Meet the Big Four smartphone makers that dominated Southeast Asia in 2017
International Data Corporation's (IDC) latest Quarterly Mobile Phone Tracker revealed that the total smartphone shipments in Southeast Asia's (SEA) emerging markets reached approximately 100 million units in 2017, declining by less than 1% Year-over-Year (YoY). IDC's emerging SEA markets include Indonesia, Malaysia, Myanmar, Thailand, Vietnam, and the Philippines. IDC also emphasized that these markets are dominated by the "Big Four" Android device manufacturers, namely Samsung, OPPO, Vivo, and Huawei.
“Apart from the growing popularity of the top-4 players that have been able to hold up shipment volumes, majority of end-users are in no rush to acquire a new handset if they have been using midrange ones as the handsets are of decent quality and priced considerably high for this budget conscious region, resulting in longer lifecycles and replacement rates,” says Jensen Ooi, Senior Market Analyst, Client Devices, IDC ASEAN.
In spite of the relative decline in overall smartphone shipments, midrange smartphones shipments grew 53% YoY, making up 27% (27.1 million units) of the total market versus 2016 when it was 17% (17.6 million units). Samsung still dominates the top spot in the midrange segment with its Galaxy J series, followed by OPPO with its F series, Vivo with its V series, and Huawei with the nova series. IDC noted that the Big Four's strong brand presence is driven by celebrity endorsements and active marketing activities.