A number of factors are expected to impact the growth of smartphones in Norway in 2021, including increasing price-points which lead to lengthening replacement cycles. Furthermore, a lack of innovation (other than model upgrades) also damages overall volume growth in the smartphones landscape.
Samsung Electronics Nordic AB is set to lead the landscape and gain share in 2021, while second-placed player Apple AB plays catch up as a result of its higher unit price points, which are less appealing to consumers facing ongoing economic uncertainty. Third-placed player Huawei is set to fall into fourth place, losing share as a result of the suspension of its ties with Google.
Feature phones have sustained appeal with elderly consumers in Norway, as well as being used as a backup model by smartphone owners. Consumers tend to invest in more robust secondary phones, especially for adventures and outdoor use.
Mobile phones are predicted to see ongoing volume decline across the forecast period, primarily as a result of economic fragility and plummeting sales of feature phones. Older Norwegian consumers traditionally purchased feature phones but are increasingly purchasing smartphones, which will substantially impact sales of the former.
Thanks to investment in higher priced models and growing emotional attachment to these products, replacement cycles are becoming longer. Saturation is also a challenge, and growth is limited to upgrading and replacing phones.
Despite the economic recession and ongoing decline in mobile phone sales, OnePlus is preparing to grow its presence in the smartphone landscape over the forecast period. The player has been actively establishing a more visible presence in Norway, and it opened an office in 2020 with a recruitment drive.
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Understand the latest market trends and future growth opportunities for the Mobile Phones industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mobile Phones research and analysis database.
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