With the market changing so fast, the question as to which Smartphone will be the next big thing boils down to which operating system (OS) will be dominant in a year or two’s time, and whether or not existing brands will still be around by then.
Google’s Android has become the world’s leading Smartphone Operating System, with a market share of 40.1% of US consumers.
In South Africa, Nokia still has around 50% of overall market share. And Blackberry is currently the fastest growing cellphone brand in South Africa, making up as much as 70% of new Smartphone sales. However, the global shift towards phones using Google’s Android, combined with Google’s strong brand momentum and market leadership, indicates that Android will have a powerful market position in South Africa within the next two years - led by Samsung, HTC, Motorola, as well as lesser-known brands.
Estimation of current Smartphone market in South Africa – this is expected to shift towards a lead in phones powered by Google’s Android Operating System by 2013
