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Europe’s Competitive Landscape: The Battle for Premium Android

Mar 23, 2022 | Author : Jan Stryjak


After a difficult 2020, during which consumer spending decreased due the Covid-19 pandemic, the European smartphone market has bounced back. While total sales are yet to return to pre-COVID levels, increased consumer confidence has led to significant growth in the Premium segment. Samsung still dominates in Premium Android, but the latest flagship devices from Xiaomi, OPPO, OnePlus and Motorola, and from new Premium segment entrants HONOR and realme, have added more competition to Europe’s Premium segment than ever before. This report explores how the different players are faring, and what we think the future holds for Europe’s Premium Android segment.

Table of Contents:

  • After a difficult year, the Premium segment is growing
  • Competition is building for Samsung in Premium Android
  • 5G is no longer a differentiator in Premium, but foldables are
  • Outlook
  • Conclusions

Number of Pages: 20
Published Date: March 2022


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