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US smartphone market competition set to intensify

Strategy Analytics says that the US market for Nokia smartphones is set for recovery while demand for Samsung products continues to increase.

Strategy Analytics analysis of the US smartphone market indicates that with Microsoft’s assistance, Nokia can be expected to recover its recent market share losses. Samsung will make even stronger market share gains.

The Strategy Analytics Wireless Smartphone Strategies (WSS) service predicts that Nokia’s smartphone market share in the US can rebound to 10 % by 2015, with strong marketing support from Microsoft. Samsung’s smartphone share is forecast to grow even more impressively, to 21 %, over the next 4 years.

Both scenarios are discussed in the report, “A Third Ecosystem in the US: Samsung still set for growth, but what role for WP7?”

While Nokia embarks on its recovery in the US, Samsung’s operator relationships, existing overall handset share of 30% and proven experience with Android and Microsoft, all point to substantial smartphone share growth.

Tom Kang, Service Director for the Strategy Analytics Wireless Smartphone Strategies service (WSS), said, “Samsung has established a good track record in the US and is poised for further growth in smartphone market share. Samsung can also choose the best balance between Android and WP7 for its products.”

Martin Bradley, Associate Director, added, “Samsung can benefit from the enhanced WP7 ecosystem arising from the Microsoft / Nokia partnership in the US. However, if Microsoft’s support to Nokia is highly effective in improving Nokia’s share, Samsung could consider a more targeted approach for WP7 within its portfolio. Microsoft marketing dollars can determine the economics of operating system choices for vendors in the WP7 ecosystem.” 
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