The South Korean multinational is top on the Indian charts finally! According to a research conducted by Counterpoint’s Market Monitor service, Samsung has retrieved the top position pushing back its major rival and top competitor Xiaomi with 29% share during the April -June 2018 quarter. Xiaomi had taken the top spot during October-December 2017 quarter putting back Samsung on the second place.
The success is attributed to the new Samsung J series which aims at bringing the premium feel of the flagship devices to its audience at a budget price. Karn Chauhan, Research Analyst stated, “Samsung has regained the leading position after ceding it to Xiaomi two quarters ago. The success of Samsung during the quarter can be attributed to its refreshed J-series; it launched the more models than any other brand, across multiple price points, during the quarter. These new launches brought some of the most popular and sought-after features like dual camera, infinity display, and facial unlock to different price segments for Samsung for the first time ever. Additionally, the strong offline distribution and aggressive marketing campaign around its J-series helped Samsung to gain not only market share but also mindshare, during the quarter. 2H 2018 is likely to be a close race between Samsung and Xiaomi — especially during the upcoming festive season”.
Besides the current stats, the competition between Samsung and Xiaomi will be cutthroat considering the arrival of festive seasons will sales and offers by most of the brands. The Chinese brands Oppo, Vivo and Honour were all following Xiaomi with 12%,10%,3% in the same list. Whereas in the premium smartphone segment Oneplus is shining on the top for the first time.
The research analyst Anshika Jain further commented on the Indian smartphone market, “India’s smartphone market returned to double-digit growth during the quarter and is likely to grow in double digits for the entire year. Growth during the quarter was driven by new launches and strong promotions across both online and offline channels. Smartphone brands leveraged the Indian Premier League (IPL) 2018 season, as they timed their new launches and campaigns around the same with a slew of offers across multiple channels”
Commenting further Ms Jain noted, “As volume-share of the top five players combined exceeded 80%, local and smaller players were forced to change their strategies, which involved changing channels and product strategy along with cutting the number of SKUs. Additionally, the increase in duties for handset components announced during the beginning of the quarter forced smaller players to delay product launches as they didn’t have the necessary operations to save on the increased tariffs for certain components, like populated printed circuit boards, mechanics and others”