Future of devices: emerging trends, evolving consumer behaviour and expanding digital services

As smartphone competition becomes increasingly shaped by regional dynamics, understanding competitive dynamics beyond the global level is becoming more important. This report examines smartphone competition through a regional lens, highlighting leaders, followers and challengers across regions and countries. The insights can be used to formulate or adjust commercial strategies, identify growth opportunities and prioritise markets.

The Smartphone Market Shares Dashboard 2026 provides granular data on OEM smartphone market shares across countries, regions and at the global level, highlighting market leaders, followers and challengers. It is a valuable resource for OEMs looking to refine their growth strategies and targets, as well as for mobile operators, digital service providers and other stakeholders whose businesses rely on smartphone market dynamics and competitive positioning.

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 highlights the major differences in behaviour between MVNO and MNO customers.