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India smartphone makers ship a record 46.6 min units in Q3: IDC

The feature phone market, which accounted for 43.3 per cent of the total mobile phone shipments, registered a 17.5 per cent year-on-year (y-o-y) decline in the September 2019 quarter to 35.6 million units. Shipments of 4G-enabled feature phones de...

ET Bureau|
Updated: Nov 11, 2019, 01.59 PM IST
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The fastest-growing segment was the USD 300-500 with double the shipments y-o-y as models like the OnePlus 7, Xiaomi Redmi K20 Pro and Vivo V15 Pro saw good traction, IDC said.
NEW DELHI: India's smartphone market shipped a record 46.6 million units in the third quarter of 2019, up 26.5% on-quarter and 9.3% on-year, as per data from International Data Corporation (IDC) India, driven by multiple online sale festivals, new model launches and price corrections on a few key models by various brands.

"The continued aggression by the online platforms with attractive cashback and buyback offers as well as affordability schemes like No Cost EMIs and financing options were key in taking the share of the online channel to a record high of 45.4% with YoY growth of 28.3%," said Upasana Joshi, associate research manager IDC India.

Xiaomi continued to keep its No 1 position with 27.1% share, followed by Samsung with 18.9%, Vivo at No 3 with 15. 2% share and Realme was at No 4 with 14.3%, and Oppo at No 5 with 11.8% share. Compared to the same quarter last year, the share of other brands has been reduced to less than half from about 30%, showcasing the strengthening grip of the top five players in the Indian market.

Samsung was the only player ong top five that lost market share over last year, while Xiaomi recorded its highest shipment ever of about 12.6 million units.

The firm highlighted the decline in sales for offline segment of 2.6% on year, as they fell short of the attractive deals that a consumer could grab in the online space and were still dealing with leftover inventory from previous quarters.

"The offline channel continued to face challenges. Consumer enquiries and footfall were relatively slow at the retail counters through September, compared to the previous years," the firm added.

While the low-end price segment of US$200 still accounted for 80% of the overall India smartphone market in the quarter, its share dropped by five percentage points on-year as mid-range segment gained that share to rise to 18.9%, leading to overall increase in average selling price to $159, with 2.7% increase on year.

The fastest growing segment in the quarter was US$300-500 with double the shipments on-year as key models like the OnePlus 7, Redmi K20 Pro and vivo V15 Pro had good traction.

In the premium (US$500+) segment, Apple continued to dominate with a market share of 51.3% in 3Q19, on the back of affordability offers and price drops on previous generation models like the iPhone XR, iPhone 8 and iPhone 7 (128GB), along with the newly launched iPhone 11/Pro series.

The feature phone market, accounting for 43.3% of the total mobile phone shipments, registered a 17.5% on-year decline with shipments of 35.6 million units during the quarter. 4G-enabled feature phones declined 20.3% YoY due to heavy inventory in the channel. The 2/2.5G market also saw a decline of 16.2% in quarter, IDC added.

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