Southeast Asia’s smartphone market made a notable comeback in 2024, growing by 11% after two years of decline. OPPO took the lead for the first time.
OPPO captured an 18% market share with 16.9 million units shipped during that period. Samsung followed closely with a 17% share, while Xiaomi held 16% and Vivo secured 14%.
OPPO’s rise to the top
OPPO’s rise was driven by the success of its A18 model, which became the year’s best-selling smartphone in Southeast Asia.
The company’s rebranding efforts, investments in high-end devices, and aggressive marketing strategies certainly paid off.
Its Reno and A series smartphones in particular resonated with consumers who wanted stylish designs and reliable performance, but without spending an arm and a leg.
OPPO’s focus on camera innovation also played a key role, especially among its many social media-savvy users.
The company’s momentum is expected to continue with the upcoming OPPO Find N5, which has already generated buzz in the smartphone community. So far, it seems the Find N5 won’t launch in South Africa.
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Samsung’s focus
Samsung concentrated on higher-priced models and held strong with a 17% market share in Southeast Asia thanks to its diverse product lineup.
The Galaxy A series remained a fan favourite, striking the right balance between affordability and performance.
Meanwhile, flagship models like the Galaxy S24 kept Samsung’s premium appeal alive.
Its strong brand loyalty and widespread availability across the region also helped maintain its competitive edge, despite stiff competition.
Xiaomi’s steady growth
Xiaomi maintained a strong position, securing 16% of the market share. Its success was fueled by a strategic focus on budget-friendly smartphones in Indonesia and Vietnam.
The brand’s Redmi Note series continued to dominate, offering impressive specs at competitive prices.
These devices resonated well with both new smartphone users and those looking to upgrade without breaking the bank.
Xiaomi’s consistent performance highlights its ability to adapt to shifting market demands while maintaining a loyal customer base.
Vivo’s value-packed phones
Vivo secured the fifth spot in Southeast Asia’s smartphone market, shipping 12.6 million units in 2024.
This accounted for a solid 13% market share (and 14% year-over-year growth).
The manufacturer’s steady performance is attributed to its competitive mid-range devices, strong offline presence, and effective marketing strategies across emerging markets.
Vivo’s focus on camera innovations and affordable 5G models also resonated with consumers who wanted value-packed smartphones without breaking the bank.
Market trends
Meanwhile, Southeast Asia’s average selling price decreased due to increasing price sensitivity among consumers.
To beat this curve, brands like OPPO are capitalising on these trends by striking a balance between affordability and innovation.
While price sensitivity drives down the average selling price, OPPO’s strategy of offering feature-rich devices at competitive price points has helped it maintain strong growth.
This approach not only appeals to budget-conscious consumers but also positions OPPO as a key player ready to adapt to evolving market demands.
Source: Canalys.
