Mobile platform wars - The next phase of the mobile 'platform wars' will happen in emerging markets and new challengers could emerge
This insight is open to all subscribers and registered users, or available by completing the form.
Google and Apple have established a duopoly, now accounting for over 90% of smartphone sales worldwide. Their respective Android and iOS smartphone operating systems dominate mature markets such as the US, Western Europe and parts of Asia. In these markets the competitive dynamic has already begun to shift from the acquisition of new smartphone users to the retention of existing ones – making it more, rather than less, difficult for challengers to make a significant dent in the duopoly because the drivers of platform reach have (so far) proven to be self-reinforcing.
However, emerging markets present more fertile ground for challenger platforms given that smartphone penetration is nascent, the take-up and use of mobile data is rising fast, and lock-in mechanisms have yet to kick-in. A concerted attempt from the Microsoft-Nokia pair is likely given Nokia’s already large feature phone base that it envisages acting as an ‘on ramp’ to smartphones and more advanced services. Most interesting is the challenge brought about by a host of budding ecosystems attempting to use the web itself as their platform – Mozilla (with Firefox), Samsung (with Tizen), Canonical (with Ubuntu) and Jolla (with Sailfish).
This major new report focuses on the window of opportunity for challenger platforms in emerging markets, the factors that will determine success given the different rules of engagement faced in these regions and the need for external support, and a view on how the market will evolve with connecting the unconnected to the mobile internet the main backdrop.
Report details
Mobile platform wars - The next phase of the mobile 'platform wars' will happen in emerging markets and new challengers could emerge
Download the report
Complete the form to get instant access to this content. For easier access in the future, you can register for a free account here.
By submitting this form, you agree that your email address and related activity on the platform will be processed for the purpose of generating and providing the requested report. Your data will be shared with GSMA Intelligence for this purpose. For more information, please see the GSMA Intelligence Privacy Policy.
Report details
Mobile platform wars - The next phase of the mobile 'platform wars' will happen in emerging markets and new challengers could emerge
Download the report
Complete the form to get instant access to this content. For easier access in the future, you can register for a free account here.
By submitting this form, you agree that your email address and related activity on the platform will be processed for the purpose of generating and providing the requested report. Your data will be shared with GSMA Intelligence for this purpose. For more information, please see the GSMA Intelligence Privacy Policy.
Related research
The cost of removing designated third-country vendors from EU telecoms networks
As digital infrastructure becomes increasingly central to key economic and social outcomes, policymakers are placing a greater emphasis on security and resilience. A key development in this context is the European Commission’s proposal to strengthen cybersecurity requirements through an updated regulatory framework – Cybersecurity Act 2 (known as CSA2). This includes provisions that require the removal of critical equipment supplied by designated high-risk vendors from telecoms infrastructure within a defined timeframe. GSMA Intelligence has conducted unique research to assess the cost of removing critical components from high-risk vendors from European telecoms networks.
Financial sustainability: mobile operator scale
Financially strong operators are essential to improve network quality, expand coverage, support growth in capacity and deliver new network functionality linked to 5G standalone, AI and beyond. However, over the past decade, structural trends have placed increasing pressure on the industry’s financial foundations. This report is the first in a series that seeks to address a critical evidence gap in the understanding of the financial sustainability of the mobile sector and its main drivers.
GSMA Open Gateway: State of the Market, H1 2026
This latest edition of the GSMA Open Gateway research series provides an update on the state of the market, recent developments and examples of Open Gateway in action. The market is increasingly moving away from operator-specific API exposure and towards platform-mediated distribution, where developers prefer a single integration point with global reach. This changes the commercial dynamic for the ecosystem.
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 more- 200 reports a year
- 50 million data points
- Over 350 metrics
How can we support you?
Get in touch
Contact the GSMA Intelligence support team for help with your account, subscriptions, or access to reports and insights.
Newsletter
Subscribe to the GSMA Intelligence newsletter for the latest industry news and insights, delivered to your inbox.
