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TECNO, Infinix, Apple Fastest-growing Smartphone Brands in Southeast Asia

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.

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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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Philippines Smartphone Shipments Decline 20% YoY in Q2 2023; Xiaomi Rises to Third Spot

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.

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Glen Cardoza

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Philippines Smartphone Shipments Fall 9% YoY in Q1 2023; realme Leads

realme led the market with a 21% share, followed closely by Samsung at 20%.
Shipments in the $200-$400 and $400-$600 price bands 22% and 24% YoY respectively.
Premium (>$600) smartphone shipments witnessed a 14% YoY growth.
In the $200-$400 price band, 5G smartphone shipments increased by 20% YoY.

Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – May 26, 2023

Smartphone shipments in the Philippines experienced a decline of 9% YoY in Q1 2023, according to Counterpoint Research’s latest Monthly Philippines Smartphone Tracker. The decline was driven by high inflation during the quarter, which impacted consumer sentiment and purchasing power. Q1 2023 also saw high inventory levels as fewer consumers bought smartphones after the festival season in Q4 2022 and as inflation climbed up.

Note: Figures may not add up to 100% due to rounding

Source: Counterpoint Monthly Philippines Tracker, Q1 2023

During the quarter, realme captured 21% of the market to overtake Samsung as the top brand. The major reason for this was Samsung’s 33% YoY decline, which helped realme reach the top spot. Other factors included offers on realme’s C series smartphones as part of its Lazada 2.2 sale. The realme 10 was also one of the top-performing models for the brand. Samsung’s Galaxy A14 5G, A04 and A04e were the best performers for the brand. But due to high inventory levels, Samsung’s overall shipments decreased.

The brands which witnessed YoY growth included Infinix (59%), Xiaomi (22%) and Apple (22%). Infinix’s Hot series was particularly popular in the gaming world. For Xiaomi, the 12 series and Redmi’s A series proved to be popular, driving growth for the brand. Despite inflationary pressures, Apple registered a YoY growth due to the popularity of the iPhone 14 series in the country.

Smartphones priced less than $200 held more than half of the market shipments in Q1 2023.holding a combined share of almost 60%. Shipments in the $200-$400 and $400-$600 price bands saw a decline of 22% and 24% respectively. Many prospective consumers held on to their existing models and avoided any discretionary expenditure. OPPO led the $400-$600 band due to the popularity of the Reno 8T. Introductory offers for the Reno 8T, like free OPPO EncoBuds 2, worked in its favour. Other offers in Q1 2023, such as the Payday Sale, Super Brand Day and 2.2 Sale, are likely to have made OPPO smartphones more attractive for consumers. Premium segments (above $600) saw a 14% YoY increase in shipments driven by the iPhone 14 series.

5G smartphones recorded a positive YoY growth at 14%. It is particularly relevant to note that the 5G smartphones in the $200-$400 price band witnessed a 20% YoY growth along with an increase in their share in the band. This also implies that 5G smartphone shipments are becoming the norm as compared to LTE smartphones whose YoY sales reduced by 17%.

Telecom operators are adapting accordingly. Smart was the top operator for 5G services in the Philippines in Q1 2023. To provide 5G internet with satcom support, Smart and Omnispace have teamed together. Globe has reportedly managed to expand the reach of its 5G network to 70 cities.

Outlook

In Q1 2023, the Philippines recorded an economic growth of 6.4%, lower than the 7.1% in Q1 2022. However, since we are seeing signs of stabilizing inflation, we expect a flattish market in the coming months. The trend towards premiumization is expected to continue into the next quarter. 5G penetration is also expected to increase as OEMs are likely to launch more 5G smartphones in the mid-segment.

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 technology, media, and telecom (TMT) 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

Glen Cardoza

Abdul Rehman

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Electric Vehicles Gain Ground in Southeast Asia; Thailand Dominates Volumes

Thailand led the region’s passenger EV sales in 2022 with a 58% share.
Nearly two in three EVs sold in 2022 were BEVs.
Wuling’s newest model Air EV was the region’s bestseller.

New Delhi, London, San Diego, Buenos Aires, Hong Kong, Beijing, Seoul – March 31, 2023

Passenger electric vehicle (EV*) sales** in Southeast Asia (SEA^#) accounted for just under 2% of the region’s total passenger vehicle sales in 2022, according to the latest research from Counterpoint’s Global Passenger Electric Vehicle Model Sales Tracker. Thailand was the most advanced, accounting for 58% of the region’s EV sales, followed by Indonesia and Vietnam. Thailand’s government has been pushing EV sales through demand-side incentives and corporate income tax incentives for EV manufacturers.

