Handsets market share statistics in Ghana for the seventh week of 2013 indicate that Samsung, Nokia and a collection of Chinese phones, which do not necessarily have popular brand names, are topping the sales charts consistently.
But in terms of revenue, Samsung commands a comfortable lead with a wide margin ahead of second place Nokia, arguably on the back of its Galaxy range of smartphones.
The figures from German-based GFK made available exclusively to Adom Business shows that at week seven, Samsung sat at the top of the charts with a market share of 33.51%. On revenue, Samsung held 55.28% at week four, but that increased to 56.65% in week seven.
Nokia, which has been struggling globally at 6% market share, held an impressive 27.33% market share in Ghana at week four, but its market share declined marginally to 27.06%, and the equivalent revenue was 22.33%, a decline from 22.91% in week four.
But it was in week five that Nokia recorded its highest revenue share of over 25%, while Samsung also recorded its lowest revenue share of 54.17%.
Nokia has for a long time focused on feature phones, while other handset dealers manufactured and marketed smartphones. But the Finish handset giant has recently launched it Lumia range of smartphones, which is already poised to turn its fortunes around as recent loyalty research showed.
Meanwhile, the category listed as “Other Chinese Phones” came in third behind Nokia with almost 27% market share in week seven, but recorded a rather lower revenue share of a little over 11%.
In spite of the apparent dangers that experts say some low quality Chinese phones could pose to users, there is a clear indication that Chinese phones are very popular in Ghana arguably because they are affordable.
Tecno phones is usually grouped with ‘cheap’ Chinese phones, but it is also recording very impressive market share at fourth position with 8.53%, and equivalent revenue of 3.8% as at week seven.
LG phones followed with 1.74% market share, and 1.92% revenue share; followed by defunct Sony Ericsson (now Sony) with 0.91% market share; then Black Berry with 0.56%, HTC with 0.42%, Alcatel with 0.24% and apple is at the bottom with only 0.22% as at week seven.
But in terms of revenue, Apple tops the small players with 2.35% revenue share, followed by Black Berry with 2.28%, then HTC with 1.75%, Alcatel with 1.2% and Sony Ericsson trails with 0.98%.
It is also important to note that between week four and six, HTC did better on revenue share week after week than Black Berry. It was only in week seven that things went in the favour of Black Berry.
But Ghana’s famous RLG phone, which was targeting 80% in five years, did not even show on the radar. Analysts say it could be because the company digressed into laptop assembling and distribution to the detriment of handsets.
Smartphones to outship feature phones
Meanwhile, a recent report from market research and intelligence firm International Data Corporation (IDC) said more smartphones are expected to be shipped globally than feature phones this year. This would be the first of such occurrence in the mobile phone market.
Cellular News quoted IDC as saying vendors will ship 918.6 million smartphones this year, which is 50.1% of the expected total mobile phone shipments worldwide.
Already, Alcatel has launched a suite of 13 One Touch smartphones this year alone, while Nokia has also introduced a suite of Lumia smartphones, Samsung is up with Galaxy S4 this month and the Ativ S, Apple is rumored to be gearing up to launch low cost iPhones, BlackBerry just launched the Z10 touch screen phone, and Huawei has also hinted of more smartphones this year.
The IDC report noted that in the past smartphone shipment had been on demand only, but now the appetite for smartphones is rising, particularly in the emerging markets, and that is expected to drive the huge smartphone shipment.
It said one other driving factor is the falling prices of smartphones, which makes them more affordable for users in emerging markets like Africa, India, Brazil and China.
But the expected top five markets for smartphones would be China, India, Brazil, United Kingdom and Western Europe, the report said, adding that by the end of 2017, IDC forecasts 1.5 billion smartphones will be shipped worldwide.