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Challengers Make Their Mark on the Growing Nordic Mobile Market

The Nordic mobile market grew by 5 percent last year, and for the first time in a long while, there were shifts in market shares.

Elias Nordling
Published

Since Huawei disappeared from the Nordic market, market shares have been largely unchanged, with Apple and Samsung as number one and a close second, and other mobile manufacturers far behind. That was the case in 2024 as well, but among the other manufacturers, there was a clear movement and, above all, growth.

It is the analysis company Canalys that compiled the sales measured in the number of mobiles sold, and overall sales increased by 5 percent in the Nordics in 2024 compared to the previous year. More interesting is that several of the smaller manufacturers have grown significantly.

Motorola has grown the most, with a sales increase of 77 percent. Sales through Elgiganten and Power have driven the development, and when it comes to budget mobiles, Motorola has become the first choice in many stores.

OnePlus/Oppo has also had a good year with a sales increase of 56 percent. Especially in Finland, Oppo is big, the country is OnePlus's fourth largest market in the world. Oppo has also started selling its A-series under its own name in the country.

Honor has increased by 73 percent, but from a low level. The brand is in the process of re-establishing itself in the Nordics, but it has not yet started sales in Sweden. We are likely to see significantly more of Honor in the future.

When it came to the two big ones, Samsung lost slightly while Apple grew. For those who buy phones directly, Apple had a high demand for the iPhone 13 in particular, which shows that even Apple consumers are looking for the cheaper models.

Canalys comments that the Nordics are generally a difficult region to break into considering consumers' brand loyalty, and that is why it is interesting to see how the breakthroughs from the smaller manufacturers will develop in 2025.

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