Dead people say live longer. When Apple rolled up the smartphone market with its iPhone eleven years ago and found Samsung from Korea with high-quality devices on the road to success, the end of the former world market leader Nokia seems to be sealed. Microsoft technology companies must help Finn's financial difficulties get out of trouble. After all, it was the Finnish electronics manufacturer HMD Global that gave Nokia new life five years ago.
The first chunky model from Nokia is now a cult. But even the latest models from Finland find their buyers in Switzerland. According to a representative survey by the comparative Comparis Internet service, devices from Finland are number four on the Swiss market this month (see chart below). With a market share of three percent, the leaders of Apple and Samsung for Finland are out of reach. But Nokia at least found it from sinking.
Nokia has a strong brand and has a good position
For the return of Nokia is primarily responsible for two causes, said telecom expert Jean Claude Frick. "The Nokia brand still has a big appeal. Even for boys who haven't experienced the heyday of this cellphone, it's a concept," Frick said. On the other hand, the company is engaged in a segment of quality and price that is very well received in Switzerland. «The Android model in the price range of 250 to 500 francs is adjusted to the Swiss market. Cheap cellphones for 100 francs are considered inferior, and more than 1000 francs want to burden consumers at least a smartphone. "Especially Nokia 5 and 6 are selling well.
Both the leaders of Apple (iPhone) and Samsung have been different compared to the previous year. America gets three percent market share, Korea loses the same amount. "Both of them have worked hard for their top position," Frick said. Apple meets high purchasing power in Switzerland. They make premium products here affordable for larger populations than in other countries. Frick: "Adding that Apple comes with its notebook early. This brand is already established when the iPhone is on the market." Samsung's world market leader began more than 20 years ago, with cheap offers to shake up the mobile market. Meanwhile, South Korean smartphone conglomerates are also successful in the middle and upper price range. Frick: "Samsung has a wide price range and is also attractive to users who don't want to spend a lot of money to buy a device."
According to telecommunications experts, Samsung must have difficulty staying behind number two behind Apple. "Apple is considered a premium, expensive and good product. Americans must be able to maintain their leading position in the next few years. But Chinese technology giant Huawei can now compete loosely with Samsung. This will likely continue to grow in Switzerland with its products with "It won't surprise me if Huawei leaves Samsung on the Swiss market in two or three years," Frick said with confidence.
Huawei conquered the world market
China has a strong home market and sells nearly 50 million smartphones worldwide in the second quarter of this year alone. This is equivalent to more than 13 percent year-on-year growth. With the number of units sold, they put Apple on the world market in third place. Just like Samsung, Huawei is present in all price ranges today. Korea is still above, but their sales are stagnant, they are losing market share, especially for Huawei.
Frick: "Huawei's rapid progress is more surprising because the company was hampered in the US market and could not get a foothold there." However, as far as profitability is concerned, Apple leads. "The American account for 50 to 70 percent of the profits made in the industry," Frick estimates.