Meet Counterpoint at IDMC 2023

Counterpoint is attending IDMC on September 13th – September 14th, 2023

Our analysts will be attending the India Display Manufacturing Conference (IDMC), 2023. You can schedule a meeting with them to discuss the latest trends in the technology, media and telecommunications sector and understand how our leading research and services can help your business.

Here is the list of team members attending the event:

When: September 13th – September 14th

Where: BIEC, Bengaluru

Register for the event here.

About the event:

At IDMC, thought leaders from across the world will converge to share their insights and perspectives on the sector’s outlook and opportunities. This event will bring together prominent investors, business leaders in the global display industry, and leading Indian corporations.

Additionally, the event will feature an exhibition, unveiling the latest display products and trends, making it a gathering for anyone seeking to stay at the forefront of the industry.

Click here (or send us an email at to schedule a meeting with them

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Apple Contribution to ‘Made in India’ Smartphone Shipments Reached 25% in Value Terms in 2022

  • However, overall ‘Made in India’ smartphone shipments (units) declined 19% YoY in Q4 2022 and 3% YoY in 2022 due to softening of local demand.
  • The contribution of exports in ‘Made in India’ smartphone shipments reached the highest ever in 2022 both in volume (20%) and value terms (30%).
  • OPPO led the ‘Made in India’ smartphone shipments in 2022 with a 22% share, followed by Samsung.
  • Bharat FIH remained the top EMS player in terms of smartphone shipments in 2022. Dixon remained the top Indian EMS player.

 New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – March 28, 2023

‘Made in India’ smartphone shipments declined 3% YoY in 2022 (January-December) , according to the latest research from Counterpoint’s Made in India service. The major factor behind this decline was the softening of consumer demand due to macroeconomic headwinds, especially in the second half of the year. The shipments fell 19% YoY in the last quarter due to local demand decline, particularly in the entry-tier and mid-tier segments. However, in terms of value, ‘Made in India’ smartphone shipments registered 34% YoY growth, riding on the local trend of increasing premiumization coupled with the increasing exports of premium smartphones, especially from Apple. ‘Made in India’ shipments from Apple grew 65% YoY by volume and 162% YoY by value, taking the brand’s value share to 25% in 2022, up from 12% in 2021.

Commenting on the local manufacturing ecosystem and Q4 2022 dynamics, Senior Research Analyst Prachir Singh said, “The high inventory, which has impacted the overall supply of smartphones, is now being felt at the manufacturing level. However, the premiumization trend is benefitting some of the manufacturers. Apple’s EMS (electronics manufacturing services) partners Foxconn Hon Hai and Wistron were the fastest growing manufacturers among the top 10 in Q4 2022. The growth was also fuelled by increasing exports from Apple. In terms of overall exports, a volume growth of 37% YoY was witnessed. Further, the contribution of exports in the total ‘Made in India’ smartphone shipments reached the highest ever in 2022 both in volume (20%) and value terms (30%). In Q4 2022, Samsung emerged as the top smartphone manufacturer, ahead of OPPO whose manufacturing shipments declined 31% YoY due to inventory issues in the entry-tier segment. Samsung’s manufacturing shipments declined only 7% YoY due to its stable export volume. Among the EMS players, Foxconn Hon Hai led the manufacturing shipments in Q4 2022, followed by Dixon. Dixon remained the top Indian EMS player in Q4 2022 as well. In the feature phone segment, Lava led the ‘Made in India’ shipments with almost 29% share.”

Singh added, “The contract manufacturing landscape is expanding with multiple EMS players increasing their output. The PLI scheme is one of the major factors driving this trend. Bharat FIH remained the top EMS player for smartphone manufacturing in 2022, followed by Dixon. Bharat FIH has been a key player in developing the overall smartphone manufacturing ecosystem as well as local talent, especially with the women workforce. Dixon, which is also increasing its footprint in smartphone manufacturing, was the leading Indian EMS in 2022. Padget, with the Motorola portfolio, emerged as one of the fastest growing EMS players in 2022, registering 70% YoY growth in terms of manufacturing shipments. Apple’s EMS partners Foxconn Hon Hai, Wistron and Pegatron were among the top 10 EMS players in India in 2022 in terms of volume. In terms of value, Foxconn Hon Hai and Wistron led the EMS landscape. Both of these manufacturers also received the PLI incentive in the recent disbursements. Among OEMs, OPPO led the ‘Made in India’ smartphone shipments in 2022 with a 22% share, followed by Samsung.”

