ASIATODAY.ID, JAKARTA – Indonesia is a potential market for the smartphone industry to compete for, both from Korea and China.
In the third quarter of 2023, the Korean technology giant Samsung succeeded in dominating smartphone shipments in Indonesia, reaching 20%.
Based on a report from Counterpoint, this achievement is inseparable from Samsung’s success in the entry-level cellphone segment (mid-level entry price is around Rp. 3.1-Rp. 6.1 million). However, Samsung did experience a 1% decrease in interest compared to the same period in 2022.
On the other hand, Oppo smartphones, which were previously market leaders, actually experienced a 12% decline in buyers. Allegedly, this is caused by Oppo’s negative growth in the entry level segment.
This smartphone brand from China has to be satisfied with only controlling 18% of the Indonesian market. Oppo’s achievement also puts the number of consumers in an equal position with Xiaomi, which in the previous year only controlled 15% of the market.
According to research, this is because Xiaomi is strengthening the company in terms of supply, distribution and sales.
“Xiaomi rose to third place. “Xiaomi is working hard to strengthen inventory, distribution and sales programs through promotions or price discounts,” said the Counterpoint report.
Furthermore, Realme and Infinix also experienced increases of 14% and 17% respectively. The success of these two companies comes from their success in the entry level market.
It is known that Infinix has become popular because the quality of its cellphones is quite competitive and coupled with marketing techniques that target young people. Meanwhile, Realme’s success is supported by the Realme C30, Realme C53, and Realme C55.
For information, the number of cellphone entries into Indonesia is indeed experiencing growth of 3% yoy in the third quarter of 2023.
Counterpoints Senior Analyst Febriman Abdillah said this growth was caused by increasing consumer purchasing power, considering the rapid digital and economic developments.
“Moreover, Indonesia is now being pursued more by the government to be more digital, such as online shops. “So the need for smartphones is increasing,” said Febriman, Tuesday (14/11/2023).
Febri also said that the 3% figure was a pretty good figure for Indonesia and Southeast Asia. (AT Network)
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