In Europe's Big 5 markets, Microsoft is selling more phones than Motorola, HTC, and LG combined

In Europe's Big 5 markets, Microsoft is selling more phones than Motorola, HTC, and LG combined
When we talk about mobile OS stats, the focus invariably goes to Android and iOS, the two mobile platforms that have crushed everything else between them. Microsoft has been playing catch-up for quite a few years now, and while it certainly looks like Windows Mobile (formerly Windows Phone, formerly Windows Mobile) faces an uphill battle against its rivals, there can be no denying that Microsoft is enjoing some success in certain parts around the world. 

According to a fresh report from market research firm Kantar, Microsoft is now the third largest smartphone manufacturer in Europe's Big 5 countries, the UK, Germany, Italy, France, and Spain. Kantar's report shows the aggregated market situation in these five countries during the three months ending August 2015.

Although it has lost 2.9 market share points compared to the year-ago period, Samsung still dominates these markets with a 39% share of the pie. Apple rose 2.5 points thanks to the immense commercial success of the iPhone 6 series and remains in second place with a market share of 16.2%. 

What's interesting to note, however, is Microsoft's position, now the third largest smartphone maker in Europe's top 5 markets, with a 10.6% share of all smartphone sales. A year ago, Sony held the third place with 10.6% of all smartphone sales in these markets but is now relegated to the fourth spot in the rankings with a market share of 7.1%.


Looking further down the chart, we can observe that smartphone makers that are considered very popular in Europe, such as LG, Motorola, and Huawei, have managed to sell considerably fewer smartphones. In fact, the recent Kantar report reveals that Microsoft has sold more smartphones in these markets than Motorola, HTC, and LG combined. Sure, Microsoft's success is almost exclusively attributed to low-cost smartphones, a segment of the market where Windows does well but fails to bring in significant profits for the company, but that's still an accomplishment for Microsoft.

With the newly unveiled Lumia 950, Lumia 950 XL, and Lumia 540 ready to hit Europe's Big 5 countries, and with Windows 10 Mobile coming to older Lumia phones in December, Microsoft's market situation in this part of the world doesn't seem all that bleak. What's your take on this?

source: Kantar via ZDNet

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24 Comments

1. LordCaedus

Posts: 85; Member since: Nov 01, 2013

That's the thing, outside of Samsung Android is not selling at super high levels.

25. janno

Posts: 144; Member since: Aug 19, 2014

That's misleading. There are tons of companies that sell Android phones, so of course each gets a smaller share. The same would happen to Windows Phone if it had 30 OEMs making WP phones.

28. jroc74

Posts: 6023; Member since: Dec 30, 2010

Samsung didnt start out like this with Android tho. The biggest sellers used to be HTC and Moto. Sammy opened their playbook and the rest is history.

2. XperiaFanZone

Posts: 2279; Member since: Sep 21, 2012

WP should really deserve the #2 position, or BB OS (if not cancelled). They're one of the few mobile OS's that can influence Android to/and improve.

3. Cslfiero

Posts: 68; Member since: Jun 29, 2015

Ask any of the armchair analysts on this site, being third just means you're the biggest loser on the mouth breather bus. They're the same people who think Sony is winning the console war even though the only profitable division in that company is it's imaging business.

4. JoeDirt

Posts: 49; Member since: Oct 19, 2013

I really think Microsoft has a good thing going finally. No question they are at a huge disadvantage with their App Store and lack of users since they were so late to the game, BUT their OS is smooth and they are FINALLY leveraging Windows 10 with continuum. I like that they, like Apple, now own both the software and hardware side of their phones. They can control quality from the silicone level on up. They will continue to gain market share, albeit slowly.

20. willy42

Posts: 36; Member since: Mar 02, 2015

Agreed, but I don't think slowly, I think they'll chip away at Sammy's share, though they'll likely still be in 3rd place a year from now.

5. Taters

Posts: 6474; Member since: Jan 28, 2013

I guess Europeans are less susceptible to marketing. In all honesty, I would buy a Windows Phone device over anything Moto G and below on the Android side. WP just performs a lot better in the mid range and low end category. High end I would go Android every time though.

