The Southeast Asian smartphone market experienced notable growth in Q3 2024, with shipments increasing by 15% year-on-year, reaching a total of 25 million units, according to a recent report by Canalys. This growth reflects the region’s recovery and increased demand across various smartphone segments. Oppo emerged as the market leader, with other prominent brands like Samsung, Transsion, Xiaomi, and vivo following closely.
Oppo’s market dominance driven by entry-level success
Oppo led the Southeast Asian smartphone market in Q3 2024, shipping 5.1 million units and capturing a 21% market share. This growth is largely attributed to the brand’s focus on affordable entry-level models, particularly the Oppo A3, which resonated well with budget-conscious consumers. Oppo’s year-on-year growth rate of 29% highlights its effective strategy in appealing to the mass market with cost-effective devices.
Samsung held the second position, with a 16% market share in shipment volume, totaling 4.1 million units. However, Samsung’s shipment value share exceeded its volume share, reaching 23%, indicating a successful high-end strategy. The focus on increasing average selling prices (ASP) over shipment volume aligns with Samsung’s approach to prioritize profitability and strengthen its premium segment in the region.
Transsion, which includes brands like TECNO, Infinix, and iTel, ranked third with a shipment volume of 4 million units and a 16% market share. While Transsion has previously grown rapidly in Southeast Asia, its rapid growth appears to be flattening as the vendor shifts its focus from expanding market share to improving profitability and shipment value in the coming quarters.
Xiaomi and Vivo round out the top five
Xiaomi placed fourth in the market with 3.9 million units shipped and a 15% market share, benefiting from the success of affordable models like the Redmi 14C and A3. With a 21% year-on-year growth rate, Xiaomi has established itself as a strong competitor in the budget segment.
vivo completed the top five, shipping 2.6 million units and securing a 10% market share. Although Vivo’s shipments did not match the growth of its competitors, its continued presence in the top five underscores its consistent demand among consumers in Southeast Asia.
In summary, the Southeast Asian smartphone market shows a strong recovery. While Oppo leads the market with entry-level models, Samsung focuses on profitability through high-end and premium strategies. Xiaomi and vivo maintain steady growth with budget-friendly offerings, demonstrating a balanced market landscape.
(Via)
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