Motorola falls to fourth spot in EMEA ranking

Competitors gain ground as Motorola slips two places on EMEA handset market.

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By  Ronan Shields Published  August 14, 2007

Motorola slipped to fourth place in the Europe Middle East and Africa (EMEA) handset market in terms of unit shipments during the second quarter of 2007, according to the latest results from IDC.

The US handset vendor shipped almost 5.3 million devices during the period, according to the figures, constituting a 6% market share. In contrast, it made 13.8 million shipments in the comparative period in 2006 and had a 17% share of the EMEA market.

It held second position in the regional rankings at the time.

An improved pitch in the higher echelons of the handset market is required if Motorola is to enhance market performance, IDC analysts said.

"IDC already mentioned several quarters ago that continued brand extension was a risky strategy, and now competitors have made ground from Motorola," the analysts said in a report.

"Growing the converged device portfolio by introducing the 3G Motorola Q and the UIQ-based RIZR Z8 in order to protect margins and shift the product mix away from a higher prepaid mix will be crucial to Motorola," they added.

Samsung and Sony Ericsson now occupy the second and third spots in the EMEA handset market, according to the results.

Samsung shipped 15.2 million units for the period ending June 30, 2007, representing a 17% market share, while Sony shipped 12.1 million devices in the second quarter, equivalent to a 14% cut of the market.

Market leader Nokia, meanwhile, gained its highest ever market share in the EMEA during the quarter, according to the statistics. The company shipped 44.2 million devices in the quarter, giving it a 51% market share.

The overall number of shipments in the EMEA market during the second quarter of 2007 was 87 million, up 8% on year.

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