Wuling’s Air EV was the best-selling model across the region in 2022, being one of the most affordable EV options. In terms of automotive groups, Vingroup led the SEA EV sales, closely followed by Wuling (part of SAIC-GM-Wuling group) and Volvo (Geely Holdings subsidiary). Battery EVs (BEVs) represented 64.6% of the total EV sales while plug-in hybrid EVs (PHEVs) constituted the rest.

Commenting on the market dynamics, Research Analyst Abhilash Gupta said, “Passenger EV demand is increasing gradually across the SEA region but sales are tiny compared to global EV sales, constituting just 0.5% of the global total for 2022. However, as geopolitical tensions are rising between China and the West, SEA is becoming an attractive option for Chinese auto manufacturers looking to expand abroad. Therefore, we can expect to see more production plants in SEA in the longer term, which will help boost EV sales. Thailand has the largest auto manufacturing sector in SEA. It is aiming to leverage its manufacturing expertise to attract automakers to produce and sell EVs there. Indonesia and Vietnam have the advantage of mineral resources, which gives them an edge over others in the region. The SEA countries have set lofty EV targets and have introduced many incentives to promote EV adoption among consumers and to attract EV manufacturers to set up bases.”

Source: Counterpoint’s Global Passenger Electric Vehicle Model Sales Tracker, Q4 2022

Commenting on the market outlook, Senior Analyst Soumen Mandal said, “Although EVs are currently a niche market in SEA, we do expect their sales to double in 2023. However, it will be difficult for the SEA countries to achieve their EV targets and increase the share of renewables in the electricity grid at the same time.

SEA countries have the opportunity to display their manufacturing capabilities and grow, given the interest of many international auto manufacturers to invest in the region. Those that enter the market early will have an edge, allowing them to secure a substantial share of the market. The SEA region could adopt the approaches taken by China and Europe, which provide incentives based on CO₂ emission levels. Doing so would encourage both consumers and manufacturers to shift towards more environment-friendly vehicles.”

*For EVs, we consider only BEVs and PHEVs. This study does not include hybrid EVs and fuel cell vehicles (FCVs).

**Sales refer to wholesale figures, i.e., deliveries from factories by the respective brands/companies.

^#SEA includes Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.

The comprehensive and in-depth ‘Global Passenger Electric Vehicle Sales Tracker, Q1 2018-Q4 2022’ is now available for purchase at report.counterpointresearch.com.

Feel free to reach us at press@counterpointresearch.com for questions regarding our latest research and insights.

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Analyst Contacts

Abhilash Gupta

Soumen Mandal

Brady Wang

Peter Richardson

Counterpoint Research

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Philippines Smartphone Shipments Decline 3% YoY in Q2 2022; Apple Fastest Growing Brand

The Philippines’ Q2 2022 smartphone shipments declined 3% YoY to 4.7 million units.
Apple, Infinix and TECNO were major YoY gainers in terms of shipments.
Chinese players except Xiaomi and realme saw a decline in their smartphone shipments.
5G smartphone share in shipments increased from 7% in Q2 2021 to 34% in Q2 2022.
Online shipments increased 15% YoY with Lazada leading with a 46% share.

Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – Sept 9, 2022

The Philippines’ Q2 2022 smartphone shipments declined 3% YoY to 4.7 million units, according to Counterpoint’s latest Monthly Philippines Smartphone Channel Share Tracker. The figures show the country’s macroeconomic stability, low inflationary pressure and an increase in consumer spending due to its markets returning to normal.

Commodity-exporting economies in Southeast Asia like the Philippines are expected to outperform the commodity-importing ones because of improved terms of trade. The economic impact of the Ukraine-Russia war is gradually fading out from Southeast Asian countries even as COVID-19 weakens its grip, pushing up tourism. New launches, along with customer preference for premium models, also played a key role in the Q2 2022 smartphone shipments.

Source: Counterpoint Monthly Philippines Smartphone Channel Share Tracker, Q2 2022

In terms of market share, realme took the top spot with a 22% share driven by the launch of its reasonably priced smartphones, particularly the C series and 9 series, in Q2 2022. Samsung took the second spot with a 20% share driven by its newly launched Galaxy A series models and ongoing promotions. OPPO had a 15% share driven by its Reno A series while vivo had a 14% share driven by its V series and newly launched X series. Xiaomi took the fifth position with a market share of 10%.

