Smaller mobile brands are pushing into Europe’s smartphone market and challenging established device makers. China’s Huawei has seen smartphone sales spike 123% in the largest five European markets over the past year, and is able to boast a 3% share – 5% in both Germany and Spain – according to data from Kantar Worldpanel ComTech. France’s Wiko has an 8% share on its home turf and is busy expanding into other European markets.
“Across Europe there is an accelerating trend of fragmentation in the handset market as smaller brands gain real traction,” says Dominic Sunnebo, strategic insight director at Kantar Worldpanel. “Established brands like Motorola and Sony are showing resurgence and newcomers to the European market such as Huawei and Wiko are challenging the established names.”
The UK has yet to the same levels of fragmentation, but with Wiko set to make a push in the market this year it will be interesting to see if it follows suit, says Kantar Worldpanel.