Which smartphone vendors performed well enough in the Philippines to get into the top 5 ranking for 2023?
In a press release sent by the International Data Corporation, the market-research firm revealed that Transsion Holdings outdid other companies last year. It doubled its yearly growth to 98.3% and accounted for more than a third of all shipments in 2023, as it achieved a new record with its three low-cost sub-brands — TECNO, Infinix, and Itel. Take note, though, that TECNO already started to position itself in the more premium segment with the launch of the Phantom series, its first handset line above US$500 (roughly above P27,981).
Other vendors in the top 5, on the other hand, lagged behind, suffering an annual drop of as much as 27.6%. Only vivo experienced a positive year-on-year growth, 11.7% exactly.
“The market made a strong comeback towards the end of 2023, driven by year-end holiday festivities and Transsion’s new product lineup, propelling the <US$100 (P5,593) price segment to more than double both quarterly and annually,” IDC Philippines client devices senior market analyst Angela Medez said.
That statement is in line with the Q4 2023 report of another market-research firm, Canalys, which reported that after launching many premium and flagship phones in 2023, most vendors in the fourth quarter aimed to boost their market share by introducing more affordable devices.
“The price-sensitive Philippine market experienced the most significant resurgence, achieving a remarkable 32% YoY growth. Transsion spearheaded this recovery by increasing shipments of its [Infinix] SMART and [TECNO] SPARK series and effectively utilizing social media platforms to promote its Phantom V Flip model,” explained Canalys analyst Sheng Win Chow.
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