Samsung Retains Smartphone Lead in Southeast Asia
South Korean technology giant Samsung retained its position as the leading smartphone brand in Southeast Asia during the second quarter of this year, covering the period from April to June.
According to the latest data from market research firm Counterpoint Research, overall smartphone sales in the region declined by 15 percent year on year due to rising component prices and inflation. Despite the downturn, Samsung was the only major brand to increase its shipments during the period.
Market Share and Leading Brands
Samsung remained at the top of the Southeast Asian smartphone market, commanding a 24 percent share. The company’s annual shipments increased by 6 percent, compared with the same period a year earlier.
Xiaomi ranked second with an 18 percent market share, although its sales remained largely stagnant compared with the previous year. Oppo slipped to third place with a 17 percent share, as its sales declined significantly from 22 percent a year earlier.
Transsion, the parent company of Infinix and Tecno, ranked fourth with a 15 percent share, while US technology giant Apple stood fifth with a 9 percent market share.
Declining Demand for Budget Phones, Premium Segment Surges
Counterpoint Research’s report highlighted a major shift in consumer demand. Sales of budget smartphones priced below $150 fell by as much as 38 percent compared with the previous year.
The market for mid-range smartphones priced between $250 and $499 also declined by 11 percent. The main reason was the rising cost of electronic components, which has made it increasingly difficult for manufacturers to maintain profitability on lower-priced devices, leading them to reduce supplies.
In contrast, sales of premium smartphones priced between $500 and $699 surged by a remarkable 74 percent. Sales of flagship smartphones priced above $700 also increased by 18 percent.
Outlook
Counterpoint Research has indicated that the pressure on the smartphone market could continue during the second half of the year, from July through December, following the trend observed in the first half.
With memory chip prices and inflation continuing to rise globally, smartphone manufacturers are unlikely to have much room to reduce prices. At the same time, consumers are becoming increasingly cautious about purchasing new phones. As a result, market analysts expect overall smartphone sales to decline somewhat further during the remainder of the year.
//DBTech/BMT/OR//