Made in India Smartphone Shipment Share by Manufacturer 2022
Source: Counterpoint ‘Made in India’ Research, Q4 2022
Note: Figures may not add up to 100% due to rounding
India Smartphone Shipment Share by Manufacturer Q4 2022
Source: Counterpoint ‘Made in India’ Research, Q4 2022
Note: Figures may not add up to 100% due to rounding

On the overall 2022 performance and Indian government initiatives, Research Director Tarun Pathak said, “Overall, 2022 has been a good year in terms of manufacturing and localization in India. The increasing exports from Apple, Samsung and other OEMs drove the locally manufactured shipments in 2022 and somewhat offset the impact of the local demand decline. The recent disbursement of PLI incentives from the government as well as other initiatives, both at the central and state levels, has boosted the overall local manufacturing. We are now seeing multiple companies investing in India and expanding their manufacturing base. Also, the component and semiconductor ecosystem is witnessing investment growth due to the government’s continuous efforts. However, the government should focus on developing the overall ecosystem and play on India’s strengths like high local demand, developing local talent and improving overall infrastructure. We believe that the government will leverage India’s geopolitical strengths and focus on building favourable export and trade policies to make India a preferred destination for electronics manufacturing.”

Going forward, we may see the country reaping benefits of the PLI scheme thanks to increasing exports from Apple and Samsung. The government will focus on leveraging geopolitics and improving local infrastructure to attract more investment.


  • OPPO manufactures smartphones for OPPO, realme and OnePlus.
  • Bharat FIH manufactures smartphones for Xiaomi.
  • Dixon Technologies manufactures smartphones for Samsung.
  • Dixon Technologies’ share does not include Padget Electronics.


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.

Analyst Contacts

Prachir Singh

Tarun Pathak

Follow Counterpoint Research

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Outsourced TWS Production Shipments up 16% YoY in H1 2022; Account for 87% of Global TWS Shipments

  • Outsourced production accounted for 87% of global TWS shipments in H1 2022.
  • Luxshare and Goertek retained their first and second ranks, respectively, among TWS manufacturers. They jointly accounted global outsourced TWS production shipments in H1 2022.

Beijing, New Delhi, Hong Kong, Taipei, Seoul, London, San Diego, Buenos Aires

TWS shipments from outsourced manufacturing companies increased 16% YoY in H1 2022, according to Counterpoint Research’s Global TWS Hearables Manufacturing Tracker and Report, H1 2022. Meanwhile, total global TWS shipments grew 9.4% YoY in H1 2022. The share of TWS shipments from outsourced production (ODM/EMS) increased to 87% of total global TWS shipments in H1 2022 from 83% in 2021.

H1 2022 and 2021 Global TWS Manufacturing Operations

Source: Counterpoint Research’s Global TWS Hearables Manufacturing Tracker, H1 2022

Commenting on the TWS market, Senior Research Analyst Shenghao Bai said, “Despite economic headwinds in H1 2022, the global TWS market continued to grow, especially in emerging markets. ODMs/EMSs stand to benefit from this growth trend because several key TWS brands rely on outsourced manufacturing.”

Senior Research Analyst Ivan Lam added, “Affordable TWS models were welcomed in H1 2022 as consumers tightened their purse strings in anticipation of a lurking recession. Brands such as boAt, Xiaomi and Skullcandy absorbed the demand for affordable TWS, mainly in Asia and Europe. The TWS production of these brands is completely outsourced. ODMs that mainly produce low-to-mid-end models registered more orders in H1 2022.”

Luxshare and Goertek remained the top-ranking ODMs/EMSs in the competitive global TWS landscape in H1 2022. The two companies jointly accounted for 33% of the global outsourced TWS manufacturing in H1 2022, down from 35% in H1 2021.

Ranking, Growth of Global TWS ODM/EMS Vendors 

Source: Counterpoint Research’s Global TWS Hearables Manufacturing Tracker, H1 2022

Commenting on the leading ODMs’ performances, Shenghao said, “Luxshare and Goertek both had higher shipments in H1 2022 due to the popularity of the Apple AirPods 3 and AirPods Pro. Luxshare will also benefit from Apple’s recently launched AirPods Pro 2. Among Tier-2 companies, Huaqin increased its cooperation with realme based on its partnership with Huawei, which boosted its TWS shipments in H1 2022. Huaqin will also continue to expand its cooperation with OPPO Group and HONOR to grow its TWS business. In H1 2022, Horn’s shipments increased due to strong orders from Skullcandy while Zhengrong’s growth was driven by Xiaomi’s new models.”