21. hound.master

Posts: 1044; Member since: Feb 27, 2015

Well it's not like you got an option anyway there's no Windows flagship 950 may change that

27. DoggyDangerous

Posts: 1028; Member since: Aug 28, 2015

There is no reason to spend huge amount on any windows flagship. I just got a windows tablet in dirt cheap price to test windows 10 and practically I can say that, windows OS doesnt worth spending money due to the lack of apps. Windows is great on its own, but thats that about it. It is nearly useless without apps. Lumia 950/950XL doesnt deserve wastage of 600$. Price should not be more than 399$. However, when microsoft will be able to port all android and ois apps on windows then they will deserve to ask even 799$.

9. Back_from_beyond

Posts: 1439; Member since: Sep 04, 2015

Unfortunately the majority of Microsoft devices sold are the cheapest ones. They're good options for budget devices, for mid-range and high-end they're not that impressive.

10. jojon

Posts: 435; Member since: Feb 11, 2014

Bravo MS, the carriers hold them back in the US, elsewhere in the world they are appreciated and sought after. They are thumbing their nose at the US carriers and rightly so. They will stay with AT@T who have always given them a fair go and their own shop frontages and expand the market share outside the US.

12. 87186

Posts: 312; Member since: Aug 01, 2014

seriously. I can't stand Verizon.

11. hanabi

Posts: 177; Member since: Oct 08, 2015

In Europe's big market, Samsung is selling more phones than apple, microsoft, sony, lg combined :P

13. killerpollo

Posts: 89; Member since: May 15, 2015

Having the only phone a lot of people can afford doesn't mean those people actually want/desire those phones, let alone a super expensive version of THAT phone...

16. snowgator

Posts: 3621; Member since: Jan 19, 2011

Having a smooth running, affordable device may mean those buyers won't leave that OS either. You are assuming these buyers of lesser priced Windows Phones are not enjoying it. I do not think that is true, as users of lesser priced devices are not huge app users but are those who use it for communication and internet. They may indeed become loyal MS OS users.

17. surethom

Posts: 1720; Member since: Mar 04, 2009

In Europe most businesses are moving from iPhone to windows phone.

18. Benoit

Posts: 57; Member since: Oct 16, 2014

absolutely not, every business I see is switching to iOS when it can afford it, oterwise android. But I haven't seen anyone making the switch to windows Phone.

19. hemedans

Posts: 759; Member since: Jun 01, 2013

Do you have any data to prove? France WP has 25% of enterprisehttp://wmpoweruser.com/microsoft-claims-25-enterprise-smartphone-market-share-in-france-up-from-19-in-january/ UK more than 25%https://news.microsoft.com/en-gb/2015/03/10/a-growing-appetite-for-flexible-working/ Lets be honest android is not good for business it is suitable for play, so to say business is switch to android it doesn't make sense

22. aashis.sapkota

Posts: 85; Member since: Sep 27, 2015

Once again, I would like to stress, we need Microsoft in the game, we desperately need them. See, we can't be confined to merely two software brands, highly premium Apple(iOS) and highly free, unsecured, light and whatever you say Android. We need a clean, multibrand, feature rich and safe third option i.e, Windows. p.s. I'm an Android user and I absolutely love it.

23. Shocky unregistered

I agree we need them but they need to bring something forward that directly competes with Samsung and Apple, they haven't done that. Their new devices just mirror every other Android device on the market and quite frankly they look boring Software wise Windows for mobile is great, it's a shame we don't have more manufacturers and developers supporting them.

24. janno

Posts: 144; Member since: Aug 19, 2014

Microsoft is still living off Nokia inertia. Nokia had an extremely strong brand in Europe, and I think it was only very recently that they started taking off the Nokia brand off the phones. They still have great carrier relationship as well thanks to Nokia, even if 99% of Nokia's employees have been fired by Microsoft. Also, the vast majority of the phones sold are the low-end 520's and such, which makes it easier to sell more units. I certainly wouldn't say anything like "Microsoft is almost as strong as Apple" in those countries, because it would be disingenuous at best.

26. roldefol

Posts: 4744; Member since: Jan 28, 2011

This was my thought exactly. There's a ton of brand loyalty to Nokia, and even without the Nokia name, MS carries their hardware legacy. Lumia is a known quantity, and they'd be foolish to drop it, even if it's not MS's long term solution.

29. FreeDraickin

Posts: 18; Member since: Jan 09, 2015

In Windows we believe!!!

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