Samsung also has a wide range of mid to low-tier smartphones aimed at the emerging markets. Over the past few years, this strategy has propelled the company to the No 1 slot with a market share which, till recently, was double that of Apple. As the IDC numbers indicate, over the past year, smartphone makers such as Xiaomi and Lenovo and country-specific brands such as Micromax in India have eaten into Samsung's low to mid-tier phone market. Samsung's market share has fallen from 32.5 per cent in the third quarter of 2013 to 23.8 per cent a year later. Its volume shipments - in an expanding market - also went down to 78.1 million in the third quarter from 85 million in the year-ago quarter. The drop in market share shows in Samsung's financial results. In the third quarter, the company's mobile division saw a 73.9 per cent drop in profit to 1.75 trillion won (S$2.09 billion). This is its worst performance since the second quarter of 2011.