Apple dominates the Swedish market and when Samsung has taken its share of the market, only around 15 percent remains for the rest to share. In recent years, it’s been Xiaomi and Motorola competing for third place with Google and its Pixel phones being another strong contender lately. Therefore, it was particularly interesting when, about a year ago, we saw several new challengers who wanted to enter the Swedish and Nordic markets.
Honors were relatively big here about ten years ago, thanks to big advertising campaigns and attention where the artist Petter was a poster name. Then they disappeared. In Finland, both they and Oneplus have had a strong presence, partly in the vacuum that arose after Nokia’s exit.
What we have seen now, with the European closure of Oneplus, is that more challengers have made their way here. Both Oppo and Realme. They are both part of the same group as Oneplus, but we are leaving the strategic pirouette there for now.
Apple dominates the Swedish market and when Samsung has taken its share of the market, only around 15 percent remains for the rest to share. In recent years, it’s been Xiaomi and Motorola competing for third place with Google and its Pixel phones being another strong contender lately. Therefore, it was particularly interesting when, about a year ago, we saw several new challengers who wanted to enter the Swedish and Nordic markets.
Honors were relatively big here about ten years ago, thanks to big advertising campaigns and attention where the artist Petter was a poster name. Then they disappeared. In Finland, both they and Oneplus have had a strong presence, partly in the vacuum that arose after Nokia’s exit.
What we have seen now, with the European closure of Oneplus, is that more challengers have made their way here. Both Oppo and Realme. They are both part of the same group as Oneplus, but we are leaving the strategic pirouette there for now.
We have seen Realme enter the Swedish market a number of times, always with the same disappointing and short-term results. Every year or so, we at Mobil have been contacted by someone who claims to introduce Realme in Sweden, but they have never made an impression and disappeared as quickly as they appeared. Right now they have an additional challenge as both Realme and Oppo for customers, retailers, operators and others are trying to take the place as “the new Oneplus”.
Oppo seems to be the one that succeeds the best in this. First they got a place with all the big Swedish operators and now recently they have also entered retailers and opened their own Swedish online store. We should add that Oppo is not a new manufacturer by any means. They have long had a presence on the European market and it is only here in the Nordics that they have been absent until now.
Honor, on the other hand, has made very little noise after the Nordic launch a year ago. Those currently best placed to advance and compete for third place are Xiaomi, Motorola, Google and Oppo. Since there is only one who can be third and the challengers also consist of Realme and Honor as well as for example Sony, Nothing, Xplora, TCL, Doro, Ulefone, Fairphone, the challenges the manufacturers face only grow.