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Country Report

Mobile Phones in

Mobile Phones in Germany

Aug 2018

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

High prices and saturation hamper volume growth

In 2018, volume sales of mobile phones continued to decline in Germany, while value sales recorded further growth. The penetration of mobile phones remained high and fairly stable, thus indicating a high level of saturation and limited potential for growth.

Specifically targeted smartphones to take share away from feature phones

Sales of feature phones remained mostly limited to simple pre-paid or disposable phones, as well as purchases for children or elderly consumers who have no need for the added functionality of a smartphone. Nevertheless, the category continued to decline sharply due to the increasing penetration of entry-level smartphones and a shrinking offer of feature phones.

Big, bigger, too big – the development of smartphone screen sizes

Within smartphones, the majority of units sold in 2018 had a screen size of between 4.7-5.

COMPETITIVE LANDSCAPE

Samsung and Apple remain the leading players

Thanks to their longstanding presence and reputation for innovation, Samsung and Apple continued to lead mobile phones in Germany in 2018. Despite continuous criticism of their smartphones for being too expensive, unreliable and to some degree even dangerous due to battery or charger malfunctions, both companies maintained their positions despite slightly losing share.

Changing consumer priorities benefit the rivals of the leading players

With consumers increasingly seeking cheaper but similar alternatives to the smartphones from Samsung and Apple, both companies recorded a decline in volume sales in 2018, mostly to the benefit of manufacturers such as Huawei, ZTE and Haier. Many of their products fare well when compared to those of the leading players, while being offered at significantly lower prices.

Growing challenges could lead to a change in the competitive landscape

Apart from ongoing portfolio reductions and discontinuations within feature phones, with LG being one of the latest players to leave, smartphones is starting to witness increasing concentration. Due to growing competition and increasingly challenging conditions, Microsoft officially discontinued sales of its Lumia line and withdrew support for its Windows Phone 8.

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Mobile Phones Market Sample Report Mobile Phones Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Phones industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Germany market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Mobile Phones in Germany?
What are the major brands in Germany?
What is the growth rate for Mobile Phones in country?
How many 3G mobile phones were sold last year?
How will the introduction of 4G mobile phones impact the mobile phone market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

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Mobile Phones in Germany - Category analysis

HEADLINES

PROSPECTS

High prices and saturation hamper volume growth

Specifically targeted smartphones to take share away from feature phones

Big, bigger, too big – the development of smartphone screen sizes

COMPETITIVE LANDSCAPE

Samsung and Apple remain the leading players

Changing consumer priorities benefit the rivals of the leading players

Growing challenges could lead to a change in the competitive landscape

CATEGORY DATA

Table 1 Sales of Mobile Phones by Category: Volume 2013-2018
Table 2 Sales of Mobile Phones by Category: Value 2013-2018
Table 3 Sales of Mobile Phones by Category: % Volume Growth 2013-2018
Table 4 Sales of Mobile Phones by Category: % Value Growth 2013-2018
Table 5 Sales of Smartphones by Screen Size: % Retail Volume 2017-2018
Table 6 NBO Company Shares of Mobile Phones: % Volume 2014-2018
Table 7 LBN Brand Shares of Mobile Phones: % Volume 2015-2018
Table 8 Distribution of Mobile Phones by Channel: % Volume 2013-2018
Table 9 Forecast Sales of Mobile Phones by Category: Volume 2018-2023
Table 10 Forecast Sales of Mobile Phones by Category: Value 2018-2023
Table 11 Forecast Sales of Mobile Phones by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Mobile Phones by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2018-2023

Consumer Electronics in Germany - Industry Overview

EXECUTIVE SUMMARY

Consumer electronics in Germany supported by innovation and added value

Convenience, premiumisation and sporting events help to offset negative factors

Competition remains fierce as new international players emerge

Specialist retailers back on track with product demonstrations, professional advice and online platforms

An already high level of product sophistication set to limit future growth

MARKET DATA

Table 14 Sales of Consumer Electronics by Category: Volume 2013-2018
Table 15 Sales of Consumer Electronics by Category: Value 2013-2018
Table 16 Sales of Consumer Electronics by Category: % Volume Growth 2013-2018
Table 17 Sales of Consumer Electronics by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Consumer Electronics: % Volume 2014-2018
Table 19 LBN Brand Shares of Consumer Electronics: % Volume 2015-2018
Table 20 Distribution of Consumer Electronics by Channel: % Volume 2013-2018
Table 21 Forecast Sales of Consumer Electronics by Category: Volume 2018-2023
Table 22 Forecast Sales of Consumer Electronics by Category: Value 2018-2023
Table 23 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2018-2023
Table 24 Forecast Sales of Consumer Electronics by Category: % Value Growth 2018-2023

Megatrends

Country Report

Mobile Phones in Germany

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Executive Summary

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PROSPECTS

High prices and saturation hamper volume growth

Specifically targeted smartphones to take share away from feature phones

Big, bigger, too big – the development of smartphone screen sizes

COMPETITIVE LANDSCAPE

Samsung and Apple remain the leading players

Changing consumer priorities benefit the rivals of the leading players

Growing challenges could lead to a change in the competitive landscape

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Mobile Phones in Germany - Category analysis

HEADLINES

PROSPECTS

High prices and saturation hamper volume growth

Specifically targeted smartphones to take share away from feature phones

Big, bigger, too big – the development of smartphone screen sizes

COMPETITIVE LANDSCAPE

Samsung and Apple remain the leading players

Changing consumer priorities benefit the rivals of the leading players

Growing challenges could lead to a change in the competitive landscape

CATEGORY DATA

Consumer Electronics in Germany - Industry Overview

EXECUTIVE SUMMARY

Consumer electronics in Germany supported by innovation and added value

Convenience, premiumisation and sporting events help to offset negative factors

Competition remains fierce as new international players emerge

Specialist retailers back on track with product demonstrations, professional advice and online platforms

An already high level of product sophistication set to limit future growth

MARKET DATA

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