Diversification of manufacturing in the global electronics industry has continued. ODMs such as Cosonic, AAC and Zhengrong have been expanding their operations to Southeast Asia or India. These companies are also diversifiying their portfolios into other smart devices such as smartwatches, smart speakers and smart home devices.

Commenting on these trends, Ivan said, “To benefit from the growth of TWS in emerging markets, some Chinese ODMs are investing in more manufacturing sites overseas. Establishing local factories can help companies build connections with local clients more easily and capitalize on lower labor costs. Also, portfolio diversification can help ODMs stay ahead of competition and lower exposure to risks. We expect an acceleration in the expansion to regions outside China after COVID-19 restrictions are eased. However, one should be wary of limiting factors such as sub-optimal supply chain ecosystems and local policy risks.”


Counterpoint Research’s market-leading Global TWS Hearables Manufacturing Tracker and Report service is available for subscribing clients.

Feel free to contact us at for questions regarding our in-depth research and insights.

You can also visit our Data Section (updated quarterly) to view the TWS market share for WorldUSAChina and India.


Analyst Contact 

Shenghao Bai

Ivan Lam

Counterpoint Research


Global Smart Hardware Manufacturing Diversification Going Steady and Strong

  • Zhengzhou Foxconn is gradually restoring production after COVID-triggered disruptions. The iPhone 14 Pro series is still facing long wait times.
  • Apple started its manufacturing diversification before COVID-19.
  • Supply chain vendors are expanding production sites to optimize cost and shipment benefits.
  • Key manufacturing enterprises are accelerating their global diversification to take advantage of incentive policies from different regions.

Apple Manufacturing Suppliers Changes

Source: Counterpoint Manufacturing Research

Manufacturing shift

Against this backdrop, the global manufacturing industry chain is steadily shifting outside China to avoid the risk of relying on a single manufacturing base. As the main iPhone manufacturer, Foxconn is planning to shift up to 30% of its capacity to India, Vietnam and Brazil. Besides, the company is planning to expand automotive manufacturing in Europe and Mexico. Foxconn, which is the world’s biggest EMS (electronics manufacturing services) provider, had already developed rather high production capacities in India and Vietnam before the recent disruption at its Zhengzhou plant. It has no intention of expanding its capacity further. Now, the challenge for Foxconn is how to better utilize its current capacity and balance the cost and risks.

Source: Counterpoint Manufacturing Research

Vietnam, India emerging as manufacturing centers

Vietnam and India are emerging as smart device manufacturing centers. Vietnam has benefited a lot in manufacturing by attracting foreign investments. As of September 2022, there were 21 Apple suppliers in Vietnam. Although Vietnam’s labor costs are lower than in China and its population is younger than China’s, the limiting factor for Vietnam’s manufacturing development is its population size. When establishing their manufacturing facility in a country, the manufacturers and component suppliers also consider the local demand. Vietnam’s population in 2021 was around 98 million, less than 8% of China’s.

India has almost the same population size as China’s, and a higher birth rate. Therefore, many local and international consumer electronics brands regard India as an important strategic market. Besides, with the continuous improvement and maturing of production technology combined with the government’s support policies, many smart hardware products and components have gradually landed in India’s local production. According to Counterpoint’s  Made in India research, smartphones manufactured in India grew 16% YoY in Q2 2022 (April-June) to reach over 44 million units.

Source: Counterpoint Made in India Research, Q2 2022

Can India replace China as a manufacturing base? 

Most supply chain vendors bear high operational costs, especially their production lines. They have to consider the market scale, sustainability of the income revenue, local infrastructure stage, local policies and incentive schemes, and environment for foreign investments. It will be difficult for India to replace China as a manufacturing center in the short term. Infrastructure, logistics, and upstream and downstream industrial chains are the limiting factors here. However, thanks to the Production-Linked Incentive (PLI) scheme, several manufacturing companies have expanded their investments in India, driving the country’s manufacturing industry development. India’s department of telecommunications has extended the scheme for telecom by one year and offered an incentive package for 4%-7% of sales over five years. The scheme requires an investment threshold of INR 100 million ($1.2 million) for micro, small and medium enterprises (MSMEs) and INR 10 billion ($120 million) for non-MSMEs, excluding land and building costs. Led by Foxconn and Pegatron, companies have already invested in factories, production lines, relatively advanced manufacturing processes, and personnel training in India.

