The other trend his researchers noticed is that Samsung is losing its appeal in Android's European stronghold - while about half of European smartphones sold are still Samsung devices, brand loyalty is less than Apple's, for example, which commands merely 17.8% of the EU market.
Not only that, but on its own Android turf Samsung seems to be no longer leaps and bounds before other manufacturers. HTC came out with the excellent One handset, and Sony issued the waterproof Xperia Z, to which Samsung just now launched the S4 Active for a head-to-head. As a result, Sony is up and coming in the UK, for instance, and a lot of users are switching when their time for upgrade comes, says Paul Moore:
There have been reports that Samsung will work on of a major flagship line overhaul next year, while this one it will focus on grabbing the largest slice possible of the explosive growth in the midrange segment, and that might be one of the reasons it is losing some ground at the top-tier, as its share price already reflected.