Homegrown brands are gaining more market share in the Asia-Pacific (excluding Japan) (APEJ) smartphone market. While Samsung continues to lead the smartphone pack, Apple fell out of the top five in the region for the first time. Chinese players — Lenovo, Coolpad, Huawei and ZTE — all outshipped Apple in the Q2, according to the IDC Asia/Pacific Quarterly Mobile Phone Tracker.
Aside from the top-tier international brands or Chinese brands that also ship globally such as Huawei and ZTE, there is also a rising segment of homegrown brands, which as a group have been steadily rising in shipments and prominence. This group of players comprised 38 percent of Q2 volume, up from 20 percent in the same quarter of 2012, and 7 percent in Q2 2011.
“There is clearly a market maturity story at play here, where the trends could not be more different between mature markets and emerging markets,” said Melissa Chau, Senior Research Manager with IDC AP’s Client Devices team. “Seasonally, second quarter usually shows an uptick in mature markets, but this round shipments dropped by 12 percent quarter-on-quarter, while emerging markets increased by 13 percent.
In Q2, vendors shipped 119 million units, up 10 percent quarter-on-quarter and up 75 percent from Q2 2012.
The strength of the smartphone market stands in stark contrast to the 7 percent quarter-on-quarter decline of feature phones to 106 million, resulting in smartphones outshipping feature phones for the first time in APEJ, with a 53 percent share.