Indonesia's Smartphone Market Booms, Xiaomi Reclaims Top Spot

Indonesia's Smartphone Market Booms, Xiaomi Reclaims Top SpotIndonesia's smartphone market saw a strong recovery in the second quarter of 2023, with a 20% year-on-year growth. This surge was driven by a low base from the previous year and the extended Ramadan promotional period

Indonesia's Smartphone Market Booms, Xiaomi Reclaims Top Spot

Indonesia's smartphone market saw a strong recovery in the second quarter of 2023, with a 20% year-on-year growth. This surge was driven by a low base from the previous year and the extended Ramadan promotional period. Counterpoint's latest report highlights four key trends in the market during Q2:

Xiaomi Returns to Dominance, Capturing 18.1% Market Share

With a robust 42% year-on-year growth, Xiaomi climbed to the top spot in the Indonesian smartphone market, commanding an 18.1% market share. This success was attributed to Xiaomi's strong performance across all price segments. In the entry-level segment, Redmi13C, RedmiAA3, and Redmi12 models saw excellent sales. The Redmi Note 13 series performed exceptionally well in the mid-range segment, while the Xiaomi 14 series garnered positive market response in the premium segment. Xiaomi also implemented various promotional campaigns in Q2, further fueling market demand.

vivo Launches New Devices, Secures Third Position

vivo introduced seven new devices in Q2, expanding its product lineup across all price points from high-end to low-end. The strong performance of these new launches propelled vivo to a 27% year-on-year growth, achieving a 17.7% market share and securing the third position.

Apple Leads Premium Segment, but Android Camp Records Sharp Growth

In the premium segment above $600, Apple remained dominant, holding a commanding 40% market share. The iPhone 15 and iPhone 15 Pro emerged as the top-selling models. However, the rise of Android brands in the premium segment presented significant pressure on Apple. Fueled by the strong performance of Android brands, the premium segment witnessed a remarkable 70% year-on-year growth.

Rapid Adoption of 5G Smartphones, Reaching 32% of Total Market Share

The adoption of 5G smartphones in the Indonesian market is accelerating. Shipments surged by 98% year-on-year in Q2, accounting for 32% of the overall market. This trend indicates that 5G technology is rapidly changing Indonesian consumers' smartphone usage habits.

Domestic Brands Dominate, Samsung Remains the Only Foreign Player in Top Six

The Counterpoint report reveals that the Indonesian smartphone market has become a playground for domestic brands. Among the top six players, Samsung is the only foreign brand. Local brands like Xiaomi, OPPO, vivo, realme, and Infinix hold a dominant position in the market, showcasing their strong competitiveness and market influence.

Here's the top 6 ranking for the Indonesian smartphone market in Q2:

1. Xiaomi: 18.1% market share, 42% year-on-year growth

2. OPPO: 17.9% market share, year-on-year growth data unavailable

3. vivo: 17.7% market share, 27% year-on-year growth

4. Samsung: 16.0% market share, 5% year-on-year growth

5. realme: 10.3% market share, 17% year-on-year growth

6. Infinix: 9.8% market share, 15% year-on-year growth

Overall, the Indonesian smartphone market is experiencing rapid growth and transformation. Domestic brands are demonstrating strong competitiveness across all price segments and are gradually seizing market dominance. The adoption of 5G technology and the rapid growth of the premium segment are creating new opportunities for the market, injecting fresh momentum into its future development.