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the source of information – J’son & Partners Consulting.
™ J’son & Partners [registered trade mark].
J’son & Partners Consulting company presents short summary of research of Russian and world sales of
smartphones by operating systems, 2011 – 2016
General characteristics of smartphones market
According to J’son & Partners Consulting, 3.6 mln smartphones were sold in Russia in the second quarter of
2013. It equals to 40% of total sales of mobile terminals in Russia. At the same time share of smartphones
in the world for the same period equaled 55%.
It is worth mentioning that in the second quarter of 2013 world supply of smartphones
exceeded supplies of ordinary mobile phones (not smartphones) – share of smartphones in
total supplies of mobile terminals in the world equaled 55%
Backlog of Russia in the share of smartphones in the total sales of mobile phones from the world average
share can be explained by underdevelopment of subsidy schemes of phones purchase from the part of
mobile operators in Russia as well as by relatively low share of operators in the market of mobile phones
and smartphones sale.
Market size of smartphones, 1Q 2012 – 2Q 2013
Russia, mln. units World, mln. units
Source: J’son & Partners Consulting, IDC
2,5 2,5
3,4
4,0
3,2
3,6
27% 27% 29%
34%
37%
40%
0%
20%
40%
60%
80%
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
1Q 2012 2Q 2012 3Q 2012 4Q 2012 1Q 2013 2Q 2013
152,7 156,2
181,1
227,8
216,3
236,4
38% 38%
41%
47%
50%
55%
0%
20%
40%
60%
80%
0,0
50,0
100,0
150,0
200,0
250,0
1Q 2012 2Q 2012 3Q 2012 4Q 2012 1Q 2013 2Q 2013

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the source of information – J’son & Partners Consulting.
™ J’son & Partners [registered trade mark].
According to IDC company, Android and iOS are leaders in the global smartphone market – share of
devices on these platforms equals 93% of the total number of smartphones, supplied to the world market
in the second quarter of 2013.
It should be noted that the share of iOS in Russia is much lower than in the global market, which is
primarily due to the high price of Apple smartphones.
Russian smartphones market is characterized by a high proportion of Windows-based devices compared to
the world market. However increase of share of Windows is relevant for both world and Russian markets.
Until recently a distinctive feature of Russian smartphones market was a significant share of smartphones
based on OS Bada and Symbian in total sales. Such devices were characterized by a relatively small cost
that attracted Russian users. At the end of the 2nd quarter of 2013 total share of Bada and Symbian
accounted to less than 5% of the Russian market of smartphones.
Market size of smartphones, 1Q 2012 – 2Q 2013
Russia, mln. units World, mln. units
Source: J’son & Partners Consulting, IDC
40%
53%
62%
71% 76% 77%
34%
23%
15%
7% 4% 1%
15% 14% 12% 8% 6% 4%
5% 6% 6% 7% 9% 11%
5% 4% 5% 6% 6% 7%
0%
20%
40%
60%
80%
100%
1Q 2012 2Q 2012 3Q 2012 4Q 2012 1Q 2013 2Q 2013
59%
68%
75% 70% 75% 79%
7%
4%
23%
17%
15% 21% 17% 13%
6% 5% 4% 3%
0%
20%
40%
60%
80%
100%
1Q 2012 2Q 2012 3Q 2012 4Q 2012 1Q 2013 2Q 2013

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the source of information – J’son & Partners Consulting.
™ J’son & Partners [registered trade mark].
According to Kantar Worldpanel and J’son & Partners Consulting companies as at the end of 2nd
quarter of
2013 Android operating system is dominating European, Chinese, American and Russian markets. Japan is
an exclusion from key world smartphones markets – share of iOS system here exceeds share of Android.
Structure of smartphones market in key world markets, 2nd
Q 2013
Source: J’son & Partners Consulting, Kantar Worldpanel
*- Key markets of European Union countries (Spain, Germany, Italy, France and Great Britain)
Currently iOS and Android control almost total world market of smartphones
It becomes more and more difficult for many other operating systems that were leaders in the smartphone
market in previous years, to meet the growing demands of the market. As a result, some of them are in
deep crisis, and some have ceased to exist:
 In 2010 management of Nokia was changed – Steven Elop (previous Head of Microsoft Business
Division) became General Director of the company. As a result of multiple changes that followed the
arrival of a new leader, Nokia has completely shifted to the development of smartphones based on
Windows, suspending production of smartphones with Symbian operating systems. At the same
time Symbian has made an enormous contribution to the development of smartphones and it
cannot be overestimated. Under the pressure of fast-growing competitors Symbian operating
system has given way to such giants as Google, Android and Apple iOS.
 In the beginning of 2013 Samsung has publicly announced about the combination of Bada and
Tizen operating systems. It determined the future of Bada operating system.
In May 2012 Google completed the acquisition of Motorola Mobility. It put smartphones manufacturers in a
difficult position: on the one hand, they are completely dependent on Google as a developer of platforms
used by them, and on the other they are competing with Google as a producer of mobile equipment.
New players that deserve attention have recently appeared or are planning to appear in the market for
operating systems for mobile devices – Firefox OS, Tizen, Salfish OS, Ubuntu. These operating systems are
alternatives to Android and iOS, thus Android and iOS have new competitors in the market, which can
shutter their leadership.
50%
42%
24%
18%
11%
44%
52%
72%
70%
77%
3%
1%
1%
5% 3% 7%
7%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Япония США Китай EU5 Россия*

