Counterpoint: Thailand's 5G smartphone shipments increased 19% year-on-year in Q1 2024

Counterpoint's latest research shows that Thailand's 5G smartphone shipments grew 19% year-on-year in the first quarter of 2024, while overall smartphone shipments fell 2% year-on-year. As a result, Thailand's 5G smartphone shipment share grew to 52% this quarter, exceeding the 50% mark for the first time. 5G smartphones performed well in the first quarter of 2024 as OEMs offered feature-rich devices.

Apple's strong marketing strategy, coupled with continued discounts on the iPhone, enabled it to achieve double-digit year-on-year growth in the first quarter of 2024. Demand for the iPhone 15 continued to grow in Thailand, with the model accounting for 31% of Apple's product portfolio in the first quarter of 2024, almost double its previous generation iPhone 14.

Xiaomi chose a broader portfolio approach, with strong performance in the low, mid, and high-end price segments. The mid-range price ($200-399) became a key differentiator, with shipments in the mid-range price segment growing 157% year-on-year after the launch of the Redmi Note 13 and M6 Pro series. Meanwhile, low-end phones gained significant traction with the Redmi 13C.

Samsung led the smartphone market with 18% market share in the first quarter of 2024, despite a 15% year-on-year decline in shipments. Samsung suffered significant losses mainly in the low-end market (below $200) due to fierce competition from Chinese brands. Samsung has been focusing on the mid-range ($200-$399) market, with its shipments increasing by 56% year-on-year, mainly driven by the Galaxy A15 5G, Galaxy A25, and Galaxy A34.

prospect

In March this year, the Thai smartphone market began to show positive signs, with OEMs launching new devices with the latest technologies, including product enhancements, artificial intelligence integration and long-lasting battery solutions. As 5G coverage expands rapidly and consumers increasingly adopt this technology, 5G smartphone shipments are expected to rise further.