When I see smartphone market share reports, like the one from Gartner quoted in the Seattle Times, I wonder if anyone realises that there is a problem with ‘global’ reports.
The reason why I believe global reports are a problem is that they obscure the fact that market shares for this type of technology are not globally uniform, and can be very different between regions.
It’s wrong to assume that Thomas Friedman’s The World Is Flat: A Brief History of the Twenty-First Century is true. In fact, a recent article that examines Friedman’s view notes:
The world is still far from flat today, and, in many industries, it’s likely to retain its curvature for quite some time to come.
A more detailed mobile market share report shows how the market shares can vary widely by country.
It does amaze me though that US writers seem surprised that the market share patterns in their country are not followed elsewhere – even when the reasons are pointed out.
For technology companies, therefore, check what type of technology your industry is in. Is there significant regional variation? If so, do you know what the reasons are, and how can you address them?