Apple works to optimize, modularize production

Apple has continued to optimize and improve product design this year with a focus on production modularization and ease of maintenance. The iPhone14 and iPhone14 Plus reflect this effort, with the difficulty of production reducing significantly. Now, new product introduction (NPI) can be carried out faster from overseas factories than before. Now it is possible for the plants in India to produce the iPhone 14 almost simultaneously with the plants in China.

Local production in other countries

Meanwhile, local production will continue to grow in countries like Indonesia and Brazil. For example, leading smartphone and PC OEMs have built local factories for local demand or assigned local production to their manufacturing partners like Flex, Foxconn and Pegatron. The high tariff on finished goods imports is the key driver. However, with demand growth and higher value shift, the local production capability becomes an advantage for these OEMs. Mexico will benefit from this trend due to its geographical location near the US. Smart device and electric vehicle manufacturing can be the next wave in Mexico.

China enterprises’ stance

Many of China’s manufacturing enterprises are investing in overseas diversification to benefit from local policies, even though China has a more comprehensive industrial chain. Top smartphone ODMs like Huaqin, Wingtech and Longcheer have already established factories in India and Southeast Asia. Smart wearable device manufacturers such as Goertek, AAC, Luxshare, Cosonic and Yingtong have also set up manufacturing centers in Southeast Asia to keep closer contact with their clients.

Whether to reduce risks, take advantage of lower labor costs, or benefit from incentives, the diversification of global manufacturing from China is steadily underway.

Feel free to contact us at for questions regarding our in-depth research and insights.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for WorldUSAChina and India.


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Outsourced Manufacturing Captures More Than Half of Global Cellular IoT Module Shipments in H1 2022

  • Cellular IoT module outsourced manufacturing (ODM/EMS) grew 33% YoY in H1 2022.
  • Top 10 ODM/EMS players captured two-thirds of IoT module outsourced manufacturing in H1 2022.
  • Cellular IoT module outsourced manufacturing to grow at a CAGR of 17% until 2026 from 2021.

New Delhi, Beijing, Hong Kong, San Diego, Buenos Aires, London, Seoul – October 25, 2022

Global cellular IoT module outsourced manufacturing accounted for 52.4% of total IoT module shipments in H1 2022, according to the latest research from Counterpoint’s Global IoT Module Manufacturing Tracker. In terms of global cellular IoT module manufacturing, original design manufacturers (ODM) saw the fastest growth in H1 2022 at 45% YoY, followed by electronics manufacturing services (EMS) at 30% and in-house manufacturing at 21%. After declining in Q1 2022, the global cellular IoT module market recovered in Q2 2022, despite macroeconomic headwinds and lockdowns in China, the largest IoT market.

Speaking on ODMs and EMSs, Senior Analyst Ivan Lam said, “In the past few years, leading Chinese OEMs have grown significantly in size. They have experience in managing supply chain partners and manufacturing allies. Leading OEMs have brought in multiple supplier policies to maintain their cost competitiveness, which gives them an advantage in terms of cost offering”.

ODM/EMS Shipments Share, H1 2022

Source: Counterpoint Global Cellular IoT Module and Chipset Tracker by Application, Q2 2022

The top 10 ODM/EMS players captured two-thirds of IoT module outsourced manufacturing in H1 2022. The leading ODM/EMS suppliers for IoT module manufacturing, such as BYD Electronics, TDG-Tech and Qisda, are mainly from Mainland China and Taiwan. At the same time, leading traditional EMS companies, such as Zollner, Jabil and USI, are also helping the top IoT module OEMs in their global expansion.

Lam added, “Manufacturing cost is still one of the key elements of an IoT module’s cost structure, apart from the cost of the components. Leading OEMs are growing rapidly in China and they are likely to predominantly hire manufacturing partners that have production sites within the country. However, we observed that OEMs also hired EMSs with global production sites, such as production facilities in Mexico or Brazil to cater to the North America and LATAM markets. We forecast the manufacturing capacity utilization in India, Southeast Asia and LATAM will continue to grow given the significant increase in IoT module applications in these markets.”

