Indonesia’s smartphone market declined 12.4% YoY in 3Q22

Indonesia’s smartphone market faced another slow quarter as it recorded a 12.4% Year-on-Year (YoY) decline and 14.6% Quarter-on-Quarter (QoQ), reaching 8.1 million units according to International Data Corporation’s (IDC) Worldwide Quarterly Mobile Phone Tracker.

The market remained subdued in 3Q22 as inflation reached 5.95% YoY in September after the price increase of subsidized and non-subsidized fuel. This increase in fuel prices further impacted consumer purchasing power and overall demand.

“This led to more pressure in the ultra low-end (<US$100) and the low-end (US$100<$200) segments as their combined share shrank to 75% compared to 81% in 3Q21, while mid-range (US$200<400) segment remained stable. On the other hand, significant strengthening can be seen in the >US$400 segment, as demand there stayed relatively inelastic compared to the lower price segments. Vendors are being strategic with their product releases, while also offering various discounts and cashback to spur demand,” says Vanessa Aurelia, Associate Market Analyst at IDC Indonesia.

Amidst the global fight against rocketing inflation, volatile exchange rate movements, and rate hikes, the smartphone market is expected to remain under pressure in Indonesia. Hence, overall smartphone shipments are expected to be lower in 2022 compared to last year.

Indonesia’s Smartphone Market, Top 5 Company Shipments, Market Share, and YoY Growth, 3Q22 (Shipments in millions)

Top 5 Smartphone Company Highlights (3Q22)

OPPO defended its first position in 3Q22. The newly released A57 gave an ample support to OPPO’s low-end segment, along with the A16 line. On the other hand, the newly released Reno8 line successfully lifted its mid-range portfolio, as it comprised 44.1% of OPPO’s total shipments in 3Q22 compared to 15.5% in 3Q21. Reno8 5G offerings also managed to push OPPO’s share in Indonesia’s 5G segment to 19.1% compared to 6.5% in 3Q21.

Samsung held the second position. Samsung launched the Galaxy Z Fold4 and Galaxy Z Flip4, which almost tripled the units in its foldable portfolio. Samsung grew its low-end segment share to 64.6% compared to 50.6% in 3Q21, with the Galaxy A13 and A03 lines as the main drivers. Samsung pushed its 5G shipments to 24.4% of its total volumes, compared to 8.7% in 3Q21. This helped Samsung defend its title as the top 5G player in the country.

vivo kept the third position in 3Q22 as it doubled the share of its mid-range portfolio to 14.8%. This was made possible with the release of Y35 and V25, with continued support from the T1 and V23 models. The newly released X80, X80 Pro, and V25 Pro led vivo’s venture in the >US$400 segment. The same models also supported vivo’s 5G shipments, which grew 42.4% YoY.

Xiaomi, in the fourth position, expanded its realme remained in the fifth position in 3Q22. realme’s US$400 shipments, which stabilized at 2.3% of realme’s overall shipments.

CT Bureau