Kantar’s latest market numbers paint a slightly better picture for Windows Phone, Android looks unstoppable

Kantar’s latest market numbers paint a slightly better picture for Windows Phone, Android looks unstoppable
Even when you have similar sets numbers at your disposal, figures are still subject to interpretation. About a week ago, we passed along market data from IDC indicating a contraction in market share and actual sales for Windows Phone.

There were a variety of factors in play that contributed to such figures, but again, it is all in the eye of the beholder. Kantar’s latest figures for the three months ending in July reveal quite a bit of insight while showing less negative data.

On the manufacturer’s front, Xiaomi is the big winner in China, whose success is owed to Android. Huawei and Coolpad also saw gains. ZTE, Lenovo, and Oppo are feeling some heat, however, as it appears their growth is not keeping pace with the expansion of the Chinese market.

Samsung is the big winner in the United Kingdom, where Kantar reports that more than half of its customers who purchased the new Galaxy S5 were upgrading from an earlier Samsung model. Samsung has a healthy conversion rate from former Apple customers too, as much as 20% being previous iPhone owners. Samsung’s sales are plucking from HTC too, from which, 18% of sales were accounted.

First, when it comes to the big players, Android is a success driver not just for itself, but for key manufacturers. In the United States, China, and Mexico, Android is absolutely hammering its competition, making large gains mostly at the expense of Apple.

Windows Phone is a mixed bag, losing ground in China, Mexico, Germany, and France. Those losses are somewhat abated by the gains made Spain, Italy, and the United Kingdom, and that resulted in Windows Phone seeing an overall gain across what Kantar identifies as the “EU5” (UK, Germany, France, Italy, Spain). Taken as a whole, it looks like a wash for Windows Phone, which is hardly “winning,” but it is better than iOS is doing.

Apple’s share seems to be shrinking, but given the company’s record sales, it is more an issue that its higher priced offerings will not keep up with market growth. However, as competitors’ quality continues to improve while keeping prices in check, it is yet to be seen if Apple’s model will sustain itself in the long term. Otherwise, we can expect to see more iPhone 5c-type variants in the future.

sources: Kantar via WMPoweruser



1. XperiaFanZone

Posts: 2280; Member since: Sep 21, 2012

If Android continues this way, Google will become lazy. WP and IOS has to step up.

55. Johnnokia

Posts: 1158; Member since: May 27, 2012

Have any one noticed that this is the first time in Kantar report where BlackBerry market share is included in the "OTHER" field?

76. sgodsell

Posts: 7585; Member since: Mar 16, 2013

Kantar results can never be trusted. They are paid by companies like Microsoft for instance. Here one of Apples largest markets in the world is the US and they have shown it drop to 30%, but IDC painted a different picture. Also kantar data is only showing certain targeted countries only which does not paint the whole picture. Microsoft wants users to see something different and get you off of the declining market share and dwindling sales numbers. When WP only sold 7.4 million devices for the entire quarter, vs 35 million iPhones, vs 255 million Android phones. Let's get people away from seeing only 2.5% of the global market share. Let's show them something else to let them see some faith in or low numbers after 4 years.

2. phantom_six_man

Posts: 82; Member since: Feb 12, 2014

android is beyond Godlike!!!they should make their OS much more optimize like ios and windows

4. wilsong17 unregistered

You can make android anything you like

6. ManusImperceptus

Posts: 724; Member since: Jun 10, 2014

You can make it LOOK like anything you want (although 99 % of users have no clue as to how), but you can't optimize it, at least not in the iOS/WP way...

12. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

"but you can't optimize it" Google is doing a lot: Butter, Svelte, ART, Volta, etc. The core of Android is getting more and more "optimized" every day. And then there are many custom ROMs with specialized and optimized kernels. Overall, Android is by far the most optimizable OS there is.

58. Liveitup

Posts: 1798; Member since: Jan 07, 2014

No its not Android doesn't run on 512 MB ram.

69. AfterShock

Posts: 4147; Member since: Nov 02, 2012

I guess you missed their briefing, it does.

