After seven quarters of decline, smartphone shipments in Southeast Asia finally rebounded in Q4 2023, with the Philippines leading the charge with a remarkable 32% year-on-year growth, according to Canalys.
This resurgence was driven by affordable phones, with brands like Infinix, Tecno, OPPO, and realme dominating the market.
Top 5 Smartphone Brands in the Philippines
Canalys and IDC offer slightly different perspectives on the top 5 smartphone brands dominating the Philippine market.
Canalys
| Brand | Market Share |
| Transsion | 38% |
| vivo | 13% |
| OPPO | 12% |
| realme | 12% |
| Xiaomi | 10% |
IDC
| Brand | Market Share |
| Transsion | 34.2% |
| realme | 15.9% |
| OPPO | 12.2% |
| vivo | 11.3% |
| Xiaomi | 9.9% |
Overall, the demand for affordable 5G devices is fueled by improved affordability and government initiatives. This trend is expected to continue, with Canalys predicting a 7% growth in Southeast Asia smartphone shipments for 2024.
Canalys analyst Sheng Win Chow attributes the Philippine growth to Transsion’s aggressive expansion. The group, composed of the brands Tecno Mobile, Infinix, and Itel, was bolstered by their Smart and Spark series, along with the Phantom V Flip foldable model, which resonated with price-conscious Filipinos.
Meanwhile, IDC’s Senior Market Analyst, Angela Medez noted that the market’s strong comeback was propelled by year-end holiday festivities and Transsion’s new product lineup.
While Transsion’s market share varies slightly between reports, its dominance is clear. Canalys pegs their share at 38%, while IDC cites 34.2% for 2023. Following Transsion, vivo, OPPO, realme, and Xiaomi round out the top 5, highlighting the dominance of affordable brands. Take note that Xiaomi also includes sub-brands Poco and Redmi
One thing is clear, the Philippine smartphone market is poised for continued growth, driven by affordability and 5G adoption. While premium brands face challenges, those catering to the budget-conscious segment are set to thrive.
