Fin24

Nokia, BlackBerry booming in SA

2012-08-14 09:43

Cape Town - Nokia and BlackBerry are alive and well - and thriving - in South Africa, despite both brands facing worldwide decline in market share.

Nokia remains far and away the most popular cellphone brand among South Africans aged 16 and over, living in cities and towns, according to The Mobile Consumer in SA 2012 report, released this week as part of the recently unveiled Mobility 2012 research project.

The study, conducted by World Wide Worx with the backing of First National Bank, shows that Nokia maintained its market share over the past 18 months. In mid-2012, it held precisely 50% of this market; at the end of 2010, the figure was 51%.

Nokia is expected to remain the number one cellphone brand in South Africa through to the end of 2013, but with a slightly diminished market share.

BlackBerry has flourished over this period, with its market share rising from 4% to 18%. It has drawn level with Samsung, which has fallen from 28% to 18% in the last 18 months.

"As in other developing markets, the demise of BlackBerry in this country remains a myth," says Arthur Goldstuck, managing director of World Wide Worx. "BlackBerry's continued strength lays in its appeal to the younger market, with the Curve models maintaining a 'cool' image. In the 16-25 age groups, the brand has 28% market share."

A further 16% of cellphone users say they intend to buy a BlackBerry next. Actual behaviour tends to fall short of intentions, but this still suggests strong brand momentum. Despite the wealthy top end of the market abandoning BlackBerry for the iPhone and the new Samsung Galaxy S3, this does not translate into significant market share for Apple or Samsung, as BlackBerry remains dominant in the smartphone segment.

Industry data compiled by World Wide Worx shows that of a total of around 10-million smartphones sold in South Africa, about 4.8-million are BlackBerry devices. Nokia is a close second, with around 4-million smartphones sold. These are mostly devices using Nokia's Symbian operating system, while its new Lumia phones using Microsoft's Windows Mobile have not yet made a significant impact.

Smartphones running Google's Android operating system - mostly from Samsung and HTC - amount to about 800 000 devices, while the iPhone has moved fewer than 400 000 units in South Africa.

The Mobility 2012 data confirms that the iPhone remains a toy of the elite in South Africa, maintaining only its 1% market share of 18 months ago. Respondents to the survey gave the iPhone the greatest future brand momentum, with purchase intentions suggesting a six-fold increase in market share in the next 18 months.

"This is double the brand momentum indicated for the iPhone at the end of 2010, but the intended purchasing activity at the time, which should have given Apple 3% market share, simply did not materialise," says Goldstuck.

"This shows the extent to which the iPhone remains an aspirational phone, but one that is out of reach, while the BlackBerry represents a reachable aspiration."

Another dramatic shift was seen in Motorola's market share: it fell from 11% to 2% in 18 months, and dropped from number 3 rank to number 5. LG slipped one position in rank to number 4, but maintained its 5% market share.

A surprise newcomer, the Chinese ZTE brand, claimed 2% market share, thanks to low-cost devices that offer a powerful range of features. Sony-Ericsson, now carrying only the Sony brand, dropped from 2% to 1% market share, while HTC remained steady at 1%.

"HTC market share is expected to double in the next 18 months, although off a low base," says Goldstuck. "But the prospects for Motorola, LG and Sony are bleak: all three are expected to drop below 1%, unless something drastic happens to revitalise the brands."

The Mobility 2012 project comprises two reports, namely The Mobile Consumer in SA 2012, comprising cellphone usage and banking trends, and The Mobile Internet in SA 2012, exploring online and data trends. It is based on face-to-face interviews with a nationally representative sample of South African adult cellphone users living in cities and towns, conducted in June 2012.

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Comments
  • stetho1 - 2012-08-14 10:07

    The statistics are different when compared to the entire world.. RIM (blackberry)is facing bankruptcy,, Sumsung is the leading and then followed by the apple in sales.. The only reason why blackberry is still doing good numbers in SA is because of the affordable BIS services. Our country is still developing hence the high Internet tariffs, this make iPhone And android phones high data maintenance phones, therefore blackberry is the cheaper options. I Currently have an iPhone and a blackberry and personally!!!.., the blackberry is crappy but more affordable for Internet usage..

      kritzinger - 2012-08-14 10:12

      Spot on.

