Market Report, "Mobile Phones in Canada", published

Smartphone growth in 2013 slowed considerably from the peak rates registered over 2009-2011 as penetration rates increased, and the category became as reliant on upgrades as it is on new sales. The smartphone penetration rate for mobile phones in Canada is expected to reach 164% in 2014. Growth was driven by the variety of available apps and the ease of installing them on a smartphone, while operating system choice for initial phone purchases and upgrades is also closely tied into whichever system people are comfortable with or currently using. Further aiding growth is expansion of network availability and strength, which is constantly evolving as carriers keep up with users’ bandwidth and speed requirements. Over the review period, Canada’s mobile network significantly evolved as smartphone adoption rates and bandwidth consumption among Canadians continued to climb.

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Competitive Landscape

The feature phone category is highly consolidated, with the majority of sales shared between the top three competitors. Samsung Electronics Canada held the leading position in feature phones with a 36% volume share in 2013, followed closely by LG Electronics Canada with 35%, whose LG G2 and G Flex models are good sellers in Canada. Nokia ranked third in feature phones on 26%, while Motorola accounted for a much smaller share of 3% in 2013. With the rapid decline of feature phone sales in the Canadian market, several players have chosen instead to focus on smartphones, leaving the shrinking market to the relatively exclusive domain of companies who still produce feature phones for the small share of customers who find their needs satisfied with basic mobile phones. Samsung and LG, also leading brands in smartphones, rely on using their feature phone base to remain brand loyal when they eventually upgrade to smartphones, using the feature phone market in this sense as a strategic decision.

Industry Prospects

Feature phones are expected continue the steep decline witnessed over the review period, with retail volume posting a CAGR of -30% over the forecast period. Smartphones are expected to see a slowdown in growth as sales will be driven more by replacement rather than net new phones, given the current high rate of penetration. Smartphone retail performance is anticipated to see a volume CAGR of 5% over the forecast period.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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