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M-R.bg 2012Q3 SmartOS Report
- 2. ©MOBILE REVIEW OOD 20121112 v.02c | www.m-r.bg page 2 of 5
Quarterly Report 2012Q3
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Summary
According to Mobile Review OOD the total number of smartphones in the networks of the Bulgarian
mobile operators has increased by 14,29% within the first 9 months of 2012. Their share from the to-
tal number of active handsets has increased from 11,05% to 13,15% for the same period. The latter
increase is based on the rise of the smartphones and the approximately 4% decrease of the total
number of active SIMs and handsets on the local market.
Trends
The major trends shaping the sector are:
the steady decline of Symbian
the rapid increase of Android
the overall steady rise of smartphones
As of end 2012Q3, MNOs’ data and Mobile Review’s research.
- 3. ©MOBILE REVIEW OOD 20121112 v.02c | www.m-r.bg page 3 of 5
Quarterly Report 2012Q3
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Mobile OS shares
Mobile OS
Number in
Thousands of Units
OS Share Market Share
Δ
2011End vs. 2012Q3
Symbian 649.5 50.3% 6.61% -8.88%
Android 373.0 28.9% 3.80% 79.09%
iOS 125.0 9.7% 1.27% 30.89%
Blackberry 48.5 3.8% 0.49% 6.64%
WinMobile 48.0 3.7% 0.49% 22.09%
Bada 41.0 3.2% 0.42% 76.50%
Other 6.0 0.4% 0.06% 20.54%
Totals 1 291.5 100.0% 13.15% 14.29%
Symbian
Symbian is losing the dominant position as Nokia (the only manufacturer of Symbian smartphones) is
focusing on Windows Phone smartphones, the Asha series and other budget solutions. The drop is
both in market share – from two thirds to a half – and in total number of devices – about 60 000
handsets less in 9 months.
Prospect
Further decline will speed up. Most probably in 2013Q2 Symbian and Android are expected to level
the number of devices.
Android
Android is the new king of the hill. The plentiful offers by all MNOs and manufacturers, available in all
price categories, make it affordable and desirable at the same time for all customer segments.
Prospect
Further increase will speed up. The 2012Q4 add-ons (esp. the Christmas season) may even equal the
sum for the three quarters since the beginning of 2012.
iOS
Although iOS has increased its presence by close to 1/3, it has been limited due to Apple’s profit ori-
entation (keeping the high price/quality profile) and the expectation of the new iPhone model.
Prospect
iPhones will reach 50% increase YoY at the end of 2012, but iOS numbers will benefit mostly from
iPads.
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Quarterly Report 2012Q3
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Blackberry
Blackberry is stuck with the corporate and government customers and de facto is losing ground.
Prospect
Lack of positive perspective for Blackberry, as even corporate users turn to Android and iOS. Windows
Phone is a threat also, although potential only.
Windows Phone/ Mobile
Windows mobile OS share has been too close to rock bottom recently. Its apparent increase just re-
stores some of the lost positions and does not match the marketing efforts and budgets spent for
promotion.
Prospect
Windows Phone 8 may finally solve the localization issues of the Microsoft’s mobile OS. There is po-
tential, although Windows Phone will lag far behind the leaders.
Bada
Samsung’s own Bada has enjoyed an increase in numbers 1.5 times bigger than the sum of Blackberry
and Windows Phone.
Prospect
It is a pity for Samsung they cancelled Bada. Tizen OS, a Linux based joint project with Intel, will take
Bada’s place sometime in 2013.
Disclaimer
Mobile Review OOD believes the statements contained in this publication to be based upon informa-
tion that we consider reliable, but we do not represent that it is accurate or complete and it should
not be relied upon as such. Opinions expressed are current opinions as of the date appearing on this
publication only and the information, including the opinions contained herein, are subject to change
without notice. Use of this publication by any third party for whatever purpose should not and does
not absolve such third party from using due diligence in verifying the publication’s contents.
Mobile Review OOD and its representatives shall have no liability for any direct, incidental, special, or
consequential damages or lost profits, if any, suffered by any third party as a result of decisions made,
or not made, or actions taken, or not taken, based on this publication.
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Quarterly Report 2012Q3
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ABOUT MOBILE REVIEW OOD
Mobile Review OOD is a partnership company, producing market overviews and analysis of local Bulgarian markets,
specializing in telecommunications, media and IT.
ABOUT THE AUTHOR
Nikolay Chakrakchiev is a Partner at Mobile Review OOD. He had been Head of Business Development at a MNO,
responsible for new mobile operator's exploits, e.g. interactive marketing and advertising, new application of billing -
mobile payments (parking, gambling, etc.), identity management, third parties VAS, mPayments & mCommerce. He
designed, negotiated, launched electronic payments through ATM, IVR, web along with a payment services provider
and prepared and launched the first mobile marketing campaign in Bulgaria in 2001.