Demand for 5G smartphones increased considerably during the quarter as their shipments increased to 34% share from 7% in the same period last year. To stay competitive, major telecom providers Globe Telecom, Dito and Smart have been actively extending 5G coverage. With the introduction of DITO Tele-community, telecommunication infrastructure investments have more than tripled. The primary factors driving growth in the telecom industry are increasing coverage, lower costs, better service, rising data demand, and smartphone adoption.

Source: Counterpoint Monthly Philippines Smartphone Channel Share Tracker, Q2 2022

Apple, at 50% YoY, saw the biggest growth during the quarter with Filipinos preferring premium smartphones. Reduction in the iPhone 13 series prices contributed to the growth.

Chinese players Xiaomi and realme ran several promotional campaigns online, particularly on Shopee and Lazada, which helped with their shipments. On the other hand, shipments of other Chinese brands decreased in Q2 2022 as the brands faced inventory issues. The e-commerce industry is expanding quickly in the region. Around 18% of all shipments in Q2 2022 were made through the online channel, an increase of around 15% YoY. Apart from online channels, social commerce is gaining popularity, especially through TikTok. realme became the first brand to launch its official store in TikTok live shopping.

Commenting on mobile gaming, Senior Analyst Glen Cardoza said, “The Philippines is a key gaming market in Southeast Asia and is seeing rapid growth. Manufacturers are keeping up with the demand. High-end gaming smartphones like the Black Shark 4 Pro, Asus ROG Phone 5s and 5s Pro, and ZTE’s Nubia RedMagic 7 are doing well in the market. Major companies are following suit and joining forces with gaming leagues to serve as official sponsors. In May 2022, there was a gaming competition.”

Smartphone brands are also organizing e-sport tournaments, like vivo’s PUBG, OPPO’s Game on Cup, or Samsung’s MLBB All-star Showdown in partnership with Moonton.

In the coming months, the economic impact of the Ukraine-Russia war will gradually fade. Also, COVID-19 restrictions in Southeast Asian countries are likely to be relaxed, bringing back tourists and, in turn, increasing cash flow in the market and purchasing power. On the other hand, China, with its zero-Covid policy triggering partial or full lockdowns in various cities, and global inflation may impact smartphone shipments. The Philippines posted a GDP growth of 7.4% in Q2 2022 with recovering consumer sentiment. We expect the market to expand further. As a result, the smartphone shipments in Q3 2022 may increase a bit but the TAM will be on the flatter side.

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.

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Glen Cardoza

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World’s ‘Social Media Capital’ in Rapid 5G Transition

The Philippines is one of the fastest-growing and tech-savvy nations in Southeast Asia. The country’s mobile connection penetration has reached 140% and most of the leading operators have launched 5G services. According to the Digital 2022 report, there were more than 92 million social media users at the start of 2022 and internet users aged 16 to 64 spent an average of 5 hours and 47 minutes on mobile internet every day. Thanks to this extraordinary social media usage, the country is also known as the “Social media capital of the world”. Not only this, online gaming too has strong traction among Filipinos with the mobile phone being the preferred device here.

With the launch of 5G services and their expanding coverage, consumers are increasingly opting for 5G smartphones. Smartphone players are offering discounts and launching affordable 5G smartphones to increase their shipments, whereas telcos are partnering with smartphone players to offer devices with various 5G plans. According to Counterpoint Research’s Monthly Philippines Channel Share Tracker, 5G smartphone shipments accounted for 27.3% of the overall smartphone shipments in Q1 2022.

Q1 2022 witnessed a growth of 20% points YoY in 5G smartphone share in total smartphone shipments and we expect this share to continue to increase in the coming quarters. Key factors contributing to this growth include:

Increasing availability: Globe became the first player to launch 5G in Southeast Asia and the Philippines by introducing its ‘Globe At Home Air Fiber 5G’ plan. Smart followed suit and launched the ‘Smart Bro Home Wi-Fi 5G’ plan. Telcos started deploying 5G at a rapid pace and, according to VIAVI Solutions, the Philippines had 98 cities offering 5G services in 2021, ranking the country third in terms of the highest number of cities having 5G services.

