Google launched its all new Pixel 3/Pixel 3 XL smartphones today. The previous two Pixel models were not able to capture significant market share (<1%) globally, but it grabbed a lot of attention from the market. Previous Pixel models were known for their camera quality and the software prowess of Google’s apps and services including, Google Lens, Google Assistant, unlimited cloud storage etc.
Pixel sales were driven by the US – a market that contributed to a third of the total global smartphone segment above 600 USD price points in Q2 2018, and almost two-thirds of Pixel sales in 2Q18.
India Premium segment grew record 180% annually during Q3 2017 due to the strong performance of Apple, OnePlus & Samsung which together controlled 98% of segment shipments.
New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires
November 20th, 2017
According to the latest research from Counterpoint’s Market Monitor service, India Premium segment (>₹30,000, US$465, Retail Price) grew record 180% YoY during Q3 2017 due to the strong performance of Apple, OnePlus & Samsung which grew the overall size of the premium segment.
Commenting on the findings, Karn Chauhan, Research Analyst at Counterpoint Research said, “Three brands, Apple, OnePlus and Samsung together controlled 98% of the total shipments in the premium segment. OnePlus is the new entrant in the segment and immediately captured a third of the segment breaking the Apple and Samsung duopoly. OnePlus in just one quarter surpassed the market leader Samsung to capture second spot behind Apple in the fast growing premium segment.”
Exhibit 1: Indian Smartphone Premium Segment by Brands Share – Q3 2017
Mr. Chauhan, further added, “Success in premium segment is key to drive a halo effect for the brand and build equity with access to mostly rich and power users. Further, in a mobile-first country like India, bulk of the 350 million smartphone users will be upgrading to their third or fourth smartphone and thus the demand has been shifting to higher price bands and we believe ₹30,000+ smartphones demand will also continue to rise. Models such as OnePlus 5 which are high-spec device but cost almost 40-50% lower than competition’s offerings are actually attracting lots of mid- to high–tier users to premium segment which is eating away into the share of established brands such as Samsung and Apple.”
Most of the growth for OnePlus came from attracting Android users (which is 97% of the market) away from Samsung with a stronger alternate high-spec well-built Android alternative offering.
Apple still held a strong play in the premium segment leading with 35% share almost flat annually though down from its peak of 59% in the holiday season quarter of 2016.
We are seeing a significant shift from users who use to buy between ₹15,000-₹30,000 segments preferring to spend above ₹30,000 for a premium spec but affordable devices such as OnePlus 5 or older generation iPhones.
Samsung was slightly behind OnePlus capturing the third spot with some popularity of Galaxy S8 series which were unique in terms of its gorgeous Super-AMOLED curved 18:9 full display.
In coming quarters, however, will witness a number of flagships with 18:9 display from competition including iPhone X which will challenge Samsung further in the premium segment.
Premium segment though contributes to just 3% of the total smartphone shipments in India but contributes to 13% of the total shipment revenues is important for any brand to create a halo-effect to drive the entire portfolio.
Xiaomi & Google will be other two brands to watch out for battling in the premium segment Mi Mix 2 and Pixel series respectively.
Exhibit 2: Indian Smartphone Premium Segment: Best Selling Models – Q3 2017
The comprehensive and in-depth Q3 2017 Market Monitor is available for subscribing clients as useful to understand the competitive landscape by brand, by model by priceband, by specifications. Please feel free to contact us at firstname.lastname@example.org for further questions regarding our in-depth latest research, insights or press enquiries and email@example.com for any sales enquiries.
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.
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
– 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
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.