72. sgodsell

Posts: 7585; Member since: Mar 16, 2013

Tell that to all the Android Wear watches that run with KitKat 4.4W. Tell that to a number of other Android devices. It runs fine with only 512mb of ram. Liveitup always lies anyway.

45. supersume

Posts: 10; Member since: Oct 04, 2013

HTC Sense 6 is more than optimized. When you use it, it's as fluid as iOS and Windows Phone. I don't know how HTC engineers did that, but hats off to them

44. Venkatramanan

Posts: 327; Member since: Aug 15, 2014

I think the optimization depends on the OEM Skin. My brother's low end Moto E never lags but my mid range Xperia lags. The RAM usage should be optimized by the OEM.

3. wilsong17 unregistered

With the note 4 android will gain another 40 million

5. AlikMalix unregistered

That's it! I'm not going to buy Apple anymore. They are an awesome choice for my needs and I had nothing but great experience with their products and iOS ecosystem. But, since Android is gaining more marketshare, it's clear that iOS is not for me. But if you think logically, loosing marketshare in today's mobile market is really gaining less than competitor like Android as market continue to grow in numbers (some of you wont understand this, that's ok). One iOS manufacturer contributing to iOS and 100 Android manufacturers contributing to Android and 4-5 manufacturers contributing to Windows: 1. Apple should be loosing more ground, a lot more ground, 2. Windows should be gaining slightly more than apple - as they are. 3. Android is doing great - no matter how you cut it regardless if it's cheap vs expensive. I'm just hoping this will push Apple - that's the only brand I really care about. Replies? no trolls, please, something constructive, ok?

7. joey_sfb

Posts: 6794; Member since: Mar 29, 2012

Yes please continue to use iOS. Your money your choices.

8. ManusImperceptus

Posts: 724; Member since: Jun 10, 2014

Your post makes no sense. You like iOS, and say it fulfills all your needs, but you'll switch to Android solely based on market share? Care to explain why? Myself, I'm a happy WP user, partly because of Nokias grew hardware and partly because of MSs smooth UI and underlying OS. These pros far outweigh the cons of a slight app gap (I say slight because 99 % of my app needs are covered by WP, despite the greater disparity in absolute numbers), and market share plays no role in my choice.

9. romeo1

Posts: 823; Member since: Jan 06, 2012

I thing you are correct but i also see allot less iphones where i live. Allot of people are choosing samsung/sony/htc. Im really surprised as i also see allot of people with the z ultra(more than i tought I'd see) but most are using a s5/note3/one/z1/z2 probably because of the bigger screens. I would really like to see if it will change with the iphone6. And just cause I'm curious - why do you really care about apple? I like the sony brand as I've never had any problem with their products and they have great designs and build quality imo.

10. ihavenoname

Posts: 1693; Member since: Aug 18, 2013

I see what you mean. If iOS dropped to let's say 5% at worst, what would they have left? HUGE developer and owner communities, most likely #1-#3 best selling phone model, rising sales and profits and satisfied customers.

16. AlikMalix unregistered

Love your replies guys... I started my post with a sarcasm, because if I don't I'll be marked a certain farm animal - and look - no trolls (so far it worked). I was trying to beat the anti-apple rant to the punch. I'm not switching, ManusImperceptus, I enjoy iOS specially just like you, for productivity I use Apples apps primarily and supplement what they omitted with 3rd party apps. romeo1: I like what Apple includes in iOS and I appreciate what they omit. For example - Facetime, FindMyFriends, iMessage features, iTunes, AppleMaps seem to be more pleasant to use (just me I guess), I always liked polished UI - Apple does it more consistently, iCloud features work amazing when you got more than one Apple product (they're designed to work together), notifications are incredibly costumizable and so are permissions. No Bloat ever with any device, no anti-virus, no anti-malware to worry about. Suppor - face to face and sofware updates. First to use 3rd party App Store, First to use OS level integrated Personal Assitant, first to move onto 64bit infrastructure without loosing my ecosystem history (that's important), first to use overlay OS in car, These are backbones that make up a smartphone - Apple was first to all of them. Even if they're not first to other conveniences, they hand pick, optimize and make them un-obstructively easy to use - UI just disappears - I've been a web designer in my teen years - that's not easy to do. Their industrial design language is absolutely perfect (so far) - like the items in Oblivion Movie. None of these things is present in Android, some maybe are, but they're scattered among several devices, but not all in one. I do appreciate things like S-Pen, and waterproofing the devices, but it does not justify giving up so many great things that make up my experience with iOS. For this i'm a "furry farm animal" and an "iDiot" and "worshiper of Steve Jobs, or w/e". So yeah, you gotta be clever in your posts - it confuses the anti-apple trolls and I get constructive replies like the ones above...

