The rising tide of 5G: will all smartphone vendors be lifted?

This report is available to those subscribed to the Digital Consumer module.
A strategic view of opportunities for vendors in new 5G launch markets
There have been a number of 5G launches in major markets worldwide in 2020, and more are expected later this year. Each new 5G launch presents growth opportunities for local operators, but also provides a unique chance for smartphone manufacturers to make new inroads, or to strengthen their market lead. As our survey data shows, operators are eager to make changes to their smartphone vendor rosters in 2020, with a substantial portion in some regions looking to drop some to make room for new ones. For handset vendors, 5G launches represent significant risks and significant opportunities.
This report and accompanying Excel file track upgrade intention among smartphone users with smartphones from the leading brands in seven 2020 launch markets: Canada, France, Japan, Netherlands, Poland, Russia and Sweden. By exploring the current market landscape, we identify which smartphone manufacturers stand to gain the most from 2020’s 5G launches – and who finds themselves at risk. To better understand how vendors can increase their chances of success in these markets, for each brand we show the potential impact of releasing a new 5G handset on their customers' upgrade intention.
Related research
Industry Checkpoint: consumer devices, Q3 2025
This edition of the Industry Checkpoint series focuses on consumer devices, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: innovation expanding beyond smartphones to wearables and the smart home; smart glasses seeing a revival; chipmakers intensifying efforts with generative AI; and direct-to-device strategies increasingly becoming a regional play.
MWC Shanghai 2025: a window into the future?
MWC Shanghai is in the books for another year, having attracted 45,000 visitors (from 12,500 companies), along with 400 exhibitors and partner groups. The numbers were up from the 2024 event by 13% and 92% respectively. This analysis highlights the key takeaways and implications from meetings, summits and announcements at the event – and in particular, whether the progress seen in China can be mapped to other regions.
5G in Context, Q1 2025
This quarterly review of global 5G developments provides a concise, tracker-style deliverable, presenting key metrics and forecasts. GSMA Intelligence has aggregated the latest data on 5G connections and adoption, as well as information on network trials/launches and spectrum assignments.
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
Industry Checkpoint: consumer devices, Q3 2025
This edition of the Industry Checkpoint series focuses on consumer devices, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: innovation expanding beyond smartphones to wearables and the smart home; smart glasses seeing a revival; chipmakers intensifying efforts with generative AI; and direct-to-device strategies increasingly becoming a regional play.
MWC Shanghai 2025: a window into the future?
MWC Shanghai is in the books for another year, having attracted 45,000 visitors (from 12,500 companies), along with 400 exhibitors and partner groups. The numbers were up from the 2024 event by 13% and 92% respectively. This analysis highlights the key takeaways and implications from meetings, summits and announcements at the event – and in particular, whether the progress seen in China can be mapped to other regions.
5G in Context, Q1 2025
This quarterly review of global 5G developments provides a concise, tracker-style deliverable, presenting key metrics and forecasts. GSMA Intelligence has aggregated the latest data on 5G connections and adoption, as well as information on network trials/launches and spectrum assignments.
- 200 reports a year
- 50 million data points
- Over 350 metrics