- The OEM made strong marketing moves during the quarter
- The shipment of 5G smartphones has increased 11% YoY in Q2
Indonesia’s smartphone shipments declined 10% YoY in Q2 2023, shares Counterpoint. Despite attractive discounts, offers and instalment schemes, the growth in shopping activity during festivals was much lower than the last year.
According to the report, the interest of consumers has shifted to the increased price of commodities like fuel, household and personal products, and services availed during the festival season, such as travel.
OPPO has again showcased growth in the second quarter of 2023 with a 21% share. The company has continued its promotional campaigns.
The Galaxy A04 series significantly contributed to Samsung’s volumes, restricting the brand’s shipment share decline to just 1% point.
Infinix showcased a growth in its shipment at 17% YoY. The prime focus of the brand is to offer better specifications in its models. The company has also been quite aggressive with its marketing activities to increase awareness and visibility for the brand.
Note 30 series, Hot 30 series and the Smart 7 series from Infinix have contributed significant volumes to the brand’s overall shipments.
Xiaomi has also showcased a major decline to 12% YoY in Q2 2023 from 47% YoY in Q2 2022. Although, the company is contributing to strengthening its supply and distribution.
The OEM made strong marketing moves during the quarter, such as new product launches and rejigging of discount schemes. Xiaomi sub-brand Redmi’s performance was driven by its newly launched models, especially the Redmi A2 and Redmi Note 12 series.
According to the report, the shipment of 5G smartphones has increased 11% YoY in Q2. Samsung has Galaxy A14 5G, A23 5G and A34 5G series and Xiaomi with its Redmi Note 12 series, madecolossale growth. Newcomer iQOO Z7 5G series also joined this segment.
Senior Analyst Febriman Abdillah said, “Price becomes more crucial considering the current macroeconomic climate, which has increased commodity prices. Giving incentives to consumers, like discounts, bundled offers, bonuses and trade-in schemes, can be one option to keep the market attractive. The incentives may even be relevant for the mid-range and premium segments.”
