MEA smartphone shipments grew 23% YoY and 11% QoQ in Q3 2023 to reach their highest levels since the onset of the global economic crisis.
The feature phone-to-smartphone upgrade cycle observed in 2021 resumed in Q3 owing to improvements in macroeconomic conditions. The share of smartphones in total handset shipments reached 61%.
Samsung led the market but Xiaomi, TECNO and HONOR were the biggest gainers. Transsion Group brands captured over a third of total MEA smartphone shipments.
The wholesale average selling price of smartphones sold in the region continued to increase, with the price bands above $200 continuing to gain share.
London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – November 21, 2023
Smartphone shipments in the Middle East and Africa (MEA) region grew 23% YoY and 11% QoQ in Q3 2023, according to the latest research from Counterpoint’s Market Monitor Service. Many major markets recorded YoY improvements in their key macroeconomic indicators, like unemployment and inflation, which helped improve consumer sentiment during the quarter. This led to the resumption of the feature phone-to-smartphone upgrade cycle which was last observed driving the market in 2021. The smartphone share of total handset shipments rose to 61% in Q3 2023.
Commenting on the market’s performance, ResearchAnalyst Ravyansh Yadav said, “The MEA region grew the fastest among all regions, building on the momentum from Q2 2023 as economies continued to recover. This also made OEMs aggressive in capturing demand. The market reached levels last observed in 2021, before the global macroeconomic crisis, from which many developed markets are still struggling to climb out. The MEA region has huge untapped potential, especially due to rapid digitalization and a rising services economy. The smartphone is becoming increasingly more essential in the region, a trend we observed nearly a decade ago in developed markets like North America, Europe and East Asia.”
Most major brands recorded YoY growth, rushing to fill channels with new launches to capitalize on the recovery in demand and the upcoming promotions season in Q4. Consequently, brands are likely sitting on some channel inventory going into Q4. Brands and channels are likely to host multiple promotional events through Q4, like the 11.11 and Black Friday sales in November hosted by major channels like eXtra and Jumia.
Samsung led the market, as shipments grew marginally YoY, with its 2023 A-series devices continuing to drive volumes. Samsung’s latest foldables outperformed their predecessors in the region, but volumes remained low.
HONOR was the fastest-growing top-10 brand, having increased marketing activities and improved device availability across channels over the past few quarters, largely in the Middle East and some African markets. HONOR made significant gains in South Africa in Q3, where it narrowly edged out Xiaomi for the #2 spot.
Xiaomi was aggressive with channel fills in the region throughout the quarter, likely in a bid to recapture share amid stiff competition from the regional stalwarts of Transsion Group. Xiaomi’s Redmi 12 and Note 12 series have been especially popular in the region, particularly in South Africa and Egypt.
TECNO was among the biggest gainers in Q3, benefitting from strong demand for its recent launches like the Spark 10, Pop 7 and Camon 20 series, particularly in Nigeria and other key markets in Africa. TECNO’s success has likely come at the expense of its sister brands Infinix and itel. While Infinix recorded YoY growth driven by multiple recent launches like the Hot 30 and Note 30 series, itel’s shipments declined YoY. While this is partly due to an ongoing shift in Transsion’s portfolio strategy, it also signals a broader market trend of demand moving to higher price tiers and consumer aspirations for better devices.
Commenting on the MEA smartphone market’s price trends, SeniorAnalyst Yang Wang said, “Consumers are increasingly opting for better devices, which have become more affordable owing to a rise in financing options. Apple has benefitted greatly from this, with its shipments steadily growing YoY over the past year. The wholesale average selling price (ASP) of smartphones sold in MEA has also grown 13% YoY, with the share of price bands above $200 continuing to increase. This trend is likely to continue as the MEA region, like many regions before, approaches maturity within the next decade driven by a rapidly rising digital economy.”
The MEA region represents the next big market opportunity for smartphone brands, as the feature phone-to-smartphone transition continues to drive demand. Furthermore, the market is expected to continue moving to higher price bands, eventually riding the premiumization wave seen in other markets across the world. While regional stalwarts like the Transsion Group brands and Samsung are likely to benefit most, there is an opportunity for new entrants as well as existing players in the market, as showcased by HONOR and Apple over the past few quarters. Brands with a streamlined and accessible portfolio, focus on building relationships with channel players and financial service providers, and strong distribution activities in the region are most likely to make gains as the MEA smartphone market continues to grow.
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Background
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.
Europe’s smartphone shipments declined 11% YoY in Q3 2023.
Samsung touched its lowest Q3 shipments since 2011.
Apple captured a higher market share despite its lowest Q3 shipments since 2014.
HONOR was back in the top five after three years with strong growth in Western Europe.
London, New Delhi, Jakarta, Boston, Toronto, Beijing, Taipei, Seoul – November 20, 2023
Europe’s smartphone shipments declined 11% YoY in Q3 2023, according to the latest report from Counterpoint Research’s Market Monitor Service. Western Europe declined by 8%, indicating a slight recovery from the 14% decline in the previous quarter. However, Eastern Europe declined by 15% due to continued economic and geopolitical challenges.
Commenting on the overall market, Research Analyst Harshit Rastogi said, “Q3 2023 saw the lowest Q3 smartphone shipments since 2011. However, some OEMs have managed to gain a foothold in the market, such as Transsion brands TECNO and Infinix (particularly in Russia), while HONOR is doing well in Western Europe. Even as the market shares of top players remain the same, Chinese OEMs are switching ranks among themselves.”
Commenting on the outlook, Associate Director Jan Stryjak said, “While the market continued to decline, major launches like the iPhone 15 series and Samsung’s fifth-generation foldables softened the fall. The rate of decline is slowing and, while we aren’t holding out a return to growth just yet, we are optimistic about a strong end to the year in Q4. Economic conditions continue to be tough, though, and people are holding on to their devices for longer than ever. Therefore, we expect the market to remain muted for the foreseeable future.”
Market summary for Q3 2023
Samsung declined 15% YoY and reached its lowest Q3 shipments since 2011. The decline was mitigated by the launch of its new foldables, which received a warm reception in the region.
Apple reached its highest Q3 share at 24% despite declining by 3% YoY and touching its lowest Q3 shipments since 2014. The OEM will likely lead in the coming quarter owing to pent-up upgrade demand for the iPhone 15 series.
Xiaomi declined by 13% in Q3 2023 but remained the top player in Eastern Europe, capturing 35% of the market. The brand is also facing backlash in some Western European markets (like Finland) due to its continued presence in the Russian market.
HONOR was the only brand among the top five to grow YoY, inching closer to levels before its split from Huawei and entering the top five. The brand is likely to take market share from other Chinese OEMs (like OPPO).
