Only a few days ago I wrote about the decline of Blackberry and Nokia and today Canalys publish results that Android have 48% global smartphone market share. Year on year growth for the smart phone market saw a 73% increase, driving this was 107m smartphones shipped in the second quarter of 2011. To really appreciate this figure, it calculates to 1.1m smartphones shipped a day.

The break down shows that APAC remains the highest growth region with 39m unitis shipped in q2 2011, Europe is not far behind with 35m and Americas is trailing behind, with 32m smartphones shipping. The Android figures are tough to believe, the year on year growth is 379% which has been powered by Samsung, HTC, LG, Motorola, Sony and Huawei.

Considered that Android now powers so many manufactures it is no shock that it is enjoying such growth. The platform is still developing and in many cases app developers are starting to adopt Android as first choice. But the Android user experience is still behind that of iPhone, at a recent Tech Crunch event the Android Director for UX suggested this was due to the challenge of so many manufactures and wide variety of hardware. I can understand this perspective, the app designers have to consider many form factors where on iPhone the challenge is somewhat more limited.

Todays report validates that Nokia are loosing market share, it finds that Samsung have overtaken them. Nokia are droping market share slower in emerging markets but the decline is still  taking place. We have yet to see the Nokia and MS powerplay impact the market, this is expected Q4 so we wont see real, if any, impact until Q1 2012.

How should you use this data to shape your mobile strategy? First up it should wake you up that you need a mobile strategy! Next it should clearly put Android on your shopping list to support and master. In the past iPhone was the device of choice, now it is Android first. 

I feel this news strengthens the position of those who adopter a strategy that support mHTML to handle all smartphones. With a basic offering in place via mHTML, the next step is a feature rich Android app, and then iPhone app. The application provide discoverability through the various App Stores and increased user retention. The value of app store as a marketing channel must not be overlooked. 

AuthorDave Martin