Mobile marketing strategies are crucial for any mobile manufacturer looking to succeed in today's competitive market. According to Strategy Analytics, Apple has taken the top spot in the US market, taking a record 34% market share and shipping an estimated 17.7 million units in Q4 2012.
Mobile Dominance
Apple's rise to the top was fueled by generous carrier subsidies and extensive marketing of its new iPhone 5 model. This move helped Apple claim the US mobile crown from Samsung, which had held the title since 2008. Despite losing out to Apple in Q4, Samsung still put in a strong performance, with its market share rising five points from the previous year.
Mobile Market Share Shifts
The shift in market share is significant, as it marks the first time Apple has taken the top spot in the US market. However, Samsung's dominance in the full-year 2012 market share is still noteworthy, taking a 31.8% share compared to Apple's 26.2%. LG came in third, but struggled to compete with Apple and Samsung in the high-end smartphone category.
Mobile Marketing Insights
According to Strategy Analytics, mobile phone shipments in the US grew four percent annually to reach 52 million units in Q4, driven by robust demand for 4G smartphones and 3G feature phones. Despite a solid fourth quarter, the US mobile market contracted 16% in the first three quarters of 2012 due to economic uncertainty and tighter carrier upgrade policies. As a result, US mobile phone shipments fell 11% in the full year, down from 186.8 million units in 2011 to 166.9 million in 2012.
Conclusion
The rise of Apple in the US mobile market is a testament to the power of effective mobile marketing strategies. By focusing on extensive marketing and generous carrier subsidies, Apple was able to take the top spot in the market. As the mobile market continues to evolve, it will be interesting to see how other manufacturers respond to this new dominance.