Counterpoint: Indonesia's smartphone shipments to grow 4% year-on-year in Q1 2024

Counterpoint's report shows that Indonesia's smartphone shipments grew 4% year-on-year in the first quarter of 2024. At the beginning of this year, smartphone OEMs actively launched new models to meet the expected demand growth during Ramadan in March. As a result, shipments of newly launched models increased by 183% year-on-year.

Various promotions are being conducted in retail channels such as Erafone, with discounts not only on smartphones but also on accessories or IoT products, as well as free e-vouchers.

Vivo topped the list with a 19.2% market share, thanks to its well-established distribution channels and aggressive marketing strategies. The Y series, including the new Y100 and Y03 models, drove Vivo’s shipments. Promotions on online channels such as Eraspace, Tokopedia, Blibli, Shopee and Lazada, and partnerships with fintech brands such as Kredivo and Spectra for installment promotions also helped Vivo increase consumer interest.

Xiaomi jumped to second place with a year-on-year growth of 55%. During the quarter, the brand accelerated the replacement of older models while offering price promotions. The Redmi Note 13 series, Redmi A3, Pocophone X6, X6 Pro and Xiaomi 14 were all popular models launched by Xiaomi during the quarter. In addition, Xiaomi led the sub-US$200 mobile phone market with a market share of 21%.

OPPO and Samsung's sales fell year-on-year due to lower shipments of entry-level phones. Meanwhile, Realme's shipments fell across all price ranges. The new Realme 12 series needs time to develop higher price ranges.

The mid-range segment grew 37% year-over-year to reach 27% market share in the first quarter of 2024. This growth was driven by Xiaomi, Samsung, and vivo, especially with the launch of new models such as the Samsung Galaxy A15, Galaxy A25, vivo Y100, and Redmi Note 13 series.

5G smartphone shipments grew 77% year-on-year, accounting for 29% of total smartphone shipments. This growth was led by vivo and OPPO, with a combined share of 39%. The $200 to $399 market grew the most, accounting for 57% of 5G shipments. Due to the slow expansion of 5G, OEMs are still considering launching 4G smartphones in the Indonesian market.