Thailand’s smartphone market, like much of Southeast Asia, has shown notable growth in Q3 2024, reflecting broader regional dynamics where total smartphone shipments rose by 15 percent, Canalys said.
Leaders in Thailand’s smartphone market are Oppo, Samsung, Apple, Xiaomi and Vivo during the third-quarter of 2024. Samsung was the leader in Q4 2023 in the Thailand’s smartphone market.
Oppo has 24 percent share in Thailand’s smartphone market during the third-quarter of 2024 vs 17 percent share in Q4 2023.
Samsung has 17 percent share in Thailand’s smartphone market during the third-quarter of 2024 vs 19 percent in Q4 2024
Apple has 14 percent share in Thailand’s smartphone market during the third-quarter of 2024 vs 18 percent share in Q4 2023.
Xiaomi has 14 percent share in Thailand’s smartphone market during the third-quarter of 2024 vs 14 percent share in Q4 2023.
Vivo has 10 percent share in Thailand’s smartphone market during the third-quarter of 2024 vs 13 percent share in Q4 2023.
Thailand’s smartphone market, however, is feeling the effects of a region-wide 4 percent decline in average selling prices (ASP) due to a saturated mass-market segment (US$100 to US$300). As price competition intensifies, brands like OPPO and Samsung have adjusted their strategies by consolidating entry-level offerings to improve profitability, a trend expected to continue.
OPPO’s decision to simplify its entry-level lineup, for example, has been well-received in Thailand, where streamlining helps consumers differentiate between options without overwhelming choices. Samsung has also adopted this approach, focusing on fewer models to provide clearer value distinctions between its series.
Thailand’s 5G landscape is shaping the future of its smartphone market. With more affordable 5G models anticipated as infrastructure improves, OPPO and Samsung are well-positioned to meet rising demand for mid-range and affordable 5G devices. Brands are also leveraging partnerships with Thai mobile operators to increase market reach. Xiaomi and HONOR, for instance, have expanded their partnerships with operators in Thailand, giving them access to a broader audience and allowing for greater flexibility in pricing and promotions.
The premium market in Thailand shows promising growth potential, driven by an increasing interest in quality over quantity. Apple’s 34 percent year-on-year growth in Southeast Asia, bolstered by expanded distribution and branded stores, illustrates that premium brands can succeed if they adapt to Thailand’s local preferences. This trend is evident as OPPO and Samsung increase investments in premium experience stores in Thailand, aiming to solidify brand loyalty and tap into replacement demand in an increasingly mature smartphone market.