Despite the dominance of Apple and Android smartphones in the global market, Windows Phone devices have been making steady progress in attracting new users. Recent data indicates that Windows Phone sales have achieved a record market share during the three-month period ending in July.

Kantar Worldpanel ComTech’s report revealed that by the end of July, Windows Phone held 8.2 percent market share in the five major European markets, including the UK, France, and Germany. Moreover, its presence has been on the rise in other countries such as Australia and Mexico.

While Android and Apple often steal the spotlight in smartphone sales, Windows Phone has emerged as a noteworthy contender. Kantar’s strategic insight director, Dominic Sunnebo, noted that the platform secured the second position in a major global market for the first time, capturing 11.6 percent of sales in Mexico.

The success of Windows Phone can be attributed to its focus on offering lower-priced smartphones, such as the Nokia Lumia 520. Interestingly, rather than luring customers away from iOS or Android, Kantar observed that new smartphone users are primarily driving Windows Phone sales.

Sunnebo highlighted that Windows Phone’s strategy of targeting first-time smartphone buyers has been effective, with 42 percent of sales in the past year coming from existing feature phone users. This percentage surpasses the proportions seen for Android and iOS. The affordability and quality of devices like the Lumia 520 have resonated with new smartphone buyers.

In comparison, only 27 percent of Apple and Android users switch operating systems when upgrading their smartphones. Recognizing the significant number of mobile users still using feature phones globally, catering to this segment proves to be a wise move for smartphone brands. Additionally, older Samsung Galaxy models remain popular among new smartphone users, and the anticipated lower-priced iPhone 5C could also tap into this market segment.

Sunnebo emphasized that brands succeeding in this market segment are those that meet consumer needs in terms of price, content, and quality. To maintain their success, Apple and Android should strike a balance between retaining existing customers and attracting feature phone users looking to upgrade their devices.

It is evident that the smartphone market is dynamic and evolving, with opportunities for brands that understand and adapt to consumer preferences. As the landscape continues to shift, it is crucial for players to stay attuned to market trends and consumer needs to drive continued success.