Kantar has published new figures showing the market share of Android, iOS and Windows Phone / Windows 10 emerges. Big winner the past quarter, Android, which grew mainly at the expense of Windows Phone.
Microsoft had previously know in 2016 give little priority to Windows for mobile phones. And that is clearly reflected in the latest figures. The market share of Windows Phone / Windows Mobile dropped 10 in the 5 major European countries from 10.1% last year to 5.9% now. It was especially hard in markets where Microsoft used to have amassed a decent market share. Italy for example, dropped from 14.4 to 6.7%. The figures from Kantar show clearly that all the previous Windows Phone users have switched to Android. The share of the mobile operating system in the EU increased from 67.7 to 74.3%. It is also striking that iOS, the operating system which use iPhones, slumped by the 20% boundary.
The Kantar figures still leaves more see interesting movements. So Apple lost market share substantially in China, until recently a major growth market for the company. The market share was 3.2%, down there. This may mean a turnaround for the seemingly endless growth of the iPhone. Apple gets increasingly difficult to tap growth markets, and we will have to prepare for several quarters of contraction. It remains to be seen what will think shareholders thereof. At Microsoft, the problems are not much smaller. And all these have to wonder what future for the Windows platform for mobile phones. It now seems clear that consumers may not appreciate that the Microsoft platform provides a lower priority. It will be even more difficult to recover those customers.
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