BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) is obviously struggling to regain market share in many countries around the world. Samsung Electronics Co. Ltd. (LON:BC94) (KRX:005935) and Apple Inc (NASDAQ:AAPL) dominate the United States, the largest market for smartphones.
The Canadian smartphone manufacturer is experiencing difficulty in keeping its share even in key markets where its devices have a strong following. Surprisingly, there is one market where BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) is gaining ground and outperforming Samsung Electronics Co. Ltd (LON:BC94) (KRX:005935) — South Africa
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Mobility 2014 Survey
Analysts at World Wide Works conducting their Mobility 2014 survey found that the market share of the Canadian smartphone manufacturer for both low-end and feature phones had increased significantly in South Africa.
Market share of BlackBerry and Samsung In SA
The market share of BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) and Samsung Electronics Co. Ltd (LON:BC94) (KRX:005935) in South Africa was the same at 18% last year. The latest survey revealed that the market share of the Canadian smartphone manufacturer increased by 5% to reach 23%. The South Korean electronics company recorded a growth rate of only 1% to reach an overall 19% market share.
Nokia Corporation (NYSE:NOK) holds the leading position in the smartphone market in South Africa with 44% market share, down from a 50% share last year. Apple Inc (NASDAQ:AAPL)’s market share in the region was only 2%.
The majority of the smartphone users (approximately 84%) in South Africa have pre-paid accounts. Arthur Goldstuck of World Wide Works noted that the most important aspect of the survey is the increase in the “data economy”. According to him, the average amount spent on data rose from 12% to 16% of the total bill in 2013.
“Data economy is not just a rich person’s playground, as this shift is happening across pre-paid and contract customers. The breakdown of voice versus data by age, however, shows the dramatic difference between older user and younger user. The 18 to 24 year old is the real data hog,” said Goldstuck.
He added that the value of the smartphone market in South Africa dropped by 6% because of the decline of prices. The percentage of people using their mobile devices to access the internet increased is 65% compared with 36% using the PC or tablet.
As well as from gaining market share in South Africa, BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) is also gaining ground in the messaging app industry. Earlier this month, the Canadian smartphone manufacturer announced that its BlackBerry Messenger, or BBM, added 20 million users in just one week after introducing it across iPhone and Android devices.
The company said it has 80 million BBM monthly active users (MAUs) across Android, iPhone, and BlackBerry smartphones.