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Market Research Group

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Naum Lukin
Naum Lukin

Windows Phone European Market Share Crosses The 10% Mark



Windows Phone (WP) is a discontinued[6] family of mobile operating systems developed by Microsoft for smartphones as the replacement successor to Windows Mobile[7][8] and Zune.[9] Windows Phone featured a new user interface derived from the Metro design language. Unlike Windows Mobile, it was primarily aimed at the consumer market rather than the enterprise market.[10]




Windows Phone European Market Share Crosses The 10% Mark



While Microsoft's investments in the platform were headlined by a major partnership with Nokia (whose Lumia series of smartphones, including the Lumia 520 in particular, would represent the majority of Windows Phone devices sold by 2013)[13] and Microsoft's eventual acquisition of the company's mobile device business for just over US$7 billion (which included Nokia's then-CEO Stephen Elop joining Microsoft to lead its in-house mobile division), the duopoly of Android and iPhone remained the dominant platforms for smartphones, and interest in Windows Phone from app developers began to diminish by mid-decade.[14] Microsoft laid off the Microsoft Mobile staff in 2016,[15] after having taken a write-off of $7.6 billion on the acquired Nokia hardware assets,[16] while market share sunk to 1% that year.[17] Microsoft began to prioritize software development and integrations with Android and iOS instead,[18] and ceased active development of Windows 10 Mobile in 2017.[19]


Following this, Windows Phone was developed quickly. One result was that the new OS would not be compatible with Windows Mobile applications. Larry Lieberman, senior product manager for Microsoft's Mobile Developer Experience, told eWeek: "If we'd had more time and resources, we may have been able to do something in terms of backward compatibility."[23] Lieberman said that Microsoft was attempting to look at the mobile phone market in a new way, with the end user in mind as well as the enterprise network.[23] Terry Myerson, corporate VP of Windows Phone engineering, said, "With the move to capacitive touch screens, away from the stylus, and the moves to some of the hardware choices we made for the Windows Phone 7 experience, we had to break application compatibility with Windows Mobile 6.5."[24]


The partnership involves "funds changing hands for royalties, marketing and ad-revenue sharing", which Microsoft later announced as "measured in billions of dollars".[30] Jo Harlow, whom Elop tapped to run Nokia's smartphone business, rearranged her team to match the structure led by Microsoft's VP of Windows Phone, Terry Myerson. Myerson was quoted as saying, "I can trust her with what she tells me. She uses that same direct and genuine communication to motivate her team."[31]


On September 2, 2013, Microsoft announced a deal to acquire Nokia's mobile phone division outright, retaining former CEO Stephen Elop as the head of Microsoft's devices operation.[37][38] The merger was completed after regulatory approval in all major markets in April 2014. As a result, Nokia's hardware division became a subsidiary of Microsoft operating under the name Microsoft Mobile.


According to Gartner, there were 1.6 million devices running Microsoft OS sold to customers in Q1 2011 worldwide.[129] 1.7 million smartphones using a Microsoft mobile OS were sold in Q2 2011, for a 1.6% market share.[130] In Q3 2011, Microsoft's worldwide market share dropped slightly to 1.5%.[131] In Q4 2011 market share increased to 1.9%,[132] and it stayed at 1.9% for Q1 2012.[133] Reports for Q2, Q3 and Q4 of year 2011 include both Windows Phone and small part of Windows Mobile marketshare under the same "Microsoft mobile OS" banner, and do not make the distinction of separating the marketshare values of the two. According to Nielsen, Windows Phone had a 1.7% market share in Q1 2012,[134] and then dropped back to 1.3% in Q2 2012.[135]


As of the third quarter of 2013, Gartner reported that Windows Phone holds a worldwide market share of 3.6%, up 123% from the same period in 2012 and outpacing Android's rate of growth.[141] According to Kantar's October 2013 report, Windows Phone accounted for 10.2% of all smartphone sales in Europe and 4.8% of all sales in the United States.[142] Some analysts have attributed this spike in sales to both Windows Phone 8 and Nokia's successful push to market low and mid-range Windows Phones like the Lumia 520 and Lumia 620 to a younger audience.[143] Gartner reported that Windows Phone market share finished 2013 at 3.2%, which while down from the third quarter of 2013 was still a 46.7% improvement from the same period in 2012.[144]


In August 2017, the New York Police Department ordered Apple iPhone products to replace its deployment of 36,000 Lumia 830 and Lumia 640 XL Windows Phone devices, partly citing Microsoft's end of support for Windows Phone 8.1 on July 11, 2017, and its minuscule market share.[146]


