Samsung remains at the top with 18 per cent growth in smartphone shipments in Southeast Asia over 2014, as it launched the Galaxy J series that had models ranging from US$75 to $200, according to International Data Co (IDC).
"The initiative was a hit in the market due to the affordability that could match China-based vendors' competitive price point. Moreover, Samsung engaged in various forms of marketing that targeted various segments in all countries. Asus broadened its range of handsets, introducing devices with price points ranging from $100 to $250 and larger screens such as the Zenfone 2 series and the Zenfone Go," says Jensen Ooi, market analyst for Client Devices (APeJ), IDC Malaysia.
Samsung's popularity remained high in the region which witnessed a 22 per cent growth in total smartphone shipments over 2014. Total shipments hit slightly over 100 million units in 2015.
IDC's Asia/Pacific Quarterly Mobile Phone Tracker showed that all the emerging markets in the region witnessed double-digit growth YoY, with the exception of Singapore, the only mature market to record an approximate 5 per cent YoY decline.
Indonesia remains the largest market, accounting for nearly 29 per cent of the total market. It was followed by Thailand and the Philippines at 22 per cent and 14 per cent, respectively.
"Global vendors that took a hit when the China-based vendors entered the market have managed to regain part of their dominance, as they brought in devices suitably priced for the budget-conscious consumers in the region. Furthermore, local players gained share, particularly in Thailand, where local mobile operators partnered with smartphone vendors as part of a rushed initiative to convert their 2G network subscribers to the 3G network over the last few quarters. Such initiative contributed to the 42 per cent YoY growth of the Thailand market," Ooi said.