Commenting on the outlook for IoT module manufacturing, Senior Analyst Soumen Mandal said, “We are expecting outsourced manufacturing shipments to grow at a CAGR of 17% between 2021 and 2026. The soaring IoT module market, driven by innovation and digital transformation, especially in the enterprise segment, will play a pivotal role in IoT module manufacturing. IoT module players may focus on building platforms and services instead of manufacturing IoT modules as they present recurring revenue generation opportunities. This will also be an opportunity for ODM/EMS players to increase their footprint in the IoT module market. However, module players will try to increase control over the supply chain and look for vertical integration even for small components. This will help IoT module players reduce costs and remain competitive in the market. With higher demand in the market, top OEM players are also looking to expand their EMS supplier base to tap global markets.”


The comprehensive and in-depth “Global Cellular IoT Module Manufacturing Tracker – H1 2022” is now available for purchase at

Feel free to reach us at for questions regarding our latest research and insights.



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.

Analyst Contacts:

Ivan Lam

Soumen Mandal

Counterpoint Research


Related Reports:


Telit’s Acquisitions to Reshape Global IoT Module Market

In recent times, Telit has acquired cellular IoT businesses from Thales and Mobilogix. The IoT module market has started consolidating and we expect to see a few more deals in the coming months. In August, we also saw Semtech acquiring Sierra Wireless to offer complete chip-to-cloud solutions to cover the entire IoT value chain. The back-to-back acquisitions by Telit show how it is trying to become an integrated player. With the Mobilogix acquisition, Telit can offer modules, connectivity, security and management platform to design and manufacturing services. It means Telit will act as a one-stop solution provider for its customers. Here, we will try to analyze what these acquisitions mean to Telit and how they will impact the IoT industry.

Telit-Thales deal

Thales is merging its cellular IoT module business into Telit to form a new entity called Telit Cinterion. Thales will own a 25% stake in the newly formed entity and offer SIM technology and security services for IoT modules.

China dominates the global cellular IoT module market by taking more than 55% share. International players are struggling to compete in the operator- and government-driven China IoT module market.

After its deal with Telit, Thales will enjoy less distraction from its module business and will be able to focus on its core business which includes software, security and services. Thales will still continue to provide eSIM services where it is a market leader.

Global Cellular IoT Module Shipments Share by Vendor, Q1 2022

Telit and Thales Acquisition Opportunity

The newly formed company will have a common R&D platform which will help save resources. In the coming times, we may see Telit Cinterion focusing on the IoT platform business to earn revenue on a recurring basis.

Thales has a strong position in Europe and Japan, whereas Telit has a good presence in North America and Latin America. This complementary relationship supports their dream of becoming the #1 cellular IoT player in the international market. Telit-Thales is already leading in the international IoT module market in terms of revenue. With this merger, Telit Cinterion may overtake Quectel in the international market in terms of shipments in the coming years.

Telit has already divested its automotive business in 2018, but Thales has a good customer base for some European automakers. How the joint venture treats this automotive business will be keenly watched. There is ample opportunity in the automotive business with growing connected and autonomous mobility. With the introduction of 5G, Telit may focus on the automotive segment as the automotive module business contributes higher revenue due to a higher average selling price (ASP).

IoT Module Launch

In recent times, Telit has done a great job launching many new modules. This helps Telit to target new regions depending on available technologies and provides an option for customers to select a product as per their requirements.

Telit-Mobilogix deal

Telit moved to acquire Mobilogix, a decade-old end-to-end IoT hardware, software and cloud solution provider to fulfill its ambition of becoming a more integrated player and one of the largest end-to-end white-label solution providers outside China.

Mobilogix’s comprehensive device engineering expertise and resources, which focus on optimizing the specifications for EMS and ODMs, and attainment of regulatory approvals and carrier certification, will help Telit provide solutions to customers with reduced cost and complexity, and faster time to market.

Furthermore, Mobilogix is known for its expertise in customized IoT projects, which provide businesses with solutions in various application verticals that are ready to certify and mass produce. This will help Telit expand its focus in growing segments such as telematics, micro-mobility, healthcare, construction and agriculture.

