Smartphone Shipments Grow 12% YoY in Key Southeast Asian Countries in Q1 2021

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – June 10, 2021

The smartphone market in the four major Southeast Asian countries of Indonesia, Thailand, Vietnam, and the Philippines recorded a 12% YoY growth in Q1 2021, according to Counterpoint’s Global Smartphone Channel Share Tracker. Online sales grew 45% compared to the same period last year, accounting for 16% of the total market.

Looking at the growth rate of these markets, Indonesia (the biggest economy) saw YoY growth of 4%. Though relatively smaller, Thailand, Philippines and Vietnam markets saw high YoY growth rates of 13%, 19% and 26% respectively.

YoY Increase in Smartphone Shipments in Key Southeast Asian Markets, Q1 2021

Top brands and their performance

OPPO led the brand share with 22% while Samsung and vivo ranked second and third with 19% and 16% shares respectively. OPPO, which has recently achieved good results in China, managed to maintain its No. 1 position in the Southeast Asian markets in the first quarter. OPPO’s A series and Reno series have proved to be successful in these markets.

Apple registered good results due to the popularity of the iPhone 12. The brand ranked sixth with a 6% market share in Q1 2021. Transsion Group brands, especially Infinix and TECNO, have been doing well in these Southeast Asian markets.

The competition in this region is getting fiercer thanks to a maturing ecosystem, increasingly tech-savvy and young population, and growing online dependence over the last year.

Exhibit 2: Online Smartphone Sales Share by OEM, Q1 2021

Along with the growth in online sales, there is an increased cohesiveness between OEMs and telecom operators as well. In addition, 5G infrastructure and 5G commercialization are moving ahead at a brisk pace. The proportion of 5G compatible smartphones will increase in 2021. Even with the recent COVID-19 resurgence, we remain optimistically cautious about this region and its potential.

Note: There have been some revisions in the overall and country-level YoY growth percentages for Q1 2021. Brand market shares remain the same.


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.

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