Sales of smartphones have levelled as market penetration has reached its peak. Less frequent replacement and refraining from buying new phones during the COVID-19 crisis has had a negative impact on volume sales.
Continued demand for smartphones is being supported by the fact that these devices are used for more purposes than simply acting as a phone or a means of communication, with smartphones often replacing other consumer electronics products, such as digital cameras. The COVID-19 outbreak has emphasised the flexibility and usefulness of smartphones, with consumers required to spend more time at home and communicate with friends and family via such devices.
Having gained top spot in mobile phones from Samsung Electronics Polska Sp zoo in 2019, Xiaomi Poland Sp zoo is set to extend its lead in 2021. Xiaomi’s eponymous brand is well-known in the local market, with a reputation for offering high-end technology solutions at very affordable prices.
Smartphones, now very much the dominant category in mobile phones, is set to continue to see modest year-on-year volume growth for most of the forecast period. However, the deep penetration achieved by smartphones is set to lead to a slight decline in sales at the end of the forecast period.
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.
During the forecast period, major smartphones manufacturers are expected to see an increase in competition from less well-known local brands, such as Oppo and Vivo. Following the successful expansion of Chinese brand, Xiaomi, in the Polish market, more brands are expected to emerge to compete for share in smartphones.
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This report originates from Passport, our Mobile Phones research and analysis database.
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