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Regional handset brands in Europe, including Wiko, Fly and Prestigio, have seen their shares in the region’s smartphone sector increase substantially, posting a threat to China-based handset vendors,

Some China-based vendors, including Huawei, Lenovo and TCL (Alcatel), have been catering to the European market by offering an array of entry-level models, priced from EUR50-200 (US$61-244)

However, regional brands in Europe have strengthened their presence in the market recently, optimizing the handset supply chain in China in a similar approach to that of China-based vendors.

For example, Wiko has taken a 15% share in the smartphone market in France, trailing after only Samsung Electronics but ahead of Apple, LG Electronics and Sony Mobile Communications.

Through cooperation with one of its major shareholders, China-based Tinno Mobile Technology, Wiko is producing its handsets in Shenzhen, China. In addition to marketing handsets through retail channels, Wiko also cooperates with Amazon and Carrefour for online shopping.

Meanwhile, Fly has been cooperating with China-based Ningbo Bird for production of entry-level smartphones. Fly currently ranks as the second largest smartphone vendor in Russia with an over 10% share. It also ranks third in Ukraine, trailing after Samsung and Lenovo.

Cyprus-based Prestigio also focuses on entry-level and mid-range smartphones and has become a regarded brand in emerging markets across the EMEA (Europe, Middle East and Africa) region. It ranks third in Slovakia’s smartphone market with an over 10% share and also takes the fourth position in Belarus with a 10% share.

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