Transsion brands TECNO and Infinix surged in the region, growing 192% and 518% respectively, with Russia being the primary market for both. In the coming quarters, the competition among the Chinese OEMs will intensify even as parallel imports sustain the market for Samsung and Apple.
OPPO’s uncertainties in the region were reflected in its shipments, which declined 23% YoY. However, Eastern Europe limited the brand’s regional decline with 27% growth. In the coming quarters, the brand will likely face more issues in Western Europe.
Background
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.
Southeast Asia’s smartphone shipment volumes declined 2% YoY but increased 3% QoQ in Q3 2023, signaling a recovery in the region’s smartphone demand.
The fastest-growing brands were TECNO (148%), Infinix (42%) and Apple (19%). All three Transsion brands collectively grew by 62% YoY in Q3 2023.
Samsung led the market with a 21% share, followed by Xiaomi (17%) and OPPO (15%).
Indonesia and Thailand saw flattish growth while other SEA countries like the Philippines, Malaysia and Vietnam declined YoY.
5G smartphones captured 36% of overall shipments in the region.
Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – November 9, 2023
Southeast Asia’s smartphone shipments declined 2% YoY but increased 3% QoQ in Q3 2023, signaling a recovery in the region’s smartphone demand, according to Counterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker. Stronger macroeconomic indicators, aggressive new OEM launches and aggressive promotions by OEMs and other platforms were the main growth contributors. Also, an uptick was seen in the replacement cycles of consumers opting for low-to-mid-tier smartphones. TECNO, Infinix and Apple emerged as the fastest-growing brands during the quarter.
Most key SEA countries like Indonesia, Malaysia, Philippines and Vietnam showed a double-digit decline in Q2 2023, but they improved in Q3 2023, hinting a relief for OEMs ahead of an important festive quarter. However, on an annual level, we foresee a YoY decline of about 8% for the region in 2023.
SEA remains an important market for the tech ecosystem due to its underpenetration in many areas, like online banking, e-wallet usage, online shopping and overall internet usage.
Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker, September 2023
Key country insights
Indonesia and Thailand saw flattish growth in smartphone shipments while other key SEA countries like the Philippines, Malaysia and Vietnam declined YoY.
In Thailand, the new government launched several initiatives, such as delaying debt payments, lowering energy prices and offering cash handouts, to ease the citizen’s cost of living. This brought immediate effect on commodities. Besides, in September, the government announced visa-free entry for tourists from China and Kazakhstan, bringing much relief to the country’s COVID-hit tourism industry.
In Indonesia, OEMs launched several new models in the middle and end of September. The new launches made up a big share of the overall shipments. During the quarter, Indonesians preferred to wait and watch when it came to spending money. The country is gearing up for its legislative and presidential election in February 2024. We expect Q4 2023 to see more smartphone sales due to aggressive offers.
Vietnam’s economy has picked up with its exports coming back on track. GDP grew 5.33% in Q3 2023, beating expectations. Foreign investment is expected to rise with Vietnam entering strategic partnerships during the prime minister’s visit to the US in September.
In the Philippines, the economy is showing signs of recovery. Consumer confidence has improved. Unemployment is a concern and essentials are still expensive for low-income families. Due to easing inflation, the coming months might see increased household spending. Overall, the household expenditure levels might take some time to recuperate, which might affect smartphone purchases.
In Malaysia, industrial manufacturing is still slowing down due to weaker demand for electrical and electronic products. Weaker exports have added to the decline in GDP as well. Malaysia’s 5G connectivity and penetration are improving now but the overall industry is being affected by China’s economic headwinds.
Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker, September 2023
Key OEM insights
Beating the trend, Apple’s shipments increased by 19% YoY during the quarter. Apple is still seeing a strong demand for the iPhone 13 and 14 series, adding to the demand for the newly launched 15 series.
Samsung led the market with a 21% share. Its A05 series has entered the market, adding to a strong overall A-series presence. Premium models like the Z Flip 5 and Z Fold 5 along with the S series are contributing as well. Promotions for the brand are centered around these premium models not only in countries like Thailand and Vietnam but also increasingly in countries like Indonesia and the Philippines. This is due to premium smartphone purchases by well-to-do consumers who are least affected by current headwinds. Samsung was the top brand in Indonesia, Thailand and Vietnam in Q3 2023.
Xiaomi’s shipments grew 7%. Its Redmi 12 series has been doing quite well across all key SEA countries. Its promotions and new model launches were also better than most other brands during Q3 2023, which helped the brand increase shipments. Xiaomi was the top brand in Malaysia in Q3.
Transsion witnessed the highest growth during the quarter. Infinix grew 42% YoY, TECNO 148% and itel witnessed a 17% growth. Infinix and TECNO are offering strong base specifications along with a varied model portfolio.
realme saw flat growth during Q3 2023. It was the top brand in the Philippines.
Commenting on brand dynamics in Q3 2023, Senior Analyst Glen Cardoza said, “Samsung and Xiaomi have been able to market their models in a much better manner across all key SEA countries, while sustaining new launches across price ranges, compared to the limited options from brands like OPPO and vivo. Upcoming brands are making a mark as well. Among them, the Transsion brands lead. TECNO and Infinix have either sustained or increased their new model launches, all in the entry to mid-tier segments. The three Transsion brands collectively grew 62% YoY in Q3 2023.”
While 5G penetration still has some way to go in countries like Indonesia, Vietnam and Malaysia, 5G is increasingly becoming a key consideration for consumers. Many consumers want their phones to be 5G ready. During Q3 2023, 5G smartphones captured 36% of overall shipments in the region.
The region’s key macroeconomic parameters like China-ASEAN trade, startup funding and foreign direct investment continue to see YoY declines. Add to this a recovering tourism industry. This has led to low GDP levels across most SEA countries. Price-conscious consumers have waited all year for the situation to get better, spending the least on discretionary items. On the positive side, digital transformation continues even as the industry recuperates slowly. This means that we can expect a better Q4 of 2023.
* Key Southeast Asia countries/markets include Indonesia, Thailand, Philippines, Vietnam and Malaysia.
Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.
Background
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.
Our Q2 2023 Market Monitor report has been published. We release one infographic each quarter to summarize the global smartphone market activities in a single page.
Some quick observations on the smartphone market:
Global smartphone shipments declined 9% YoY in Q2 2023 to reach 268 million units.
Samsung remained the top smartphone player in Q2 2023, while Apple saw a cyclical decline.
Among the top five brands, Apple experienced the smallest YoY shipment decline. Among the top 10 brands, TECNO and Infinix, part of the Transsion Group, saw double-digit YoY shipment growth in the quarter.
In terms of regional performance, only the Middle East and Africa (MEA) exhibited annual shipment growth while North America experienced the highest decline.
