Last week we had an interesting (and somewhat heated) discussion on Twitter with several colleagues about the smartphone market share figures in Colombia, published by Canalys at kissanime.
And I stayed with the subject in mind until this weekend I was able to consult the figures, not only for the quarter but for the whole year to do a little more detailed analysis. After all, a photo is just a reflection of a specific moment and may not represent the reality of what is happening.
From the same source -Canalys- I obtained the information for the first 2 quarters and compiled the following table and the following graph, which are required to be able to make a correct analysis of the situation:
Let’s start with the obvious: Xiaomi is the great protagonist. His arrival in the country has marked a milestone due to the cost/benefit ratio of his teams and the level of fanaticism that the brand generates in its followers.
Its market share has been increasing and for Q3 1 of 5 smartphones sold in the country are from Xiaomi. It is the only one in the Top 3 that has managed to grow despite the pandemic in all quarters. And what growths !! 777% in a quarter? Wow.
But this is where things get hot: If you look at Samsung’s decline figures, you would assume (as I did with the Q3 photo) that Samsung and Huawei have lost market share (and that Xiaomi and ZTE have lost market share). have caught for them).
But no, at least not in the case of Samsung. The company has managed to increase its market share by 100bps (that is, the equivalent of 1 percentage point) and maintains market leadership with 1 in 3 smartphones sold.
How is it possible? Easy because the market has contracted.
How much? It is not clear why the Canalys information does not show the number of units but only percentages AND it does not show but the Top 5, not the total of the market.
But if we look at the numbers of Huawei, which in addition to having fallen, has lost share in the 3 quarters of the year, and those of Samsung -which despite having fallen has maintained its market share- we can infer that during the first quarter the market was it contracted something close to 15%, in Q2 something close to 30% and in Q3 it should have remained the same as in 2019.
In other words, the impact of COVID on the smartphone market was experienced -at least in Colombia- during the second quarter of the year, and that in the third quarter we returned to normality.
And Apple? some will ask (hello Andrés). In Q1 Apple had a 4% market share, above ZTE. From there, at least according to Canalys, it has not been in the Top 5 and therefore we have no information.
In previous years, the Cupertino company has appeared in the Top 5 table during the last quarter of the year, a quarter that coincides with the launches of its iPhones. And it has done so with shares that range between 8% and 14%.
Moreover, if you look at the total market share, by use and not by sales, you will see that Apple a year ago was 8.4% and at the end of October it was 11.02% with a couple of well-marked peaks: December, when they arrived the iPhone 11 and April, which coincided with the launch of the iPhone SE).