AdDuplex report: Low-end is the driving force behind Windows Phone success

We’ve seen a lot of good news for Windows Phone lately, with many reports claiming the OS has not only entrenched itself as the third ecosystem, but has also gained a substantial number of users during this past year.

But how has each new Windows Phone device impacted the ecosystem? For that we turn to November’s AdDuplex report.

One data point has been very consistent in AdDuplex reports ever since this summer, and that’s the fact that the Lumia 520 reigns supreme. The least expensive Windows Phone on the market is also the best-selling one, accounting for almost 30% of WP devices out there. And “the little phone that could” isn’t done yet, with the device seeing important monthly gains in virtually every market.

Another device that’s been gaining ground in Microsoft’s ecosystem is the Lumia 625, another low-end Windows Phone. This device from Nokia is a bit more expensive than the Lumia 520 and offers a very large display and a few upgraded specs compared to its best-selling cousin. Launched much more recently, it’s very important that this phone has started being successful, it validates once again Nokia’s strategy of focusing on the low-end.

Arguably all of Windows Phone’s growth that we’ve seen this past year can be attributed to low-end devices like these two, which have increased Microsoft’s user numbers. This in turn has brought in more developer interest and some very important momentum for the Windows Phone Store. And while the “app gap” between Windows Phone and its competitors is still widely open, these are the platform’s first real steps in the right direction.

On the high-end front not much has changed when it comes to the Windows Phone ecosystem. Nokia’s Lumia 920 is still the most popular high-end device and there’s no sign of that changing anytime soon.

The Lumia 1020, arguably the company’s new flagship device and the best Windows Phone on the market, barely registered on the AdDuplex radar. It has yet to break into the top 10 in any major market, sorry Aussies, and with its niche appeal and hefty price tag things are likely to stay that way for the foreseeable future.

Finally the Lumia 1520, Nokia’s first “phablet” is in 19th place in the Windows Phone device race just days after it launched. That may be an early indicator of success, but as Alan Mendelevich from AdDuplex notes, they are only tracking 21 devices. Time will tell if such a device will be successful and for now we’re cautiously optimistic about its prospect.

It’s very telling that low-end devices are pushing the Windows Phone platform forward, and that more expensive phones are barely registering. A high-end option is very important to have, but Nokia and Microsoft must be acutely aware that they’re only having success in the low-end spectrum. Hopefully today’s Lumia 525 launch continues this success streak and Windows Phone walks into 2014 with its best foot forward.

Check out the full report on the AdDuplex Blog later on today!

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Lots of things... there is a website with list of features been requested since the launch of WP8. I personally feel a Notification center, better API for Video & Audio, . e.g. WhatsApp cannot send video/Audio stored on the phone, nor can it save incoming media except photos to the library; This is due to the OS restriction.
Allow adding media to library from email/message. Better first party Apps. Even MS apps lack features compared to ios/Android, look at skype, its a mess on WP.

Spicoli said,
What would you change in the OS?

as a ex-user there is a list that goes on and on and on. I bought at launch wp7, updated to 7.5 but have watched progress and kept getting disappointed, hence why I just went with Android. Here are some of my biggest needs:

-better organization
-notification centre
-customization options
-better home screen

I want to be able to group certain tiles, not cluster everything. I want to be able to have a background. I want to have better looks, like who decided when I choose green and some tiles still end up blue or orange... I want to be able to quickly respond to people/things... I want to be able to access apps within apps more fluidly (having a swipe up to have your favorite apps show up or w/e)...

I mean the list is huge, WP is really just pathetic, im sorry... I just know personally that It could be heeaaaappss better, but for some reason MS cant move fast... Its questionable to if blue will even fix much.

I guess I'm more interested in function and value rather than if a square is green or not. I ditched Android because I didn't want to use Google and them cramming ads at me in every direction. Apple is a joke with proprietary everything and you can't even swap the battery.

I could definitely go for a notification center. I really liked how Blackberry designed it on the z10.

