Top 5 Smartphone Vendors According to IDC Philippines (1H 2018)

The Philippine smartphone market continues to be competitive and lively with the presence of multiple local and international brands. After having a decline in smartphone shipments last year, the market managed to bounce back. According to the latest reports of International Data Corporation (IDC) Philippines, they released the reports showing the top five smartphone vendors in the country for the first half of 2018.

Top 5 Smartphone Vendors According to IDC

According to the latest report from the International Data Corporation (IDC), smartphone shipments in the Philippines reached 7.8 million units during the first half of 2018 which is a 5.6 percent growth year-over-year. The low-end smartphones still had the biggest share of the market. Although, the average selling price grew to around PhP 10,000 from PhP 6,000 from last year.

Top five smartphone vendors for the 1H 2018 according to International Data Corporation:

1. Cherry Mobile
The local brand Cherry Mobile continues to lead the local market. The local company lead the smartphone market in terms of unit market share but experienced a slight decline as it faces price competition with international brands and their strong marketing.

2. Samsung 
The South Korean company remains on top with various offerings from low-end to premium. Samsung remains at the second spot as it continues its approach of being present in most price points with the J and A series for low-end to midrange and its flagship phones S and Note series for the premium, combined with celebrity endorsements.

3. Vivo 
Vivo climbed up a notch to third place in a year with its aggressive marketing efforts and tapping of popular local celebrity endorsers in launching V9. Shipments for their Y series increased with the launch of Y71 and Y85. X21 was also launched as the first in-display fingerprint smartphone and the official smartphone of FIFA.

4. OPPO 
OPPO slips into fourth place as Vivo becomes more aggressive. The vendor maintains its presence through mall ads and promodisers. It launched OPPO F7, A71, and F7 Youth. OPPO also tapped local celebrity endorsers who have a high reach among the millennials and masses.

5. Huawei 
Huawei shows significant growth. The vendor increased its marketing activities with noticeable in-store display in retail, online ads, and celebrity endorsements.

When it comes to smartphone shipments, the first half of 2018 posted a 5.6% year over year (YoY) growth or about 7.8 million units. The average selling price (ASP) also grew to US$192 in 1H18 compared with the US$127 before in 1H17.

IDC Philippines’ Market Analyst, Polyne Gallevo, says that the higher ASP indicates that Filipinos are willing to invest in a phone with better specifications and features to suit their latest needs.
“Keeping in mind that Filipinos remain to be price conscious and want to ensure they get the best value of their money.

Most brands now highlight not only the quality of cameras but also features that make smartphone usage experience better such as near bezel-less screens, high-speed processors, quality speakers, AI features, and long battery life to ensure the customers that the brand is the bang for their buck,” Gallevo adds.

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