Xiaomi Becomes Fourth Largest Smartphone Vendor Globally

Pat Wise
May 5, 2018

The company now holds a global market share of 8.4 percent with a phenomenal growth of 87.8 percent from a year ago. Although the new flagships shipped late in the quarter, brisk initial sales of the new devices kept the overall yearly decline at a minimum as the bulk of the positive impact is expected to arrive in Q2 2018.

China, the most populous country in the world, is also the largest smartphone market in the world. The cheapest smartphone in Apple's current lineup of flagship phones iPhone 8 is also giving good competition to iPhone X in the USA and Europe's top 5 markets. iPhone 8 also ranks at No. 2 in the list of "world's most-profitable smartphones". Apple iPhone X features the notch on top and we have seen a couple of Android devices that come with the notch as well. Moreover, shipments of other new iPhone models could be disappointing, on the back of Apple's $50 price increase over the previous model, without any meaningful upgrade. All three new iPhones are world's best selling phones and tops the charts.

OPPO, which held the fifth position with its year-over-year decline of 7.5 percent, has also pruned some of its retail partnerships to focus on those with higher contribution to sales. Combined together, Apple today accounts for four of the world's six most popular smartphone models.

Meanwhile, iOS share has held steady across the big five markets in Europe, the US and Australia, in contrast to continuing growth in urban China.

Various key players have seen decline in overall shipments are market share, despite retaining their positions in the top 10. Smartphone buyers shunned the ultra-high-end smartphone in favour of more budget offerings. "While China has been a growth engine and profit driver for Xiaomi's rising service revenue, overseas market expansion has helped it boost market share, both of which will be critical to the success of its IPO", says Canalys senior director Nicole Peng.

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Huawei's continuous efforts to expand in markets outside China has resulted in strong growth in Europe (+46 percent), MEA (+38 percent) and in India (+146 percent), where it entered the top 5 smartphone brand list for the first time in Q1 2018.

We reported on April 24 that Xiaomi overtook Samsung in India for the first time in a stunning rise.

Xiaomi saw a massive jump from 14.8 million units shipped in the first quarter of 2017 to 28 million units in the same period of 2018. Though that seems astounding, the big leap is in part due to the lackluster performance by Xiaomi in 2017.

Company shipments are branded device shipments and exclude OEM sales for all vendors. The filing caps a remarkable turnaround for a company that encountered serious growing pains in 2016 after an over-aggressive expansion disrupted its supply chain and allowed rivals to grab market share.

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