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Are Smartphone Sales in Europe Ready for Rebound?

by Neil Mawston | Mar 30, 2020

SA was one of the world's first mobile research houses to spot the looming disaster of Covid-19, way back in January.

We are watching this very closely.

Today, the World Health Organization (WHO) said publicly the Covid-19 outbreak in Europe may finally be approaching a PEAK.

Italy, Switzerland, UK and other countries in Western Europe seem to be slowing the spread.

That is good news for European smartphone sales. There is some light at the end of a dark tunnel.

Smartphone demand across the region has been smashed in March, and will be smashed again in early April. There are still tough times ahead. No question about that.

But I'm going to stick my neck out and say mid-April or early May could see a softening of the lockdowns in some regions (like southern Italy), and emerging consumer confidence may well return in parts.

When buyers get their confidence back, they will restart buying smartphones. That is basic business 101.

All the usual caveats apply, of course. This is a terrible virus that is highly unpredictable. There will be months of pain ahead. Many sad deaths. Unemployment will soar in the near-term. It may be a false dawn.

But, after weeks of darkness, there is finally some light. Covid-19 appears to be nearing a peak in Europe. There is hope again.

Operators, retailers, component suppliers and device vendors in Europe must begin to think about what a recovery looks like.

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