Telcos’ initiatives and increase in investments: The Philippines’ top two telco players, Globe and Smart, are investing heavily in upgrading and expanding their networks. They are increasing 5G coverage and launching the services in remotest parts that were not connected by the internet earlier. Globe’s 5G coverage has reached 96% of the NCR region and 85% of key cities in the Visayas and Mindanao regions. The operator is planning to invest PHP 89 billion to accelerate the 5G rollout, increase cell sites and upgrade the infrastructure. Smart is planning to spend PHP 85 billion to upgrade its 4G and 5G infrastructure. The third telco, Dito, has recently launched its 5G home Wi-Fi services in selected cities of the NCR region.

Favorable consumer behavior: Filipinos are technophiles. They actively use e-commerce, digital finance, digital and social marketing, social media and other platforms. With the increased speed, 5G can evolve online education, telemedicine, entertainment industry and more.

Although there are favorable dynamics in the market to support 5G smartphone and services uptake, there are also some challenges that can adversely impact the momentum:

Macroeconomic factors: The Philippines is one of the fastest-growing nations in the region. It saw a growth rate of 8.3% YoY in Q1 2022 as the opening of the market and increased consumer spending helped in increasing demand. But in recent times, it is facing the problem of rising inflation along with the weakening of the Peso and increasing interest rates. This might affect consumer spending and cause a slowdown in demand.

Speed issues: The Philippines is an archipelago with more than 7,000 islands. Therefore, providing fiber optic connectivity to every corner of the country becomes difficult. According to Ookla’s Speedtest Global Index, the Philippines ranked 88th (out of 139 countries) as of June 2022 with a median mobile download speed of 21.41 Mbps. It is behind many of its peers such as Singapore, Thailand, Malaysia, and Vietnam. Low mobile network speeds hamper the internet experience. With most Filipinos spending a big amount of time on social media and mobile gaming, it is important to provide high-speed and reliable internet to encourage customers to adopt 5G.

Outlook

The Philippines faces the issue of slow internet speed due to its geography, and telcos are trying to solve it with the help of the 5G network. They are increasing their investments in upgrading and expanding their 5G coverage. With increasing 5G availability, people are switching to 5G smartphones to experience it. Smartphone players are also launching affordable 5G devices, whose shipments continue to increase. 5G will help Filipinos have smooth social media and other digital experiences.

Another important area that will benefit from 5G is mobile gaming. 5G can help make the mobile gaming industry bigger, as it provides a lag-free experience with low latency and cloud-based multiplayer games can be played with ease. Smartphone makers can capitalize on this growing segment by launching dedicated gaming devices. Some OEMs are already sponsoring mobile gaming leagues and tournaments. Telcos can market 5G services that offer a smooth gaming experience on a smartphone and by hosting e-sports events.

Philippines Smartphone Shipments up 5% YoY in 2021; Samsung Takes No.1 Spot With Stronger Supply Chain

Philippines’ smartphone shipments increased 5% YoY in 2021 but decreased 10% YoY in Q4 2021.
Samsung led the market in 2021 with a 22.4% share, followed by realme at 20.9%, OPPO at 18.5% and vivo at 16.2%.
Online channels grew 34% YoY due to pandemic-induced trends.

Beijing, Seoul, Taipei, London, Boston, Toronto, New Delhi, Hong Kong – February 17, 2022

Philippines’ smartphone shipments fell 10% YoY in Q4 2021 but increased 5% YoY in 2021, according to Counterpoint Research’s Philippines Monthly Smartphone Channel Share Tracker. The third-biggest smartphone market in Southeast Asia experienced a COVID-19 lockdown in the first half of 2021. But with an increasing vaccination rate (45.3% fully vaccinated at the end of 2021) and e-commerce gaining popularity, the second half of 2021 witnessed a 42% increase over the first half. The market is expected to regain normalcy in 2022, although elections during the year may cause some uncertainty.

Top OEMs’ Market Share in Philippines, 2020 vs 2021

Source: Counterpoint Research’s Monthly Philippines Channel Share Tracker
Notes: Xiaomi includes POCO and Redmi; OPPO includes OnePlus.