By 2014, Windows Phone was losing share and relevance; between that year and 2015 it was reported that developers were backing out of the platform and retiring apps because of the low market share.[158][159] Many high-profile apps were discontinued by 2015 such as American Airlines, NBC, Pinterest and others. In addition, Microsoft itself retired some of its own first-party apps.[160]


Q101.12: Member BD1 receives an order from member BD2 to buy 5,000 shares of ABCD security and works the order as riskless principal. BD1 accumulates the shares through five separate trades with other market participants and each of these five trades is reported to the tape. BD1 then sells the 5,000 shares of ABCD to BD2 at its volume-weighted average cost and submits a non-tape report reflecting the riskless leg. Can BD1 use the explicit fee functionality to transfer a per share transaction fee to BD2?


A106.7: Yes. All OTC transactions in ETF shares in the secondary market must be reported to FINRA for dissemination purposes, including transactions with the Federal Reserve Bank of New York or its non-member agent. In a trade between a member firm and non-member, the member firm has the trade reporting obligation. See, e.g., FAQ 204.1.


A309.4: When using the prior reference price (PRP) modifier, members are required to input the reference time (i.e., the prior time in the day used to price the adjusted trade). For example, at 9:55:00 a.m. when the market is at $9.98, member BD1 receives a market order to buy 1,000 shares of a security. The member, due to error, does not execute the market order until 10:00:00 a.m. when the market is at $10.00. After purchasing the shares, BD1 determines that the customer should have received a price of $9.98 per share which was the market price at 9:55:00 a.m. To effect the price adjustment, at 1:00:00 p.m., BD1 executes a new trade with its customer at $9.98. When reporting this price adjustment trade with the PRP modifier, BD1 should report 1:00:00 p.m. as the execution time and 9:55:00 a.m. as the prior reference time.


Q502.5: Assume the same facts as FAQ 502.2. After receiving the ETF creation units, BD1, as principal, sells ETF shares in the secondary market. Is this sale reportable?


A601.1: "Away from the market sale" for purposes of Rules 6282(f), 6380A(e), 6380B(e) and 6622(e) applies to transactions that occur without reference to current market pricing and investment, commercial or trading considerations. Given the underlying goals of transaction reporting, FINRA interprets the exception from the trade reporting rules for away from the market sales very narrowly, and the mere fact that a trade has occurred outside of the current inside would not, in and of itself, qualify for the exception. See NTM 05-11 (February 2005). Gifts and inheritances where the shares must be transferred by giving nominal consideration would be deemed away from the market sales. For example, Party 1 wants to give Party 2 50 shares of ABCD security, but to have the shares transferred correctly, Party 2 must "buy" them for a nominal value that is unrelated to the share price. Member BD1 effects the sale from Party 1 to Party 2 and would be required to submit a non-tape report to FINRA with the .RA trade report modifier.


Q601.3: If shares are acquired or sold as part of a structured transaction and the price is not based on the current market (e.g., the month-end closing price or the volume-weighted average price for the month), would this be considered an away from the market sale?


A700.4: Because the first leg of the transaction is reported by a foreign market, it should not be reported to FINRA. Assuming the transaction meets the riskless principal requirements, it is permissible to submit to FINRA a non-tape report for the offsetting leg of the transaction, but it is not required. For example, BD1 executes a trade on a Canadian exchange at $1 Canadian per share and the transaction is reported through the Canadian exchange. As discussed in FAQ 700.1, BD1 is not required to report this trade to FINRA because it was executed and reported in the foreign country. The trade at $1 Canadian per share converts to $1.40 US per share and BD1 sells the shares to its customer OTC in the U.S. at $1.40. BD1 may, but would not be required to, submit a non-tape report to the ORF for the offsetting customer leg at $1.40 with a capacity of riskless principal.


Two years ago, only 17.8% of sales were made from online purchases. That number is expected to reach 20.8% in 2023, a 2 percentage point increase in ecommerce market share. Growth is expected to continue, reaching 23% by 2025, which translates to a 5.2 percentage point increase in just five years.


Global retail sales growth will continue to rise and take up more retail market share. According to research completed by eMarketer and Statista, online retail sales will reach $6.51 trillion by 2023, with ecommerce websites taking up 22.3% of total retail sales.


But by 2013, it was pretty clear that Windows Phone was an also-ran platform. The Nokia deal did help it cross 10% market share in some European countries by November 2013, according to Kantar Worldpanel, but its overall global market share was still stuck stubbornly below 5%, as it's been throughout Windows Phone's entire existence. 350c69d7ab


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