Samsung wins over customers, climbs the ranks in Thailand and Indonesia

Business

Smartphone shipments in Thailand and Indonesia have declined due to the ongoing global semiconductor shortage and the increasing number of COVID infections. Thailand and Indonesia have recorded 14% and 6% YoY fewer shipments, respectively, but despite these challenges, Samsung managed to improve its market position over its rivals.

Samsung was the fourth-largest smartphone vendor in Indonesia in Q3 2020, but one year later, the company climbed up the ranks to occupy second place on the podium after Oppo. Samsung had a smartphone shipment share of 19% in Q3 2021, up 3% year-on-year.

Meanwhile, in Thailand, Samsung distanced itself from Oppo and is now leading the market. A year ago, Samsung was tied with Oppo, each of which had a 21% share. Samsung now has a 22% shipment market share, whereas Oppo and Xiaomi have a 17% share each.

Low-cost Galaxy A phones were in high demand

Although the $400 segment remained active thanks to promotions, consumer demand — in Thailand, at least — mostly revolved around the sub-$150 market segment.

Samsung did well in this area, and according to Counterpoint Research, sales were led by low-cost Galaxy phones such as the Galaxy A12, Galaxy A02, and Galaxy A22.

In Indonesia, Samsung benefitted from gradually recovering from its production issues in Vietnam. The company trailed behind Oppo, but it overtook two of its key rivals from China.

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Mihai Matei - Senior Editor

[email protected]

First Samsung device: SGH-A800

Mihai is a blogger and column writer at SamMobile. His first Samsung phone was an A800 which took a lot of beating, and a part of him still misses the novelty of the clamshell design. In his free time, he enjoys watching shows, documentaries, and stand-up comedy; listening to music, taking walks, and occasionally playing old(er) video games.

Source 1 Source 2 Business Phone Galaxy A02 Galaxy A12 Galaxy A22 Indonesia Thailand

Samsung wins over customers, climbs the ranks in Thailand and Indonesia

Low-cost Galaxy A phones were in high demand

Mihai Matei - Senior Editor

[email protected]

First Samsung device: SGH-A800

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