      JohncarlosBiza - 2012-08-14 11:16

      I'd range pay more for data to use Android than settle for BIS. Anyone who loves technology should not bother with Blackberry

      Stormkaap - 2012-08-14 11:48

      Stetho why is Blackberry crappy ? Not being funny but phones are mmade to make and receive calls, get mail send SMS's and BBM is a great feature and far quicker that Whats App.I see people walking around with Iphone, Ipad, laptop and Samsung users with their wares and then then they carry a balckberry as well. My question is why so many devices ?

      kritzinger - 2012-08-14 12:25

      @Stormkaap. The answer lies in the developer base... ie. applications. In the race for apps, Android is the Usain Bolt, whereas BB didn't qualify for the games. The reason said people are walking around with multiple devices is because, as stetho points out, BB is still the cheaper option in terms of communication. This will change in the near future I'm sure. Then you'll see people discarding the berries for the Androids (and, for the less tech inclined, the iPhones)

      roger.locker.1 - 2012-08-14 12:46

      how much longer do you think our country will still be developing? I have no problem with any smart phone, I do have a problem with the BB haters. Why do you get so upset with anyone who owns a blackberry? Bleeding edge technology is only important to 1%. Deal with it.

      kritzinger - 2012-08-14 13:00

      @Roger. Where are we without the cutting edge? Would you pick the older tech when treating a disease? Did you post that comment through a 56k modem?

      roger.locker.1 - 2012-08-14 14:56

      @kritzinger, or halfloaf, whatever suites, this is going to be a fun little debate, but seeing as your reading skills are right up there with your reasoning, we are currently on cutting edge, we are still waiting for bleeding edge, and i posted this with my old HP i5 quad core, with and old MS OS, using my blackberry as a modem, via bluetooth, because all the data i want costs me R59, oh and no it wasnt a 56k. How many new diseases are treated with "old school" methods, vaccines, cutting edge, how did man land on the moon, same proppelant as the latest mars rover. So your argument is faultless. Post that on twitter, which is as important as a kardashian.

      stetho1 - 2012-08-14 15:15

      @stormkaap I hear u.. Nothing wrong with a blackberry until u get your hands on the competition(iPhone and android). Phones are now designed to do more than send/receive text messages and phone calls. One of my biggest concerns with blackberry is the unreliable system., constant crashes and data loss. The phone freezes regularly and I have lost my contacts more than once, if i had not backed up, I would have been in big trouble. I also can't open some attachments sent to my email-eg PDF files.limits to attachment sizes as well.. My messages and call log often get deleted.\r\n\r\nThe other smartphones are way are ahead of blackberry, \r\nNot to mention the quick iPhone processor that enables one to play games, quick u-tube streaming and Internet browsing and like dstv so much more.. \r\n\r\nBut it also boils down to personal preference Stormkaap..

      kritzinger - 2012-08-14 15:31

      @roger.locker.1 - No need to get personal, or is that how you debate a topic? News for you though, data usage through a bluetooth/cable tethered BB isn't included in the 59 bucks you pay per month, so either you're paying for it anyway, or you're running some dodgy software. Wanna carry on, or are you checking your statement?

      roger.locker.1 - 2012-08-14 15:42

      @kritzinger, sorry if it was personal, but can we get back to the "cutting edge". Which was the first passenger car to have ABS as a standard? Do you agree that vaccines are used to counter, most communicable diseases in the world? Checked with my SP, after a dodgy bill using the BB sim in a data modem, and their claim is to use the BB as the modem, will only cost as then it is going through the BIS server.

      kritzinger - 2012-08-14 15:52

      @Roger, agreed 100% - ABS is still the way to go, penicillin is still a huge part of medicine (as are vaccines), etc. But you must agree, at some stage these too fell into the bleeding edge category. In part, we should thank the early adopters of these innovations. No risk no reward?

      roger.locker.1 - 2012-08-14 17:04

      @kritzinger, so we have consensus then that cutting edge pushes technology to better products. We still have no consensus, on why all android and apple users despise blackberry. Stetho mentioned earlier, how he can multitask so much easier with an iphone, which is fantastic, if that is a requirement, which is not for many users, of "handsets". The number of smartphone users, that actually use all the functionality that is available. Not more than 20%. What was the first smartphone, the cutting edge smartphone? Who cares, one is spoilt for choice. Apple has a great collection of good products that works very well together, IMHO, an iphone on its own is like buying a new streering wheel for the car you do not own yet. To each their own, enjoy what you have whilst you have it. And who actually buys a handset? Have no idea what overpriced is. Don't all contract come with handsets?

