Asia-Pacific increasingly turning to local brands

Amid a head-to-head battle with global brands, local smartphone makers are witnessing stable market upturn for most of the Asia-Pacific (APAC) region, revealed a report by International Data Corporation (IDC).

In addition to premium international brands and Chinese firms with a global presence like ZTE and Huawei, there is also a flourishing segment of local smartphone manufacturers whose shipments have been collectively rising, said the market research firm.

In fact, regionally based players accounted for 38 per cent of smartphone volume across the region in Q2 this year, up from just 20 per cent a year ago and seven per cent during the same period in 2011.

Samsung took 24 per cent of the volume, while Apple accounted for six per cent. On the other hand, smartphone deliveries by smaller international companies like HTC, Sony, Nokia, LG, Motorola and BlackBerry collectively accounted for nine per cent.

“In emerging markets like China and India, IDC has seen many local competitors spring up, but only in the last few quarters have we seen them aggressively scale up competitively on both price and hardware specs like bigger screens,” said IDC Research Manager Melissa Chau.

Interestingly, the home-grown firms are selling units for less than US$200. In some cases, they sell for less than US$50. However, they still come with ample specifications, like dual-core processors and larger displays.

Moving forward, smartphone shipments to emerging markets could surge to 749 million units by 2017 from just 400 million units this year, added IDC.

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