Western Europe (WE) smartphone volumes have peaked and begun to decline recent years. Customers are keeping their smartphones for longer periods as the rate of perceived innovation in the sector slows.  Subsidy removal, limited hardware innovation, and rising smartphone prices are the main reasons behind the shift.

Huawei has solidified its top three position and made big progress in high and premium band in Western Europe market. However, the US ban casts huge uncertainty for the Chinese band in this region. How will other OEMs and European carriers respond? How should smartphone OEMs, such as Samsung, HMD (Nokia), Xiaomi, OPPO, Google, LG and Wiko address the emerging challenges on the eve of 5G introductions? What mix of technologies/ style, brand and price factors are most important for consumers considering replacing smartphones?

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