Colombian Smartphone Market Continues to Grow in Q1 2019

Huawei was the fastest growing brand (76% YoY growth including HONOR co-brand), surpassing Motorola to become the second largest brand in Colombia

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – May 22nd, 2019

Smartphone shipments in Colombia grew 2% year-on-year but declined 26% quarter-on-quarter (QoQ) during Q1 2019, according to the latest research from Counterpoint’s Market Monitor service. The sequential fall was primarily due to extraordinary volumes in the previous quarter driven by the Christmas holiday season.

Commenting on the findings, Senior Analyst, Tina Lu said, “Four out of top five brands in Colombia have increased shipment volumes YoY during Q1 2019.  This is driving consolidation in the market. Top five smartphones brand in Colombia, represented more than 77% of the market, a nearly eight-percentage point increase YoY. This leaves more than 40 brands to fight for the remaining 23% of the market. The device market is already looking very crowded.  For any new brand seeking to enter Colombia, it might not be an easy task.”

Commenting further, Tina noted, “The Colombian market was one of the few markets in LATAM that has been growing YoY every single quarter during 2018. Most of the top five brands have increased shipment volumes compared to the previous year, driven by new users and replacements. Smartphone penetration in Colombia was below 65% at the end of 2018. Therefore, there will be new users that would offset replacement slow down. As a result, it still had room to resist the global smartphone market decline. Smartphone growth is also pushing the feature phone segment to a sharp decline.”

Commenting on the pricing strategies, Research Analyst, Parv Sharma, added, “Low-end smartphones dominated the Colombian market.  During Q1 2019, eight out of 10 smartphones were below US$200. However, smartphone shipments in the <US$100 price band decreased 11% YoY, while those in the US$100-US$200 price band has grown around 29%. Huawei and Motorola were the main drivers for the growth in this segment. Apple and Samsung controlled the premium segment.”


Exhibit 1: Colombia Smartphone Market Share by Brand, 2018 Q1 vs 2019 Q1

Source: Counterpoint Market Monitor Q1 2019

  • Samsung is the absolute leader in the Colombian market with a 30% share, an increase of more than one percentage point share compared to the previous year.
  • Samsung’s ASP increased by 16%, driven by growing volumes in the flagship and mid-to-high price band.
  • Huawei’s sales volumes (excluding HONOR co-brand) have grown 60% YoY in Q1 2019, and it has become the second largest smartphone brand in Colombia.
  • Huawei’s co-brand, HONOR, launched in Colombia during H2 2018. It has already managed to capture more than 1% of the Colombian market.
  • Huawei migrated its portfolio to lower price bands. Its success was a combination of the excellent product lineup, very aggressive pricing, and heavy investment in channel management.
  • Motorola has managed to increase shipments slightly despite Huawei’s aggressive push.
  • With Motorola entering Comcel during 2018, it gave the brand extra boost to maintain its share.
  • Alcatel’s share deteriorated in 2018, especially in the smartphone category. It was one of the many brands that were deeply affected by Huawei.
  • Lanix was the best-selling local brand. However, its volume decreased by half YoY.
  • Local Kings got demoted to mainly supplying feature phones and 3G smartphones. They lost market share to the increasing number of Chinese brands.
  • LTE capable smartphones grew 22% YoY driven by more affordable LTE enabled devices and replacements.
  • Smartphone ASP has grown almost 13% YoY, boosted by Samsung and Huawei.

The comprehensive and in-depth Q1 2019 Market Monitor is available for subscribing clients. Please feel free to contact us at press(at) for further questions regarding our in-depth latest research, insights or press inquiries.

For in-depth analysis of the Colombian market, including channel landscape, this report: “Colombia: A Telecom Market Undergoing Transformation” is available for subscribing clients.

The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s IR results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.


Analyst Contacts:

Tina Lu


Parv Sharma

Peter Richardson


Follow Counterpoint Research


Brazil Smartphone Market Shows Signs of Recovery

Growth for global brands was almost flat, whereas Chinese brands declined annually.

