Executive Summary

Aug 2019
PROSPECTS
Increasing functionality drives high value growth of smartphones

Smartphones again recorded strong retail volume growth in 2019, although the rate continued to decline as the category matured. However, technology is developing rapidly, offering new solutions which offer increased convenience and functionality.

Manufacturers continue to combat maturity with new technology, while 5G will stimulate upgrades

Faster processors, larger storage capacity and long battery life are some examples of technological improvements which will likely be introduced over the forecast period. 5G is also a major opportunity to drive sales as consumers will need to upgrade their smartphones in order to make use of the benefits of these faster speeds.

Larger screens are increasingly popular

With smartphones increasingly being used for watching videos, gaming, reading, web browsing and mobile shopping, producers are striving to optimise the size of the displays to meet these needs. One direction producers have taken is to enlarge their smartphone displays.

COMPETITIVE LANDSCAPE
Samsung maintains its lead in mobile and smartphones

Samsung maintained its lead within mobile phones and smartphones in Poland in 2019, despite losing share. Its extensive product offer, with prices ranging from the budget to the high end, allow it to reach a broad spectrum of consumers.

The Xiaomi brand booms, while Huawei declines

Chinese producer, Xiaomi, recorded the strongest retail volume growth in smartphones in 2019. This was partially due to its low sales base level, but it also demonstrates the enormous progress the company has made in the Polish marketplace since it established a presence in 2015.

Collaboration between Google and Huawei in doubt

The prospects of cooperation between Google and Huawei have been placed in doubt by recent legislation in US. This situation may significantly impact Huawei’s position in smartphones as Google withdraws from supporting Huawei with its Android operating system, given the strong loyalty to the Android system among Polish consumers.

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Mobile Phones in Poland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Poland 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 Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Poland 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 Poland?
  • What are the major brands in Poland?
  • 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 Poland - Category analysis

HEADLINES

PROSPECTS

Increasing functionality drives high value growth of smartphones
Manufacturers continue to combat maturity with new technology, while 5G will stimulate upgrades
Larger screens are increasingly popular

COMPETITIVE LANDSCAPE

Samsung maintains its lead in mobile and smartphones
The Xiaomi brand booms, while Huawei declines
Collaboration between Google and Huawei in doubt

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 Poland - Industry Overview

EXECUTIVE SUMMARY

Retail volume growth slows in 2019
Economic improvements continue to support consumer confidence
Large, foreign manufacturers dominate the market
Electronics and appliance specialist retailers remains the top distribution channel for consumer electronics
New technology expected to drive sales 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