Southeast Asia’s smartphone market has declined by 3 percent to 22.8 million in Q1-2025, marking the first contraction in shipments after five consecutive quarters of growth, according to Canalys (now part of Omdia).
Samsung reclaimed the top position with a 19 percent market share, shipping 4.3 million units.
Xiaomi achieved the only year-on-year growth among the top five, rising 4 percent to 4.0 million units and securing a 17 percent share — the brand’s best performance since Q2 2019.
TRANSSION ranked third with a 15 percent share despite a 20 percent decline attributed to product launch timing in 2024.
OPPO (excluding OnePlus) held a 14 percent share, with a 16 percent drop due to entry-level segment challenges.
Vivo ranked fifth with a 12 percent share, supported by a 34 percent year-on-year surge in V-series shipments.
The decline in Southeast Asia’s smartphone market is attributed to elevated inventories carried over from Q4 2024 and weakened consumer demand amidst inflation, resulting in a 5 percent increase in average selling prices (ASPs).
Samsung’s A-series 5G devices grew 47 percent, aligning with its strategy to move away from entry-level products.
Xiaomi leveraged a D2C and telco-centric approach, expanding its 5G portfolio in Malaysia, where 5G device sales reached 39 percent of its shipments.
HONOR recorded its best quarterly performance with 893,000 shipments, an 88 percent increase driven by a diversified product portfolio.
In the country-wise market share analysis, Indonesia saw Xiaomi lead with 19 percent, followed by TRANSSION and OPPO at 17 percent each. Samsung and vivo both held a 16 percent share.
In the Philippines, TRANSSION dominated with 33 percent market share, Xiaomi secured second with 12 percent, and Samsung and realme followed with 13 percent and 11 percent, respectively.
Thailand’s market was led by Samsung at 22 percent, with Xiaomi and OPPO close behind at 17 percent and 15 percent. Apple and vivo each held a 13 percent share.
Vietnam’s market share was topped by Samsung at 28 percent, with Xiaomi and Apple at 19 percent and 18 percent, respectively. OPPO and realme followed with 17 percent and 6 percent.
In Malaysia, Xiaomi led with 18 percent, Samsung was second at 17 percent, followed by vivo at 13 percent, HONOR at 11 percent, and OPPO at 10 percent.
Regional production shifts are underway, with Vietnam emerging as a critical beneficiary due to stable governance and infrastructure investments. Meanwhile, Malaysia, Indonesia, and Thailand are capitalizing on strengths in semiconductors, batteries, and industrial electronics to enhance their roles in the smartphone value chain.
Baburajan Kizhakedath
