Friday, 16 August 2019 01:22

Chinese brands take lion's share of ‘modest’ growth in Southeast Asia smartphone shipments: analyst Featured


The Southeast Asian smartphone market grew modestly in Q2 2019 – and by 2% year on year - with 30.7 million units shipped during the quarter, reversing several quarters of decline, according to a new analyst report.

And Chinese brands - mostly Oppo, Vivo, Xiaomi, Realme and Huawei - shipped a total of 19.0 million units in Q2, to take a 62% share in the region, a big jump from 50% in the same quarter last year.

The report from analyst firm Canalys, says that Southeast Asia did better in the smartphone market than other parts of Asia, and Greater China, which recorded a year-on-year decline in shipments.

And Korean smartphone maker Samsung shipped 7.7 million units, returning to growth of 5%, after three quarters of decline – with Oppo close behind, shipping 7.3 million units to record its best-ever quarter’s performance with 49% year-on-year growth.

Vivo remained third - shipping 4.1 million smartphones - while Xiaomi displaced Huawei to take fourth place, shipping 1.6 million smartphones, having only been in Southeast Asia for three quarters.

“Southeast Asia is popular for new brands, as the chances of success are higher than in other parts of the world,” said Canalys Analyst Matthew Xie.

“With 75% of shipments consisting of sub-US$200 models, the market here is focused on mid-to-low-end smartphones, a segment where brand loyalty is low. Given the vast population, development of online and logistical infrastructure, and increasing local production capability, vendors are investing heavily to secure business resources and consumer awareness.”

Canalys says that, given the myriad brand choices and ample supply of devices, most markets in Southeast Asia recorded sequential increases in Q2 – and also helped by “aggressive promotions from the top vendors to take advantage of a weakened Huawei”.

“While people are likely to buy even more phones during the rest of the year, thanks to a range of festive promotions, vendors will face an uncertain time as Samsung threatens to erode their market shares with its new devices.

“Samsung is fighting back in Southeast Asia, where its leadership position has been challenged by Oppo, Vivo and Xiaomi,” added Xie.

“Samsung chose Thailand to host the global launch event for its latest A series, to show the strategic importance of Southeast Asia.

“It committed major marketing funds to ensure a rapid roll-out of the A10, A20 and A50 to cover a wider range of prices and take on key products from its biggest competitors.

“The online-focused M series is Samsung’s key weapon to win back share in online retail. It did well in volume terms this quarter, so the strategy is working and will cause major headaches for the other online players,” concluded Xie.

According to Canalys research analyst Shengtao Jin - based in Singapore - “Oppo is moving aggressively to overtake Samsung as the leader in Southeast Asia.”

“Spinning off the Realme operation last year has allowed the brand to expand aggressively in many markets. At the same time, Oppo is testing its K series with exclusive online partners,” Jin says.

“Together, Oppo and Realme have already exceeded Samsung’s shipments in this region. But, given Oppo’s top-selling devices remain its A5s and A3s, it is still facing challenges when trying to position itself as a high-end alternative to Samsung.

“The launch of the Reno series in June, plus its significant marketing spend, will be vital for Oppo’s attempt to break into the premium market, but it is still too early to see results.”

Subscribe to ITWIRE UPDATE Newsletter here

Now’s the Time for 400G Migration

The optical fibre community is anxiously awaiting the benefits that 400G capacity per wavelength will bring to existing and future fibre optic networks.

Nearly every business wants to leverage the latest in digital offerings to remain competitive in their respective markets and to provide support for fast and ever-increasing demands for data capacity. 400G is the answer.

Initial challenges are associated with supporting such project and upgrades to fulfil the promise of higher-capacity transport.

The foundation of optical networking infrastructure includes coherent optical transceivers and digital signal processing (DSP), mux/demux, ROADM, and optical amplifiers, all of which must be able to support 400G capacity.

With today’s proprietary power-hungry and high cost transceivers and DSP, how is migration to 400G networks going to be a viable option?

PacketLight's next-generation standardised solutions may be the answer. Click below to read the full article.


WEBINAR PROMOTION ON ITWIRE: It's all about webinars

These days our customers Advertising & Marketing campaigns are mainly focussed on webinars.

If you wish to promote a Webinar we recommend at least a 2 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site and prominent Newsletter promotion and Promotional News & Editorial.

This coupled with the new capabilities 5G brings opens up huge opportunities for both network operators and enterprise organisations.

We have a Webinar Business Booster Pack and other supportive programs.

We look forward to discussing your campaign goals with you.


Peter Dinham

Peter Dinham - retired and is a "volunteer" writer for iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

Share News tips for the iTWire Journalists? Your tip will be anonymous




Guest Opinion

Guest Interviews

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News