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the source of information – J’son & Partners Consulting.
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Firefox OS
Firefox OS is a mobile operating system developed by Mozilla. Firefox OS smartphones are first of all
targeted at the budget price segment and are able to take its rightful place in it, surpassing Android
budgetary smartphones and occupying vacant niche after the end of Bada and Symbian sales.
Many producers have expressed their desire to cooperate with Mozilla,
including: Alcatel, Huawei, LG, Sony, ZTE, Foxconn and others, as well as
about 20 mobile operators, including Russian MegaFon and VympleCom.
First sales of smartphones based on Firefox OS, targeted at consumer
market, started in spring and summer of 2013: Geeksphone Keon,
Geeksphone Peak, Alcatel OneTouch Fire, ZTE Open
Tizen
Tizen operating system, developed on the basis of Linux core, matches a wide range of devices:
smartphones, tablets, computers, and ‘smart’ TVs.
According to mass media reports, Samsung will introduce the first smartphone on Tizen platform in autumn
of 2013. According to the South Korean company the phone will be launched in United States, France,
Russia, China and Japan. Focus on the Russian market is explained by good sales performance of devices
based on Bada, which features have been implemented in Tizen OS, as well as by relatively small
penetration of smartphones, enabling decent development of a new platform.
The South Korean company Samsung is serious about the spread of new platform Tizen. Opening of
application shop ‘Tizen Store’ in the first half of 2013 proves it.
According to J’son & Partners Consulting, due to support from the part of Intel and Samsung,
Tizen can become a serious competitor to the existing operating systems and the forth
operating system in the world in the nearest future.
Sailfish OS
Sailfish platform was developed by Finnish startup Jolla, which was
established by former Nokia employees that once worked on MeeGo
project.
On 20th
of May 2013 Jolla startup officially announced launch of its first
serial Jolla smartphone based on its own independent mobile platform
named Sailfish.
Currently smartphones based on Sailfish OS can be preliminary ordered on the official Jolla website at the
price of 399 EUR.
Preliminary sales are planned to start in the end of 2013 mainly in Europe.
Ubuntu
Ubuntu is an operating system suitable for a wide range of devices: PCs, laptops, smartphones and tablets.
Ubuntu operating system for mobile devices was officially introduced at the Consumer Electronic Show in
the beginning of 2013.
Canonical company that developed Ubuntu operating system for smartphones, is currently raising funds for
the launch of Ubuntu Edge smartphone that will support two operating systems: Ubuntu and Android. By
functionality this device is between a smartphone and a computer.

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It should be noted that by means of crowd funding a record amount of 10.3 million dollars were collected
for the launch of Ubuntu Edge smartphone. However 32 million dollars are required in order to produce the
device. Analysts believe that this project will not be able to collect the required amount within the time
limits. According to the Head of Ubuntu development Mark Gattlvorta, the project has already influenced
smartphone market and it is important for the company.
Development drivers of new operating systems
Key development drivers of new operating systems include:
 Desire of producers to have an alternative to Android and iOS
More and more producers of smartphones and tablets are searching for Android alternative or start to
develop their own mobile operating systems. Producers are afraid to be totally dependent of Google
corporation that moreover is a competitor to them.
 Desire of mobile operators to have an alternative to Android and iOS
Mobile operators are interested in emergence of influential platform that will be able to shutter the
dominance of Apple and Google in the market of mobile operating systems. Mobile operators in Asian
region are waiting for alternatives to the established operating systems, as, for example, Apple, which
closed nature is not attractive to them.
 Desire of producers to have an additional income from applications store