In terms of market share in 2021, the top four OEMs were the same as in 2020. But Samsung took the first spot from vivo with a 44% YoY increase in 2021. realme made a switch with OPPO for the No. 2 position. Senior Research Analyst Ivan Lam said, “Samsung’s good show was driven by its stronger supply chain. After resolving the supply and production issues in Vietnam, Samsung seized the opportunity and came up with a strategy to turn around in the Southeast Asian markets. It launched channel campaigns targeting both wider and specific customer groups. The brand maintained its uptrend in the market from Q2 2021 to the last quarter of the year. realme scored big by bringing in affordable models to target users upgrading from entry-level devices. Its C series continued to be popular among the Philippines consumers. realme’s growth was also driven by its online presence.”

E-commerce is growing very fast in Southeast Asia. In the Philippines market, online channels accounted for 16% of the total shipments in 2021 with nearly 34% YoY growth.

Senior Research Analyst Glen Cardoza said, “With the rise of Dito, Smart and Globe Telecom have been actively expanding the 5G reach to face the competition. 5G device penetration also increased in 2021. In terms of overall price band trends, some gains were seen in the mid-tier segment. While the sub-$150 segment’s contribution declined from 60% in 2020 to 40% in 2021, the $250-$499 segment saw a significant increase due to users upgrading to higher segments or 5G phones, and OEMs pushing mid-tier devices due to the ongoing component shortages.”

Top OEMs’ Market Share in Philippines, Q4 2020 vs Q4 2021

Source: Counterpoint Research’s Monthly Philippines Channel Share Tracker
Notes: Xiaomi includes POCO and Redmi; OPPO includes OnePlus.

Philippines’ smartphone shipments decreased 10% YoY in Q4 2021. Lam said, “The COVID-19 restrictions, including on offline retail, were relaxed only at the end of the quarter. Consumer spending also remained impacted due to stagnant household incomes.”

Samsung took the first position in Q4 2021 with its shipments rising 22% YoY. The second position was taken by realme with an 8% YoY increase. Lam added, “OPPO and vivo both experienced a 4G SoC shortage and were forced to prioritize supplies for their home market China.”

Commenting on 2022 expectations, Lam said, “The Philippines economy expanded by 5.6% in 2021 after logging 7.7% growth in the fourth quarter. Relaxations in pandemic-related restrictions buoyed business activity. Therefore, 2022 should have a bright start. However, we need to factor in any uncertainty related to the elections that are to be held on May 9.”

Please reach out to press(at)counterpointresearch.com for press comments and enquiries.

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

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Analyst Contacts:

Ivan Lam

Glen Cardoza

Tarun Pathak

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Key Southeast Asian Countries’ Smartphone Shipments Cross Pre-pandemic Levels in 2021; Xiaomi, realme, Apple Achieve Highest Ever Volumes

Key Southeast Asian countries’ (Indonesia, Thailand, Philippines and Vietnam) smartphone shipments were highest ever in a calendar year in 2021, reaching 96 million units and growing 5% YoY.
Xiaomi, realme and Apple shipped their highest ever volumes in these countries.
Xiaomi had a strong H1 2021 and even though it had a sluggish H2, the brand grew 17% YoY in 2021.
Apple saw its highest ever growth of 68% YoY in 2021 due to the sales of iPhone 11 and iPhone 12 series and the launch of iPhone 13 series.
realme grew 10% YoY in 2021 driven by the increase in shipments in Thailand and Philippines.
5G smartphone share was 18% in 2021, compared to 3% in 2020.

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – February 10, 2022

Despite multiple COVID-19 resurgences, offline channel disruptions due to restrictions and sustained component shortages affecting OEMs, key SEA countries (Indonesia, Thailand, Philippines and Vietnam) saw a 5% YoY growth in smartphone shipments in 2021, according to Counterpoint Research’s SEA Monthly Smartphone Channel Share Tracker. At 96 million units, the 2021 shipments were the highest ever for a calendar year and more than the pre-pandemic levels. Q4 2021 volumes, however, remained flat due to supply issues for most OEMs.

Commenting on the region’s smartphone market, Senior Analyst Glen Cardoza said, “Most of the SEA countries saw a COVID-19 resurgence more than once in 2021. Governments and industry players were eager to achieve normalcy in business, but social and economic activities suffered, which did not let the smartphone industry pick up in the second half. However, Samsung was able to resolve shipment issues encountered mid-year to revive its sales and lead in the region. Xiaomi came up strong in Q1 and Q2, which solidified its base in most of the key economies, but it suffered more than others in H2 2021 due to supply constraints. OPPO and vivo continued their launches across price tiers and accelerated their marketing campaigns towards the end of the year. Brands like realme and Infinix brought in affordable models to target users upgrading from entry-level devices.”

