Smartphone shipments in Southeast Asia dropped 4 percent in Q3 2022 to 23.5 million units, the lowest level in the region since Q1 2020, Canalys said.
Samsung has shipped 5.9 million units, grabbing 25 percent share. Samsung was the only brand to enhance share in the smartphone market in Southeast Asia. All other brands have lost share in the smartphone market in Southeast Asia.
OPPO has shipped 4.5 million units, accounting for 19 percent of the market. OPPO had 20 percent share in Q3 2021.
Vivo has shipped 3.5 million smartphones. Vivo has 15 percent share in the smartphone market in Southeast Asia. Vivo had 16 percent share.
Xiaomi has shipped 3.1 million smartphones. Xiaomi has 13 percent share in the smartphone market in Southeast Asia. Xiaomi had 14 percent share.
Realme has shipped 2.1 million smartphones. Realme has 9 percent share in the smartphone market in Southeast Asia. Realme had 12 percent share.
“Inventory, inflation and interest rate hikes have led to smartphone spending returning to the ultra-low end,” said Canalys Research Analyst Chiew Le Xuan.
Smartphone vendors launched various new low-end products in Q3, a defensive strategy to protect their shares as the market suffers from demand headwinds.
OPPO has remained consistent in its strategy of moving away from the ultra-low end, focusing its investments on growing channel confidence and upgrading its brand.
In the premium sector, Samsung used its extensive resources in above-the-line marketing and bespoke pop-ups to market its new foldable line-up and effectively maneuver as the retail channel returned to pre-pandemic levels.
Apple’s iPhone 14 launch in Singapore and Thailand, with solid demand for its Pro series, reiterates that the high-end segment remains unimpeded by inflation.
