Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – November 18, 2021
Indonesia’s smartphone shipments declined 6% YoY in Q3 2021 mainly due to increased COVID-19 infections, according to Counterpoint Research’s Monthly Indonesia Channel Share Tracker. The ongoing global component shortages also played a role. Despite these challenges, the market managed to sustain volumes QoQ.
As components dictate the smartphone industry dynamics, nearly all of the Top 5 smartphone brands faced varying degrees of shipment challenges. OPPO emerged as the leader with a 22% share. It was least affected by the component shortage during the quarter. This is partly due to the limited impact from COVID-19 resurgence and social restrictions on OPPO’s manufacturing facility in Indonesia. Samsung came in second as its performance improved driven by new launches. Gradual recovery from production issues related to the COVID-19 lockdowns in Vietnam played a part as well. vivo, Xiaomi and realme followed Samsung in the Top 5.
Xiaomi’s rank dropped in Q3 2021 compared to Q2 2021 due to component shortages. The rising cost of components forced the brand to increase prices on four models – Redmi 9A, Redmi 9C, POCO M3 Pro 5G and Redmi Note 10 5G – around mid-October.
Consumer demand showed signs of recovery in Indonesia towards the end of Q3 2021, thanks to the continued flattening of COVID-19 daily infections and economic activities returning to normal. However, Indonesia’s smartphone industry growth outlook in the near future will be affected by supply uncertainties.
Research Analyst Paula Ruth said, “5G smartphone contribution to total smartphone shipments jumped from 7% in Q2 2021 to 14% in Q3 2021. We see this proportion increasing towards the end of Q4 2021 and beyond. In Q3, XL Axiata passed the operational suitability trial required by the government to launch 5G in the country. The operator then started preparations for 5G commercialization by conducting 5G showcases in various big cities in Indonesia. Earlier, Telkomsel and Indosat had launched commercial 5G in Q2 2021. With operators’ efforts to expand 5G coverage in the country, there is a growing consumer preference for 5G smartphones.”
While the online proportion of total shipments did not change much during the first two months of Q3, the online shopping festivals in September, like 9.9, gave a much-needed push to the channel. Online shipments accounted for 16% of total shipments in Q3 2021. This proportion is likely to increase to around 20% by the end of this year.
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Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.