The Indonesian smartphone market saw a modest 5 percent growth year on year in 2021. But while the rise was short, the region still managed to record its highest ever handset sales ever.

According to a Counterpoint Research report, the surge in phone shipments was likely due to a pent up demand during the first half of the year. During this time, the market saw a robust performance of mid range handsets and wider adoption of 5G also encouraged customers to upgrade their devices. Furthermore, this trend continued into the second half of 2021 as the Indonesian economy began recovering, as the government relaxed restrictions and lifted lockdowns as well. This triggered the demand for handsets.

Research Analyst Tanvi Sharma stated that “Brands like OPPO brought bundled offers and campaigns like Joy-Full, which provided benefits and after sales promos. There were also strategic partnerships between major OEMs and e-commerce players, like between vivo and JD.com. Had it not been for the component shortages during the second half, the growth would have been even higher. To meet the challenge, brands focused on their mid-tier portfolios and increased the selling price in some cases to pass on the increased cost to the end consumer.”

In 2021, OPPO lead the Indonesian market, with a sizeable market share of 22 percent. Its A series of smartphones helped boost its standing in the industry and fuel its growth. The Chinese brand also held a strong emphasis of sales through both offline and online channels. Meanwhile, Vivo managed to take the close second spot with a 21 percent while Xiaomi arrived third in the market with an 18.2 percent market share.

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OPPO and vivo have taken the first and second spots, respectively, in an Indonesian smartphone market that saw a 12.4% YoY decline in shipments. The decline was due to supply constraints and Xiaomi seemed to have been hit the hardest, dipping to the third spot as a result.

The data concerns the third quarter of 2021 and comes from the latest IDC Quarterly Mobile Phone Tracker, also revealing that only 9.2 million units were shipped in the country in the quarter. The second wave of COVID-19 peaked in July 2021, which resulted in stricter lockdown regulations that lasted for a significant part of 3Q21, and in turn, affected offline sales.

While restrictions have begun to ease since September, supply shortages will continue to impact smartphone production and sales indefinitely. 4G smartphones will also be growing more scarce as OEMs focus more on their 5G offerings. With a dwindling supply, such smartphones will also be growing more expensive.

In 3Q21, more 5G models were released, bringing the total share of 5G to 7%, up from 6% in the previous quarter. As OEMs strive to bring affordable 5G smartphones to market, the average selling price (ASP) of 5G smartphones fell by 27% QoQ to $418 in 3Q21.

Moving on to the companies themselves, OPPO is now king of the hill as stated above, having kept a relatively steady inventory despite the supply shortages. It was still the leader in the low-end segment (US$ 100 < US$ 200), which accounted for the majority of its shipments. It is followed by vivo that managed to climb to the second spot thanks to its growth in offline sales. The company was also aided by its Y series in the low-end segment.

Things did not look too rosy for Xiaomi during Q3 2021 though as it dropped to the third position following two consecutive quarters of strong growth, facing significant constraints in terms of supply. Despite this, the company stood leader of the mid-range segment ($200 – $400).

Samsung stood fourth in the Indonesian smartphone market with a share almost equal to that of Xiaomi now, that is, a little above 15%. It is trailed by realme with a relatively flatter and more stable growth curve.

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