Mobile Phones in Romania - New Market Report

Sales of mobile phones increased by 5% in retail volume terms in 2013; this reflected a 20% decline in sales of feature phones and 71% increase in volume sales of smartphones. The penetration of smartphones is still relatively low in Romania in comparison with other CEE countries, assuring stable and dynamic growth. According to a local survey, only 12% of Romanians aged over 14 years own smartphones. The buoyant growth recorded in sales of smartphones led to a certain level of cannibalisation of sales of feature phones. Only the older generation of Romanians continued to purchase feature phones, while the younger generation are attempting to benefit from the social functions of smartphones such as the ability to maintain a constant presence on social media platforms and having constant access to emails, while the sharing of photographs and other content is also a major point of interest for younger smartphone users. Smartphones is also preferred for additional functions like high-quality image recording and GPS services.

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Competitive Landscape

Share of Samsung mobile phones increased by two percentage points in 2013 to reach 44%. Samsung also led smartphones with 52% retail volume share. The share of Samsung somewhat declined within smartphones in 2013, after a 16 percentage point rise in 2012. The launch of the new Nokia Lumia smartphone in 2013 contributed to an increase in share of Nokia in 2013 at the expense of the declining share of Samsung. The increasing preference for the Nokia Lumia smartphone was attributable to the continued high brand awareness of Nokia among Romanians, and the better price positioning in comparison with leading brands. The fact that Nokia’s newest smartphone model was launched with Windows operating system also contributed to the rise in the sales of this model.

Industry Prospects

Sales of mobile phones are expected to grow by a 4% retail volume CAGR over the forecast period, while value sales are predicted to rise by a 7% CAGR at constant 2013 prices. Mobile operators will focus on promoting smartphones sales via monthly subscription programmes with internet data packages.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Phones industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Romania market research report includes:

* Analysis of key supply-side and demand trends

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