Between July and September 1.6 million mobile phones were sold in Portugal, an increase of 12 percent over the same period in 2009, according to data from IDC. In this context, the smartphones increased by 82 percent and contributed most to market growth, with the Android operating system leading the way.
The study “IDC European Mobile Phone Tracker”, released today, states that in the third quarter of 2010, 251 thousand units of smartphones, and phones with the Android operating system were the ones that grew the most in the market compared to the same period last year.
The segment of traditional telephones increased by four percent, with 1.3 million units sold, “and a commercial dynamic strongly supported by sales of low-end terminals”.
For IDC, the sales results of Android terminals in Portugal are the most relevant fact of the recent evolution of the market, since in just two years the Google platform took the second place, with a share of 34 percent compared to 48 per percent of Nokia’s Symbian systems.
Among the reasons given for this growth, the consultant highlights “the technical characteristics of the phones, their intuitive user experience, the high number of free applications available, the solid partnerships with terminal manufacturers and mobile operators and, finally, the competitive price. of the terminals “.
On the other hand, the portfolio strategy followed by Portuguese mobile operators has also been central to the success achieved by the platform. “As Portugal is a country where consumers are very sensitive to price, the three mobile operators bet on the sale of Android phones with their brand, manufactured at low cost by Chinese companies”, says Francisco Jerónimo, European responsible for the area of mobile phones at IDC.
Such arguments will make Android systems lead the Portuguese market. smartphones in 2011, overtaking Symbian. “IDC estimates that during the second half of 2011, terminals with the Google operating system will reach the leadership (…) as a result of the number of new models that will be launched by manufacturers such as HTC, LG, Samsung and Sony Ericsson, as well as by operators with their own brand, at prices well below those of current models “.
The growth forecast for 2011 for terminals with this operating system is 139 percent, considerably higher than the growth forecasts of 15 percent for Symbian terminals and 59 percent for all smartphones.
Nokia maintains global leadership
Nokia continues to lead the Portuguese market, having been the only manufacturer to grow in the segment of traditional mobile phones, thanks to the “diversity of its portfolio” and “competitive prices”. The 39 percent rise did not prevent the company from losing market share
Globally, the second position continues to belong to Samsung with a 28 percent share.
Vodafone brand terminals, on the other hand, reached a total market share of 10 percent, surpassing LG and Sony Ericsson in the Top 3 sales. “The bet on very low end terminals at very competitive prices has been a strategy followed by Vodafone, at European level, with great success”, considers IDC.