’ good dev relations).

      • nn says:

        But there is no growth! We have the numbers for Q4 and it’s complete failure, after one year and hitting 4M they are no longer able to even match the overall market growth.

        • Pasanen oli hieno mies says:

          What was Nokia’s growth for YoY? Over 400%?

          • nn says:

            Yeah, and QoQ was 33 %. Smashing success!

          • Ajit says:

            Where on earth did you get that number from? Which year are you talking about?

          • incognito says:

            Nokia had no growth, YoY. Especially not in smartphones.

            2011 Q4: 19.6M sold
            2012 Q4: 6.6M sold (if we are to believe their pre-release estimate)

            That’s almost 3 times less than last quarter, and the numbers for the whole year are even grimmer.

            One might say, sure – but they had growth in Lumia sales, that’s transition blah blah… Well, I guess moving from a penthouse apartment to live under a bridge is also a form of transition.

            • Ajit says:

              Well said bro….

            • Keith too says:

              I believe we are experiecing the effects of an IDF (incognito distortion field).

              So you’re reporting 2011 Q4 numbers using Nokia’s defiintion of smart phone but in 2102 Q4 you’re making up your own defintion by omitting the 9.3 million full touch Asha’s which Nokia classifies as smartphones.

              2012 Q4: 15.9M

              • Noki says:

                Keith too??? its is nokia itself that is under a smartphone definition distortion field. sometimes they are sometimes they are not.

                • Keith too says:

                  That is irrelevant, you still have to go with what Nokia reports to quote it’s quarterly release numbers.

                  A full touch Asha is just as smart as any Symbian device. Though personlly I don’t think anything outside of WP, iOS, Android or BB10 should be considered a smartphone but Nokia uses different criteria.

              • dss says:

                err.. Symbian smartphones are actually more capable than WP ones.. So which definition are you going by ?

                • Noki says:

                  I think he his using Nokia current definition, aka it depends…. Asha cant be really smartphone or else its another ecosystem outselling WP.

                • Keith too says:

                  Ya they are in the little world of Symbian fans but I’m talking about the real world.

                  • Noki says:

                    so in your real world the smartphone Asha is outselling wp smartphone right?

                    • Keith too says:

                      You can easily infer from what I wrote that it would be a no by my definttion but it is a yes by Nokia’s. But there were only a few weeks of scattered WP8 availability in that quarter so lets see how it goes. The Asha’s are doing a suprisingly good job of easing Nokia’s transition though.

                • migo says:

                  Continually crashing doesn’t make it more capable. Quite the opposite. A check list of features does not a capable smartphone make. Reliability is what makes a capable smartphone, and Symbian was horrible for that.

  7. BellGo says:

    .. I am a bit confused. How did WP market share rise, when Nokia’s sales really did not?


    Yeah, some one explain this one for me. (and I am pretty sure that Nokia still sells the majority of Windows Phones) ..Did the sales drop everywhere but in Europe where they seem to have risen? Or is this false data?

    • Viipottaja says:

      AFAIK, again, Kantar data is based on an interview of a fixed panel of 20,000 people worldwide, asking which phones they have bought or plan to buy in the period ahead (i.e. there is a forward looking element as well). So yes, the data is not perfect for sure.

      Second, these are shares in a limited number of markets. A lot (most?) of the rapid smartphone market growth is outside those markets. So it is possible that absolute SALES grew everywhere, but share grew in only some and dropped in others.

      Whatever the metric, globally speaking both WP market share and sales remain low compared to Android and iOS.

  8. nn says:

    BTW, the Windows number for Urban China for 25 November, i.e. month ago, was 2.7 %.

  9. Mark says:

    You know… every time there’s positive news the same four or five negative people appear to vent their spleen.

    I can smell your frustrated rage from here, guys! Keep it up! :)

    • Noki says:

      Oooo Mark :) you know what is the problem? Your definition of “positive news” this sis not positive this is just ….. silly… 2 years after all this misery started with what 3% market share after tanking to nothing symbian. and a magnificent 4,something Million Lumias in xmas season. you think there are “positive news” only ins the sense that “minuscule is better that ZERO”.

