"Featurephone owners present a huge opportunity, representing more than half of all mobile users globally and this will be the new battleground over the next year. With the iPhone 4 and lower end or older Samsung Galaxy models selling well among first time smartphone owners, there is plenty of competition for these customers."
Globally, Apple and Android continue to dominate sales. Android is far stronger across the major European markets and China where it accounted for around 70 per cent of smartphone sales during the past quarter, while Apple continues to perform very well in the USA where it has grown its share to 43.4 per cent of sales.
"Apple and Android must focus on a balance between retaining existing customers and attracting featurephone owners to trade up if they want to continue their success over the next year," said Sunnebo.
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