New Market Report: Mobile Phones in Greece

Despite cuts in consumer spending due to the economic recession, the proliferation of smartphones remained strong during 2014, changing the landscape of mobile telephony in Greece. 2013 was the first year in which sales of smartphones surpassed those of feature phones, and in 2014 six out of 10 of mobile phones sold in Greece were smartphones. It is clear that the momentum of smartphones is not coincidental; rather, it represents a new reality, whereby smartphones have established their dominance. It also reflects upon the Greek mentality, where a good part of the population would be described as "gadget-addicts".

Competitive Landscape

After years of leading mobile phones, Nokia Group lost the leading place in the sales ranking to Samsung in 2012, in a development which was directly linked to the dominance of smartphones over feature phones. Samsung was the leading player in smartphones in 2012 and 2013, as well as the company which recorded the highest volume share increase. Samsung’s volume share in smartphones increased from 31% in 2012 to 35% in 2013, giving the company an overall volume share of 36% in mobile phones. The rise of Samsung is intrinsically linked to the rise of the Android operating system in Greece, and both of these phenomena can be attributed to the fact that Samsung offers well-designed smartphones for less than €100 per unit. Given the fact that the majority of Greek consumers are very keen on cheap smartphones, it should come as no surprise that Samsung has been able to record such significant volume growth in such a short space of time. At the same time, Samsung also manages to compete strongly with Apple’s iPhone brand for demand amongst those Greeks interested in more expensive smartphones, with unit prices in excess of €500.

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Industry Prospects

Mobile phones in Greece is expected to see a negative retail volume CAGR of 4% and a negative value CAGR of 6% at constant 2014 prices over the course of the forecast period, as the anticipated (modest) increase in volume sales of smartphones will be offset by declining sales of feature phones. Moreover, the frequency with which Greek consumers replace their old mobile phones is expected to be lower during the forecast period. Trade sources have stated their belief that, compared with the pre-financial crisis era, when Greeks replaced their phones every six months, the replacement cycle for mobile phones will increase to a minimum of 10 months, reaching up to two years. However, the majority of Greek consumers will remain keen on having an up-to-date mobile phone.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Greece with research from Euromonitor's team of in-country analysts.

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