Windows Phone managed to record its highest share of smartphone sales in leading European markets, hinting that Microsoft’s operating system is finally gaining recognition just as Nokia prepares to offload its handheld device business.
The operating system has struggled to make an impact over the past two years despite heavy marketing by Microsoft and Nokia, which makes as many as nine in every 10 Windows Phone handsets sold.
Analysts predictions stated that Nokia will not break even on its handset business until next year.
However, the group has posted a steady increase in sales numbers for its smartphones, shipping 7.4 million last quarter as new devices were launched with different prices and functions. The business needs to ship at least 10 million to break even, according to analysts.
According to the latest figures from Kantar Worldpanel, cited by Financial Times, Windows Phone had 8.8% of the market in Germany in the three-month period to August 2013, raising it to 1% point of Apple. It also achieved double-digit sales share figures in France and Great Britain with 10.8% and 12% respectively.
The Windows platform is doing less well in Microsoft’s home market in the US, where Apples domination is still strong. Windows phones share of sales increased only from 2.6% to 3%. In China its proportion of sales fell sharply from 4.7% to 2.1% as Asian brands are keeping markets away from smartphone giants.
Dominic Sunnebo, Kantar director, said: “Windows Phone’s growth is being driven by Nokia’s expansion into the low and mid-range market with the Lumia 520 and 620 handsets. These models are hitting the sweet spot with 16- to 24-year-olds and 35- to 49-year-olds, two key groups.”
Microsoft is expected to produce even cheaper smartphones using its Windows software next year so that it can match lower-end Android phones, which have overtook that platform’s dominance in recent years.
Microsofts Windows remained in third place in operating system industry falling back to Apples iOS and Googles Android. It has surpassed Blackberry given the ongoing failure of the once top valued smartphone company.
Google’s Android operating system remains the most widespread operating system across Europe, with a 70.1% market share, but its position is being undermined by the growth of Windows and iOS. Samsung, which has long been the largest maker of Android phones, is losing sales to rival manufacturers Sony and LG.
In the US, Apple has expanded its market share strongly year-on-year and accounts for almost 40% of sales.
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