Microsoft’s Windows Phone has managed to maintain a share over 10 per cent for the past six months aggregated across the “EU5” – the five largest EU countries, comprising Germany, the UK, Spain, France and Italy. However that average covers wide national variations: in Italy its share has been over 16 per cent, while in Spain and Germany it has been around 5 per cent. In the UK and France it has been around 11 per cent.
Dominic Sunnebo, strategic insight director at Kantar, commented that there are still 14 million featurephone owners who could be tempted to trade to a smartphone, and that the Nokia strategy – which will soon become Microsoft’s, when the takeover is complete – could pay off: “At some point Nokia will have to start making serious inroads into the smartphone competition, but for the time being its strategy in Europe is working. Crucial for Nokia will be its ability to keep low-end owners loyal and upgrade them to mid to high-end models.”