Smartphone shipments grow 14% in SE Asia

Details: Manny Pham; Category: Devices & Platforms; 12 August 2024; 8266 views

Smartphone shipments in Southeast Asia grew 14% year-on-year in Q2 this year reaching 23.9 million units, as the region continues to recover from macroeconomic effects.

Canalys Analyst Le Xuan Chiew said smartphone vendors are optimising pricing strategies to capture demand from rebounding economies in Southeast Asia.

“The Southeast Asia high-end market has shown growth momentum, driven by vendors' investments in innovative technologies such as AI and diversified marketing and channel efforts,” added Chiew.

“Vendor investment to develop high-end retail channels and experience stores in the region seems to be yielding positive results, with the premium segment seeing growth.”

Demand for premium smartphones priced above US$600 grew 18% YoY from 4.3 million units in H1 2023, to 5.1 million in H1 2024.

Despite recovery in the region Canalys Analyst Sheng Win Chow warned vendors must monitor market closely.

“Forex volatility and market price sensitivities are challenges vendors need to closely monitor,” said Chow.

“Southeast Asia is increasingly recognized as a key market for smartphone vendors looking to expand their global footprint. The region's governments generally support foreign investment and have effectively managed currency and inflation risks with minimal trade restrictions.”

Samsung was the largest vendor in terms of shipment with 4.4 million units snapping seven consecutive quarters of decline. Oppo retook second place with 4.2 million units and taking bronze was Xiaomi with 4 million units. Vivo captured fourth with 3.4 million and Transsion took fifth with 3.3 million units.