Apple and Samsung most popular business smartphones in the Netherlands

Around 43 percent of all business smartphones surveyed by Computer Profile during the past 6 months at Dutch company sites with 50 or more employees are Apple iPhones. This means it continues to be the most popular smartphone in this target group. Samsung accounts for more than a third of all business smartphones. Blackberry has practically disappeared from the Dutch business market, however, the new “Mercury” model with a physical QWERTY keyboard may change this situation (if it becomes available on the Dutch market). The position of Huawei is also worth keeping an eye on. Huawei has managed to capture significant market share in the west over a relatively short period of time. The Huawei P10 plus (the P10’s larger sibling) promises to drive this growth further. But it’s still not clear whether this success can be repeated in the business market. Huawei’s share of the business market (50 employees and more) is currently just above 1 percent. This is evident from Computer Profile’s analysis of around 1700 interviews about mobile phones during the past 6 months with Dutch company sites in this particular target group.

While a wide diversity of manufacturers exist in the consumer market, the business SMB+ market only has a few active players with significant market share. While you often hear that Samsung is the market leader in the consumer market, our figures show that Apple is the market leader in the Dutch business market. HTC is gradually dropping out as their market share has declined further to just 1 percent.

iOS most used mobile platform

Last year we saw that the share of Android devices was for the first time higher than iOS, Windows Phone and Blackberry OS. However, now we see that iOS is back in the number 1 spot again. The use of Android in the business market took off from 2011/2012. One of the benefits of Android is that this operating system is used in high-end smartphones which compete with the iPhone based on the specifications, and also in budget smartphones which can compete on price.

After several periods with increasing market share, we now see that Microsoft Phone devices are declining once again. Microsoft’s acquisition of the Nokia smartphone division was only announced at the end of 2013, and the fact that they would market the devices using their own name (Microsoft) was only announced at the end of 2014. At the end of 2016 it became clear that the Nokia brand would return to the smartphone market. HMD, a Finnish company, had already purchased the feature-phone division from Microsoft and they have now acquired the rights to release smartphones under the Nokia name. The first Nokia Android smartphones from HMD are expected to appear on the market in the course of 2017.

The share of business mobile phones at company sites with 50 or more employees differs according to the type and the size of the company. While more than half the users have a Samsung smartphone in multinationals, we can see that less than a quarter use a Samsung in national enterprises (250 to 2500 employees in the Netherlands). On average, we are seeing more Nokia smartphones returning in this segment. Blackberry OS (the operating system developed by RIM) and Symbian OS seem to have both vanished in thin air.