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Comment by Samsung executives that show Samsung was late in the game in adopting Android for smartphones. A decision was made to leapfrog ahead of competitors in 2011 by building on Samsung's strengths in executing.

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IDC estimates show Samsung increased its global smartphone shipments in the second quarter of 2012 to 50.2 million units, up from 42.2 million units in the first quarter. This increased its market share to 32.6%, up from 29.1% in the first quarter. By comparison Apple sales of smartphones globally were 26 million in the second quarter of 2012, with its market share declining from 24.2% in the first quarter to 16.9% in the second quarter.

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Samsung's Galaxy S III smartphone in 2012.

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Apple and Samsung had the highest share in the smartphone market in the 4th quarter of 2011. Apple's sales were 37 million smartphones with 23.9% of the market, and Samsung's sales were 36.5 million smartphones with 23.5% of the market, according to Strategy Analytics. Samsung benefits from a broader product line with low end models like the Galaxy Y, and has distribution worldwide.

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IDC reports that Samsung sold 72.4 million smartphones in the second quarter of 2014. The pace of growth is slowing as Samsung faces intense competition from Lenovo, HTC, ZTE in the low end of the smartphone market. High marketing costs are pressuring margins. Samsung second quarter net profit increased by 50% over the prior year quarter. Samsung expects weaker sales of the Galaxy S4 and has ramped up marketing promotion. Demand for expensive smartphones is declining. This has resulted in a 12% decline in Samsung's share price since late April when Samsung started selling the Galaxy S4. Apple faces a 22% decline in profits in the second quarter of 2013.

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Huawei launches its smartphone model the Ascend P6 at the historic performing arts location Roundhouse in London. Huawei is using the same marketing tactics used by Apple and copied by Samsung to get customer attention. Huawei, the second largest supplier of telecom equipmen after Ericsson of Sweden, is not known for its consumer products. This is the first time it is adopting high profile marketing strategies to upset the duopoly of Apple and Samsung in the smartphone market. Other competitors are LG, ZTE, Sony and Lenovo, each trying to take market share from Apple and Samsung. Apple lost over 5 points of market share in smartphones in 2012 and Samsung gained close to 4 points by coming up with a low priced range of smartphones. Apple now has 17.3%, Samsung 32.7%, LG 4.8%, Huawei 4.6%, ZTE 4.2%, for 1st quarter 2013. Samsung now faces competition in the lower priced segments from Huawei, Lenovo, ZTE and HTC, companies in China with products for this segment.

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Samsung shipments of Galaxy smartphones S4 is estimated at 7 million per month for the 2nd quarter of 2011, increasing from the 6 million a month for the earlier model S3 smartphones, but much lower than the expected 10 million a month S4 shipments. Because other manufacturers can also make the Android smartpones and the uncertain reception for new features such as waterproof or large zooming camera lens, the sales of the Galaxy models do not have the same momentum as they did in 2012. Samsung gets over 70% of operating profits from smartphones. According to IHS iSuppli 63% of smartphone components are sourced inhouse by Samsung providing a cushion for margins and profits. Unlike Apple Samsung makes its own displays and memory chips preferring to do manufacturing within the company. About 5.7% of Samsung's operating profit in 2012 was from sales of components to Apple, according to Sanford Bernstein. Markets have apparently priced in the slower sales of Galaxy and the prospect of a drop in smartphone prices, with Samsung stock price down 10% in June 2013, and the share price at 6.4 times forecast 2013 earnings, according to FactSet. Apple shares trade at 10.8 times 2013 earnings....

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Samsung forecast of profits in the 1st quarter of 2014 shows a decline of 24% to $7.1 billion. Slower growth in smartphone sales as fewer people see the need to upgrade, higher cost of promotions in a sluggish sales environment, competition from Apple in the high end and from Huawei, Lenovo and HTC in the lower end or mid range, slower upgrading of tablets and the sales of large screen smartphones eating into sales of tablets, are some of the reasons for declining profits.

