Android (operating system) OpenSignal, who develops both Android and iOS apps, concluded that although fragmentation can make development trickier, Android's wider global reach also increases the potential reward. Research company Canalys estimated in the second quarter of 2009, that Android had a 2.8% share of worldwide smartphone shipments. By May 2010, Android had a 10% worldwide smartphone market share, overtaking Windows Mobile, whilst in the US Android held a 28% share, overtaking iPhone OS. By the fourth quarter of 2010, its worldwide share had grown to 33% of the market becoming the top-selling smartphone platform, overtaking Symbian. In the US it became the
Market share to help the brand identify market share growth opportunities. "Although market share is likely the single most important marketing metric, there is no generally acknowledged best method for calculating it. This is unfortunate, as different methods may yield not only different computations of market share at a given moment, but also widely divergent trends over time. The reasons for these disparities include variations in the lenses through which share is viewed (units versus dollars), where in the channel the measurements are taken (shipments from manufacturers versus consumer purchases), market definition (scope of the competitive universe), and measurement error." Market share