Samsung Electronics sold 235 million mobile handsets in the year 2009. At the end of Q3 2010 Samsung had surpassed the 70 million unit mark in shipped phones, giving it a global marketshare of 22% trailing Nokia by 12%. Overall, Samsung sold 280 million mobile phones in 2010, corresponding to a market share of 20.2%.

Following the success of its “Anycall” brand mobile phones in Korea, the company introduced numerous mobile handset models including premium phones, full-touch screen phones, and environmentally friendly phones. Samsung’s flagship mobile handset line is the Galaxy S II, which many consider a direct competitor of Apple’s popular iPhone It was initially launched in Singapore, Malaysia and South Korea in June 2010  followed by US variants called Vibrant and Captivate in July and Epic and Fascinate in August and September. It sold more than 1 million units within the first 45 days of in the US alone

Samsung’s I9000 Galaxy S and S8500 Wave smartphones were the winners of the 2010 European EISA Awards in the smartphone and social media phone categories. The I9000 Galaxy S was recognized for its superior-quality screen and excellent connectivity while the S8500 Wave for its Bada operating system with unparalleled social networking and location-based services.

The company set the sales goal of the 2010 yearend at 20 million units.

Samsung faces challenges in the phone market. An alliance of Chinese low wage and Taiwanese technology is catching up closely. Smartphone makers such as Apple, RIM, and HTC are busy coming up with new models, and Samsung is working to maintain its top position.

Partially owing to strong sales of Samsung’s Galaxy range of smartphones, Samsung overtook Apple in worldwide smartphone sales during Q3 2011, with a total market share of 23.8%, compared to Apple’s 14.6%.

Samsung’s 2010 smartphone shares worldwide are rising rapidly. The share in the United States has doubled in the second quarter of the year from the previous quarter. In the second quarter the company shipped as many as 3 million smartphones, a 173-percent increase from the same period last year.

While many other handset makers tend to focus on supporting one (or at most two) operating system, Samsung has kept supporting a wide range of operating systems in the market. Although the Galaxy S adopts Google Android as the primary operating system, it also supports other competing operating systems such as Symbian, Microsoft Windows Phone, Linux-based LiMo, and Samsung’s proprietary.