After seven consecutive quarters of year-on-year declines, Samsung has seen a “slight recovery” in Southeast Asia, according to the latest data from Canalys.
And although its market share has dropped from 20% to 18% compared to the second quarter of 2023, its overall sales are higher thanks to a growing pie.
Smartphone shipments in Southeast Asia grew 14% year-on-year in the second quarter of 2024, reaching 23.9 million units.
Samsung shipped 4.4 million devices. In the same quarter of 2023, the figure was 4.2 million.
OPPO (excluding OnePlus) returned to second place, shipping 4.2 million units, representing a 17% market share, Canalys said.
“In third place, Xiaomi was able to close the gap with its foray into the lower price segment with 4.0 million units and a market share of 17%. vivo regained fourth place with 3.4 million units and 14% market share.”
An OPPO phone.
After soaring sales in the first quarter of 2024, TRANSSION’s deliveries slowed and the company ended up in fifth place with 3.3 million units (14% share).
Phones from other companies accounted for 19% of the market, compared to 24% in the same quarter of 2023. 4.6 million units were shipped.
“The recovery of the Southeast Asian smartphone market will be driven by a macroeconomic recovery and growing consumer sentiment,” said Canalys analyst Le Xuan Chiew.
Canalys said that in the mass market segment, “Xiaomi and TRANSSION are leading with aggressive pricing and sales incentives, taking advantage of the region’s price sensitivity.
A PR photo from Xiaomi.
“To support this growth, Xiaomi is also expanding its distribution footprint. In Malaysia, for example, Xiaomi’s shipments to telcos have increased significantly since April, according to Canalys’ monthly tracker, as the company listed devices with all major telcos for the first time. Volumes with the affordable Redmi 13C 5G have increased to match the government’s efforts to get 5G devices to the people.”
OPPO launched the A60 in the $100-$200 price segment and “strengthened its presence in the mid-to-high-end market by launching the Reno12 series and brought the popular A3 Pro series from mainland China to the Southeast Asian market.”
Chiew said Samsung had “realigned its global strategy with a clear focus on the high-end market.”
“By investing heavily in marketing and organizing exclusive pop-up events to showcase its AI capabilities, the company aims to raise consumer awareness and drive device upgrades,” he said.