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HTC Corp., Taiwanese smartphone manufacturer, says strong competition from Apple and Samsung hurt its position in the U.S. market which will be hard to recover. HTC was one of the first companies to market smartphones in the U.S. in 2010, gaining the top spot with 11.8% market share that year. HTC started as a contract manufacturer, shifting to making smartphones on its own brand name in 2006.

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Microsoft's acquisition of Nokia Corp.'s cellphone business for $7 billion in August 2013. This is less than the $8.5 billion Microsoft paid to acquire Skype. A major European corporation goes for less than a company that did not even exist a few years earlier. It shows how quickly a strategic misstep or failure to anticipate a new competitor or technology can upend the marketplace. Nokia failed to anticipate or move quickly to develop products in mobile smartphones. Strategic missteps included relying on its own technology for smartphone development as the market moves first to the iPhone and then the Android based smartphones from Samsung, and other manufacturers. Microsoft also failed to anticipate or prepare for smartphone development. There is a one-two punch because after losing to Apple and Samsung in the highend smartphone market, Nokia is hit by lowpriced Android based smartphones from Chinese competitors such as Lenovo, HTC and others. The entire marketplace Nokia had known for a generation has shifted before its eyes....

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Google's operating profit margin on the Moto G smartphone is about 5%, according to analyst Newman at Sanford Bernstein & Co. By comparison Samsung gets a 28% operating profit margin on the Galaxy S4, and Apple gets a 30-35% margin on the iPhone 5S and 5C. Apple and Samsung have a little over $200 in parts and components in the iPhone 5S and the the Galaxy S4, and price their smartphones at about $640, according to TechInsights. Moto X premium smartphone from Google sells for $350 without a contract. Moto G for price sensitive customers has $123 in parts and components and is priced starting at $199. For about $90 in additional circuitry Apple and Samsung are able to command an additional $440 in price level, say experts. Google's Motorola Mobility head, Dennis Woodside, says Apple and Samsung premium smartphone and lower end smartphone prices are too high, without starting a price war Google is lowering prices gradually.

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Blackberry's new smartphones fail to compete with phones from Samsung, Apple and other competitors. Under CEO Chen Blackberry sales decline further with a net loss of $423 million in the fourth quarter of 2013. Revenue decline was 64% to $976 million for the 4th quarter 2013. The cash position declined to $2.7 billion from $3.2 billion the prior quarter. In a remarkable reversal older Blackberry phones outsold new Blackberry 10 smartphones launched in 2013. Older Blackberry 7 models sales were 2.3 million compared to 1.1 million for the newer Blackberry 10 models, a situation unheard of in the smartphone industry.

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Samsung increases its share of the global smartphone market to 33% for the first quarter of 2013, and Apple's share drops from 23% to 18%, according to Strategy Analytics. Samsung is targeting the low end of the smartphone market. Samsung's manufacturing capabilities give it an advantage in responding to market demand.

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The WSJ's Yun-Hee Kim's interview with J.K. Shin, CEO of Samsung Mobile in March 2013, at the time of the launch of the Galaxy IV smartphone.

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Investors are showing concern about Samsung's earning momentum. The mobile division generates 50% of profit and competition in intensifying in this field. Samsung shares declined by 4.6% on Jan 2, 2013. Overall operating profit is expected to increase in the 4th quarter 2013 by 9.2% from prior year, compared to 26% in the 3rd quarter 2013. The operating profit for the mobile division is expected to be up 14% over prior year for 4th quarter 2013, declining 8% from the third quarter. The less premium smartphones make up a greater proportion of the portfolio reducing margins. Prices are being lowered by competitors. Motorola Mobility is cutting the price of its Moto X smartphone to $399 from $550, much cheaper than the Samsung Galaxy S4 smartphone costing $600 without a contract in the U.S. market. Declining TV prices with competition from Vizio and other Chinese competitors is likely to squeeze margins in this segment.