Report: Windows Phone makes big market gains in Europe but drops in China

High sales of cheap Windows Phone smartphones such as the Nokia Lumia 520 are one of the reasons why Microsoft's mobile OS is making big strides in Europe in terms of market share. A new report from the research firm Kantar World Panel claims that for the three months that ended on August 2013, Windows Phone's share of the market went up to an average of 9.2 percent in five key European countries.

In addition, the share in two territories, France and the UK went up to 10.8 percent and 12 percent, respectively, for Windows Phone. That's the first time that the OS has seen a double digit percentage in two major markets. Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, stated:

Windows Phone’s latest wave of growth is being driven by Nokia’s expansion into the low and mid range market with the Lumia 520 and 620 handsets.  These models are hitting the sweet spot with 16 to 24 year-olds and 35 to 49 year-olds, two key groups that look for a balance of price and functionality in their smartphone.

It's not all good news. Kantar claims that the three month share of Windows Phone in the U.S. went up from 2.6 percent a year ago to just 3 percent this year, an increase of just 0.4 percent. More unsettling is the dip in the Chinese market share. Kantar claims that just 2.1 percent of residents in that country use Windows Phone for their smartphone in the last three month period, far less than the 4.7 percent who said they used such a phone a year ago.

Source: Kantar World Panel

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25 Comments

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That's probably the first time anyone has ever said that!

With all their other services, they are all too focused on the US. Especially with Bing.

People are starting to realize they're getting ripped by this contract thing which will bring hardware cost into the market. You can switch right now to a prepaid, pay off the contract penalty, and probably still be ahead in six months.

Good gains, but not enough here in the US to attract developers to port or develop apps for the platform. To me, it is not all about that app, and I really prefer quality over quantity, but I am just in the minority like some of you when it comes to that philosophy.

So I will say, yeah, we need the official Instagram, Facebook, etc., for the platform to gain market share in the US.

Not enough to attract developers? If a dev is just watching for the US market he's just playing dumb. Like said before India, Russia, Taiwan etc. have WP on the second place in the race. Compared to Russia, India and Europe markets US market means jack squat.

alwaysonacoffebreak said,
Not enough to attract developers? If a dev is just watching for the US market he's just playing dumb. Like said before India, Russia, Taiwan etc. have WP on the second place in the race. Compared to Russia, India and Europe markets US market means jack squat.

Have you tried contacting developers or institutions about apps for Windows Phone? I know I have, and all the ones that I've contacted gave me the generic answer of "...we continue to look at the market trend". Only PikPok was the one that told me "NO" followed by the generic answer.

Yes, you are right about what you said; however if that is true, then how come there are not enough quality apps in ecosystem for consumers not to jump to Window Phone platform?

Problem with market penetration in China (and India for that matter) is that WP is on excellent mid-range phone, and the biggest consumer segments in developing countries are the rising middle class that splurges for iPhones or flagship Android devices as fashion statements, or the lower-class folk that buy up the cheapest of the cheap Android or Symbian-based phones and have no use for about 90% of smartphone features. I expect the 1020 to be a minor hit with some in the former category (I have more megapixels than you), but Microsoft has built itself a feature ceiling (cores, resolution, storage space, e-peen rights) as well as a price floor (WP devices still meet a minimum spec, which consequently drags around a minimum price).

Dropping in China but strong gains in Taiwan as well. It's now the #2 platform in Taiwan and Russia, which are major markets.

vcfan said,
ios also dropped the same percentage in china

But Nokia dropped in Italy too which has always been one of its best market, not to mention a trendsetter...

Drewidian said,
As Steve Balmer thinks of retirement and sits back in his Emperor's Sith chair and says... "Good. Gooood."

Or Ben the PC Guy lights a cigar and says "I love it when a plan comes together" queue A-Team Theme.

Sorry just having fun.

Drewidian said,
As Steve Balmer thinks of retirement and sits back in his Emperor's Sith chair and says... "Good. Gooood."

.. and when a competitor does well, he says: "Noo Gadget, Noooo!"

Honestly, I love my Windows Phone, but Microsoft isn't making it easy for themselves. Time to give the consumers what they want. There's a forum plastered with consumer demands, yet MS hasn't announced that they might even be planning on delivering any of these new features.

lol... you obviously didn't listen what they said last time. They said they're stopping announcing things too early because 1) competitors steal ideas; 2) people complain they announce it too early; etc. Usually when a company/team is quiet, there's something in big in the works. Patience. From all the leaks so far, there's already a lot of big things coming with 8.1.

j2006 said,
lol... you obviously didn't listen what they said last time. They said they're stopping announcing things too early because 1) competitors steal ideas; 2) people complain they announce it too early; etc. Usually when a company/team is quiet, there's something in big in the works. Patience. From all the leaks so far, there's already a lot of big things coming with 8.1.

I strongly doubt that separate volume controls is a feature that the competition would steal.... They already have it.
As for 8.1 is at least six months ahead, unless you have an AT&T branded device of course.....

Fritzly said,

I strongly doubt that separate volume controls is a feature that the competition would steal.... They already have it.
As for 8.1 is at least six months ahead, unless you have an AT&T branded device of course.....

Agreed, there are a LOT of things that Windows Phone is simply lagging behind on; notification center, quick settings, sound profile, separate volume control, etc. that seem like they're extremely simple things to add. Either the WP code base is horribly hard to work with, or there's some other reason these 'simple' features haven't been added yet.

j2006 said,
lol... you obviously didn't listen what they said last time. They said they're stopping announcing things too early because 1) competitors steal ideas; 2) people complain they announce it too early; etc. Usually when a company/team is quiet, there's something in big in the works. Patience. From all the leaks so far, there's already a lot of big things coming with 8.1.

He's talking about the Uservoice site, where Windows Phone consumers have been asking for basic features for, in some cases, years now.

The 'Shut up and Ship' Mantra that the WP Team adopted is a joke, or as Paul Thurrott has said on Windows Weekly more than once, it's more 'Shut up and don't Ship'.

Patience indeed.

jasonon said,
Honestly, I love my Windows Phone, but Microsoft isn't making it easy for themselves. Time to give the consumers what they want. There's a forum plastered with consumer demands, yet MS hasn't announced that they might even be planning on delivering any of these new features.

I agree 100%. I know they have stopped announcing, but they need to get things done ASAP, which they are not. Here's what I want fixed:

1) Volume controls
2) Ability to edit a forward/reply email.
3) Ability to attach what I want to an email from the mail screen.
4) Ability to save email attachments
5) My choice whether I upload/download via wifi or network data - I pay for 2GB so why aren't I allowed to use it?
6) create and edit a music playlist on the phone rather than have to use workarounds like creating the playlist on the phone and then having to plug into a PC and edit out any mistakes or change song order. What about times when you're on the road and want to edit a playlist and don't have PC available?
7) Nokia to make the glance screen show missed calls/sms/emails etc - I believe this is coming. At least Nokia is making an effort

Lots of minor stuff that would make the OS great. They don't seem like it would take a rocket scientist to get happening. It's the usual "this is by design" or "this is what people want".

Cheers
Mick

jasonon said,
Honestly, I love my Windows Phone, but Microsoft isn't making it easy for themselves. Time to give the consumers what they want. There's a forum plastered with consumer demands, yet MS hasn't announced that they might even be planning on delivering any of these new features.

I couldn't agree any more. I have been a Windows Phone fanatic but I am getting tired of the two-colour interface for starters and after some consideration I might be moving to iPhone 5S.