   New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – July 19th, 2018

According to the latest research from Counterpoint’s Market Monitor service, the Brazil smartphone market showed positive signs of growth with 2% YOY growth in Q1 2018.

Commenting on the findings Senior Analyst, Tina Lu, said, “Although Brazil’s economy has been stable since last year, its mobile device market started 2018 with mixed results. Overall mobile devices decreased, while smartphones increased marginally. This is a preview of what we expect for the rest of the year. Some uptick, but mainly stable or even some decrease as Brazil faces presidential elections in October this year, and uncertainty about its outcome is prompting the market to be cautious.”

Commenting on regional growth, Research Analyst, Parv Sharma, said, “Due to high barriers to entry, Brazil’s smartphone market is very consolidated. The top five smartphone brands accounted for almost 85% of the total smartphone market in Q1 2018. However, this brand landscape will be challenged by Huawei, which is planning to re-enter the market by partnering with Brazilian consumer electronics manufacturer, Positivo, in the latter part of Q3 2018.”

Parv, also highlighted, “We saw an increase in the lower price bands. More than 80% of the market lies below USD199, around a 7% increase from the same quarter last year. This was driven by an increasing focus from the top three brands Samsung, Motorola and LG. As a result, their models dominate the sub- USD199 price band. Although Samsung launched the 2018 version of the J series, it kept the older generation series in the market, as they were still contributing to the majority of Samsung’s sales.”

Exhibit 1: Brazil Smartphone Shipments Share by Brands

Brazil Smartphone Shipments Share by Brands

Source: Counterpoint Research: Quarterly Market Monitor Q1 2018

Market Summary:

  • Brazil’s smartphone market grew slightly, 2.3% YoY, during Q1 2018.
  • The smartphone segment contributed almost 93% of the total handset shipments during Q1 2018.
  • Samsung had almost half the share of the smartphone market. This shows its strong grip on the Brazil market due to robust local manufacturing and high levels of marketing spend on promotional campaigns.
  • Brazil is an important market for Motorola, it had a 19.8% share in the smartphone market and a healthy 20% YOY growth in Q1 2018.
  • LG saw a 10% decline annually but maintained its third position in the smartphone market with an 11.4% share.
  • Apple held the fourth position in the smartphone market with a 5.7% share in Q1 2018. Apple has lost share since it decided to stop assembling in Brazil.
  • Local player Positivo was the fastest growing brand with 33% annual growth. It had a 1.9% share, holding the fifth position in the Brazil smartphone market.
  • In terms of SOC’s, Mediatek dominated the smartphone market with a share of almost 38%. Samsung holding the second position, captured one third of the total smartphone market followed by Qualcomm, Spreadtrum and Apple.

Exhibit 2: Brazil Smartphone Market – Price Band Share by Quarter: Q1 2018

Brazil Smartphone Market – Price Band Share by Quarter: Q1 2018

Source: Counterpoint Research: Quarterly Market Pulse Q1 2018

  • Low to mid-end price bands dominate the Brazil smartphone market. Almost half of the smartphone market lies in the USD 100-199 price band.
  • Both USD 0-99 and USD 100-199 price bands grew annually in Q1 2018.
  • Samsung clearly dominates almost all the price bands except the USD >500 price band. Samsung’s success is dependent on its J series, as the top four bestselling smartphones were from Samsung and had a share of about 22% of the smartphone market.
  • Motorola was ranked in second position in the USD 0-99 and USD 100-199, this is because of the its low-end segment Moto C and C Plus models.

The comprehensive and in-depth Q1 2018 Market Monitor is available for subscribing clients. Please feel free to contact us at press(at) for further questions regarding our latest research, insights or press enquiries.

The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s IR results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.

Analyst Contacts:

Tina Lu
+54 91160411221

Parv Sharma
+91 974-259-6030

Peter Richardson
+44 791-723-1934

Follow Counterpoint Research

Huawei, Oppo, Vivo Together Contribute to More Than Half of the Chinese Smartphone Market in Q1 2017

According to the latest research from Counterpoint’s Market Monitor service, the smartphones shipments in China grew a modest 4% annually during Q1 2017 (Jan-Mar) and declined a massive 20% sequentially.

