The smartphone market really heated up in the second quarter as Samsung widened its lead over Apple and became the most profitable handset vendor in the world, but there was also some drama in the overall mobile handset market.
Samsung was the top mobile handset vendor in the world by a huge margin according to IDC’s data. Rival firm Strategy Analytics reported similar results on Thursday evening, however its figures are far lower than IDC’s. This statistic shows the global market share held by Nokia with respect to sales of mobile phones to end users from the first quarter of 2010 to the most recent financial quarter.
You might have seen us reporting on various marketshare reports each month coming from a company called IDC. The overall market volumes are currently low for Smartphones when compared to global trends, but the growth rate has been phenomenal, with companies like Micromax crossing 2 million devices in overall shipments. Commenting on the growth, IDC says that it is clearly the mass volume-centric devices at the low end that has spurred the Smartphone’s rate of adoption. Bharadwaj is obsessed with technology and is a self taught designer who covers news, writes features, reviews, loves to take photos and produces videos.
In addition to expanded communications and content consumption, consumers use smartphones to research and buy products and other services, often while in retail establishments, causing marketers to focus and allocate budget to this growing channel.
Almost two thirds of mobile phone subscribers 25-34 have a smartphone and among those 18-24 and those 35-44 over half have a smartphone based on Nielsen research. The Android operating system continues to increase share in the US, largely at the expense of RIM (aka Blackberry) according to eMarketer.
While smartphones have experienced strong growth to-date, they have only one seventh of the total global mobile phone subscriber market. To understand how smartphones have changed consumers perceptions, Exact Target asked what respondents would keep over their smartphones. From a marketing perspective, it’s important to understand how and where consumers use their mobile phones.
Despite the increase in smartphone ownership, mobile only accounts for 4.4% of US traffic, according to comScore. Interestingly, mobile page traffic follows a fairly consistent trend across dayparts as well as by weekday and weekend.
Integrating mobile marketing into your overall plans helps support every phase of the purchase cycle, based on data from eMarketer via Millward Brown-Dynamic Logic. Grounded in consuming, creating and sharing content with family, friends and social media connections, social media leverages mobile phones, especially smartphones, to facilitate these activities. As marketers increasingly use mobile advertising to support their diverse, cross platform plans and multi-channel purchasing, their mobile campaign goals continue to evolve.
Mary Meeker projects increased opportunity for Internet and mobile advertising since time spent with these devices is out of alignment with the marketing spend. When examining mobile advertising, don’t underestimate the value of cross platform exposure.

In Q32011, about one out of five mobile advertising campaigns on Millennial Media’s network enabled users to take a social media action such as like a brand on Facebook or provide product feedback.
As the US mobile advertising market continues to grow and mature, banner and rich media advertising, search and video will grow at accelerated rates relative to messaging.
With the expansion of mobile advertising options, a range of diverse verticals has increased their mobile usage across the breadth of product offerings not just those to fulfill local or on-the-go needs. Since the growth rate of mobile advertising verticals is driven by their relatively small spend in the base period, it shows a rapid increase.
As a form of mobile advertising, mobile search differs from web based search and it’s a growing category. When it comes to m-commerce, merchandisers must examine the diverse array of products ordered. Marketers need to pay attention to the mobile market since smartphones are used all day, everyday.
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According to market research firm IDC, global mobile phone shipments grew 6% on-year in Q2 2013 to an astounding 432.1 million units.
According to the firm’s data, global mobile handset shipments totaled 386 million units in the second quarter this year, up 4% from the same period in 2012. In the first quarter of 2010, Nokia had a global market share of 30.2 percent of the mobile device market and was the leading mobile device manufacturer worldwide.
Usually, the company provides a wider perspective of the global market for mobile phones as well as smartphones, but this time, they have focused on the second fastest growing mobile phone market in the world, India.
IDC says that the local players are the ones that have successfully transitioned from feature phones to Smartphones, like, for example, Celkon, Intex and Lava, apart from Karbonn and Micromax that is. These devices, with large screens and Dual SIM functionality are the main contributors to growth, especially with really attractive price tags. Our mobile phones are where we connect, communicate and consume content. Mobile marketing in the US continues to grow at accelerated rates, fueled by increased smartphone ownership. This translates to further growth potential for smartphone sales as this Mary Meeker graphic shows. According to Nielsen, social media networking is a close second to listening to music in popularity. As smartphone penetration continues to increase, mobile phones are no longer just for talking. In fact, two out of five owners use their smartphone while watching TV daily, based on Nielsen research. It’s no surprise that Pandora has almost twice the mobile traffic of Facebook since listening to music is a heavily used mobile device feature.

It works across the five traditional brand metrics: aided brand awareness, ad awareness, message association, brand favorability and purchase intent. This chart reveals significant budget increases in mobile advertising by technology and CPG marketers. In 3Q2011, two thirds of every targeted audience campaign used local market targeting based on Millennial Media data. Of more importance to marketers is the fact that almost twice that number, or 72.8 million mobile users, will research purchases without necessarily buying via their mobile phone in 2012.
It’s no longer one size fits all travel and entertainment or leading edge geek technology. This amazing change is all thanks to the Phablet revolution in India, with >5 inch devices taking up more than 25% of the overall Smartphone sales. This has left legacy players like Sony and Nokia to the 4th and 5th places in the market respectively, with 5% of the marketshare each. While this is obvious for marketers with a local retail establishment, the need is less clear for online-only merchants.
This is most likely attributable to the time-sensitive nature of financial service offerings and the revenue potential of non-banking financial products. Mobile commerce includes clothing and food based on research from comScore and Millenial Media.
Regardless of what else is happening, the mobile phone is always there to provide purchase support and content at a moment’s notice.
And over half of the shipments were from local players like Micromax, Karbonn and the others, with the former taking the no. While Micromax has capitalized on the Phablet revolution, Karbonn has taken a similar, but even more aggressive approach, with high spec’d devices being offered at a comparatively lower price.
IDC also adds that Nokia has picked up, thanks to the Lumia 520 and is positioned for growth, while Sony has also picked up with competing EMI schemes and more dual SIM devices in the mid range price bracket. The surprise in this chart is the relatively low proportion of advertising to drive foot traffic when shoppers turn to their phones to find stores, restaurants and entertainment. To this end, marketers should consider offering competitive discounts via mobile or you risk losing customers to other merchants who have them. Also, Samsung might have retained the lead with its own large screened devices in a wide range of prices and the best seller Galaxy Star, but the threat is clear.

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