The top five brands accounted for almost 80% of the total 5G smartphone shipments in Q2 2023.
Use the button below to download the high resolution PDF of the infographic:
Expansion, Premiumization Drive Transsion’s Record Quarter
September 4, 2023
Transsion Holdings reported revenues of RMB 25.03 billion for the first half of 2023, registering a growth of 8.3% YoY. Net profit grew 27.2% YoY primarily due to better product mix (higher proportion of smartphones as compared to feature phones, with the former accounting for 92% of group revenues) and geographical expansion into higher-value markets.
Q2 2023 was the bright spot as revenues were up 30.7% while net profit grew 83.9%. It was the best quarter in Transsion’s history in both revenue and net profit terms. Gross margins also improved to 24.5%, up 2.4% from a year ago.
Much of Transsion’s turnaround in the key financial metrics above can be attributed to a rebound in macroeconomic fundamentals in the African home market and beyond. Most importantly, inflation rates have come down while food prices have stabilized. Local currencies have also found a stronger footing while several indebted countries across the emerging markets have managed to secure restructuring packages with lenders. As Africa’s most entrenched handset company, thanks to its deep channel penetration and marketing heft, Transsion once again benefitted the most from the upturn.
Transsion’s operating cost in H1 2023 increased 5% YoY as the company is ramping up its operations, particularly in newer markets. It has been aggressive with sales and marketing despite the cyclical downturn, with the spending on these activities increasing 23.6% YoY in H1 2023. R&D spending was also up 20.6% YoY to drive premiumization efforts and develop higher-value products to target the new markets. Costs attributed to management grew 6% YoY, whereas cash flow from operating activities turned positive, primarily due to the reduction in the cost of components and materials, as the company is reducing its inventory and moving towards a leaner operating model.According to Counterpoint Research, Transsion’s smartphone sales volume grew 3% YoY in the first half of 2023 and 17% YoY in Q2 2023 as demand for TECNO smartphones increased globally, especially in the company’s newer markets. This helped Transsion’s cash flow, as cash on hand increased 61% YoY to reach an all-time high of RMB 12.79 billion. The number of inventory days dropped further to 61, from 86 a year ago. Therefore, the inventory problem that has been troubling the company for the past year has successfully been managed.Much of Transsion’s financial successes can be attributed to its continued commitment to entering new markets. In Q2 2023, Africa accounted for 57% of Transsion’s smartphone sales volume, a net drop of 8% from a year ago. Outside Africa, Transsion smartphone sales grew 35% in Q2 2023, most notably in Latin America, Eastern Europe, India and Southeast Asia.
The reason for Transsion’s big increase in profitability is found in its ability to upsell to customers. Average selling prices (ASP) for Transsion smartphones rose by 14% YoY for two years in a row. The MEA region anchored the increase as a big expansion into the Middle East was the main factor. In a bid to replicate its success in Africa, Transsion has targeted the low end when entering new markets, but there is potential for the company to grow beyond the current level.
While Transsion continues to enjoy stable gross margins of around 30% in Africa, the company does face a more competitive landscape in the rest of the world, with gross margins of 15%-20%. However, there is room for improvement as the company continues with its premiumization strategy. In a recent interview, Transsion VP Qi Zhang said the company would be launching a flip foldable in September in another attempt to showcase its technical prowess in the premium segment.
Q3 Revenue Stays Resilient, But Profit Declines Sharply as Costs Balloon
December 13, 2022
Transsion Holdings has reported flat revenue growth for Q3 2022 at 12.9 billion RMB. However, net profit slumped 47.4% YoY due to macroeconomic headwinds, inventory destocking initiatives, competitive pressures, and higher R&D and market expenditure.
Transsion Group Quarterly Revenue and Net Profit Margin
Transsion’s Q3 smartphone shipments fell 18% YoY, as emerging market demand was hammered by macroeconomic concerns. Inflation rates ticked higher, continuing the pressure on lower-income consumers with high food and energy prices. Local currencies too continued to depreciate against the US dollar.
Despite the big drop in shipment numbers, Transsion’s revenues still achieved positive growth. This was due to a big increase in smartphone selling prices. TECNO and Infinix’s average selling prices (ASPs) rose 26% and 28% YoY respectively. Transsion was able to achieve this due to successful iterations of mainstream devices across TECNO and Infinix, while launching more sophisticated devices that have gathered popularity among aspiring switchers. On the other hand, bringing higher-value products to more mature markets in India and Southeast Asia meant higher contribution from higher-end products to the company’s revenue mix.
Transsion Group Financials Deep Dive – Sales, R&D and Inventory
Three items, in particular, caught our attention in Transsion’s Q3 report:
Inventory: Since the COVID-19 lockdowns, Transsion has moved decidedly away from the feature phone business and into the smartphone business. In parallel, inventory levels have also crept up, reaching an all-time high of 80% of quarterly revenues in Q2 2022, which caused discomfort for the management. In Q3, this level was brought down to a more manageable 57%, which put pressure on margins in the quarter but removed a significant uncertainty for future quarters, as the smartphone market is not expected to rebound until well into 2023.
Sales cost: Other than the cost of goods sold, sales costs represent the biggest cost item in Transsion’s income statement. In a year when Transsion has reported slowing revenue growth, its sales costs have increased significantly as the company paves the way for an aggressive expansion into other regions. Transsion will be hoping the global smartphone market recovers quickly in 2023, but its investment case could come into doubt if smartphone shipments and market share do not pick up meaningfully in its key markets in the next few quarters.
R&D: Transsion is spending heavily on R&D, which is an encouraging sign as the company aspires to move into higher-value smartphone segments and other smart device categories. We expect this trend to continue as the window of opportunity for entry-level devices narrows, considering device costs are expected to creep up, in line with the inflation rate.
Last quarter, we discussed Transsion’s stock options plan for 2022, which is linked to 2024 financial metrics. We expect the company to target 20-25% annual revenue growth rates for both 2023 and 2024. Much of this will depend on the company continuing to move up the smartphone value chain with 5G-capable devices, entry into IoT segments and monetization initiatives for its wide user base. Above all, the recovery of the global economy and smartphone market will be pivotal for Transsion as it gradually becomes more exposed to a wide range of different geographical locations.
Resilient Q2 Performance Driven by Pivot to Value, But Macroeconomic Challenges Remain
August 29, 2022
Transsion Holdings reported a 3.7% YoY increase in its Q2 2022 revenue to RMB 12.1 billion and a 4.5% YoY decline in net profit to RMB 1.04 billion. Considering the macroeconomic headwinds in Transsion’s core markets, the increase in revenue was a bright spot, especially compared with Q1 when the company posted a quarterly revenue drop for the first time since its market debut in September 2019.
