> Posted by Center Staff
In the first quarter (Q1) of 2015, smartphones comprised 47 percent of Africa’s market sales, while the market share of feature phones decreased by about 20 percent. Those are some of the big findings from the International Data Corporation’s “Q1 2015 Mobile Phone Tracker” released earlier this week. Examining both Africa and the Middle East, the report uncovered that between the two regions, compared to last year, smartphone sales increased by 66 percent during the first quarter of this year, totaling 36 million units. Nigeria and South Africa were the biggest smartphone markets on the continent, responsible for roughly 14 and 12 percent of sales respectively. By 2019, it’s projected that feature phone sales will dwindle to only 27 percent of the market in Africa and the Middle East.
The prevalence of inexpensive smartphones, aided in part through partnerships between mobile network operators and handset manufacturers, has helped fuel recent growth. Smartphones are being designed and introduced specifically for the African market. Harnessing supply chain efficiencies and accepting lower profit margins, handset makers are offering units in some cases as inexpensively as for US$30. According to market research firm GfK, globally, compared to the previous quarter, during Q1 of 2015 low-end smartphones saw a market share increase from 52 to 56 percent. Total smartphone sales increased by 8 percent to US$96 billion, while units sold increased by 7 percent to about 310 million. Most of this growth came from Africa, the Middle East, and emerging Asia-Pacific markets. Android is dominating in Africa. Eighty-nine percent of smartphones shipped in Africa during Q1 of 2015 were powered by Android – with about 45 percent of these priced below US$100.