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Smartphone mania in ASEAN drives strong sales

Posted: 24 Oct 2014 ?? ?Print Version ?Bookmark and Share

Keywords:smartphone? Vietnam? Asia? Thailand?

The smartphone craze has spread like wildfire across the East, with Vietnam ranking ninth among the top ten smartphone markets for 2015, according to market research firm GfK. Driven by Southeast Asia markets, worldwide smartphone sales is expected to grow strongly, rising by 18 per cent in the forecast year.

There is significant shift in which countries will see growth opportunities. "Our forecasts show seven new entries in the top 10 smartphone markets...and these are all emerging markets, which have overtaken developed markets where smartphone saturation is nearing completion," said Kevin Walsh, Forecasting Director at GfK.

smartphone markets

Top 10 smartphone markets for growth by value, 2015 compared with 2014. (Source: GfK)

In the last 12 months, total sales in the seven markets of Singapore, Malaysia, Thailand, Indonesia, Philippines, Vietnam and Cambodia climbed to a high of nearly 120 million units. The latest GfK findings for the region reflect a spike in smartphone, including phablets, sales by 44 per cent in volume and 24 per cent in value, compared to the same period a year ago.

"The big developing countries are the ones fuelling the strong surge in adoption as many outside the big cities are probably just making the switch from their basic feature phone and acquiring their first smartphone," highlighted Gerard Tan, Account Director for Digital World at GfK Asia. "For instance, the markets of Indonesia, Vietnam and Thailand have performed extremely well this year, reporting high growth of over 30 per cent in generated revenue and even more in sales volume."

GfK identifies Indonesia, Vietnam and Thailand as the fastest growing markets in terms of volume turnover in the past 12 months, reporting 70 per cent, 56 per cent and 44 per cent spike in demand over the previous period. In value terms, Vietnam edged out Indonesia and Thailand, drawing in 52 per cent increase in sales versus the 32 per cent and 31 per cent of the other two countries.

Chinese brands sink their teeth into ASEAN markets

Apple has made some headway in the Vietnam market where iPhone has emerged as a status symbol. Meanwhile, in Thailand, not less than six smartphone brands from Asian vendorsincluding India's Lava, China's Xiaomi and Vivo, Hong Kong's iMI, and the one-year-old competitor from Philippines, Cherry Mobileplay to their strengths against the likes of Apple and Samsung. (Read the rest of the report here: Thailand: Battle stage of Asian brands vs Galaxies, iPhones.)


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