Kantar: Windows Phone market share eroding in some, expanding in other countries

Sean Cameron


At this point, it is no real secret anymore: Windows Phone is dead. If there is any movement, it is that of a zombie shuffling; and the latest figures from Kantar confirm this. The real question is at this point, can Windows 10 Mobile succeed where Windows Phone failed?

In some regards, the figures are somewhat positive. In Germany, Windows Phone now commands 10.5% of the market, an increase of 4.1% when compared to the same period in 2014. This holds true for Italy, which saw a similar increase to 14.2%, along with the UK, the USA and Australia, which saw less pronounced, but still existent increases. Unfortunately, these gains are effectively negated by losses in other areas. In both Spain and France, with the latter in particular being a traditionally strong market for Windows Phone, the operating system suffered significant losses in market share.

Perhaps most importantly, it was in China that Microsoft suffered a large loss, losing 0.7% of its market share from the previous year. Given that it was originally only 1.2%, this is an enormous drop. In Japan, as might be expected given the general reception towards Microsoft products when there is a very strong domestic opposition, ownership figures remain non-existent, changing from 0.0 to 0.0 of the total.


One thing that holds true throughout is this: Android and iOS are dominant. Although the figures depend on the market selected, the mobile scene continues to be a protracted battle between the two real giants of the mobile space, while after much investment, Microsoft seems keen to sit in its quiet corner.

The reasons for this state of affairs are manifold, one in particular stands out however: the lack of flagship devices. Without the positive press enjoyed by other platforms, Windows Phone has now become even more obscure than it was a year ago, a true feat. However, with the likes of the Lumia 950 and 950 XL soon to enter the mobile arena, whether this state of affairs will continue is something only time will tell. With the massive layoffs from the former services and devices division by Nokia, and with a largely reduced released slate for devices in future however, it is likely that any advances will be tentative.

Do you think Microsoft ought to continue with Windows Phone? Let us know in the comments below.