Chinese module vendors are trying to become integrated players to capture maximum share across the IoT value chain. Telit is also trying to adopt such a model with these recent acquisitions. For example, Quectel is trying to increase its footprint in the North American market with the establishment of a new ODM company, named Ikotek. Similarly, Fibocom established a new ODM company in 2019 for global customers through applications such as gateway, payment terminal, telematics and industrial applications. Telit is slowly becoming vertically integrated and trying to revive back its glory days in the IoT module market.

Solutions from the combined entity will provide a great choice for customers who want to diversify and do not want to depend on the Chinese ecosystem, and need tightly integrated solution expertise from one provider.

If Telit wants to compete head-to-head with Chinese module giants like Quectel and Fibocom, it has to develop an effective business strategy for each international market.

Mobilogix has a wide range of portfolios comprising custom IoT projects and solution design services based on three basic architectures, namely beacon, power and battery-operated architecture. Apart from this, it also offers cloud platform integration and custom firmware, which will add value to Telit’s portfolio not only from cellular but also from BLE beacon hardware designs.

Mobilogix has a global presence across key regions such as the US, China, India and Latin America. Its presence in China and emerging markets like India will help Telit grow its presence in these key regions.

Telit’s Acquisitions to Reshape Global IoT Module Market


  • Telit is becoming a more integrated player with these acquisitions and moving up the stack to become an end-to-end solution provider. The convenient and comprehensive solutions will add more value to its customers’ IoT project deployments and will be concurrent with its long-term vision of becoming the #1 international module player in terms of both shipments and revenue.
  • The acquisitions will help Telit provide solutions to customers from the design/manufacturing of hardware to cloud and security with regional diversification. This will help Telit cater to more application segments, thus improving both revenue and profitability.
  • However, industry experts will be keenly watching the entire positioning, offering, strategy and business model, which are changing in the IoT space as you need to be a large-scale and end-to-end player to succeed even though it is a blue ocean out there.

Related post

OPPO Leads ‘Made in India’ Smartphone Shipments in Q1 2022; Local Smartphone Manufacturing Volume Grows 7% YoY

  • OPPO, which also makes realme and OnePlus smartphones in the country, led the ‘Made in India’ shipments with a 22% YoY growth.
  • Samsung took the second spot in terms of units but was the top manufacturer in terms of value.
  • Bharat FIH was the top third-party EMS provider, followed by Dixon Technologies.

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – June 16, 2022

‘Made in India’ smartphone shipments grew 7% YoY in Q1 2022 to reach over 48 million units, according to the latest research from Counterpoint’s Make in India service. The local smartphone manufacturing ecosystem stayed resilient amid global component shortages.

Commenting on the local manufacturing ecosystem, Senior Research Analyst Prachir Singh said, “Smartphone manufacturing is increasing in India. In 2021, the shipments of ‘Made in India’ smartphones crossed 190 million units. The increasing smartphone demand in India as well as increasing exports are the major reasons for the continued growth. Support has also come from the Indian government’s various initiatives to increase local manufacturing. However, the manufacturing of feature phones declined 41% YoY in Q1 2022 due to falling demand for the past few quarters.”

On the manufacturing landscape and strategies, Singh said, “In the smartphone segment, the third-party EMS (electronic manufacturing services) providers captured 42% share in local manufacturing, registering 4% YoY growth in terms of shipments. Bharat FIH was the top EMS provider in Q1 2022, followed by Dixon Technologies. However, in-house manufacturing capabilities have also grown. In-house smartphone manufacturing share crossed 58% during the quarter. OPPO led the ‘Made in India’ smartphone shipments with a 22% share, followed closely by Samsung at 21%. In the feature phone segment, however, EMS’ share crossed 68% in Q1 2022. Lava led the ‘Made in India’ feature phone shipments with a 21% share. Among the third-party EMS providers, Flex, Bharat FIH and Dixon Technologies led the feature phone segment.”

Counterpoint Research - Made in India Smartphone Shipments Q1 2022

On the Indian government’s initiatives, Research Analyst Priya Joseph said, “The government’s focus has been to make India a manufacturing hub. It has taken a lot of initiatives in this direction. The Production Linked Incentive (PLI) scheme for mobile handsets proved to be an accelerator for local manufacturing. Similar PLI schemes have been introduced by the government in other strategic sectors, such as solar, semiconductors, automotive and electronic products. In the current times of uncertainties triggered by the pandemic, war and other factors, the government feels it is important to have a resilient economy that can sustain such shocks. Signing up for the recent Indo-Pacific Economic Framework for Prosperity (IPEF) is one such example of the government’s intention to make clear its goal of becoming the next tech hub.”

