Samsung’s status as top dog of the UK smartphone landscape is coming under threat from a resurgent Sony, according to sales data collected by Kantar Worldpanel ComTech.
Sony’s flagship handset, the Xperia Z, has captured a significant 38% of former Samsung owners in Great Britain, with the majority upgrading from the Galaxy S2. An aggressive marketing campaign is in the offing for its forthcoming Xperia Z Ultra phablet as Sony sets out to compete with Apple and the Korean manufacturer.
Paul Moore, global director at Kantar Worldpanel ComTech, said: 'Samsung now finds itself in a position where, after two years of relentless growth, it must focus on keeping its existing base of customers loyal if it is to maintain its success...With the competition dramatically upping their game in terms of build quality and content innovation, Samsung will have to work hard to convince its 8.8 million customers to stick with the brand.'
Android’s dominating market share in the UK continued, with growth to 56.6% from 52.1%. Apple's iOS had slight growth of 0.8 percentage points, but it still held a 29.9% segment of the market. General smartphone penetration reached a record high of 65%, with 85% of devices sold in the quarter were smartphones.
Elsewhere, Blackberry’s share has unsurprisingly tumbled by 7.3 percentage point to 5.3%, just days after announcing an $84 million loss. Window Phone posted further growth in share after almost doubling their market share to 7.8% for the three months leading to May 2013.
Author: Matthew Campelli