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Android-o-mania: Share in mobile OS market crosses 80% in July-Sept

'With a total base of 211.6 million smartphone units shipped during the quarter, Android accounted for 81 per cent of all smartphone shipments, making its mark in the history in a short time,' IDC said.

Despite high saturation rates in number of mature markets, the overall smartphone space grew 39.9 per cent year-over-year (y-o-y) in the third quarter, it added.

Another major success story was that of Windows Phone OS, which grew by 156 per cent y-o-y.
'Granted, volumes started from a small base of 3.7 million units a year ago and overall market share is still less than five per cent. But Microsoft's efforts, with Nokia's support behind it, helped drive the platform into multiple tiers and price points,' IDC noted.

Android and Windows Phone continued to make significant strides in the third quarter. Despite their differences in market share, they both have one important factor behind their success, price, IDC Mobile Phone team research manager Ramon Llamas said.

'Both platforms have a selection of devices available at prices low enough to be affordable to the mass market, and it is the mass market that is driving the entire market forward,' he added.

Another trend being witnessed during the last quarter was decline in prices of smartphones, IDC said. 'Smartphone average selling prices (ASPs) have continued to decline as the appetite for more affordable devices grows. ASPs were down 12.5 per cent in Q3 2013, accounting for an average price of $317,' it added.

At the same time, the market has seen a large influx of large-screen smartphones (5-7 inch screens), phablets. Large screen devices generally come with a higher selling price than smaller screen devices, due to the need for more powerful and expensive components, IDC said. Phablet ASPs in Q3 2013 were notably higher than the market average at $443. However, the Q3 2013 ASP was down 22.8 per cent from the $573 phablet ASP in Q3 2012, it added.
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