Android, iOS rampant as Windows phone sinks: Kantar

iPhone best-selling smartphone in EU5

"To succeed, phone manufacturers will have to play by those rulebooks", Kantar says.

The report showed that Windows mobiles were slowly disappearing from many markets.

Seventy percent of the USA domestic market is dominated by Apple and Samsung, and the third largest manufacturer, LG, accounted for an additional 11.1% of sales in the three months ending January 2017. According to Kantar Worldpanel, iOS sales share in China further dropped by 8.4% YoY for the three-month period ended January. The big five European markets include the UK, France, Germany, Italy, and Spain.

Only Japan bucked the trend for Windows mobiles, rising from 0.5% to 1.0%.

Android was second and accounted for 74.3 percent of smartphone sales, with a marginal increase from 72.9 percent in the three months ending January, a new report said. It was helped by the record sales of the iPhone 7 and 7 Plus during the holiday period. In contrast, Android's share skyrocketed from 73.9% to 83.2%. Some believe that the company will deliberately avoid describing the device as a "phone", distancing itself from its smartphone struggles.

"Xiaomi skipped the Mobile World Congress this year since they had no new devices to launch", said Tamsin Timpson, strategic insights director at Kantar Worldpanel ComTech Asia. That decreased from 0.9% previous year. "Oppo, which sponsors Futbol Club Barcelona, have their sights set on growth beyond China".

IPhone's deteriorating performance in China, which witnessed a 16.6% market share for the quarter, differs from most other markets. iOS smartphones witnessed profit in markets such as Germany, Great Britain, France, Italy, the US, and Australia, expanding between 1.2 percent and 4.9 percent. We witnessed something of a throwback to times past with the new Nokia 3310 feature phone, an updated version of the iconic Nokia look, plus several new Nokia Android smartphones being marketed by HMD, now the exclusive licensee of the Nokia brand. "Both of those Huawei models are strong sellers in price-conscious markets like Italy and Spain", said Dominic Sunnebo, Business Unit Director for Kantar Worldpanel ComTech Europe. Apple, on the other hand, is lagging behind its biggest rival with a market share of 22.7 percent.

Spain has never been a strong market for Windows phones, so the YoY fall from 0.8% to 0.4% is of little effect.

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