Third-quarter earnings of smart phone market

According to the ranking of the global smartphone market in the third quarter of 2012, the top five rankings were Samsung, Apple, RIM, ZTE and HTC. Compared with traditional functional machines, smart machines represent high profits. What is interesting is that not every brand that ranks ahead makes money. Among them, ZTE has just announced a huge loss, RIM has suffered losses for several consecutive quarters, and although HTC is profitable, it has fallen significantly year-on-year. But with the exception of Samsung and Apple, most of the brand sales have been made, but the money has not been earned. And from the third place, the difference in market share between brands is very small.

First, Nokia was squeezed out of the smartphone market The top five IDC reports showed that in the third quarter of 2012, global mobile phone manufacturers shipped a total of 444.5 million mobile phones, a slight increase of 2.4% year-on-year. In the smart phone market, which is the most important and is also the main source of profit for manufacturers, total market shipments were 179.7 million units, an increase of 45.3% year-on-year, exceeding the IDC’s original forecast of 45.2%.

In the smart phone specific market rankings, the first Samsung shipments were 56.3 million, an increase of 100.4% year-on-year, with a market share of 31.3%. Apple ranked second with 26.9 million shipments, an increase of 57.3% year-on-year, with a market share of 15%. R IM took second place, with shipments of 7.7 million units, down 34.7% year-on-year, and its market share slipped to 4.3%. ZTE followed by ZTE, shipped 7.5 million units, an increase of 82.9%, market share of 4.2%; HTC, shipments of 7.3 million, a decrease of 42.5% year-on-year, market share fell to 4%.

It is worth noting that Nokia has not been included in the list of the top five smart phone manufacturers, replaced by RIM. This is also the first time that Nokia has dropped out of the top five smartphones since IDC first launched the mobile tracking report in 2004.

IDC Senior Analyst Kevin Restivo (Kevin Estivo) believes that “the loss of Nokia’s market share means that the competitors’ market share has increased. In the past 18 months, Nokia’s smart phones from Symbian to Window s The transition of mobile phones provides ample opportunities for competitors to capture their market share."

Second, the high sales does not mean that the days are very interesting, although squeeze out Nokia, but RIM's status is not good. In addition to a year-on-year decrease in shipments by 30%, R IM predicted that the company would suffer operating losses in the third quarter due to its fierce competitive environment and declining mobile phone sales. Increased operating expenses associated with the release of the BlackBerry 10 platform."

Looking at the fourth-ranked ZTE, although smart phone sales increased by 82.9% year-on-year, it has just surrendered a third-quarter financial report with a huge loss of 1.7 billion yuan, which is the first time ZTE has lost money in 15 years. "In this financial report, apart from ZTE's mobile phones, there are other services including communication equipment, and communication equipment is the focus of ZTE." But according to Zhang Xing, an analyst at market research institution Rational AB, the current situation It at least shows that ZTE has no way to boost sales by selling more mobile phones.

From ZTE, HTC, Nokia, Motorola, LG... The performance of these major well-known mobile phone brands is either a loss or a substantial drop in profits. Zhang Xing believes that the main reason is that these brands have major strategic adjustments this year. However, the burdens of the past have not been completely shaken off, but they have been drawn into a more intense market competition.

Third, Motorola leads the "Butterflies"

However, the Samsung and Apple duopoly “suck gold” and the struggles of other brands are expected to change in 2013. The key lies in who first adjusts and truly embarks on a path of sustainable development. Lei Sifu's view is similar, he believes that the smart phone market is still relatively new, including many manufacturers and operating systems including Nokia, there is room for development in this market. Especially in the competition for the position of second place, "who is the winner" cannot be conclusive.

As for who will first “awaken” from the adjustment, Zhang Xing believes that Motorola, which has completed layoffs and product line reconstruction, will be the first, and the argument is focus and speed. "The world's first dual-core mobile phone Motorola this year has no flagship model, the main reason lies in the back of Google's mind's "scrape tendencies," so the whole process is also very fast." According to Motorola China related sources, the current company's The adjustment has basically been completed. Beijing is one of the three R&D centers that Motorola has retained globally, which reflects the importance of the headquarters to the Chinese market. In addition, the “full-quality service center” covering 267 major cities in the country can still provide localized technical support and professional after-sales services for consumers. Channels can also respond quickly after new products are launched.

In addition to Motorola, the Nokia that will fully roll out the W P8 system, the RIM that waits for the redemption of the BlackBerry 10, and the HTC that has downgraded its product line to the 1,500-yuan range are gradually approaching the end of the “Butterfly Transformation” for 2013. The smart phone market has injected more suspense.