Friday, 06 December 2019 12:39

Indonesia tops global smartphone market growth with 11.3 million shipments in Q3 Featured


Smartphone shipments in Indonesia are growing the fastest among the world’s top 10 global smartphone markets, reaching 11.5 million shipments and growing 29% annually in Q3 2019.

According to the report from analyst firm Canalys, Russia came second with a 15% year-on-year growth, while Oppo solidified its lead by growing 47% annually with 2.6 million smartphone shipments.

And second-placed Xiaomi recorded 2.5 million units and a 22% year-on-year growth, “regaining momentum after a stagnant performance in the first two quarters of 2019”.

Canalys also reported that Samsung, the only non-Chinese vendor in the top five, dropped to third place and shipped 2.4 million smartphones with a 16% year-on-year growth - with Vivo and Realme completing the top five by shipping 1.9 million units and 1.3 million units respectively.

“Chinese vendors are investing heavily in Indonesia,” said Matthew Xie, Canalys Analyst.

“Suffering from the intense competition pressure in their home court (see Canalys press release 30 October 2019 Canalys: Huawei grows 66% in China smartphone market at expense of competition), Oppo, Vivo and Xiaomi are eager to make up lost ground through overseas expansion.

“Indonesia, the world’s fourth largest smartphone market, is still showing a lot of potential, thanks to the country’s vast young population and relatively low smartphone penetration. Stabilization of the Rupiah against the US Dollar in 2019 also strengthens foreign vendor’s investment confidence.”

Xie notes that Oppo topped the market for the second consecutive quarter, with the vendor has registering “stellar growth in the past three quarters thanks to its low-end products such as A5s and A1K, which contributed 65% of total shipments in Q3”.

“Indonesia is the second biggest market for Oppo outside China, contributing 8% of its global shipments. To compete in the market against long-term champion Samsung, Oppo aggressively increased investments in its offline channel developments,” said Xie.

“Oppo re-organized and rapidly expanded the size of its local sales team, and increased the number of retail stores to a wider geographical coverage. Besides having comprehensive offline coverage, Oppo’s mid-to-low end portfolio had an aggressive price-to-spec ratio to address local market competition. It gave the vendor a strong short-term boost, but the overreliance on low-end could backfire on their brand image in the mid-to-high end in the future.”


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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