      kritzinger - 2012-08-15 07:41

      @Rog, I did respond last night, it somehow got lost somewhere. In summary, so as not to have to type it all out again: Cellular users have the same affliction as Premier League fans - they support one team and all other teams are XXX but they can't give you a good reason why. For me, Samsung have found the best cocktail between hardware and software. I feel BB will never compete on a hardware level, Playbook notwithstanding (I have one and it's top notch. Just let down by lack of apps). Apple, on the other hand, come out with awesome hardware offerings, but they are always let down by the brand's all-or-nothing approach to the user experience, as you touched on. All things considered, those 80% of people who don't use all the functionality of a smartphone should probably not have a smartphone, but in our brand-crazy populous, the cool thing to have right now is either an iPhone, or a Galaxy SIII, whether you want a smartphone or not.

      kritzinger - 2012-08-15 10:43

      @Rodger - I don't think anyone can explain brand loyalty, and subsequent brand hatred, as fierce as that which we see with phone manufacturers. I find it to be a similar phenomenon to the affliction that Premier League fans suffer from. They know who they support, and all other teams are useless, but they'll never find an adequate reason why. For me, Samsung have stepped up to the plate with the two important facets of a smartphone - hardware and software. BB's hardware is not quite there yet, notwithstanding the Playbook (I have one, and it's top notch). Apple, conversely, have fantastic hardware offerings. They're massively let down by their all-or-nothing approach to the user experience, as you touched on. Samsung, and their Android pairing, seem to have got the formula right for what I want in a phone. After all is said and done, those 80 percent of smartphone users who don't use all the functionality provided to them should probably not bother with a smartphone, in the traditional sense. Problem is, we're such a consumer-driven, brand fixated bunch of people, an iPhone or Galaxy SIII is what most of us want, whether we want a smartphone or not.

  • kritzinger - 2012-08-14 10:11

    RIM's success in South Africa is largely thanks to high data costs. We'll see how this looks this time next year, when data prices have further decreased, and once RIM have fully adopted their approach of giving up the consumer-level fight with Apple and Samsung. IMHO, that translates to them producing phones similar to their early creations, which were shyte. I know my next phone will definitely be an Android machine.

  • neville.watson.31 - 2012-08-14 10:44

    Just went for a Samsung, but if Nokia had an Android device then I would have gone for it.

      thando.gqabaza - 2012-08-14 12:17

      I like the Lumia 900 more than the Galaxy

  • tshepo.mogamisi - 2012-08-14 10:52

    Take away BIS and see how Blackberry sales plummet. Cellphone and IPAD manufacturers must realize that data bundle prices are the biggest influence now.

      Champiaan - 2012-08-14 12:51

      Tshepo! You just took the words out of my mouth bro. I love my Nokia N8 to bits but I wish Nokia could come up with the concept similar to Blackberry's BIS and use an operating system as fast as the android. Don't know whats wrong with them, its like they don't want to keep up with the trends.

      jeanmochse - 2012-08-14 14:28

      I Must tell you guys that BIS is not Unique. You can have almost any phone now with similar(Oh, sorry better!)functionality for more or less the same cost as the BIS service. Remember you pay for this service. It is not free.

  • konanani.rachicoper - 2012-08-14 11:18

    :) via nokia

  • fran.aphane - 2012-08-14 11:21

    If you are planning to buy a new phone please don't buy a BlackBerry. I feel like throwing my Bold onto traffic so that I can forget I even had one. The network problems on this phone is unbelievable, I have had it with BlackBerry I can't communicate or should I blame Vodacom? Someone please help because my network provider cannot help me with this. Ii am at my wits end.

      nduduzo2 - 2012-08-14 12:08

      BlackBerry on its own sucks most of the time but Vodacom made it worse than it was due to greed.

  • nduduzo2 - 2012-08-14 12:11

    BlackBerry's are WAY over-priced.

  • roger.locker.1 - 2012-08-14 12:43

    facts don't lie, and the race for apps, what a joke. The most recent argument about apps, was ended quite simply, name your top ten? Without looking at your iphone, twit.

  • jeanmochse - 2012-08-14 14:25

    Sorry, but you'll have to run a correction. Nokia Running Symbian is not a smartphone but a dumbphone.

      raven.sqarr - 2012-08-14 15:49

      The smartest dumbphone though ;) Got myself a lumia and i will never look back.

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