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, December 2021

On ASPs (Average selling price) and 5G, Cardoza said, “In 2020, more than 55% of the shipments in key SEA countries were for smartphones under the $150 price point. In 2021, this bracket held about 38% share. More consumers are opting for smartphones in the $151-$250 bracket. Besides, 5G was mostly represented by just the top 2-3 brands in 2020. We now see the top five OEMs not only launching 5G models but also actively reducing their ASPs and working with operators to further the adoption of 5G in SEA.”

Commenting on the online-offline channel dynamics, Research Director Tarun Pathak said, “Online share of shipments does not seem to be growing consistently across different countries in the region. Thailand and Philippines saw growth towards the end of H2 2021 while Indonesia and Vietnam still have some infrastructural and mindset miles to cover. To capture a larger mind space through offline channels, most brands are making sure that retail partnerships are well maintained to grow networks across countries. A careful balance between online and offline channel shipments is being worked out by brands. This is being complemented by their tie-ups with operators and retailers.”

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, December 2021

Market Summary:

Samsung saw shipment challenges mid-year in 2021 but recuperated to lead in market share. Its manufacturing facilities in Vietnam got back to normalcy towards Q4 and the brand made sure that marketing campaigns were in focus for all its new launches. A series was key to Samsung’s volumes in the year.
Chinese brands grew more in 2021 and captured 71% of the market, led mostly by OPPO, Xiaomi, vivo, realme and Infinix.
OPPO’s strong hold over the SEA continued in 2021 with consistent demand for its Reno series and A series smartphones. Consumers responded to its strong promotions and offers.
vivo’s Y series continued to perform well through 2021. The brand’s strong offline network strategy has helped over time. Marketing campaigns and endorsements have helped in increasing its exposure in these markets.
Infinix, which was one of the highest gainers for the year, shows future promise but its volumes are comparatively still low.
Even though there was a brief slowdown in Apple shipments in H2 2021, the brand sold more of the 11 and 12 series iPhones at the start of the year and towards the end as well. Thailand and Vietnam came up as the drivers for this premium brand.
As opposed to 8% 5G smartphone share in Q4 2020, 25% 5G share was seen in Q4 2021. This is bound to grow much higher in 2022.
MediaTek, which led in chipsets in the region in 2020, extended this lead in 2021 by taking share from Qualcomm and other brands. Brands like Unisoc hold promise in reducing BoM cost for low-tier smartphones.
Shopee continued to lead and increase its share in online smartphone shipments in the region in 2021. While Lazada tried to recapture its sales, other e-commerce platforms like JD (Indonesia and Thailand), Tokopedia (Indonesia) and Bukalapak (Indonesia) slowly improved their festive sales, especially in Q4 2021.
The key Southeast Asian countries showed resilience in 2021 despite multiple challenges. 2022 will see these countries increase their economic activities, which should, in turn, improve job situation, tourism and subsequently consumer buying sentiment. We are looking at a decent 5% YoY growth in the region’s smartphone shipments in 2022. 5G advancement, operator competition and consumer smartphone upgrades should make this possible.

Note: OPPO includes OnePlus shipments in this publication, Xiaomi includes POCO

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.

Background:

Analyst Contacts:

Glen Cardoza

Tarun Pathak

Follow Counterpoint Research
press(at)counterpointresearch.com

Samsung Regains Top Position in Philippines Smartphone Market in Q3 2021

Hong Kong, Beijing, Taipei, Seoul, New Delhi, London, Boston, Toronto – November 24, 2021

The Philippines smartphone market saw a 9% YoY decline in Q3 2021, with Samsung regaining its top position, according to Counterpoint Research’s Monthly Philippines Channel Share Tracker. Southeast Asia witnessed a fresh wave of COVID-19 during the quarter, causing supply chain constraints triggered by lockdowns and movement restrictions. This was also a major reason behind the decline of the overall Philippines smartphone market in Q3 2021.

Samsung stood first this quarter with a market share of 23%, followed by realme at 22%. The major growth catalyst in Samsung’s success was its mid-range series, which comes equipped with best-in-class specifications at an aggressive price point. The Galaxy A12 and Galaxy A21s were among the major contributors to Samsung’s growth trajectory. realme continued to strengthen its foothold in the e-commerce landscape while Vivo, driven by its Y series and huge discounts during the back-to-school promotions, secured the third position with a 17% market share. OPPO slipped to the fourth position with a 15% market share. Xiaomi retained its position among the top five with a market share of 13%.

