Thailand's Smartphone Sales Surge: A Market Reborn

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Picture courtesy of Bangkok Post

 

Thailand's smartphone market bounced back dramatically in 2024 after two years of sluggish performance, supported by strategic financing plans and government initiatives. According to IDC, smartphone sales grew by an impressive 17.1%, with 16.9 million units shipped. Canalys reported a 7.1% increase, totaling 16.4 million units sold.

 

This resurgence is expected to continue into early 2025. IDC analyst Apirat Ratanavichit urges vendors to capitalize on the momentum despite looming economic and political uncertainties.

 

The numbers are significant: IDC recorded a 14% rise in sales in the first half of 2024, accelerating to 20% in the second half. Budget-friendly phones under $200 (about 7,000 baht) accounted for 56.9% of sales, a growth from 54.8%. In contrast, premium models over $1,000 (about 35,000 baht) saw a decrease from 12% to 9%.

 

Ultra-budget phones priced under $100 (around 3,500 baht) grew from 11% to 14% of the market share. Mid-to-high-end models in the $400 to $800 range (14,000 to 28,000 baht) also grew, moving from 9.5% to 12.8%. The average selling price dipped by 7.5% to $336 (12,000 baht) in 2024.

 

Interest in 5G technology surged, its market share climbing to 45.6% from 43.2%, driven by price reductions and the availability of affordable 5G Android phones.

 

 

Oppo led the market with a 19.4% share, followed by Samsung at 19.2%, and Apple at 15.9%, with Xiaomi and Vivo trailing at 14.7% and 12.3% respectively.

 

Apirat is optimistic, expecting continued strong performance fueled by economical yet feature-packed models and enticing 5G deals. Promotions and financial options are enhancing appeal for all customers, including those in the high-end segment. The Easy E-Receipt program is expected to stimulate sales for models above 10,000 baht this quarter.

 

While Apirat remained silent on the controversy over pre-installed illegal loan apps on Oppo and Realme phones, both companies have taken corrective measures by removing these apps and promising future devices will be free from them.

 

Canalys also reported a 7.1% market jump last year, highlighting a tight race between Oppo and Apple for fourth-quarter dominance, both securing a 17% share, followed by Vivo, Samsung, and Xiaomi.

 

Looking regionally, Canalys noted a broader resurgence in Southeast Asia, with smartphone shipments reaching 96.7 million units in 2024, an 11% year-on-year increase. Oppo led this wave with an 18% market share, followed by Samsung at 17%, with Transsion, Xiaomi, and Vivo rounding out the top five, reported The Thaiger.

 

-- 2025-02-13