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Android juggernaut gives iPhone, Microsoft a beating

Cape Town - Android is charging ahead with market share on smart mobile device at the expense of rivals, new research showed on Wednesday.

Research data from Strategy Analytics showed that Google's mobile operating syste has grown to nearly nine in 10 devices, while Apple's iPhone OS, iOS, and Microsoft's Windows Phone took a beating.

"The Android operating system captured a new record of 85% global market share, mainly at the expense of BlackBerry, Apple iOS and Microsoft Windows Phone," the research firm said, indicating that global shipments hit just shy of 300 million units in last three months.

That translates into a growth rate of 27% for smartphones from the same period in 2013, though growth in developed markets is showing a flattening curve, while in developing markets like SA, India and Brazil, there is still healthy appetite for smartphones.

"Global smartphone growth in the current quarter is at its lowest level for five years, and there are wide variations by region. For example, Africa and Asia are booming, while North America and Europe are maturing," Strategy Analytics said.

Market share

Google provides Android free to manufacturers in the hopes that as more people come online and use its services, the search giant can make money from ads.

Microsoft under new CEO Satya Nadella has moved to give away Windows Phone licences for free in an effort to get manufacturers to experiment with the OS on mobile devices smaller than 23cm (9 inches).

It's part of Nadella's "mobile first" strategy, but the free licences do not cover the Windows desktop version.


Microsoft's Windows Phone OS offers an alternative to Android. (Duncan Alfreds, Fin24)

Strategy Analytics' data showed that Android shipped on 249.6 million devices, compared to iOS at 35.2 million (11.9%), and Microsoft in third at eight million (2.7%).

Former smartphone powerhouse BlackBerry saw a massive erosion of its market share, plummeting to 1.9 million (0.6%), from 5.7 million last year.

Android has offered a number of manufacturers the opportunity of lowered barriers to entry in the smartphone market and companies like Huawei, Hisense, Lenovo have moved quickly to offer lower prices devices to exploit the growth in developing markets.

Android break

Global Android and smartphone leader Samsung has signalled its intention to reduce its reliance on Google with the Tizen phone, but on Wednesday the South Korean giant announced an indefinite delay to launch plans.

Strategy Analytics said that Google rivals will have to dig deep to beat Android dominance on mobile devices.

"Like the PC market, Android is on the verge of turning smartphone platforms into a one-horse race. Its low-cost services and user-friendly software remain wildly attractive to hardware makers, operators and consumers worldwide."


- Follow Duncan on Twitter

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