Kantar has just recently published their latest smartphone sales share report by operating system, and it shows that Windows Phone experienced a slight decline.
The impact of the iPhone 6 and the absence of new mid-high range Lumia devices have cause for a slight decline in almost every market except Italy.
Windows Phone has been climbing steadily in Europe for quite some time now, but with no new mid-tier or flagship devices its market share slid to 9.2% in the big five European countries, which is down from 9.4% from the same time last year. The Lumia 530 and Lumia 630 was able to keep the numbers relatively steady as the change in the European market was minor.
The Lumia 730 and Lumia 830’s numbers will not come into effect until the next Kantar report, but we expect these devices to have a positive impact on overall Windows Phone sales, especially due to their price points being well suited.
In the US, sales were also slightly down to 4.3% compared to 4.6% last year, the lack of a flagship Lumia device is starting to take its toll in the US. AT&T only has the Lumia 1520 as a flagship Windows Phone, and it’s not a good fit for everyone considering its massive size, and the fact that it was released around the same time last year.
However, the HTC One M8 will make its way to AT&T on November 7th alongside the Lumia 830. HTC’s flagship Windows Phone is also expected to make its way to T-Mobile on Nov 9th .
This could help change the situation in the fourth quarter where the full impact of the iPhone 6 will have a much stronger effect. We don’t expect any major changes until Microsoft releases a true flagship Microsoft Lumia that could create a positive buzz around the platform.
Microsoft’s next flagship
We’re not sure when this new rumored McLaren device will launch, whether it’ll be timed with a big bang release of Windows 10 under the same branding, or whether it still runs Windows Phone 8.1 and gets a much earlier release date.
It must be a hard call to make for Microsoft to make at the moment, as not having anything worthy between now and by the time Windows 10 is released is much too long of a wait as it’ll negatively affect market share numbers.
It’s important for Microsoft to bring a flagship phone to the market as soon as possible, and there may be another option. We have no information on anything but it would be great if Microsoft could release a successor to the Lumia 1020 before Windows 10, and then release an all around flagship device alongside Windows 10. But that may be just wishful thinking.
The Windows 10 impact
2015 is a big year for Microsoft as the launch of Windows 10 will take place and create a strong unification across their device portfolio with universal apps and new branding. Microsoft’s first Lumia device with their own branding will surely receive a strong marketing push as this new chapter is set to unfold.
We expect app availability to be much stronger as more developers are embracing the universal app model. Windows 10 will surely help boost app development as Windows Store apps will be able to run in desktop mode just as traditional desktop applications do. This new ability is expected to bring millions of new users in the Windows Store – any benefit Windows 10 brings to the PC world will benefit Windows Phone.
This will be of great help in closing the app gap that Windows Phone has with other platforms, although most of the major apps are in the Windows Store, many of them haven’t seen updates in quite some time.
2015 will be an interesting year for Microsoft as not only are they removing the Nokia branding from Windows Phone, but completely getting rid of the Windows Phone name and tying it together with Windows 10. Windows 10 will be the most important all-time release of Windows and the future of the PC and Microsoft in mobile is tied to its success.