Research Analyst Tanvi Sharma said, “Businesses tried to increase the pace of their digital efforts to keep up with the continued expansion of cashless payments and e-commerce. Smartphone brands offered heavy discounts and exclusive schemes in the 9.9 Super Brand Day Sale. Besides, consumers were seen rapidly moving towards 5G-enabled smartphones.”

Sharma added, “E-commerce growth will continue and is expected to sustain a long-term adoption of online channels. Shopee and Lazada are among the top e-commerce platforms, grabbing most online sales.”

Online retail platforms are increasingly playing a significant role in the purchase of mobile phones and other smart gadgets due to the ease of home delivery and payments they offer.

In Q3 2021, the online channel contributed 16% to the overall smartphone shipments across the region, registering a 13% increase YoY. In online channel sales, Xiaomi emerged as the leader with a 31% market share, followed by realme and Samsung.

5G connectivity continues to spread across the Philippines. 5G-enabled smartphones captured a 19% market share with 666% YoY growth during the quarter. Mobile services provider Smart Communications is aggressively deploying 5G technology, making it accessible for everyone with the release of Signature Plans+. Globe, another big telecom operator in the region, has successfully conducted 5G SA (standalone) trials, getting close to offering the technology to consumers and enterprises.

Analyst Contacts:

Tanvi Sharma

Follow Counterpoint Research
press(at)counterpointresearch.com

Telecom, E-commerce Central to China’s Renewed Focus on Southeast Asia

Southeast Asia holds great potential for growth in the technology and e-commerce sectors. It has a comparatively young and tech-savvy demographic which is experiencing a digital transformation jumpstarted by the COVID-19 pandemic. Even 5G commercialization is being pushed in most of the region’s key countries.

Overall, the US, EU and Japan remain the key investors in Southeast Asia. But this might change with China’s renewed focus on the region. The country has been investing in Southeast Asia across sectors for more than a decade now, with infrastructure projects traditionally bagging more funds. However, China’s influence in the region has increased after the start of its trade tussle with the US. Critical sectors like electricity and telecommunications are now being backed by Chinese investors.

The region’s smartphone landscape went through some volatility after COVID-19. This is when Chinese smartphone OEMs started pulling share from Samsung. Their smartphone share in Southeast Asia has made up a majority for more than a year now. It has increased substantially over the last few quarters. In Q2 2021, main Chinese OEMs made up 75% of the total smartphone shipments.

E-commerce initiatives by Chinese players

Chinese investors have been increasing their stake in the region’s e-commerce companies for some time now. Since 2017, e-commerce has been the avenue of interest for Chinese investment due to its growth potential and near-absence of any geopolitical challenge for China in the region. JD.com, Alibaba and Tencent were among the first Chinese investors to pump capital into e-commerce in this region.

5G initiatives by Chinese players

Some countries in the region depend on Chinese technology and know-how. Indonesia has been dependent on Huawei’s 5G technology for more than a year now. The Philippines depends on Chinese telecom infrastructure know-how. In Thailand, Huawei has an active investment in 5G infrastructure. ZTE is another Chinese player with an active role in digital connectivity in the region. These three countries will look to reduce their overall dependence on Chinese tech in the coming months. Currently, however, their goals are focused on 5G development from an economic standpoint. Some countries like Malaysia and Vietnam have given Chinese 5G assistance the cold shoulder.

5G represents a leap in technological growth and overall data sharing. This is an important factor for Southeast Asian countries to consider while partnering with China. Also, such decisions have the potential to become national security issues.

Many major telecom operators in Southeast Asia are lagging in 5G as they still need to recuperate from heavy 4G investments. This is also an area where Chinese capital plays a big part. In contrast, major Chinese smartphone OEMs are ready with 5G devices.

Manufacturing

Since some of the region’s countries are global manufacturing hubs (especially Vietnam and Indonesia), Chinese players will look to diversify their own production facilities. As production capacities shift out of China, these OEMs will aim at buying a stake in the region from a production and assembly point of view. The absence of geopolitical issues and growth potential of the region will serve as motivations for these players.

The Chinese influence is currently strong in the region but so are the investments from US behemoths like Microsoft and Google. Southeast Asia will continue to see an influx of funding in the coming years as this region is set to witness an improved economic climate, enhanced industrial system and increased maturity of consumers with respect to tech.

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