2022 noticed a 13% year-over-year (YoY) decline in smartphone shipments in key Southeast Asian international locations, in response to the most recent information from Counterpoint Analysis.
All international locations witnessed a YoY drop in shipments by means of 2022 with the hole widening to -17% in quarter 4, provides the analysis group. Apple and Samsung sustained volumes by means of the 12 months, whereas Infinix grew essentially the most.
The high-end smartphone (US$400-$600) shipments elevated 8% YoY in 2022. The premium section (>$600) witnessed a 23% YoY progress.
Whereas the area’s smartphone shipments declined, international locations like Vietnam and Philippines confirmed extra resilience to financial elements than others. Shopper demand appeared to have been much less affected by macro results.
Smaller markets like Cambodia, Myanmar and even Malaysia declined comparatively extra. Whereas they signify a small a part of the area, their populations embody the next share of economically deprived shoppers. The decline in entry-level smartphone shipments affected these international locations greater than the remainder, in response to Counterpoint.
Mature markets like Thailand and Singapore concentrated extra on 5G penetration and additional levels of commercial 5G functions. Singapore’s operator partnership with Ericsson and 5G utilization in healthcare planning are just some examples. In Thailand, good manufacturing unit know-how is being developed, non-public networks are more and more used, and operators like AIS are serving to out on automation by means of 5G.
Counterpoint says that, aside from an uptick in premium smartphone gross sales in these international locations, there was additionally an elevated concentrate on sustainability within the type of trade-ins, refurbished smartphone demand and company ESG initiatives.
