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Insights Tag: india samsung micromax

India Surpasses USA to Become the Second Largest Smartphone Market in the World

According to the latest research from Counterpoint’s Market Monitor service, the smartphone shipments in India grew a healthy 15% annually in Q4 2015 (Oct-Dec). During CY 2015, Indian smartphone shipments grew 23% YoY to cross the 100 Million units milestone.

“India Smartphone user base grew to 220 Million users by end of 2015 surpassing USA for the first time ever”

Market Summary for Q4 2015:

  • Smartphones: More than 40% of the mobile phones shipped were smartphones
  • 4G LTE Smartphone: More than one in two smartphones shipped during the quarter were LTE smartphone
  • Make in India: Almost half of mobile phones sold during the quarter were “Made in India” with 20+ mobile phone brands now assembling their phones in India.
  • Domestic brands such as Intex and Lava have considerably closed the gap with the second largest mobile phone or the number one domestic mobile phone brand Micromax
  • Almost one in three smartphones were sold through online channels during the year.

Exhibit 1: India Mobile Phone and Smartphone Shipments 4Q 2015

Exhibit 1

Samsung

  • Samsung led the overall mobile phone market and the smartphone segment during the quarter with market shares of 23.6% and 28.6% respectively.
  • It also retained top slot for the entire calendar year with market shares of 19.8% and 25.7% in overall mobile phone market and smartphone market respectively.
  • Samsung’s J series drove volumes for the Korean giant as it ramped up the series by launching multiple SKUs in the entry to mid-level segment.
  • Three out of the top five smartphones during the quarter were from J series with J2 being the best-selling smartphone in India during the quarter.
  • It used its distribution prowess to gain a much needed foothold in the $100-$200 segment where it is facing stiff competition from local and Chinese brands. However, it continues to lose market share in sub $100 price segment.
  • It also led the LTE smartphone segment during the quarter

Micromax

  • Micromax maintained the second position in both overall mobile phone market and the smartphone segment, with market shares of 13.7% and 14.3% respectively.
  • It also retained second position for the entire calendar year with a market share of 13.5% and 16.1% in overall mobile phone market and smartphone market respectively.
  • However, it faced intense competition in $50-$100 price segment from other local brands which led to decline in shipments during the quarter.
  • It was the number three LTE player during the quarter
  • Micromax’s Cyanogen-based online-only brand ‘Yu’ launched its high-end LTE model ‘Yutopia’ during the quarter extending its portfolio from cheapest LTE to its costliest LTE phone ever.
  • Micromax Yu brand crossed 2 Million units in CY 2015 signifying growing user base as it plans to scale up Yu ecosystem deeply integrating O2O services such as “Around Yu”.

Intex

  • Intex cemented its third position in the overall handset market during the quarter and for the entire year with market share’s of 13% and 10.4% respectively.
  • It lost its number three spot in the smartphone market to Lenovo during the quarter with a market share of 9.6%. However, it ended the year as third largest smartphone vendor with a market share of 10.4% driven by growth in entry level smartphones.
  • Demand for Intex products remains strong sub-$100 smartphone price band which is the key reason for its growth. However, the vendor needs to scale portfolio and drive volumes in mid-tier smartphone segment to capture the growing number of upgrades.
  • Intex is an official sponsor for IPL cricket tournament’s newest team and will be thus looking forward to aggressively market its new line of LTE smartphones.

Others:

  • Lava (excluding Xolo) maintained the fourth spot in the overall handset market and 7% share in the smartphone market in Q4 2015 with healthy demand for Lava Iris and Flair series.
  • Lenovo including Motorola raced to third position in smartphone segment for the first time ever in India surpassing Intex with a market share of 11% during the quarter.
  • Lenovo was also the second largest LTE player during the quarter and for the entire year.
  • Meanwhile, Apple achieved a landmark – crossing 2 Million units in a calendar year for the first time ever in India, helped by a strong fourth quarter.
  • Apple still only commands 2% volume share of smartphones, though its high prices means it had the third largest revenue share in 2015. This highlights the prowess of Apple’s brand equity and control over high-value & high-profit premium segment.
  • Microsoft lost its place among the top five brands in a quarter for the first time ever as Lumia shipments declined sequentially and annually.
  • Meanwhile, other brands that grew significantly during the quarter included the Chinese players Oneplus, Coolpad and Meizu.
  • 2016 will be a highly competitive year as brands such as Huawei (with Honor), LeTV and Vivo expand with aggressive offerings to compete head-on with other Indian and Chinese players

Exhibit 2: India Mobile Phone and Smartphone Shipments CY 2015

Exhibit 2

The comprehensive and in-depth Q4 2015 and CY 2015 Market Monitor is available for subscribing clients. Please feel free to contact us at analyst@counterpointresearch.com 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 reported results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.

Market Monitor Q4 2014 : Big Three Mobile Phone Markets Beyond China

India, Indonesia and Bangladesh Mobile phone shipments approaching 100 Million units per quarter run rate as smartphone demand continue to climb in Asia beyond China.

According to our latest research from Market Monitor program for Q4 2014 (Oct-Dec), India, Indonesia and Bangladesh total mobile phone shipments stood at 89 Mn as smartphone demand skyrocketed and the total smartphone shipments contributed to more than a third of all mobile phones shipped during the quarter. These three markets combined offers an opportunity for mobile phone industry players looking to grow beyond the saturating China mobile phone market.

