Devices > Smartphones Blog

Global Handset Shipment and Revenue 2010-2015-2021 Leadership is fragile

by David Kerr | Apr 21, 2022

Global Handset industry revenues grew 6% annually in Q4 2021 to the highest ever. Apple, Samsung and Xiaomi were the top three vendors and together accounted for 70% of the revenues. 

Asia Pacific remained the largest region by revenues and handset volumes with a share of 47% for each metric.

Dramatic changes in the mix of top handset vendor share of shipments and revenue are evident in our latest report  Handset Revenue & ASP By Vendor by Region

Taking a look at the Asia Pacific region development in terms of brand share of volume and value (revenue) is instructive.

Back in 2010, Nokia (Microsoft) was the volume leader (37%) in Asia Pacific and held an impressive 24% of revenues! Samsung was still number two and Apple held just 2% of shipments and was still in single digits in terms of revenue.

Fast forward to 2015 and Xiaomi, Oppo, vivo were emerging as challenger brands across Asia Pacific holding 14% share of volumes.  Apple had surged to over one third share of revenues while Nokia share was down to 1% of revenue and LG was on a steep decline. 

For 2021 vivo, Oppo, and Xiaomi had each captured low teen volume share while Apple closed in on 40% share of revenues in Asia Pacific.

Samsung has been most negatively impacted as the market in Asia Pacific has evolved
 from 3G to 4G to 5G and Chinese vendors expanded beyond their home market.

Samsung's lack of presence and compelling value propositon in China has resulted in its share of Asia Pacific volume and revenue decline by (-6 pts) from 2010-2021.  

Moving into 2022, the huge volume of the Chinese market plus success in India and across Asia Pacific continues to drive Xiaomi, Oppo, vivo and more recently realme.
Chinese vendors have reached double digit in share of revenue and are aggressivley looking to compete in high and premium tier slots.  

Xiaomi, Oppo, vivo, Honor and realme (XOVHR) are on track to generate over $100B in handset revenue. Clients to our Country Share Tracker can access full details of brand share by quarter across 60 countries. 
Previous Post: vivo is Attacking Lucrative Premium Smartphone Segment with New X Fold and X Note | Next Post: Samsung Hits Highest Global Smartphone Market Share in Five Years in Q1 2022

Let's talk

Now you know a little about us, get in touch and tell us what your business problem is.
Inquiry / Message:

please enter captcha from left