Executive Summary

Aug 2019
PROSPECTS
5G auction completed, to be launched in 2020

The 5G auction finally ended in June 2019, decided in favour of the operators Telekom, Vodafone, Telefónica and 1&1 Drillisch. The 5G developments will not only shape the whole country’s infrastructure when it comes to digitisation but will also have an impact on the mobile phone landscape.

The smartphone becomes a substitute for notebooks and tablets – but to what degree?

Overall mobile phones volume sales dropped in 2019 as smartphone sales have reached maturity. Within this saturated landscape, smartphone usage has become much more versatile.

Feature phones demand still sustained by cautious consumers and the elderly

There is no doubt that sales of feature phones have been massively cannibalised by the rise of the smartphone, and this trend is expected to continue. However, the trend of the smartphone displacing the feature phone in Germany is happening at a slower pace than in other countries.

COMPETITIVE LANDSCAPE
Are foldable phones the next big thing?

With its well-established Samsung smartphones, Samsung continues to have a comfortable lead in overall mobile phones in Germany. Nonetheless, its volume share declined in both 2018 and 2019, not only due to previous product scandals, but, more significantly, due to the rise of Huawei as a key player in smartphones.

Huawei: Android ban and political issues

As the trade war between China and the US escalated, one of the most affected companies was Huawei, as it stands accused by the US of working too closely with the Chinese government. Due to this accusation, the American company Google was forced in 2019 to withdraw its “Android” operating system – formerly known for its open-source approach – from Huawei phones worldwide.

Doro and Nokia phones continue to cater to reluctant consumers and the elderly

By 2019, the demand for feature phones meant it had almost become a niche product in Germany, although with a population the size Germany has, sales still exceeded one million handsets in this year. The sales are typically replacement purchases either for the elderly population, who find the use of keys rather than touchscreen more user-friendly and the basic functions of a feature phone sufficient, or consumers who are on a digital detox or buying for retro purposes.

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Mobile Phones in Germany

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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.

Mobile Phones in Germany - Category analysis

HEADLINES

PROSPECTS

5G auction completed, to be launched in 2020
The smartphone becomes a substitute for notebooks and tablets – but to what degree?
Feature phones demand still sustained by cautious consumers and the elderly

COMPETITIVE LANDSCAPE

Are foldable phones the next big thing?
Huawei: Android ban and political issues
Doro and Nokia phones continue to cater to reluctant consumers and the elderly

CATEGORY DATA

Table 1 Sales of Mobile Phones by Category: Volume 2014-2019
Table 2 Sales of Mobile Phones by Category: Value 2014-2019
Table 3 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 4 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 5 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 6 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 7 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 8 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 9 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 10 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 11 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 13 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Consumer Electronics in Germany - Industry Overview

EXECUTIVE SUMMARY

Saturated market needs new impetus
Increased connectivity, regulation and utility are the main drivers
Samsung and Apple lead, while Huawei is under political pressure
Internet retailing favoured by improving infrastructure
Further volume decline expected over the forecast period

MARKET DATA

Table 14 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 15 Sales of Consumer Electronics by Category: Value 2014-2019
Table 16 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 17 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 19 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 20 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 21 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 23 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources