Samsung Maintains Its Grip on India's Smartphone Market - eMarketer

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Samsung Maintains Its Grip on India's Smartphone Market

Study reports a 4% uptick in shipments in Q2

August 4, 2017

According to the latest data from Counterpoint Technology Market Research, Samsung and a handful of Chinese companies maintain a strong hold over India’s smartphone market.

The research firm reported that Samsung accounted for 24% of smartphones shipped in India in Q2 2017. Next were China-based firms Xiaomi (16%), Vivo (13%) and Oppo (10%). (Vivo and Oppo are subsidiaries of BBK Electronics.)

Smartphone Shipment Share in India, by Brand, Q1 & Q2 2017 (% of total)

Brands from China have found success in India by expanding beyond ecommerce outlets to make their devices available in brick-and-mortar retailers. That’s made them more accessible to a broader swath of consumers in the country who might not yet have internet access, or still feel uncomfortable making online purchases.

Counterpoint Research also reported that shipments of smartphones in India had increased by 4% year over year in Q2 2017. That was in contrast to recently reported figures from Canalys, which estimated that shipments of the devices had actually fallen by 4% over the same time period. Canalys attributed the drop to concerns among retailers and distributors about the implementation of a new national tax regimen called the Goods and Services Tax (GST), which went into effect July 1.

Counterpoint Research also noted the possible effect of the GST on smartphone shipments, but it added that manufacturers had bolstered promotions and advertisements in accordance with popular seasonal sporting events and the launch of new TV shows.

Shobhit Srivastava, a research analyst with the firm, said in a statement that the company expects shipments to rebound into the double-digit growth range in the second half of the year, with the upcoming festival season spurring purchases.

Counterpoint also found that nearly all of the smartphones shipped during Q2 2017 in the country were 4G LTE-capable devices, although nearly half of smartphones in use were just 2G or 3G capable.

Counterpoint noted that the feature phone segment of the mobile phone market in India remained strong. It added that the recent launch of a 4G-enabled feature phone from mobile telecom disrupter Reliance Jio was expected to slow the migration of mobile phone users from feature phones to smartphones.

Rahul Chadha


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