The record demand was primarily driven by Latin America (up 11 percent year-on-year) and Central and Eastern Europe (up nine percent year-on-year). Global average sales price (ASP) continued to increase in 3Q, rising by a record seven percent year-on-year.
Arndt Polifke, global director of telecom research at GfK, comments, "Although unit sales may be down in some regions, the increase in ASP reveals the fantastic opportunity to grow the value of the smartphone market. This is welcome news for manufacturers, particularly in regions such as Western Europe where saturation has resulted in declining sales volumes year-on-year. The industry has clearly been switching its focus to drive sales value, and top tier global brands, such as Apple, Google, HTC, Huawei, LG, Moto, Nokia, Samsung and Sony, either already have, or will release, new premium models in an effort to upsell customers to their flagship devices."
"At the same time, premium features are increasing in importance to consumers, so we expect to see more emphasis on water and dust protection, battery power and memory, high resolution sound, camera and video capabilities, bezel-less design and even biometric sensors on new launches."