Indonesia Smartphone Market Declines For The First Time in Q3 2015

“Indonesia smartphone market declined 7% annually. Chinese brands now capture one-fifth of the total smartphone shipments”

According to the latest research from Counterpoint Research’s Market Monitor service for Q3 2015 (July-Sept), overall mobile phone market (smartphones + feature phones) in Indonesia declined 18% Y/Y and the smartphone segment shrunk by 7% Y/Y for the first time since the advent of smartphones in the country


Market Summary:

Vendor Highlights

  • Both the overall handset and smartphone segments in Indonesia underwent annual and sequential decline as local brands cleared off inventory coupled with a weaker consumer demand
  • Three in Five mobile handsets shipped during the quarter were smartphones during 3Q 2015.
  • Samsung reclaimed its pole position in the overall handset market from Evercoss with 19% market share in the overall handset and 27% in the smartphone segment. The growth in smartphone was due to healthy contribution of its mid-tier portfolio led by J-series.
  • Evercoss captured second spot in both overall and smartphone segment with a market share of 14% and 13% Evercoss’s shipments declined sequentially as the local king was in the process of refreshing its product portfolio and thus looking to scale up beyond the entry level devices moving into the holiday quarter
  • Microsoft on account of strong feature phone sales during the quarter remained among the top three mobile phone brands with a market share of 12%; feature phone models such as 105,215 and 130 were among the best sellers. However, its smartphone shipments declined sequentially
  • Smartfren, another local (operator) brand, captured fourth spot in the overall handset market and climbed to third spot in smartphone segment with a market share of 6% and 10% resp. The operator continues to ramp up its LTE offerings with five devices in its portfolio.
  • Advan was the fourth largest smartphone player in the country during the quarter capturing 8% share due to strong demand for its smartphones in the entry level segment with best sellers like S35H,S4P, S35 and others. It also captured fifth place in overall handset market rankings by capturing 6% market share.
  • Asus captured fifth spot among smartphone players in the country by capturing 7% market share during the quarter. The refreshed Zenfone series remained popular with Zenfone C among the top 3 bestselling models during the quarter.

Market Highlights

  • LTE ecosystem in Indonesia continue to grow with shipments crossing more than a million units for the second successive quarter.
  • Indonesia is a preferred market for the major smartphone brands beyond China & India in the APAC region, thus, attracting new entrants every quarter. Currently, more than 50 smartphone brands compete in the country, however, ample opportunity beckons for the brands to grow as the overall smartphone penetration is still a third of the total unique mobile phone user base.
  • Indonesia government is expected to clear its move on local sourcing by announcing the criteria’s supporting 30% local souring.
  • E-commerce contribution in smartphones sales increased during the quarter but is still low compared to that of India and now contributing close to 10% of all the smartphone shipments during the quarter. Lazada remains the number one e-commerce channel in the country.
  • The share of Chinese mobile handset vendors in the smartphone segment continues to increase capturing 21% of the total smartphone market as compared to 16% in previous quarter. Most of the share was captured by brands like Oppo, Lenovo, Xiaomi and Vivo.
  • Key smaller brands to watch out in coming quarters are Infocus, Wiko, Infinix, Coolpad and Meizu among others which can grab market share from local and other international players with aggressive pricing and attractive device lineup.

Indonesia Q3 2015 Monitor

The comprehensive and in-depth Q3 2015 Market Monitor for Indonesia and other countries globally is available for subscribing clients. Please feel free to reach out to us at for further questions regarding our in-depth latest research, insights or press enquiries.

The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s quarterly results, vendor-polling triangulated with sell-through (sales), supply chain checks and secondary research.

Tarun is a Research Director with Counterpoint Technology Market Research, based out of Gurgaon (near New Delhi). Tarun has 10 years of work experience with a key focus on the evolving mobile device ecosystem with specialties in Emerging Markets. He understands specific mobile industry nuances, helping clients to navigate through the rapidly changing technological trends. As a Telecom Analyst he has been quoted extensively by the leading media platforms. Tarun holds a Post Graduate Diploma in Management, specializing in International Business from the Amity International Business School and is a graduate in Physical Sciences from Jammu University, Jammu in the northern Indian state of Jammu & Kashmir.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.