Android: the battle within

The success of HTC and Samsung has left Sony Ericsson feeling the squeeze as it drops its share of Android sales to just 8.5% down from 20.5% last year.

Android’s position as the number one OS across Europe is clear; however a key battle ground is now emerging between the handset manufacturers which use the system. HTC’s meteoric rise within the mobile arena is due to its popular Android handsets sold at a range of different prices. Despite intense competition, it has managed to maintain its GB share of Android over the year, making up 44.8% of Android sales in the past 12 weeks.

Samsung however is hot on its heels, with sales of the Galaxy S II and Ace handsets driving its share of Android sales up to 37.9% compared with 25.2% a year ago.  The success of HTC and Samsung has left Sony Ericsson feeling the squeeze as it drops its share of Android sales to just 8.5% down from 20.5% last year.

Dominic Sunnebo, Global Consumer Insight Director, explains: “With so many Android handsets now available manufacturers need to work harder than ever to make their proposition stand out to consumers. HTC and Samsung have market leading flagship products that offer something for everyone.  Sony Ericsson, however, is still playing catch up.  It will need to convince consumers that its products can equal those of HTC and Samsung.

Dominic Sunnebo, Global Consumer Insight Director, explains: “With so many Android handsets now available manufacturers need to work harder than ever to make their proposition stand out to consumers. HTC and Samsung have market leading flagship products that offer something for everyone.  Sony Ericsson, however, is still playing catch up.  It will need to convince consumers that its products can equal those of HTC and Samsung.

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