Edited by Screw this Nazi Site, Nov 27 2013, 11:06am :

auziez said,

as a ex-user there is a list that goes on and on and on. I bought at launch wp7, updated to 7.5 but have watched progress and kept getting disappointed, hence why I just went with Android. Here are some of my biggest needs:

-better organization
-notification centre
-customization options
-better home screen

I want to be able to group certain tiles, not cluster everything. I want to be able to have a background. I want to have better looks, like who decided when I choose green and some tiles still end up blue or orange... I want to be able to quickly respond to people/things... I want to be able to access apps within apps more fluidly (having a swipe up to have your favorite apps show up or w/e)...

I mean the list is huge, WP is really just pathetic, im sorry... I just know personally that It could be heeaaaappss better, but for some reason MS cant move fast... Its questionable to if blue will even fix much.


^^ This man speaks the truth. + volume profile.

Spicoli said,
Apple is a joke with proprietary everything and you can't even swap the battery.

I know man, they have that proprietary charger and...and...and that's about it...

Spicoli said,
What would you change in the OS?

A better email client, a decent calendar, being able to enter my PW to unlock the phone without highlighting the number I pressed, which is something that happened with the original XP Tablet OS but MS fixed in few weeks while in WP has not been fixed in three years, would be good start.... for me.
Plus MS could just check its own website, plenty of ignored suggestion there.

Well this is a shocking revelation... if people want high end they'll go iPhone or Galaxy. It'll grow in popularity the same way Android did. Can't see it over taking either of the big two though.

Uplift said,
Well this is a shocking revelation... if people want high end they'll go iPhone or Galaxy. It'll grow in popularity the same way Android did. Can't see it over taking either of the big two though.

not for a while at least. OS needs work.

Uplift said,
Well this is a shocking revelation... if people want high end they'll go iPhone or Galaxy. It'll grow in popularity the same way Android did. Can't see it over taking either of the big two though.
Well... no. Lumia's are as good as Galaxies or iPhones, no need to go to another OS, a Lumia 920 is as much a high end smartphone as those 2.

Studio384 said,
Well... no. Lumia's are as good as Galaxies or iPhones, no need to go to another OS, a Lumia 920 is as much a high end smartphone as those 2.

Whats spec on paper got to do with anything? I'm not disputing how good they are, but at the end of the day people want iPhones or other high end phones like the Galaxy, the Lumia hasn't gained enough traction in the consumer world... There is a massive need to go to another OS because people want apps, at the other end of the spectrum it's the low end market where people want the free phones on cheap contracts or not bothered about bells and whistles and thats where Android got it's dominance, now it's Microsofts turn but they have a lot of catching up to do...

Spicoli said,
I think the only reason people buy those ridiculously expensive phones is hiding the cost in the contract. Cost wise it's like buying a new refrigerator every couple years.

Not even close.

Spicoli said,
I think the only reason people buy those ridiculously expensive phones is hiding the cost in the contract. Cost wise it's like buying a new refrigerator every couple years.

Besides the fact that in many Countries where the markets are not locked by the carriers racket as in the US plenty of people buy unsubsidized, not crippled devices I see nothing wrong with replacing my refrigerator if a newer one with features that my current one does not have and are useful to me hit the market.
I have a 920 and I will replace it when a new model, that offers something I personally find useful and appealing, I will replace it; the 925,the 1020 and the 1520 did not. If a 5", 1080, SD card and at this point 8.1 will arrive I will probably replace my 920.

I think the 1320 should do quite well also. It's not so much "low-end" as mid-end with the $380 price but it's the cheapest phablet out on the market I think, specially at it's 6" size.

The Lumia 520 is a good all round performer, and better than quite a few (not all) Android phones at the same price. I'm not surprised to see that it's the most popular Lumia. "Low cost" (and great hardware/software) is probably the major factor to market dominance, and Microsoft/Nokia can deliver this.

My only concern is MS continuing to push the price point down. Nokia understood this and cranked out devices well ahead of the OS. Will MS continue this trend and at this pace?

I wish that MS would leave Nokia to do it thing on the hardware side. But Honestly MS is going to pair new hardware with the new OS release ala Surface.

For the record I have a yellow Lumia 920 (day one)

The Lumia 1020, arguably the company's new flagship device and the best Windows Phone on the market, hasn't even registered on the AdDuplex radar. It has yet to break into the top 10 in any market and with its niche appeal and hefty price tag things are likely to stay that way for the foreseeable future.

It is in fact in top ten in Australia with 4.6% share, as per the said report.

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