Going forward, we believe India’s handset manufacturing will grow 4% YoY in 2022. Also, the increasing local value addition will drive the idea of “Aatmanirbhar Bharat” (Self-reliant India). The government is focusing a lot on increasing localization, and with the Semiconductor PLI, it aims to make India a prominent destination for semiconductor and electronics manufacturing.


  • Oppo manufactures smartphones for Oppo, realme and OnePlus
  • Bharat FIH manufactures smartphones for Xiaomi
  • Dixon Technologies manufactures smartphones for Samsung


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.

Analyst Contacts:

Prachir Singh

Priya Joseph

Tarun Pathak

Follow Counterpoint Research

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White Paper: Global Smart Devices ODM Industry 2022 (Chinese Simplified)

Global Smart Devices ODM Industry 2022 (Chinese Simplified)


PDF | 89 pages
Published date: June 2022

In 2021, as the world’s major economies increase their efforts to popularize the COVID-19 vaccines, the world entered the post-COVID-19 period. In the post-COVID-19 era, while global manufacturing is recovering, it has experienced severe shortages of key components, mainly due to the severe imbalanced FOPDI (Forecast, Order, Production, Delivery, and Inventory) caused by force majeure such as the pandemic. 2021 was also a challenging year for the smart devices industry, and leading ODMs faced various challenges and pressures.

With the global 5G network development, the smart devices in the 5G era will accelerate the extension. The Internet of Things trend will become more and more prominent. The three major sectors of smart devices (Smartphones, Notebooks and Tablets), related wearable products, and the future smart home and smart travel will all rapidly enter consumers’ daily lives. For ODMs, the rapid expansion of smart devices brings enormous market potential. Leading ODM manufacturers have R&D and design, supply chain management and manufacturing capabilities, and the continuity of cooperation with leading brands in the smartphone field. Both have tremendous advantages and are the preferred partners for brand manufacturers to expand in new smart device sectors. Huaqin, Longcheer and Wingtech have made strategic moves into emerging fields such as smartwatches, smart speakers, and TWS headphones. The revenue capacity of the three major manufacturers’ ODM/IDH business has also been continuously improved.

This report will specifically analyze the industry status and future development trends of the smartphone sector of global smart device ODMs. The full version report includes the other six sectors like tablets, notebooks, smartwatches, TWS headsets, smart speakers and AR/VR hardware; please refer to the link.

  • Part I, Global Smart Devices Development Overview

  • Part II, 2015 – 2025 Global Smart Devices Overview, ODM/IDH/EMS up-to-date updates and look-forward. (Only includes smartphone sector)

  • Part III, Smart Devices ODM Opportunities and Trends; Risks Analysis. (This section has been shortened or omitted)



John Doe
John Doe
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John Doe
John Doe
John Doe


2010年后,随着智能硬件产业链的完善,全球产业链分工不断细化,终端品牌厂商逐渐倾向于专注在前沿探索型技术研发、产品营销、品牌升级及售后服务方面,把主流产品的研发、设计或制造委外给专业的ODM(Original Design Manufacturing,即原始设计制造商), IDH (Independent Design House,即独立设计公司) 或者EMS(Electronic Manufacturing Service,即电子制造服务商)。

其中,ODM模式能够为品牌厂商提供从产品研发、物料采购、生产制造到物流管控的 “一条龙” 服务。这种全方位的服务为品牌厂商带来的优势包括:1) 提高新品开发及产品迭代效率;2)优化物料采购成本;3)分担供应链管控压力;4) 提高大规模生产效率,同时灵活响应短期激增的生产需求。此外,ODM也是帮助品牌将前沿技术从高端市场普及到大众市场、关键零部件技术整机产品级转化、为品牌丰富产品组合、增加产品竞争力的重要合作伙伴。



Counterpoint Research “全球三大件”(智能手机+笔记本电脑+平板电脑)龙头ODM IDH出货量(单位:百万台)
数据来源:Counterpoint Global ODM/IDH Tracker 2020


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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.