Friday, 26 July 2019 10:03

2Q smartphone shipments to India hit record: Counterpoint

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2Q smartphone shipments to India hit record: Counterpoint Pixabay

Thirty-seven million smartphone units were shipped to India in the second quarter of 2019, a record for this period, according to the analyst firm Counterpoint Research, which said the growth was due to new launches, price cuts on existing products and channel expansion across brands.

The top five manufacturers were Xiaomi with 28% of shipments, the same as in the corresponding quarter in 2018, followed by Samsung at 25% (28% in 2018), vivo at 11% (12% in 2018), realme at 9% (1% in 2018) and OPPO at 8% (9% in 2018).

“Brands which focused on offline channels expanded to online channels with online-exclusive series," said Counterpoint associate director Tarun Pathak.

india q2 smart counter

"Similarly, brands which entered the market with online-exclusive series are now expanding their reach towards the offline channel by forming partnerships with key offline retailers."

Pathak said this strategy was working well for all the leading at-scale players. Additionally, brands were launching multiple series to target or expand into new product tiers, something which aided them in expanding their product portfolio to target multiple fast-growing segments and also diversify.

“In India, the pricing sweet-spot for consumers has moved to Indian rupee 10,000 (A$208) to Indian rupee 20,000 price band and it will remain the biggest contributor in the India smartphone segment this year," Pathak added.

"Brands are focusing on bringing the latest premium level specifications such as notch display, full-screen view, multiple rear cameras, pop up selfie feature and in-display sensor technology in this segment to stimulate consumer demand."

india feature q2 counter

Regarding the overall smartphone market for the quarter, Counterpoint research analyst Anshika Jain said: “The top five brands’ contribution to the total shipments volume reached its highest level driven by new launches and hybrid channel strategy.

"Localisation, branding, and innovation will remain the next key drivers for growth in a highly competitive market like India. The market will continue to become more concentrated with majority of share controlled by a few brands leading to more number of exits among the long-tail brands in the market moving forward.”

It was a different picture for the featurephone market with a steep decline of 39% in shipments. This was mainly because of over-stocking of the Jiophone a year ago due to very strong demand.

As the Jiophone fell, brands like Samsung, Lava and iTel made ground in the sub-1000 rupee category.

Tables: courtesy Counterpoint Research

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

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