Transsion Group Quarterly Revenue
Transsion’s Q2 smartphone shipments grew 4.1% YoY, an impressive performance despite a shrinking global market, which retreated 9% YoY during the quarter. Geopolitical tensions and high inflation rates have hurt the global smartphone market in general. Further, companies exposed to the low- to mid-end segments and emerging markets are more prone to secondary impacts, such as the strain on customers from high food and energy prices, weaker local currencies against the US dollar, and higher government taxes and levies on ‘non-essential’ imports like consumer electronics.
Transsion Group Q2 2022 Smartphone Shipments Analysis – Growth and Regional Contribution
Source: Counterpoint Market Monitor Service
Transsion defied these global trends through resilient performance in its Africa home market and strong growth in other regions, most noticeably in India and Southeast Asia. In both these regions, Transsion is ranked sixth in terms of shipments, helped by the company’s double-digit annual growth rate. Gaining a foothold in these new markets helps the company diversify its revenue sources and also allows the company to move up the pricing curve. According to Counterpoint’s Model Sales Service, Transsion’s smartphone average selling prices (ASP) increased 14% YoY, mainly driven by the success of the company’s TECNO and Infinix brands. The brands’ latest products received good market reception and are edging closer to the $150 mark.
Due to the increased pricing, Transsion’s Q2 normalized gross profit margin reached 22.9%, up 1.4% YoY, to reverse a six-quarter slump. However, the bottom line retreated, mainly due to a significant 40% increase in R&D spending. In our view, this is a positive sign that the company is moving out of its comfort zone of focusing only on pricing competitiveness in its African home market and committing to make more sophisticated products for the higher value markets.
Despite our positive commentary, we also recognize the significant challenges brought on by the macro environment, which is not likely to ease in the near term. In Q2 2022, we observed inventory challenges across handset and component makers, including Transsion. The company’s inventories reached RMB 9.6 billion as at the end of Q2, 27% higher than that in Q4 2021 and 73% more than in Q4 2020. Currently, inventory levels are 19% of the company’s 12-month trailing revenue, which could become an issue if it remains high or if revenue declines in the coming months.
We also note that the company’s recently announced stock options plan for 2022 is linked to its targeted 2024 financial metrics. The plan suggests that the company forecasts revenue and net profit to increase 15% and 32.25% respectively as a baseline case, or 20% and 44% respectively as a bull case by 2024. The targets are compared with the metrics from 2021, which was a strong financial year for Transsion, indicating that the company is extremely bullish about the next couple of years.
Growth Worries in Africa, India See First Revenue Drop Since COVID-19, But Diversification Efforts on Track
June 6, 2022
Transsion Holdings reported Q1 2022 earnings that saw revenues and net profit drop 1.8% and 7.6% YoY respectively. This is Transsion’s first revenue and profit drop since it went public in September 2019. The company’s performance during the quarter was impacted mainly by the stalled growth in its home market Africa and in India, which saw inflationary pressures hitting lower-income consumers significantly. Smartphone sales were down in the region for the first time since the pandemic. However, the company was cushioned by growth in other regions, and margins remained intact despite inventory build-up.
According to Counterpoint Research’s Market Pulse service, cumulative Transsion smartphone shipments reached 18.9 million units in Q1 2022. This was a small increase of 1.6%, the slowest YoY growth rate since the pandemic.
Transsion Group Quarterly Smartphone Sales
Source: Counterpoint Market Pulse Service
Looking further under the hood, there are significant regional disparities, however. In Africa, Transsion saw a 7% decline in smartphone sales in Q1 2022, mainly due to the inflationary impact on consumer sentiment. Most large African markets were already running double-digit inflation during 2021, but the Ukraine war had far-reaching consequences as food imports were hampered, affecting lower-income consumers more. Depreciating local currencies also put pressure on the company’s supply chain and margins.
In India, similar macro concerns and impact of the Omicron wave saw the smartphone market record the first Q1 drop ever. Here, Transsion smartphone sales dropped 22%. The market sentiment in India is expected to remain weak in Q2, but sales are likely to see growth due to the low base of Q2 2021 when the market was hit hard by the Delta wave.
On the other hand, Transsion had resilient performances in the Middle East and APAC, which show its diversification efforts are working. In both regions, the company is finding success in penetrating the entry-level segment in key countries like Pakistan and Bangladesh. Transsion’s 79% sales increase in APAC runs counter to the broader market. In the Middle East, the 18% sales increase is likely to extend further in 2022, as the region is expected to be the best-performing smartphone market due to the economic growth driven by oil revenue increases, mainly in Gulf Cooperation Council (GCC) countries.
Transsion Group Smartphone Sales by Region, Q1 2022 vs Q1 2021 (In million units)
Source: Counterpoint Market Pulse Service
Transsion’s normalized gross profit margins for Q1 2022 decreased to 21.4%, or 2% less than the same period in the previous year. Significant cost pressures persisted due to lingering supply chain disruptions, component shortages and high inventory levels. Rising revenues from other regions are also likely to cap the company’s margins, as it enjoys far higher margins in its home market Africa. However, Transsion now derives 87% of its revenues from the smartphone business, and as feature phone-to-smartphone migration continues for its emerging market customers, we see further room for the company’s revenues and margins to grow.
Transsion signs off 2021 in style: Smartphone market share continues to increase in emerging markets
April 28, 2022
Transsion Holdings reported 2021 results with revenues up 31.8% YoY and net profit up 45.5% YoY. These results were driven mainly by increasing smartphone sales and market share, which widened in the core African market, while achieving breakthroughs in key South Asian countries like Pakistan, Bangladesh and India. IoT and internet services, which accounted for 6.5% of the group’s revenues in 2021, also saw robust triple-digit growth.
According to Counterpoint Research’s Market Monitor service, cumulative Transsion handset shipments reached 184 million units in 2021, an all-time high. Smartphones, in particular, grew 61%.
Transsion Group Handset Shipment and Revenue Analysis
Sources: Counterpoint Market Monitor Service, Transsion Group financial statements
Transsion continued to do well in its home market Africa, where it already dominates with close to 45% share across its three brands. However, Africa accounted for only half of the shipment increases in 2021. In India, Transsion almost doubled its smartphone sales in one year, while the company is already the biggest smartphone OEM in Pakistan. As such, Transsion smartphone sales attributed to Africa decreased from 67% in 2020 to 56% in 2021. A widening geographical footprint, accompanied by an enriched portfolio, can help the company diversify its customer base and increase its technical prowess.
