While sales are still relatively modest in the region, market share has doubled over the year, and a strong fourth quarter puts Oppo in good stead for 2021. Partnerships with Europe’s largest operator groups – namely Vodafone, Telefonica, Orange and Deutsche Telekom – mean that Oppo’s devices are stocked in the vital operator channel throughout Europe. Oppo entered the European market in 2018, but 2020 was the year it gained some serious momentum.
In fact, the iPhone 12 was Apple’s most successful device launch to date, and drove Apple to a record share high of 30% in Q4 2020. And second, it built up demand for the new device which, when finally launched in October, sold spectacularly. First, it gave the iPhone 11 and iPhone SE the opportunity to demonstrate remarkable longevity, selling continuously well in many markets throughout the year. The decision to delay the launch of the iPhone 12 appears to have paid off, for two reasons.
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Apple may have declined slightly in 2020, but this doesn’t tell the full story.Xiaomi’s challenge is now to replicate this growth in other areas, particularly more premium markets like France, Germany and the UK: the launch of its flagship Mi 11 in February 2021 should help. Strong performance in both Spain and Italy resulted in significant share gains over the year (reaching 28% and 17% of smartphone sales in Q4 2020 respectively), driving overall annual growth of 90% for the year. Xiaomi was the major success story in Europe in 2020, becoming the third largest OEM in the region at expense of Huawei.This has created opportunities for some smartphone makers, so while the 2020 was difficult, there were winners as well as losers.’Įxhibit 2: Full year European Smartphone Sales Market Share and Growth A year to remember: Stryjak added, ‘In addition to the pandemic, US sanctions on Huawei harmed its ability to bring new products to market and produce existing products in volume. Overall, 2020 saw the European smartphone market shrink by 14% versus 2019.”Įxhibit 1: Covid-19 Impact on European Smartphone Sales The end of the year, therefore, saw the market decline again, despite the best efforts of Apple (see below). COVID-19 cases rose in September leading to new lockdowns across Europe from November. Declining cases and easing restrictions led to a recovery over the summer, but the virus came back with a vengeance. Speaking about the overall market, Counterpoint Research’s Associate Director, Jan Stryjak said, “April was the worst month of the year, with sales down almost 50% on 2019. Meanwhile, economic concerns and employment worries led to consumers saving rather than spending, and widespread lockdowns meant that many consumers were unable or unwilling to visit retail stores and buy new devices. The COVID-19 pandemic hit the region hard, resulting in both supply and demand side issues. Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – March 1, 2021Ģ020 was a rollercoaster year for the European smartphone market.
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