Jakarta, CNBC Indonesia – Smartphone shipments in Indonesia fell by 10% year-on-year (YoY) in the second quarter (Q2) of 2023, according to the latest report from firm Counterpoint.
Macroeconomic obstacles are said to have an impact on demand for smartphone shipments in Indonesia. The increase in shopping activity during the Eid al-Fitr celebration in April was also lower than last year.
According to a Counterpoint report, consumer buying interest shifted to meeting commodity needs such as fuel, household and personal products, as well as other expenses during the Eid season.
“Going forward, we expect a sustainable macroeconomic recovery in semester 2 of 2023 to lift the smartphone market,” said Senior Analyst Febriman Abdillah, quoted from the research institute’s report, Tuesday (22/8/2023).
According to him, in the future prices will become more crucial given the current macroeconomic climate which has increased commodity prices.
Providing incentives to consumers, such as discounts, package offers, bonuses and trade-in schemes, can be an option to maintain attractiveness for consumers. These incentives are even still relevant for the middle and premium class segments.
Out of all the brands, Xiaomi has just become a vendor making new initiatives to lower prices. This way can attract consumers and help brands grow this year. While Infinix is said to be able to grow because it has recently become more popular in the market.
Infinix Grows Positively in RI
Among the top HP brands, only Infinix saw an increase in shipments, by 17% YoY.
Infinix is now focusing on less than US$200 (Rp. 3 million), and offers better specifications in its models.
In addition, the company is also aggressive in carrying out its marketing activities to increase awareness and visibility of the brand.
Its recently launched products, such as the Note 30 series, Hot 30 series and Smart 7 series, contribute significant volume to the brand’s overall shipments.
Talking about 5G, shipments of 5G smartphones in the price range of less than US$400 (Rp. 6 million) increased 11% YoY in Q2.
The main smartphone vendors in this segment include Samsung with the Galaxy A14 5G, A23 5G and A34 5G series and Xiaomi with the Redmi Note 12 series. The iQOO Z7 5G series is also a newcomer to join this segment.
| Brand | Market Shares Q2 2023 | Q2 2023 delivery |
| Oppo | 21% | -2% |
| Samsung | 19% | -11% |
| Vivo | 17% | -23% |
| Xiaomi | 15% | -12% |
| Realm | 11% | -22% |
| Infinix | 10% | 17% |
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