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