The company also reported surprisingly good revenue growth from other businesses. Revenues not attributed to handsets, which mainly include IoT and internet services, grew 68% YoY to RMB 3.2 billion. Their contribution to group revenues now stands at 6.5%. This is due to new products in the wearables, TWS, notebook and TV categories. But more importantly, Transsion’s ‘Matrix of Internet Products’ became meaningful growth engines. Apps under the Transsion umbrella saw installations increase 240% YoY, with three apps – Phoenix, Boomplay and Scooper (with MAUs of 100 million, 68 million and 27 million respectively) – becoming main gateways to the internet for African users. User and eventually revenue growth from apps will become ever more important factors in Transsion’s future strategy, particularly in Africa, as its handset business will inevitably hit road bumps in the future.
Transsion IoT & Internet Services Analysis
Source: Transsion Group Financial Statements
Transsion’s normalized gross profit margins decreased to 21.3% for the year, after staying above 23% for the first three quarters of 2021. There were significant cost pressures in the second half of the year, especially due to supply chain disruptions and component shortages. We expect these issues to gradually ease in 2022 as the supply and demand dynamics in the semiconductor industry improve, and supply chains become more resilient to shocks. However, foreign exchange fluctuations and inflationary pressures in key markets will be the new destabilizing factors for the company, as risks shift from the supply to the demand side in the wider global handset market.
Transsion handset sales, profit continue to improve despite cost pressures
November 24, 2021
Transsion Holdings reported Q3 2021 results with revenues up 16% YoY and net profit up 33% YoY. These positive results were driven once again by further pivoting to smartphone sales, especially in the core African market. According to Counterpoint Research’s Market Monitor service, cumulative Transsion smartphone shipments surpassed 20 million units for the first time ever, coming in at 23 million. This represents a growth rate of 75% YoY.
Transsion Group Handset Shipment and Revenue Analysis
Sources: Counterpoint Market Monitor Service, Transsion Group financial statements
While feature phone shipment growth moderated in Q3 2021, the bulk of Transsion’s revenue growth was driven by smartphones. Heading into the Q4 holiday shopping season and 2022, we may see Transsion’s smartphone shipments overtake feature phones for the first time.
Over the past couple of years, as Transsion smartphones penetrated more markets, the average selling price (ASP) saw a noticeable increase. While the ASP showed a mixed trend in the second half of 2019, it increased decisively during 2020 and is showing no signs of slowing down in 2021. Looking at Transsion’s brands closely, TECNO, itel and Infinix saw ASP increases of 56%, 43% and 29% respectively over the past 18 months. These point to positive consumer sentiment and changing perception of digital and mobile services. More consumers in emerging markets now recognize that a decent smartphone is an important component of their daily lives.
Transsion Group Smartphone Average Selling Price ($)
Source: Counterpoint Handset Model Sales Service
Transsion’s normalized gross profit margins increased to 25.3% in Q3, compared to 25% in Q2 and 23% in Q1. The company managed to navigate the ongoing component shortages well and was able to pass upstream cost increases to consumers. Selling, General & Administrative (SG&A) expenses and financing costs dropped as well. Furthermore, ventures outside sub-Saharan Africa, including in higher value markets in Southeast Asia and the Middle East, contributed to higher profit margins. Profitability may increase further as the supply chain situation stabilizes in 2022.
Smartphone Sales and Profitability Double Boost as Company Diversification Efforts Gather Pace
September 30, 2021
Transsion Holdings continued to see strong performance in H1 2021 with revenues and net income growing 65% and 59% YoY respectively, driven primarily by surging handset sales in its home market Africa, as well as successful ventures in other developing countries. According to Counterpoint Research’s Market Monitor service, cumulative Transsion smartphone shipments in H1 2021 reached a record high of 37.3 million, taking the company’s share in the global smartphone market to 5.5% from 3.5% a year ago.
Counterpoint Research – Market Monitor Service
Looking at Transsion’s overall product strategy, we can see that it is shifting materially from feature phones to smartphones in response to market changes. In 2019, 33% of the company’s handsets were smartphones, but in the latest quarter this number has gone up to 47%. In the company’s latest earnings release, smartphones account for over 80% of its revenues, a record high.
Transsion financial report, Counterpoint Research analysis
Commenting on Transsion’s commitment to smartphones, Senior Analyst Yang Wang said, “Transsion is rapidly transforming and upgrading its product portfolio. The move is driven by the accelerating demand for internet-capable phones in its home market Africa, where the COVID-19 pandemic showed the value of the internet to consumers who were forced to stay at home. The region’s internet and mobile money services are also gathering steam along with a significant drop in data costs. While all OEMs stand to benefit from the consumer’s shift, Transsion gains the most as its distribution and pricing strategies are most ready to tap into new consumer clusters, which previously did not consider buying a smartphone.”
Counterpoint Research – Market Monitor Service
Apart from product transformation, the other significant shift in the Transsion strategy is geographical diversification. Compared to two years ago, Transsion’s share of smartphone shipments in the Middle East and Africa (MEA) region has dropped from 83% to 68%. On the other hand, shipments have increased rapidly in APAC countries such as India, Pakistan, Bangladesh, Indonesia and Thailand. India specifically has been the growth engine for Transsion, with shipments almost reaching 20% of the company’s global total in H2 2020, before the Delta wave halted the progress.
Commenting on Transsion’s moves in India, SeniorAnalyst Prachir Singh said, “Transsion brands, especially TECNO, have been focusing on a hybrid channel strategy in India, with an increased emphasis on online channels. This was executed with great success as Transsion brands contributed to 7% of the online smartphone market in India in Q2 2021, compared to 2% in Q2 2020. TECNO’s online smartphone shipments grew almost 20x YoY in Q2 2021, while itel increased its online share by launching online exclusive models like the Vision 1 Pro and A47. From a product positioning point of view, Transsion brands have been focusing on providing specs like higher display size, multi-camera capability and bigger battery, which are the top spec preferences for consumers in the sub-$150 segment.”
Going forward, Transsion’s fundamentals are expected to remain solid, as it continues to hold enormous clout in its Africa home market. Smartphone penetration will gradually expand, with new users continuing to be brought into the internet world. On the other hand, Chinese brands such as Xiaomi, OPPO and vivo are strengthening their market penetration efforts in certain African markets to address the medium-range segment (<$200). This price band is above Transsion’s typical playing field, so the newcomers are unlikely to affect its market share in the short term. However, we have seen in recent years Transsion’s effort to produce more premium phones and enter the <$200 price band. Therefore, there may be a time in the future when Transsion competes directly with the likes of Xiaomi, OPPO and vivo.
Indonesia’s smartphone shipments declined in Q2 2023 due to macroeconomic headwinds.
OPPO overtook Samsung to recapture the top spot with a 21% share.
Top OEMs except Infinix recorded declines. Infinix’s shipments grew 17% YoY.
