Device portfolios and strategies in the 5G era
This report is available to those subscribed to the Digital Consumer module.
A changing landscape, an approaching tipping point and a shifting balance of channels.
The 5G era marks a deeper and more fluid competitive device landscape than in the LTE era. But how are operators adjusting their device portfolio strategies, and how could new vendors help move the market towards the tipping point for mass-market adoption of 5G?
The latest Operator Insights Survey from GSMA Intelligence examined operator strategies for device portfolios, diving deep into roster plans and priorities, including device features, pricing and distribution, and market expectations for anything from smartphones to eSIM to emerging features in immersive reality. The survey polled 100 decision-makers from operators around the world to understand their views on current consumer device portfolios and their future strategies. Our report and associated dataset unveil the findings.
Related research
IFA 2025: an AI-first show with five other defining themes
Like at most other technology shows today, AI was ubiquitous at IFA 2025 – the European consumer electronics show – and the growing application of advanced AI, including generative AI, was clear to see. There were also notable developments across the smart home, wearables, smartphones, home robots and gaming.
OEM smartphone market share concentration differs significantly by region, with Asia Pacific being the most competitive
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. From the shape and size of markets to trends in consumer behaviour, we aim to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry. This edition examines OEM smartphone market shares globally and across individual regions.
Smartphone vendor market shares: leaders by region and the opportunities to challenge established players
OEM smartphone market shares vary significantly by region and country, offering opportunities to smaller vendors to challenge established players and gain new customers. This report provides granular data on smartphone market shares at global, regional and country levels. The data can be used to formulate or adjust commercial strategies for customer growth and market priorities.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
IFA 2025: an AI-first show with five other defining themes
Like at most other technology shows today, AI was ubiquitous at IFA 2025 – the European consumer electronics show – and the growing application of advanced AI, including generative AI, was clear to see. There were also notable developments across the smart home, wearables, smartphones, home robots and gaming.
OEM smartphone market share concentration differs significantly by region, with Asia Pacific being the most competitive
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. From the shape and size of markets to trends in consumer behaviour, we aim to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry. This edition examines OEM smartphone market shares globally and across individual regions.
Smartphone vendor market shares: leaders by region and the opportunities to challenge established players
OEM smartphone market shares vary significantly by region and country, offering opportunities to smaller vendors to challenge established players and gain new customers. This report provides granular data on smartphone market shares at global, regional and country levels. The data can be used to formulate or adjust commercial strategies for customer growth and market priorities.
- 200 reports a year
- 50 million data points
- Over 350 metrics