“Smartphone growth in these regions touches almost all the price segments with regional brands being prominent in the entry level smartphone segment. Apart from this we have seen Chinese vendors entering these geographies for the first time in CY 2014 and enjoyed a significant success rate. However it will be important to keep an eye on  Online only players on how they capture the smartphone growth in rural areas in these regions” says Tina Lu Sr. Consultant at Counterpoint research

“While the vendors looking to expand their smartphone strategy beyond China, it is interesting to note that domestic brands occupy strong position in these three markets by capturing a share of 62%, 52% and 50% in Bangladesh, India and Indonesia respectively. In such a scenario a new vendor entering these geographies must play on the strength of regional brands which primarily is their distribution reach and price competitiveness” says Tarun Pathak Sr. Analyst at Counterpoint research

Following are the key findings of the competitive environment in these markets:

India Handset Market 4Q 2014

  • India mobile phone market grew by 6% Y-o-Y but declined sequentially on account of a mixed seasonality during the quarter.
  • Smartphone shipments stood close to 22 Million during Q4 2014 reaching to a record level crossing 80 Million units for the first time and contributing close to 32% of the overall shipments in CY 2014.
  • India is the third largest smartphone market in the world and shipping almost twice as many smartphones shipped in Japan in 2014.
  • Samsung led the overall mobile phone and smartphone market during the quarter with a market share of 16.1% and 27.4% respectively.
  • Micromax maintained the second position in both overall and smartphone market closely following Samsung. Micromax smartphone shipments grew 75% Y-o-Y but declined sequentially.
  • Intex entered the top 5 smartphone vendor rankings for the first time in a quarter capturing slightly under 7% of the market share during the quarter. Intex smartphones enjoyed a strong demand in sub-$100 smartphone segment especially for its Aqua 3G and Y Pro models.
  • Lenovo raced to number fifth position primarily due to acquisition of Motorola capturing almost 5% of the Indian smartphone market during the quarter
  • Xiaomi smartphone shipments grew almost 250% Q-o-Q but the vendor failed to make it to the Top five smartphone vendors during the quarter
  • For the full year, the online only brands, Xiaomi and Motorola crossed 1Mn and 3Mn mark (cumulative shipments) respectively since launch signifying growing trend of consumers purchasing phones online.
  • Meanwhile, Apple’s iPhone shipment touched half a million units for the first time in a quarter with strong demand for iPhone 6 and 6 Plus.
  • The competition for the third – fifth spots in India smartphone market will be a close race between the fast growing smartphone brands such as Intex, Lava, Lenovo (Including Motorola), Karbonn, Xiaomi,Sony and others.

Exhibit 1: India Mobile Phone and Smartphone Shipments

India

Source: Counterpoint Research Market Monitor Q4 2014 Report

Indonesia Handset Market 4Q 2014:

  • Indonesia Handset and smartphone market grew by 12% and 100% respectively Y-o-Y as rise in smartphone shipments, declining ASP of smartphones and growing smartphone portfolio of local brands contributed to the growth.
  • Smartphone shipments stood at slightly under ten million units during the quarter contributing close to 50% of the overall shipments during the quarter.
  • Samsung leads the overall and Smartphone market during the quarter with a market share of 19% and 26.4% market share respectively.
  • Evercoss continues to be among the Top 3 brands both in the Overall and smartphone market .However its overall and smartphone shipments declined sequentially.
  • Smartfren, another local brand (operator), captured second spot in Smartphone segment space primarily due to its leaner product portfolio and increase in shipments for sub-$75 smartphones like Andromax C3,C2 and G2.
  • Oppo smartphone shipments continue to rise with vendor registering a sequential growth of 60% on account of its aggressive marketing campaign in the country
  • Xiaomi which entered the market in Sept 2014 crossed 0.1 Milion units in during the quarter. Apart from online only flash sales it also started selling smartphones through the offline route as well.
  • Domestic manufacturing of mobile phones in Indonesia is on the rise with new policies from the government making the cost of importing handsets into the country much costlier than earlier

Exhibit 2: Indonesia Mobile Phone and Smartphone Shipments

Indonesia

Source: Counterpoint Research Market Monitor Q4 2014 Report

Bangladesh Handset Market 4Q 2014:

  • Bangladesh Handset and Smartphone Market grew by 2% and 83% Y-o-Y respectively but declined sequentially.
  • Smartphone shipments crossed more than a million units during the quarter contributing over 16% of the overall mobile phone shipments, signaling that vendors have ample opportunity to target the first time smartphone users in the nation.
  • Symphony mobile leads by a distance in both Overall and smartphone mobile phone segment with a market share of 46.3% and 40% respectively. It enjoys the maximum brand share on account of its strong distribution and brand presence along with the customized mobile phone offerings relevant to local needs and preferences.
  • Google’s Android one debuted in Bangladesh during the end of quarter with Symphony partnering with Banglalink to launch Symphony Roar A50.
  • However brands like Walton and Samsung looking to target the growing smartphone segment by aligning their mobile handset portfolio entirely towards smartphones.

Exhibit 3: Bangladesh Mobile Phone and Smartphone Shipments

Bangladesh

Source: Counterpoint Research Market Monitor Q4 2014 Report

The comprehensive and in-depth Q4 2014 Market Monitor is available for subscribing clients. Please feel free to reach out to us at analyst@counterpointresearch.com 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 IR results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.

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