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Window of opportunity closes for Microsoft to arrest smartphone slide

By James Henderson | Sept. 7, 2016
Flat smartphone growth is projected for the remainder of 2016, as mature markets veer into declines.

Windows aside, in terms of share, IDC does not expect much to change from Android, with the platform expected to maintain greater than 85 per cent of the smartphone market.

“Google's introduction of Daydream and Project Tango will help usher in new use cases and will help participating hardware vendors to offer differentiated experiences in the premium segment,” Scarsella reported.

For Scarsella, the latest release of Nougat and Google's ongoing ambition to secure Android will help the OS secure a better footing in the commercial segment.

Overall Android's ASP is set to remain flat in 2016 ($US217) compared to last year and will decrease to $US190 by 2020.

Specific to iOS, the rumoured removal of the headphone jack and the expectation of a significant hardware refresh in 2017 - the tenth anniversary of the iPhone - are contributors to the first full-year decline in iPhone shipments in 2016.

However, IDC does expect a rebound in 2017 and beyond as iPhones reach nearly a quarter billion units in 2020.


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