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the source of information – J’son & Partners Consulting.
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Content of the full version of the research ‘Survey of perspective mobile operating systems,
2011 – 2016’ (78 pages)
1. Summary
2. Russian market of smartphones
2.1. Market size of smartphones, 1st
Q 2011 – 2nd
Q 2013 (quarterly dynamics)
2.2. Market size of smartphones by producers, 1st
Q 2011 – 2nd
Q 2013 (quarterly dynamics)
2.3. Market size of smartphones by operating systems, 1st
Q 2011 – 2nd
Q 2013 (quarterly
dynamics)
2.4. Actual park of smartphones by operating systems, 2011 – 2012
3. World market of smartphones
3.1. Market size of smartphones, 1st
Q 2011 – 2nd
Q 2013 (quarterly dynamics)
3.2. Market size of smartphones by producers, 2011 – 2012
3.3. Market size of smartphones by operating systems, 1st
Q 2011 – 2nd
Q 2013 (quarterly
dynamics)
4. Main existing operating systems, history of development
4.1. Android
 History of development of Android
 Devices based on Android
 Development perspectives of Android
4.2. Bada
 History of development of Bada
 Devices based on Bada
 Tizen will completely substitute Bada
4.3. BlackBerry OS
 History of development of BlackBerry
 Development perspectives of BlackBerry
4.4. iOS
 History of establishment of iOS
 History of development of iOS
 Development perspectives of iOS
4.5. Symbian
 History of establishment of Symbian OS
 History of development of Symbian OS
 Decline of Symbian OS
4.6. Windows
 Windows Mobile
 Windows Phone
 Development perspectives of Windows Phone
4.7. Other operating systems
 Maemo
 MeeGo
 Palm OS
5. Survey of perspective mobile operating systems
5.1. Firefox OS
 Probability of success of Firefox OS (J’son & Partners Consulting estimates)
 Description of Firefox OS

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the source of information – J’son & Partners Consulting.
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 Devices based on Firefox OS
 Development perspectives of Firefox OS
5.2. Tizen
 Probability of success of Tizen (J’son & Partners Consulting estimates)
 History of establishment of Tizen
 Devices based on Tizen
 Development perspectives of Tizen
5.3. Sailfish
 Probability of success of Salfish OS (J’son & Partners Consulting estimates)
 Description of Salfish OS
 Devices based on Salfish OS
 Development perspectives of Salfish OS
5.4. Ubuntu
 Probability of success of Ubuntu (J’son & Partners Consulting etsimates)
 Description of Ubuntu
 Devices based on Ubuntu
 Development perspectives of Ubuntu
6. Forecasts and tendencies, 2013 – 2016
6.1. Drivers and constraints for development of new operating systems
6.2. Tendencies and forecasts of development of Russian market of smartphones, 2013 – 2016
6.3. Sales forecasts of smartphones by operating systems, Russia, 2013 – 2016
7. Key conclusions
8. Appendixes

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the source of information – J’son & Partners Consulting.
™ J’son & Partners [registered trade mark].
List of illustrations
Illustration 1. Sales forecast of smartphones by operating systems in Russia, % of sales, 2010 – 2016
Illustration 2. Market size of smartphones, Russia, 1st
Q 2011 – 2nd
Q of 2013, mln. units
Illustration 3. Market structure of smartphones by producers, Russia, 1st
Q 2011 – 2nd
Q 2013
Illustration 4. Market structure of smartphones by operating systems, Russia, 1st
Q 2011 – 2nd
Q 2013
Illustration 5. Total actual park of smartphones in Russia by operating systems, 2011 – 2012
Illustration 6. Market size of smartphones in the world, 1st
Q 2011 – 2nd
Q 2013, mln. units
Illustration 7. World market structure of smartphones by producers, 2011 - 2012
Illustration 8. World market structure of smartphones by producers, 2nd
Q 2013
Illustration 9. World market structure of smartphones by operating systems, 1st
Q 2011 – 2nd
Q 2013
Illustration 10. Structure of key world smartphones markets, 2nd
Q 2013
Illustration 11. Evolution of Android operating system
Illustration 12. Evolution of BlackBerry operating system
Illustration 13. Evolution of iPhone
Illustration 14. First smartphones based on Firefox OS, Geekphone Keon and Geekphone Peak
Illustration 15. Jolla – first smartphone based on Sailfish OS
Illustration 16. Market structure: smartphones – phones, real terms, Russia, 2010 - 2016
Illustration 17. Sales forecast of smartphones by operating systems in Russia, % of sales, 2010 – 2016
___________________________________________________________________________________
The newsletter was prepared by the J'son & Partners Consulting Company. We exert every effort to provide actual and forecasting data
representing the situation in full and available at the time of the publication of the material. J'son & Partners Consulting reserves the right of
revising the data after publication of some new official information by individual players.
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