In the first quarter of 2015 Russian brand of Oysters took first place in the tablet market in Russia, displacing Samsung and Apple. This is reported by Vedomosti with reference to the report of MTS.
In January – March 2015, 17% of the tablet market in Russia in pieces had Oysters, confirms an employee of one of the retail chains. According to Svyaznoy, in the first quarter of 2015 Oysters took about 20% of the tablet market in units and approximately 7% in the money: a year earlier the rate was 2%, both in volume and in monetary terms.
This is the first time a Russian brand becomes the market leader, and the first few years of precedent inferior to Samsung in the segment of tablets the first place by the number of units sold (leadership in revenue, he maintained, ” says the representative of MTS Dmitry Solodovnikov. According to him, in the MTS retail share for tablet Oysters in sales in the first quarter of 2015 amounted to 43.8%. More than 70% of tablets sold MTS in the first quarter of 2015, complete with a contract from the operator, cost less than 3000 rubles: they had Oysters, Irbis and Supra.
According to the head of marketing Department of Oysters Michael Turkova, in the first quarter of 2014 was sold about 300,000 tablets Oysters. As a result, they took 18% of the market against 8-9% in the fourth quarter of 2014. According to him, helped a diversified sales network devices, the growth of interest in budget tablets, caused by the crisis (most tablets Oysters are sold in the price range of 4000-5000 rubles), as well as marketing promotions retailers partners. On sale Oysters and its market share strongly influenced promotions when some retailers tablets just issued when you purchase a certain amount.
In February 2015 network “M. video” gave the tablet Oysters for any purchase in excess of 9990 rubles, follows from the information on the network’s website.
Of course, an increase in the share of Oysters was influenced by the campaign “M. video”, I agree its spokesman Anton Panteleyev – she just gave about 170 000 tablets. In February, when the action took place, the proportion of Oysters on the market was 34%, whereas in the first four months of 2015 is 15%, he says. In the fourth quarter of 2014, its share was only 4.8%, estimated Panteleev.
After graduating from marketing campaigns, the proportion of Oysters has fallen sharply. In April 2015, the proportion of Oysters in pieces dropped to 8% and has since remained at this level with small fluctuations within 1%, she said. In the summer of interest in the tablets of this brand may be revived due to the start of the summer season, predicts Zaikina.
Except a gift from the device as sold is incorrect because it doesn’t characterize the actual demand and market share of the brand, I’m sure the head of the procurement Department of “Euroset” Alexey Shirokov. Euroset does not hold such shares and does not give the device to the load to other goods, he said. Such shares are held to raise attendance, and “Euroset” this is no problem, he said.
The success of Oysters is associated with emphasis on the segment of the cheapest 3G-enabled devices, said Solodovnikov. Although sales of tablets in Russia in the first quarter of 2015 fell 27.8% year-on-year), the demand for devices with 3G/4G module has increased, their share in January – March of 2015 increased to 87.9%, he says.
Despite the increase in sales revenue B-brands remain far behind the leading manufacturers, recognizes Panteleev. According to him, in the first four months of 2015 Apple and Samsung occupied by this measure, 21% of the market, and Oysters – only 5%. However, the previous year the proportion of Oysters was at the level of statistical error, he says.
