Worldwide Smartphones Market to 2020 - Connections, Unit sales and Geographical Analysis

Operators in developed markets can maintain relevance as smartphone providers by adapting their device portfolios and bundles to changes in replacement cycles, while those in emerging markets will face the challenge of providing smartphones to users who are predominantly on prepaid subscriptions.

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In many developed markets, it will be difficult to increase annual unit sales of smartphones because high levels of adoption will limit the number of first-time buyers, consumers are difficult to impress with incremental innovation and interest in SIM-only contracts is on the rise. Emerging markets will provide almost all of the growth in smartphone unit sales between 2015 and 2020.

This report provides:

  • forecasts for smartphone markets (units, vendors, OS) worldwide, for 8 regions and for 66 countries
  • operator strategies for changing sales channel dynamics, vendor financing and SIM-only contracts
  • key worldwide and regional trends.

Data coverage

The data annex to this report provides the following data for mobile handsets.

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  • by type (smartphone or basic)
  • by region
  • by country

Unit sales

  • by type (smartphone or basic)
  • by region
  • by country

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Geographical coverage

The data annex provides data for 66 countries in the following regions.


  • Central and Eastern Europe (CEE)
  • Developed Asia–Pacific (DVAP)
  • Emerging Asia–Pacific (EMAP)
  • Latin America (LATAM)
  • Middle East and North Africa (MENA)
  • North America (NA)
  • Sub-Saharan Africa (SSA)
  • Western Europe (WE)

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