Despite the critical challenges owing to the COVID-19 pandemic, India’s smartphone shipments in the premium segment (>₹25,000) grew 18 percent YoY in H1 2020. A CMR report has revealed that Samsung secured the top spot in the premium smartphone segment with 37 percent market share, followed by Apple with 26 percent share and OnePlus at a distant third with 15 percent share.
“Owing to the pandemic, H1 2020 was a tough period for the overall smartphone industry in general, with multiple challenges. However, the premium smartphone segment was one of the least affected segments. In fact, the segment grew owing to strong consumer demand and good supply-side dynamics,” said to Anand Priya Singh, Analyst – Industry Intelligence Group (IIG), CMR.
Samsung led the premium smartphone market, with 37 percent market share majorly to its success of Galaxy A71 and A51 which contributed 38 percent and 13 percent respectively of its shipments, and a YoY growth of 56 percent. This was made possible through good supply side dynamics, attractive discounts and smart channel strategies. Samsung also started manufacturing its flagship Galaxy S20 series in India during this quarter.
On the other hand, Apple grew by 14 percent YoY and with a 26 percent market share. The iPhone 11 continued to garner some good market response in the initial part of the year. On the other hand, the all-new iPhone SE 2020 is on track to repeat the exceptional performance of iPhone 11. It captured 8 percent market share of the total premium smartphones shipped during Q2.
Besides Samsung and Apple, OnePlus was placed third with 15 percent market share, with the newly launched OnePlus 8 contributing to a majority of its shipments.
According to CMR report, In H1 2020, the first wave of 5G smartphones debuted in the premium smartphone segment. Many new OEMs made some strategic moves into the premium segment, including the likes of Xiaomi, Vivo, realme, OPPO and Motorola.
Stating that consumer demand in the premium smartphone segment continued to remain high, and, in fact, fuelled the market growth in H1 2020, Amit Sharma, Analyst – Industry Intelligence Group (IIG), CMR, said, “This bodes well for H2 2020, and, especially, in the run-up to the all-important festive season. Beyond the incumbents – including Samsung and Apple, aspirational premium brands will seek to make in-roads into the premium segment.”
The Premium Smartphone segment (Rs 25,000 – Rs 50,000) is a niche, but hyper-competitive segment, where more OEMs, including the likes of OPPO and Xiaomi are currently competing for greater mind share, and brand share. This segment accounted for 5 percent of the total smartphone shipments in H1 2020. Samsung Galaxy A71 was the star in this segment, contributing to 19 percent in this segment.
Moreover, CMR report revealed that the Super Premium Smartphone segment (Rs 50,000 – Rs 1, 00,000) saw Apple on top with 56 percent market share, while Samsung was placed second with 34 percent, and OnePlus at third position with 4 percent market share. The Apple iPhone 11 contributed to be the bestseller here, accounting for 39 percent of the shipments. This segment accounted for ~2 percent of the total smartphone shipments in H1 2020.
During the H1 2020, the Uber Premium Smartphone segment (Rs 1,00,000 and above) saw Apple with 67 percent market share, while Samsung was placed a distant second with 30 percent market share. Apple iPhone 11 Pro Max contributed to around 40 percent of the shipments in this segment. During the upcoming festive season, India’s premium smartphone segment is potentially slated to grow 20 percent YoY in H2 2020, with many new device offerings anticipated from various OEMs. Indian consumers will stand to benefit from the intense competition and offerings across online and offline channels. Samsung and Apple will be in a dead heat in H2 2020 and potentially slated to garner 28-29 percent market share each. Beyond the incumbents, the new premium segment aspirants, including the likes of Xiaomi and OPPO will seek to shake the turf.
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