      • who knows says:

        It’s funny how you read these news as bad. Even Kantar themselves points out that in Europé WP shows strong growth. But no, you just have to put a negative spin on it.

        Would you have focused more on the numbers regarding China and US you would have had a point. I expect it to change however now when all the big carriers in the US and China is supporting the OS.

      • Pasanen oli hieno mies says:

        2 years after the misery started? What happened at that time?

        Symbian started to collapse in 2010. And that was only unit sales.

        That is 3 years.

        You should thank Elop for cutting the Symbian development costs. he probably saved Nokia by doing that.

        • Noki says:

          So symbian sucks? heee ok…
          and what is WP excuse, after 3 years in the market Billions spent on advertisement, it finally managed to overpass declared dead 2 years ago symbian by the whooping margin of what?? a couple of million phones.
          So I ask again what is WP excuse?????? Apart from Google and apple and Rim having yet not declared dead their OS’s.

          • Pasanen oli hieno mies says:

            WP is not selling that well.

            It’s cheaper.

            Remember, Symbian was destined to die. There was not going to be lots of sales. It was collapsing.

            Symbian took massive amounts of money to develop. With Symbian Nokia would have died because of no sales and too much development costs.


      • Mark says:

        So… after being in freefall for five years the market share and stock price are both up.

        Yup… I’d say that’s cautiously optimistic. YMMV! :)

        • nn says:

          Market share is up? Not even in a dreams…

          • Mark says:

            EU5 2011… 2.6%. EU5 2012… 5.2%

            Haters gonna hate!

            • nn says:

              Oh I see. In EU. To be precise in closer EU. I mean in Germany. Specifically Lower Saxony. Around Beversted area, or Stubben village to pinpoint it. At Adolf Strasse. There was, on one Sunday afternoon sometime at the end of December, between 14:05 and 14:15, almost noticable growth!

              In your face!!!

  10. dss says:

    I’ve been saying this for a while now… Nokia needs to downsize even further if they want to survive. Its very unlikely that they will ever control the market the same way they did during the “symbian era”, and its also very unlikely that they will be making as much money as they did back then.

    So.. they are overweight for their calorie intake. They went form 3000 kcal/day to ~400 kcal a day.. so naturally they should be loosing some weight..

    This Microsoft strategy will not bring Nokia back to where it was. People should just accept that fact.. it is sad, but it is what it is.

    • Pasanen oli hieno mies says:

      Yes, it will not make them big once again.

      Then again, Nokia can survive with WP. There was no way of surviving with Symbian.

      Symbian was a path to destruction.

      • jiipee says:

        “Then again, Nokia can survive with WP. There was no way of surviving with Symbian. ”

        There I disagree. If Asha was not as big success and NSN had not improved so massively, WP might not have saved them. Luckily they still have options despite going all in to WP regarding smartphones.

        • Pasanen oli hieno mies says:

          WP cost less.

          Symbian was taking so much money that it was going to kill Nokia if Symbian was not terminated.

    • nn says:

      The question is if they can survive such rapid downsizing and more importantly if WP is self-sustainable. For the latter I think the answer is no. Right now WP is kept alive only by throwing enormous resources at it, resources which the eternal ~ 2 % market share can’t deliver, let alone provide more for expansion and improvements.

      Without drastic changes I don’t see how they can ever hope for staying in the smartphones race.

      • dss says:

        True.. I don’t know enough about the corp. biz to say if downsize of this magnitude is even possible, but it just seems like they are making way less then they used to, but their expenses are probably about the same..

        The Symbian project was very expensive because it wasn’t managed far as I can tell, there were too many people just collecting a paycheck.. productivity levels were no where near where they should have been considering the money they were spending on it.

        The MeeGo project is a perfect example of what can be done if the team is managed properly.

        I still think that Symbian could have been developed further, and possibly kept up with the US software cartel, specially if the EU got behind it. We will never know, but if RIM can do it with QNX.. I don’t see why Nokia couldn’t have with EKA2.

        Either way, it would have been bad.. probably as bad as it is now with Microsoft, but at least they would have been independent, just like RIM.

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