23. blazee

Posts: 414; Member since: Jan 02, 2012

You love your experience w ios, good for you. But today you are the troll commenting, attacking android for no reason.

50. AlikMalix unregistered

Quote one attacking detail on my post?

70. AfterShock

Posts: 4147; Member since: Nov 02, 2012

By mocking your chosen OS as a joke an implying Android leaves it behind. Through drama.

77. blazee

Posts: 414; Member since: Jan 02, 2012

Sorry, attacking was a wrong choice of a word but nonetheless you were trolling. "None of these things is present in android" Actualky all of the features you mentioned are available on all android straight out of the box aside for maybe "find my friends" but I'm sure there is such app you can DL off of play store. Yes, apple definitely has an advantage when it comes to updates as they get it in a more timely fashion. But some phones like the nexus or the phone I have (moto x) get the updates soon after release. More consistent ui? Maybe. But android allows apps to communicate between one another more consistently, making sharing media, photos or anything else EASY and hassle free unlike on iOS. I'd say that makes the experience more consistent. My phone didn't come with any bloatware. You don't need anti virus/ malware apps if you only download off google play. Who cares who implement personal assistant first? Personal assistant app were available to download long before apple bought and integrated siri into its is os. Also google now is more practical to use, quicker in giving you answers, and better in understanding what is being said, than siri is now. "first to use overlay OS in car" That's part of the backbone that makes up a smartphone?

46. Venkatramanan

Posts: 327; Member since: Aug 15, 2014

You Forget one. Many low ,mid.high end Android / WP Vs. Yearly One or Two Flagship iphones..

11. winter_hat

Posts: 110; Member since: Feb 04, 2013

I'm convinced Android fans are the stupidest tech 'fans' ever birthed. Apple is only in one market. The $500-600+ phone market. In the ONLY MARKET THEY ARE IN, they dominate. Yes, total market share is Androids, but Apple does not care about the no-profit-margin low end phones. It's like telling Rolex that Timex has way more watches than they do.

13. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

You obviously never witnessed what happened to Apple after PCs and Windows utterly obliterated the Mac's market share. Steve Jobs had to go crawling to Bill Gates for a loan. People would like to believe that it is only the high end that matters, but this is far from reality, especially when so many economies around the world are doing poorly. We don't know what will happen this time around, but putting the very same blinders on that led to troubles in the past, and insisting that the only possible future is some rosy high-end utopia for Apple, well, that is just silly.

15. Sniggly

Posts: 7305; Member since: Dec 05, 2009

History probably won't *completely* repeat itself; Apple has so much actual cash stored up that they could probably survive a hundred years of straight losses. But you are correct that marketshare matters more than this elitist is acting like it does.

21. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

Good point. Things are different this time around and we don't know what will happen. There are many possibilities. It is not completely outside the imagination that Chromebooks storm the low end PC market and a new Linux desktop OS engineered by Google storms the rest of the PC market. If this occurs in conjunction with a successful Android One program, I think all bets are off. Personally, I see big things in store for Google. And as Google's star ascends, we will see Apple and Microsoft fade. Not to nothing, but to niches that don't matter that much in the grand scheme of things.

29. winter_hat

Posts: 110; Member since: Feb 04, 2013

Google's star ascend? They do nothing but ads. Everything else is carrot-dangling, that loses money. But it keeps your attention so they can sell more of your information.

31. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

"But it keeps your attention so they can sell more of your information." And you think Apple is not selling your information? Even after they are meeting with insurance companies about "HealthKit" data? Even after Apple launched their own ad business some years ago? I could go on. But they don't call it a "reality distortion field" for nothing.

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