"Mobile Phones in Denmark" Published

As in most Western countries, the smartphone in Denmark is extremely popular and it has been so for a number of years. In Denmark, the smartphone is not only popular among the younger generation; on the contrary, it has become a popular piece of equipment among many different demographics. It is seen as more than just a phone, but as a central element in a person’s life. Calling and texting are not the only two main features, and more and more people use it to go online, for example in order to use social media and simply in order to search for information. Lastly, smartphones, as opposed to feature phones, is also an element consumers, especially Danes younger than 40 years of age, use to stand out amongst the crowd. Having the right and most updated smartphone is related to one’s personal style, an element which can explain the quick replacement cycles of smartphones in Denmark.

Competitive Landscape

Nokia Danmark A/S dominated feature phones with retail volume share of 55% in 2013, a share which consistently increased. As the demand for feature phones decreased rapidly over the review period, fewer companies found this product interesting, which in the end benefited Nokia. In smartphones, Apple AB led with retail volume share of 38%, followed by Samsung 24%. These two companies dominate and are the only two with a share above 10% in retail volume terms. Apple’s iPhone has been popular since the launch of the first iPhone, and the brand has in Denmark a large group of loyal supporters who tend to replace their iPhone when new releases arrive. With Apple’s launch of the iPhone 5 in 2012, its share increased by seven percentage points during the following year as consumers started to replace their old smartphones with the new upgrade. The same is expected to occur with the launch of the iPhone 6 in 2014. Samsung on the other hand managed to increase its share significantly over the review period. Holding only 2% retail volume share of smartphones in 2009, the company managed to gain popularity amongst Danes. Its smartphones are seen as being of very high quality and having good design. Two elements which are naturally crucial in the competition with Apple’s iPhone.

Full Report Details at
- http://www.fastmr.com/prod/911721_mobile_phones_in_denmark.aspx?afid=301

Industry Prospects

Mobile phones in Denmark is predicted to remain stable over the forecast period and perform a retail volume CAGR of -1% and reach 2.2 million units sold in 2018. The retail volume CAGR will therefore slow down compared to that of the review period at 1%, indicating the mature nature of mobile phones in Denmark. However, the negative trend will not be to dramatic due to a fairly high replacement cycle in the country. Specifically, smartphones will record a retail volume CAGR of 1%, unlike that of feature phones which will record a retail volume CAGR of -44%.

Report Overview

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