The Nokia Lumia 520 has continued its low-end assault on the smartphone market, and has been so successful, it appears, that it has now overtaken all other Windows Phones in use, according to AdDuplex’s data, to be come the most popular handset.
In June the device had 8.4% of the market, while the Nokia Lumia 920 led with 12%. In May the NL 520 only held 4.4% share, and one can assume at least another 4% of the Windows Phone market has been ceded to the device.
The data is consistent with retail ‘checks’ by Canaccord Genuity who found Nokia Lumia 520 sales ‘solid’ while Nokia Lumia 920 sales were ‘tempered.
Our June wireless store surveys indicated overall soft Lumia sales despite positive reviews for the entry-level Lumia 521 at T-Mobile and declining sales of the high-end Lumia 928 at Verizon. Despite gradual momentum for the Windows Phone ecosystem in the U.S. market, our surveys indicated consumers still mostly enter retail stores with the intent to purchase either an iPhone or an Android smartphone, resulting in Windows smartphone sales trailing these two ecosystems by a wide margin […] Our global analysis indicated tempered sales for higher-end Lumia smartphones as these high-end devices face an ever shortening product cycle. However, our surveys indicated solid sales for the mid-tier Lumia 520 and 620 series smartphones, as the Windows Phone ecosystem gradually gains momentum in lower-tier smartphone market segments. However, we believe sell in growth of lower-priced Lumia models should slow due to stable sales levels following initial channel inventory builds. Due to our Lumia sales mix weighted more towards the lower-end Lumia devices, we believe our June quarter Lumia ASP estimate of 167 euro is below consensus.
Microsoft has recently been bragging about not only clearly being the 3rd ecosystem but also of growing 6 times faster than the general smartphone market, and outselling the iPhone in 10 ‘big’ countries. It is likely the Nokia Lumia 520 is actually the quiet hit that has been driving all the recent success, which will hopefully continue for some time to come.