1/10/2008 2:24:00 PM
Nokia pips Sony Ericsson in December by 3%
Nokia edged ahead of Sony Ericsson in the critical Christmas market by a couple of percentage points at just over 30%, according to senior retail sources.
Industry figures show Nokia maintained its lead by as little as 3% throughout December despite intense pressure from Sony Ericsson.
A big factor appears to have been operators piling large amounts of subsidy onto the Nokia 6300 in the run-up to Christmas, pushing it way below Nokia’s target price of around £100 and as low as £60 in some area.
Sony Ericsson, which had a 27.7% market share in December, has a stronger weighting towards contract and upper to mid-range prepay phones.
One senior retailer said: ‘The iPhone doesn’t appear to have made any kind of serious impact, but 3’s Skype phones snatched some upper single digit share.’
Nokia, Sony Ericsson and Samsung all saw a dip in November in the week the iPhone was launched, but came back to normal levels soon after with the iPhone falling away.
Prepay sales lifted the whole UK mobile market to almost a million sales in the final week before Christmas.
Official figures showed 670,000 prepay phones were sold in the final week, up from 630,000 from the previous year.
Operators appeared to be fighting over who could put more subsidy into prepay, pushing prices down to their lowest levels in years after what had been a more sluggish 2007 than had been anticipated.
Average selling prices sharply fell from the previous year, with better handset and more deals in the £50 and £80 price bracket, compared to last year where most offers were around £100. Buy-one-get-one-free deals were also more common compared to last year.