Samsung shipped 5.5 million smartphones in 1Q15 and has a a market share of 23% in South East Asia (SEA) according to International Data Corporation (IDC) Asia/Pacific Quarterly Mobile Phone Tracker.
The total smartphone shipments in the South East Asia (SEA) region reached approximately 24 million units in the first quarter of 2015 (1Q15), posting a year-over-year (YoY) growth of 65.6%, but a sequential decline of 9.5%.
Samsung is followed by Apple with 1.8 million smartphones shipped in 1Q15 with a market share of 7.5%, Asus at 1.2 million (5%), Oppo at 1.1 million (4.9%), Huawei at 1 million (4.2%), and other smartphone vendors at 13.3 million (55.4%).
Top 5 Smartphone Vendors, SEA Shipments, and Market Share in 1Q15 (Units in Millions), Source: IDC Asia/Pacific Mobile Phone Tracker, June 11, 2015
| Vendor | 1Q15 Shipment Volume | 1Q15 Market Share (%) |
4Q14 Shipment Volume | 4Q14 Market Share (%) | 1Q14 Shipment Volume | 1Q14 Market Share (%) |
| Samsung | 5.5 | 23 | 4.5 | 17.3 | 4.3 | 29.8 |
| Apple | 1.8 | 7.5 | 2.2 | 8.5 | 1.1 | 8.1 |
| ASUS | 1.2 | 5.0 | 2.1 | 8.3 | 0.003 | 0.0 |
| OPPO | 1.1 | 4.9 | 1.5 | 5.9 | 0.5 | 3.8 |
| Huawei | 1.0 | 4.2 | 1.4 | 5.5 | 0.5 | 3.6 |
| Others | 13.3 | 55.4 | 14.8 | 54.5 | 8.1 | 54.7 |
| Total | 24.0 | 100 | 26.5 | 100 | 14.5 | 100 |
The sequential decline in emerging markets in the region was mainly attributed to excess inventory from the previous quarter and negative economic conditions in some of these markets. The only mature market, Singapore, recorded a decline as well; however, it was an expected seasonal decline due to the culmination of the year-end holiday and shopping period.
Thailand and Myanmar stood out as the only two emerging markets to record growth. In Thailand, local mobile operators partnered with smartphone vendors as part of a rushed initiative to convert 2G network users to the more advanced 3G network before September 2015. In Myanmar, the significantly reduced prices of SIM packs for the general public and improved coverage of 3G network have driven strong demand for smartphones.
There were no data released by IDC for Malaysia. However, in 2014 nearly 10 million units of smart devices were shipped into Malaysia, with Samsung dominating the Malaysian smartphone market with a 30% market share in 2014 continued by Lenovo at 17%, Asus at 9%, Oppo at 7% and Apple at 7%.
While overall shipments declined slightly quarter over quarter (QoQ), significant YoY changes can be seen on several factors that influence the purchase decision of SEA end users. IDC said, as of 1Q15:
- Smartphones with 4G capability grew, accounting for 25% of the total smartphone market share compared with 16% in 1Q14.
- Smaller screen smartphones can be seen losing its popularity as <4″ screen sizes smartphones have continued to decline holding only a mere 6% market share as opposed to 18% in 1Q14. SEA end users have a stronger preference toward smartphones with screen sizes between 4.5″ to <5.5″ as the market share for these sizes stand at 53% compared with only 32% back in 1Q14.
- Smartphones with the price band of US$75 to <US$200 remained as the comfortable price range, holding 51% market share, marginally higher than 1Q14 that recorded 46% market share.
“As expected, there has been a significant growth of smartphones since the availability of cheaper makes in the market, most of which came from China and local vendors. As of 1Q15, smartphones accounted for about three-fifths of the total mobile phone market share as opposed to the first quarter of 2014 (1Q14), when feature phones held that same larger share,” said Jensen Ooi, market analyst for IDC’s Client Devices team in Malaysia.
“A sluggish first quarter is no cause for concern, considering the record high shipments in the last quarter of 2014,” said Daniel Pang, senior research manager for ASEAN Client Devices. The outlook for 2015 is bright and will generate lots of excitement as established vendors defend their turf against a tidal wave of new and existing China and local vendors. With new mobile innovations also continuing to emerge, consumers are going to be the real winners.
IDC forecasts smartphone shipments to reach approximately 100 million units in 2015, registering a 21% increase over 2014.