Xiaomi’s shipment decline softened to 12% YoY in Q2 2023.
5G smartphone shipments in the <$400 price band increased 11% YoY.
Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 14, 2023
With macroeconomic headwinds continuing to impact demand, Indonesia’s smartphone shipments declined 10% YoY in Q2 2023, according to Counterpoint’s Monthly Indonesia Smartphone Tracker. The increase in shopping activity during the Eid al-Fitr festivities in April was also lower than last year. Promotions such as price discounts, bundled offers and installment and trade-in schemes failed to have the desired impact on sales. Consumers’ buying interest shifted to accommodating the increased price of commodities like fuel, and household and personal products, along with services availed during the festival season, such as travel.
Indonesia Smartphone Shipments Market Share by OEM, Q2 2022 vs Q2 2023
Source: Counterpoint Monthly Indonesia Smartphone Tracker, 2023
OPPOrecaptured the top spot in the market in Q2 2023 with a 21% share, largely supported by its low-end models in the A17 series.The brand continued its aggressive marketing campaign and the models released in the previous quarter, such as the Reno8 T series and Find N2 Flip, had a spillover effect on its visibility in the market. The Galaxy A04 series made a significant contribution to Samsung’s volumes, restricting the brand’s shipment share decline to just 1% point.
Among top OEMs, only Infinix saw an increase in its shipments, at 17% YoY. The brand focused on the <$200 price band, offering better specifications in its models. Besides, Infinix was aggressive with its marketing activities to increase awareness and visibility for the brand. Its newly launched products, such as the Note 30 series, Hot 30 series and the Smart 7 series, contributed significant volumes to the brand’s overall shipments.
Xiaomi’s shipment decline significantly softened to 12% YoY in Q2 2023 from 47% YoY in Q2 2022. Recent initiatives indicated that Xiaomi had worked on strengthening its supply and distribution. The OEM made strong marketing moves during the quarter, such as new product launches and rejigging of discount schemes. Xiaomi sub-brand Redmi’s performance was driven by its newly launched models, especially the Redmi A2 series and Redmi Note 12 series.
5G smartphone shipments in the <$400 price band increased 11% YoY in Q2. Key OEMs in this segment included Samsung with its Galaxy A14 5G, A23 5G and A34 5G series and Xiaomi with its Redmi Note 12 series. Newcomer iQOO Z7 5G series also joined this segment.
Outlook
Looking ahead, we expect a continued macroeconomic recovery in H2 2023 to lift the smartphone market. Senior Analyst Febriman Abdillah said, “Price becomes more crucial considering the current macroeconomic climate, which has increased commodity prices. Giving incentives to consumers, like discounts, bundled offers, bonuses and trade-in schemes, can be one option to keep the market attractive. The incentives may even be relevant for the mid-range and premium segments.”
At the brand level, Xiaomi’s new initiatives to bring prices down may attract consumers and help the brand grow this year. Infinix may grow further as it becomes more popular in the market.
Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.
Background
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.
Philippines smartphone shipments fell 20% YoY due to sustained low demand driven by a combination of factors like high taxes and inflation.
Xiaomi rose to the third position on the Note 12 series’ success and 19% YoY shipment growth.
Back-to-back launches propelled TECNO’s YoY growth to 73%.
Premium buyers shrugged off higher costs to drive the segment’s 26% YoY growth.
5G smartphones under $200 witnessed 25% YoY growth.
Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 10, 2023
Smartphone shipments in the Philippines recorded a 20% YoY decline in Q2 2023 due to sustained low demand driven by a combination of factors such as high consumption taxes, elevated production and distribution costs following public utilities’ privatization, and a weak Peso, according to Counterpoint Research’s Philippines Monthly Smartphone Channel Share Tracker.
Source: Counterpoint Research
Many of the major brands saw significant downswings this quarter. Though realme continued to be the number one brand, its market share reduced to 17.3% after a 37% YoY decline in shipments due to limited product launches and weakened smartphone demand. The brand could keep its number one spot due to the popularity of its C55 model, which was also the market’s top-selling model in Q2 2023, and the C53 model, which was sold out on Lazada overnight. Samsung experienced a YoY shipment decline of 26% in Q2 2023, owing again to fewer model launches and limited promotions in the budget segment.
Xiaomi overtook OPPO to take the third position in the Philippines in Q2 2023. The brand recorded 19% YoY growth boosted by a good reception of its Note 12 series. Xiaomi also held its annual fan festival in April, where it offered promotions, especially on the newly launched Note 12 series and popular 12C model, further fuelling its growth.
OPPO and vivo witnessed shipment declines of 34% and 43%, respectively. Both brands were part of the payday promotions in June, but the offers were restricted more toward the older models to clear inventory. Infinix recorded marginal growth of around 3% but increased its market share to 9.7% to enter the top five brands for the quarter. Its budget Hot 30 series performed well, while the Note 30 series got a good reception as a decent gaming phone.
TECNO performed well in this quarter, recording 73% YoY shipment growth driven by its quick, successive model launches. The newly launched Spark Go and Spark 10 series are doing particularly well due to their competitive prices.
Shipments of smartphones priced less than $200 and in the $200-$399 segment decreased by 22% and 16% YoY, respectively, due to constrained consumer spending. The $400-$599 segment recorded a bigger decline of 54% as it saw fewer launches by major brands such as Samsung and realme.
However, the premium segment (>$600) witnessed a 26% YoY increase, the only segment to show YoY growth. Apple still led this segment with a 43% share. The brand’s official reseller, Powermac, has expanded its Apple Premium Partnership store presence to give Apple customers an enhanced experience along with deals and promotions. Other offers by retailers centered around 0% installments and iPhone bundled offers.
For this quarter, 5G smartphones saw a decline in all price segments except the below $200 segment, which witnessed a 25% YoY growth driven by the introduction of Infinix Zero 5G and Note 30, along with TECNO’s 5G version of the Spark 10 series. Telecom operators are making efforts to keep up with operators like Globe Telecom, which recently rolled out its 5G services at 66 more sites. However, 5G infrastructure development is still slow in the Philippines and is mainly centered around urban areas like Greater Manila, Cebu and Davao.
Outlook
Inflationary pressures have been decreasing in the Philippines, thus giving some relief to consumers. While we may see another quarter of YoY decline, demand is likely to increase, especially with online and offline channel promotions. The premium segment is also expected to do well as Apple and Samsung launch premium models in the coming quarter.
Background
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.
The ≤$200 price band grew 2.0% YoY in Q1 2023. Samsung and Infinix’s entry-level smartphones saw double-digit growth YoY.
10.2% of Q1 shipments comprised newly launched models. Most of them were shipped in March 2023, facing the Ramadan shopping season.
