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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Smartphone sales in Indonesia saw a 6% decline in Q3 2021 owing to the rise in COVID-19 infections in the country. The global semiconductor shortage was also a major contributor.

It appears that smartphone sales have a lot to do with the amount of components OEMs are able to secure for themselves. As such, OPPO, which was the least affected by component shortage during the period, has grabbed the top spot with a 22% share (via Counterpoint Research).

Samsung ranks second thanks to its performance improvement driven by new launches. Steady recovery from production issues related to COVID-19 lockdowns in Vietnam played a role as well. The South Korean company is followed by vivo, Xiaomi, and realme.

The third spot in terms of smartphone shipments during Q3 2021 is held by vivo with a share of 18% – a decline from the top spot during the same period last year.

Xiaomi’s ranking saw a drop as well in Q3 2021 compared to both Q3 2020 as well as Q2 2021 due to component shortages. The scarcity led the brand to increase prices on four models – Redmi 9A, Redmi 9C, POCO M3 Pro 5G, and Redmi Note 10 5G – in mid-October.

Consumer demand did show signs of recovery towards the end of Q3 2021 though, thanks to the reduction in daily COVID infections, and economic activities returning to normal as a result. However, the chip shortage is here to stay for another year or so and will continue to be a huge growth limiter in the smartphone industry.

Apart from this, 5G smartphones saw a huge rise in sales with shipments jumping from 7% in Q2 2021 to 14% in Q3 2021. The figures will be increasing further well into Q4 2021 and beyond. Multiple operators like XL Axiata, Telkomsel, and Indosat are either testing 5G prior to launch or have already launched commercial 5G. This also acted as a boost in 5G smartphone shipments.

Moving on to online sales, the online proportion of total shipments did not change much during the first two months of Q3. However, shopping festivals like 9.9 did give a boost to the channel in September. All in all, online shipments made up 16% of the total shipments in Q3 2021, and the figure is expected to rise to over 20% towards the end of the year.

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