Commenting on the results, Research Director, James Yan, highlighted, “We are seeing the Chinese holiday season quarter shipments remain soft, as most of the sell-in to the channel has now shifted to the end of December. Demand has reduced during the first quarter as most of the brands exited Q4 with higher channel inventory ahead of the Chinese New Year season, but the overall sell-through was relatively healthy, up 12% annually. However, the market continues to concentrate around a few players with the top five brands, out of hundreds of brands in the market, contributing to almost three-quarters of the market volume.”

Oppo and vivo were the fastest growing brands followed by Huawei, together cementing the top three spots and extending their lead over Apple, Xiaomi and Samsung by a widening margin. Apple’s performance has become very seasonal, while Xiaomi and Samsung are losing to Huawei (Honor) and the Oppo-Vivo onslaught respectively.

Exhibit 1: % Smartphone Shipment Growth for OEMs and Market in Q1 2017

The Chinese smartphone market saw a healthy sell-through in the first two months of the quarter with March sell-through slowing considerably as most of the effort was in re-building inventory after clearance in the first two months. This is in contrast to last year’s first quarter where the first two months were weaker in terms of both consumer demand (sell-through) as well as supply (sell-in or shipments). We estimate the shipments to be healthy from May onwards, as the market comes back from inventory corrections.

Exhibit 2: % OEM Smartphone Shipment Share in Q1 2017

Source: Market Monitor – Q1 2017

Commenting on the vendor performance, Research Analyst, Mengmeng Zhang noted, “Huawei regained the top spot this quarter surpassing Oppo, shipping higher volumes into the channels. Huawei’s Honor-branded 6x led the shipments, followed by the newly-launched flagship P10 series.”

Zhang continued, “Oppo’s shipments into the channels declined sequentially during the quarter, thus slipping to the second spot. Oppo focused on clearing the excess inventory build-up due to the higher sell-in at the end of December quarter. However, compared to a year ago, Oppo was the fastest growing brand in China with shipment volumes up 81% annually. Oppo continued to focus on building a stronger channel presence from tier-1 to tier-4 cities, aided by effective and very visible ATL and BTL promotional marketing. This has helped to create a consistent demand-pull. Furthermore, razor sharp focus on product quality, design, and integrating the latest and greatest camera technology to capitalize on the selfie mania, has contributed to its success.”

“Vivo, adopting almost a similar, Oppo-like strategy, has also cemented its position in the top three with a steady performance, as its shipments which grew a healthy 40% annually. Vivo’s X9 series continues to remain popular, making Vivo the number one brand in the fast-growing $300-$400 segment in Q1 2017.”

“The competition between Huawei, Oppo and Vivo continues to be fierce with the race for the top spot always up for grabs, especially in the new models launch quarter.”

Sharing insights on the different smartphone segments, Research Director, Neil Shah noted, “The mid-tier $100-$199 and $300-399 segments were fastest growing segments, mainly driven by Huawei, Oppo and vivo with strong offline plays. However, Apple has not been able to grow at the same pace in this segment which has capped its total-addressable-market to the 4000 rmb or $600+ wholesale segment. This is one of the key reasons that has put the brakes on Apple’s growth in China.”

“The premium segment $600+ or 4000rmb remained flat annually but shrunk 33% sequentially. Apple’s share of this super-premium segment remains at 80%, with five out of the top ten model SKUs belonging to Apple. The 4000 rmb and above segment mostly peaks during the Apple iPhone launch quarter and shrinks for the rest of the year. This volatility is because of Apple and affects Apple, as competition in the premium space is still weak. Though we are seeing Huawei with its Mate 9 series and players such as Vivo trying to make some movement in this segment to attract premium Android users.

Below are some of the top selling smartphone model variants in the 4000 rmb and above segment.

 Exhibit 3: Top-Selling Smartphones Sales Share (4000 RMB+ segment) in China in Q1 2017

Source: Model Sales Tracker – Q1 2017

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