The smartphone market - Italy

1.1 Definition and scope of study

Smartphones are mobile devices with advanced software similar to a computer. They offer a wide range of services which go beyond messaging and calling; for example, a smart phone can run applications, send e-mails, and connect to the web.  The global smartphones market has experienced an incredibly rapid growth in the past decade, growing at a CAGR of 23% between 2007 and 2019.  

The total growth rate over the same period was equal to 1400%. The coronavirus outbreak and subsequent lockdown hit the Italian smartphone market hard, with sales down 21% year-over-year in the first quarter. The last quarter of 2020 was, however, a really exciting period for the mobile phone industry in Italy. In fact, the smartphone market closed the year by returning to a positive balance compared to the same period of the year before and, although contained, this figure is important because it marked a reversal of trend.

The availability of many 5G models and, above all, the great demand for mid-range devices are the two factors that have brought back over the waterline the sector. Among companies, Samsung remains first with 39% of the Italian market, followed by Huawei and Apple, paired at 20%. However, the US sanctions against Huawei, have cause its market share progressively drop, given the impossibility of using Google services on its smartphones as well as having to make new ones due to a lack of components. This crisis, however, turned out to be an opportunity for other smartphone manufacturers such as Xiaomi who have invaded the market.