Analysts and critics are so obsessed with the top two players of the smartphone market that they forget the emerging players which finish a distant third in the market. Popular research firm Kantar, through its extensive research and analysis has asserted that Windows Phone has overtaken RIM in key global areas (8 to be exact). The popular Canadian manufacturer was once at the summit of the smartphone market known and owned by almost every businessman. Now, the phone and the company are both in shambles as it ranks fourth (in sales numbers) in eight key global areas, with Windows Phone taking its position. However, RIM still continues to remain third on the global scale despite this result. This could only serve as a wakeup call not only for RIM but also for the likes of Android and iOS, as Windows is clearly catching up as a known “brand” among consumers.
There are several reasons for RIM’s collapse. Perhaps merely looking at the names of the eight key markets, one can understand the reason behind its failure. BlackBerry trails the Windows phone in the countries of Australia, Brazil, France, Germany, Great Britain, Italy, Spain, and the U.S. In fact during the 12th week period through the end of August BlackBerry’s share in these countries averaged at 3.8%. In comparison, the Windows Phone averaged around 4.8% over the same time period and in the aforementioned areas. To make matters worse for RIM, the market share posted by Kantar last year was 8.2% in the same regions, clearly indicative of a decline.
Also, surprisingly, Windows Phone share in these markets rose on an year on year basis, as numbers continue to increase despite the release of the all new Windows 8 Operating system. This is surprising because, buyers will put the purchase on hold, as the buyers will wait for the release of a newer build. This could only mean positive signs for Windows and Microsoft in months to come. In fact in Brazil, Windows Phone’s domination continues as the company now posses a 14.9% share in comparison to Apple’s 7.5% in the same country, during the same time. Although the company is well behind in the Android in terms of market share (which rose to 61.2% from 52.2% last year), these are merely stepping stones in the years to come. It’ll be interesting to see how the share values change once Windows begins its new campaign
