Mobile Phones in Germany - New Market Research Report

Mobile phones continued to register steady positive volume growth in 2015 as ongoing positive growth in sales of smart phones was tempered by the strong declines recorded in sales of feature phones. As feature phones are increasingly seen as obsolete and the ongoing price reductions in smartphones, feature phones is developing into a category of niche products for elderly people at a time when the proportion of elderly people among the entire German population is rising.

Competitive Landscape

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Samsung Electronics maintained its leadership of mobile phones in Germany in 2015, even extending its volume share over the course of the year. Its leading position in the category can be attributed mainly to its strength in smartphones. Nevertheless, while Samsung remained the leading player in smartphones in 2015, it lost some ground within the category, mainly due to the launch of Apple’s iPhone 6 and iPhone 6+, each of which was released in 2014, and the proliferation of low-cost and mid-priced smartphones from Chinese manufacturers. While the impact of these trends on the company’s volume share was not particularly significant in 2015, they still pose some threat to Samsung’s leading position in the category during the forecast period. Second-placed Apple GmbH, meanwhile, also registered a strong performance in smartphones in 2015, which can be attributed to strong sales of the iPhone 6 and iPhone 6+, each of which was launched in Germany towards the end of 2014.

Industry Prospects

As increasing numbers of manufacturers of feature phones withdraw from category and as low-end smartphones are becoming highly affordable, during the forecast period, sales of mobile phones are set to continue developing in favour of smartphones. However, as the penetration of smartphones is already quite high in Germany, future sales in the category are likely to be dominated by replacements of old smartphones and purchases among former feature phone users. Demand for smartphones is set to be further supported by the extension of 4G LTE networks, especially in rural areas of Germany. As such, negative overall volume growth is somewhat inevitable in mobile phones in Germany for the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Germany market research report includes:

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