5G smartphones took a 17.2% share in Q1 2023.
In the high-end and premium (≥$400) segments, Apple led with 17.7% YoY growth in Q1 2023, followed by OPPO, Samsung and Asus.
Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – May 19, 2023
Indonesia’s smartphone shipments declined 8.1% YoY in Q1 2023 after the shopping season of Q4 2022, according to Counterpoint’s Monthly Indonesia Smartphone Tracker. Thanks to Ramadan festivities, a further drop in quarterly shipments was limited by the increased shipments in March. The decline was driven by mid-range to premium smartphones, which decreased 25.7% YoY. On the other hand, the entry-level segment grew 2% YoY in Q1 2023.
Smartphone OEMs launched more new models in Q1 2023, especially near or during Ramadan festivities in March. New models accounted for 10.2% of Q1 2023 shipments, a growth of 4.9% YoY. Commenting on the increase in shipments during Ramadan, Senior Analyst Febriman Abdillah said, “Indonesians use the Ramadan shopping season to upgrade goods or buy gifts. The smartphone is among the items they are most likely to purchase during Ramadan. Since the smartphone’s role has expanded from just being used for talking to someone to covering other daily activities like shopping, working, studying, transportation and financing, the consumer attitude toward buying smartphones has shifted to looking for reliable but pocket-friendly devices. That is why facing Ramadan in March 2023, smartphone OEMs added various new models across price bands, where 36.8% were new entry-level smartphones. Many of the new entry-level models are equipped with improved basic specifications, such as 6-8GB RAM, 128GB storage and better chipset, camera and display. These improved specifications could attract consumers to upgrade their old smartphones. Various promotions during Ramadan also tempted consumers to buy smartphones. We can expect the same situation to continue in April during Eid holidays.”
Indonesia Smartphone Shipments Market Share, Q1 2022 vs Q1 2023*
Source: Counterpoint Monthly Indonesia Tracker, 2023
*Chart data updated on May 24.
Samsung and Infinix contributed more to the growth of entry-level smartphones. Samsung strengthened its footprint in this segment and grew 18.7% YoY in Q1 2023, mostly supported by the Galaxy A04 series. Infinix had impressive growth at 44.6% YoY. Infinix’s main attractions included bigger RAM/storage than competitors, such as in the Infinix Hot 12, Hot 20 and Note 12 series. New entry-level models with 4-6GB/128GB variants were also introduced by Samsung, realme, Redmi and TECNO in this quarter, with more shipments being observed in March.
NFC feature was also available in more entry-level smartphones. As a result, entry-level smartphones with NFC grew 11.1% YoY in Q1 2023. Newly launched TECNO Spark 10, realme C55, Redmi 12C, Redmi Note 12 and Samsung Galaxy A14 added to the tally of entry-level smartphones with NFC. NFC is important for financial transactions, in addition to reading QR codes that have been popular since last year.
Ramadan festivities also helped prevent further decline for mid-range smartphones ($200-$399). The increase in mid-range shipments was also driven by new models, which accounted for 23.8% of mid-range shipments in Q1 2023. New mid-range models launched in Q1 2023 came from vivo, Samsung, Redmi, OPPO, realme and Infinix.
In the high-end and premium (≥$400) segments, Apple led with 17.7% YoY growth in Q1 2023, followed by OPPO, Samsung and Asus. Apple initiated fresh moves in Q1 2023 to increase iPhone shipments. Price reductions were a bonus for a consumer seeking a new iPhone. Trade-in schemes and instalment offers from retailers also attracted consumers. And the new partnership with Blibli to run Apple’s authorized online store added to the visibility of the iPhone in the market.
As Indonesians started to do offline activities more often than during COVID-19 restrictions, offline smartphone stores were also impacted. The stores saw an increase in visitors in Q1 2023 compared to last year, except during shopping seasons, like in December. However, the online channel played a good role in introducing new products with its pre-order schemes.
Indonesians still preferred smartphones that were affordable or had a price promotion in this time of economic recovery. Bundled plans for new products and price promotions by smartphone OEMs and retailers during the festivities in Q1 2023, like Chinese New Year and Ramadan, were more appreciated by consumers.
5G smartphones took a 17.2% share in Q1 2023. They continued to increase their presence in the entry-level segment, growing 3.6% YoY in Q1 2023. 5G entry-level smartphone shipments accounted for 1.3% of entry-level shipments in Q1 2023. 5G mid-range smartphones also grew 8% YoY in Q1 2023, accounting for 34.2% of mid-range shipments.
Outlook
Ramadan and Eid celebrations are a good shopping season for Indonesians when smartphone OEMs also launch special marketing initiatives to attract consumers. This period is also good for launching new products and bundled offers because employees get payroll incentives or the so-called 13th-month salary.
With smartphones being used intensively for digital activities, more consumers are now looking for a reliable affordable smartphone that can deliver a smooth experience during digital activities. This means good connectivity, battery, storage, camera, display and design/dimensions should be available at a reasonable price. On the other hand, new innovations and technologies should be able to bring differentiation among smartphone price segments.
Entry-level smartphones have the potential for better growth considering better in-demand specs like RAM, storage and battery capacity in more models in this segment as well as Indonesians’ need for reliable affordable smartphones.
Going forward, offline smartphone channels may grow but slowly depending on the progress of domestic macroeconomic recovery. Besides, consumers still want to try the product, especially for the mid-range and above segment. To some extent, advocacy by shopkeepers is also still needed for consumers’ assurance even though they have their own model or brand preferences.
OEM rankings have changed from our initial May 19 publication on updated shipment data.
This research note is based on preliminary data and subject to change. Feel free to contact us at press@counterpointresearch.com for any questions regarding this note or other insights.
Background
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.
Smartphone shipments in Southeast Asia’s five key markets* declined 13% YoY in Q1 2023.
Apple’s shipments increased by 18% YoY during the same period.
Infinix witnessed a 41% increase as the brand grew across SEA markets.
While mid-to-high-end ($201-$600) ranges suffered the most, the >$600 range shipments increased by 4%.
Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – May 15, 2023
Smartphone shipments in Southeast Asia’s five key countries (Indonesia, Thailand, Philippines, Vietnam and Malaysia) fell 13% YoY due to low demand and a seasonal drop, according to Counterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker.
All key SEA countries saw a decline in Q1 2023 but some more than others. Countries like Vietnam received relatively more shipments in Q4 2022 and so OEMs felt the need to reduce volumes in Q1 2023. Consumer sentiment has not completely revived in Vietnam. Factors like a 10% fall in Samsung’s production, seasonally low smartphone demand after Q4 2022, and reduced revenues for OEMs and operators were also among the driving factors. Indonesia and Thailand did comparatively well than the other countries as demand started improving in March 2023.
Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker
All key SEA countries are coming out of the geopolitical effects from last year while still reeling under some inflation effects. For instance, the Philippines suffered high inflation at the start of this year. However, operators continue to remain aggressive on 5G development and partnerships with tech companies. The industry has resumed its earlier levels of advancement as foreign investments are again entering big economies like Indonesia and Malaysia. There are collaborations happening on the financial services front as well. For example, OPPO in Indonesia is partnering with banks to provide banking services while AIS, the leading operator in Thailand, has partnered with Bangkok Bank to provide financial services on digital platforms. Consumers are not exactly feeling the improvements on the ground though. Most smartphone purchases are being delayed.
Source: Counterpoint Research Southeast Asia Monthly Smartphone Tracker
Vietnam is a growing Apple iPhone market. The demand for the iPhone 13 and 14 series was good in Q1 2023. Indonesia has seen growth in iPhone shipments as well. Overall, iPhone shipments grew 18% YoY in Q1 2023.
Infinixis the official smartphone partner for Mobile Legends professional league in the Philippines. Infinix has improved on promoting itself as a gaming brand in the region. Overall, though Infinix’s volumes are not on a par with the top brands, it continues to grow in the region. The brand grew 41% in Q1 2023.
While certain brands have been in focus at the start of this year, the price range share favored two consumer groups in Q1 2023. <$200 smartphones witnessed a 4% YoY growth despite an overall decline in volumes. Since entry-level phone shipments had been consistently low, pent-up demand motivated higher shipments in Q1 2023. However, not all countries saw a spike in low-end smartphone demand. OEMs in Vietnam were still looking to push these volumes. The Philippines’ low-income families are reeling under high tax and inflationary issues, restricting low-end smartphone purchases. Premium-end (>$600) smartphone shipments continued to rise and saw 4% YoY growth. Mid-to-high-end ($201-$600) smartphone shipments suffered the most across the region.
Commenting on the SEA economies in 2023, Senior Analyst Glen Cardoza said, “Southeast Asia is at a stage where different consumer types are behaving in a different manner. Low-end smartphone buyers are recovering but they are not just there yet. Mid-to-high-end smartphone buyers are holding on to their wallets and extending the ownership of their phones, while high-to-premium smartphone buyers are unaffected by the economics of the situation. These consumers are going out and choosing to buy the S series, foldables and iPhones. While 5G is becoming a norm, operators are coming out with creative packages and providing options for all types of smartphones. The coming months are likely to see a bit more improvement in consumer sentiment while governments make sure that their countries remain largely unaffected by global macro issues.”
The Vietnamese government is looking to commercialize 5G in the country this year. This will facilitate a new level of manufacturing and consumer usage if done earlier than later. While the Malaysian government and industry work on 5G commercialization and the terms for it, consumers are already equipped with 5G smartphones.
With an increase in tourism in SEA countries earlier in the year, there is a chance that tourism business and revenue will increase this year. Countries like Thailand are also concentrating on eco-tourism initiatives that focus on sustainability, all through smartphones. All these developments are likely to spell normalcy for the public, leading to a likely improvement in consumer sentiment in the coming quarters.
* Key Southeast Asia countries/markets include Indonesia, Thailand, Philippines, Vietnam and Malaysia.
Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.
Background
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.
MEA smartphone shipments retreated 11% YoY in Q1 2023, or 3% in QoQ terms.
The usual macro headwinds continued to weigh on the market, including high inflation rates, local currency depreciation and weak consumer sentiment.
Samsung performed resiliently, with shipments slightly down but market share trending up.
Apple outperformed prevailing market trends. Its YoY shipments were up 35%.
Transsion Group shipments dropped 19% YoY, as itel continued to slide while Infinix advanced.
London, Boston, Toronto, New Delhi, Hong Kong, Beijing, Taipei, Seoul – May 11, 2023
Smartphone shipments in the Middle East and Africa (MEA) region fell 11% YoY and 3% QoQ in Q1 2023 to reach the lowest Q1 shipment level since 2016, according to the latest research from Counterpoint’s Market Monitor Service. Much of the prevailing economic woes of the region continued, including high inflation rates, local currency depreciation and weak consumer sentiment. Smartphone OEMs were stuck in low gear as inventory correction, channel efficiency and cost cutting continued to be the main themes in the region.
Commenting on the market’s performance, Senior Analyst Yang Wang said, “The MEA smartphone market saw another tough quarter as the macroeconomic environment remained challenging. Difficulties impacting consumer spending towards big-ticket upgrades such as smartphones are now well known, and both consumers and OEMs are adjusting to the new realities with extra caution. The prospect of a V-shaped rebound has dimmed as companies prioritize inventory management, cost controls and streamlined product portfolios.”
Despite the gloomy tone, there were early signs of stabilization towards the end of the quarter. For instance, most OEMs saw encouraging sell-out numbers due to the Ramadan and Easter sales promotions. Most notably, this manifested at the top of the market, where Apple’s iPhone 14 series (particularly the higher-priced Pro and Pro Max models) has proven to be extremely popular. Samsung’s new 5G models in the A series sold well. The mid-range OEMs or mid-range segments within OEMs have also been strong, with the likes of Xiaomi, TECNO, Infinix, HMD Nokia and realme all achieving above-average market performance.
On the other hand, the impact of currency depreciation and inflation has hurt lower-income households much more than the average. In Q1 2023, this manifested in itel’s 45% YoY drop. itel is struggling to keep refreshing its portfolio while keeping costs under control. OPPO and vivo somewhat stabilized after the product availability situation improved, but the two brands continued to shed market share as distributors remained cautious on the brands’ commitment to the region.
Commenting on the direction of the MEA smartphone market, Wang added, “Poor consumer demand is likely to remain the main theme for the rest of the year, as consumers postpone upgrades while holding onto their current handsets a little bit longer. We, however, expect that the inventory situation will improve gradually by the second half of the year, which will be followed by more ambitious product portfolio revamps and promotional activities by OEMs and distributors. This will coincide with better economic conditions as global interest rates and energy prices stabilize, providing much-needed breathing room for consumers in emerging markets.”
Feedback or a question for the analyst that wrote this note?
Yang Wang
Senior Analyst
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Background
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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According to Counterpoint Research, Transsion’s smartphone sales volume grew 3% YoY in the first half of 2023 and 17% YoY in Q2 2023 as demand for TECNO 
Much of Transsion’s financial successes can be attributed to its continued commitment to entering new markets. In Q2 2023, Africa accounted for 57% of Transsion’s smartphone sales volume, a net drop of 8% from a year ago. Outside Africa, Transsion smartphone sales grew 35% in Q2 2023, most notably in Latin America, Eastern 
