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Who is leading the smartphone market in Thailand?
Recently, Chinese mobile phone brands have emerged as significant competitors in Thailand's smartphone market, standing alongside established brands like South Korea's Samsung and the United States' Apple.
Thailand is considered a leading player in the smartphone industry in the Southeast Asian region. Major brands such as Apple and Samsung have contributed significantly to the industry’s expansion in the country. Additionally, Chinese brands like Huawei, Oppo, and Xiaomi have also established a strong presence in the Thai smartphone industry.
The number of smartphone users in Thailand has been gradually increasing since 2017 and is expected to keep growing, reaching around 59 million users by 2025. With the expansion of the customer base, the smartphone market in Thailand has become increasingly competitive, leading to a wide variety of smartphone brands. Among these, Chinese smartphones have gained significant traction in the Thai market due to their wide price range and compelling features.
As of March 2024, Apple dominated the mobile vendor market in Thailand, holding a share of approximately 33.4%. Samsung followed with around 20.62%. Other notable brands such as Oppo, Vivo, and Xiaomi have also gained significant market presence.
Statista has confirmed the growth of this industry in Thailand by reporting that the revenue generated by the end of 2024 will be US$3.3bn. Additionally, the source reported that this year, a profit per person of US$46.77 is expected.
The evolution of the smartphone market in SEA
One of the key factors driving the evolution of the smartphone market in SEA is the increasing affordability of smartphones. As manufacturing costs have decreased and competition among smartphone brands has intensified, consumers in SEA have gained access to a wide range of affordable smartphone options. This has led to a significant increase in smartphone adoption across the region.
The smartphone industry in the SEA region has shown different growth patterns, with both positive and negative trends. During 2021 and 2022, this market registered a negative growth trend. Starting from the third quarter of 2023, the market began to recover, showing a growth of 4%, reaching a total of 23.8 million units.
From the first quarter of 2024, the smartphone market in the region continued to show positive trends, recording a growth of 12%.
The smartphone industry in the SEA region is expected to continue showing a positive growth trend, led by countries like Thailand.
The key players in the smartphone industry in Thailand
The smartphone industry in Thailand is dominated by several key players, with Samsung, Apple, and OPPO leading the market. These brands have established a strong presence through innovative technology, effective marketing strategies, and a deep understanding of consumer preferences.
Samsung continues to be a top player, leveraging its extensive range of smartphones that cater to various market segments. From high-end models like the Galaxy S and Note series to more affordable options in the A and M series, Samsung’s diverse portfolio appeals to a broad audience. The brand’s focus on cutting-edge features such as advanced camera systems, high-resolution displays, and robust performance has helped maintain its popularity.
Apple remains a significant competitor, particularly in the premium segment. The iPhone series, known for its sleek design, powerful performance, and seamless integration with the Apple ecosystem, attracts a loyal customer base. Apple’s consistent updates and innovations, such as introducing new camera technologies and enhanced security features, keep it at the forefront of the market.
OPPO has also made substantial inroads into the Thai market. The company appeals to younger consumers who prioritize aesthetics and photography. The brand’s aggressive marketing campaigns and strategic partnerships have further boosted its visibility and market share.
In terms of market data, Samsung holds the highest online sales share at 18%, followed closely by Apple and OPPO, each with 15%. Xiaomi and Vivo are also notable players, with Xiaomi known for its value-for-money offerings and Vivo for its innovative features and design.
The emergence of Chinese smartphone brands
In recent times, mobile phone brands originating from China have become major players in Thailand’s smartphone market, alongside established brands such as Samsung from South Korea and Apple from the United States. Brands like Realme and VIVO have demonstrated significant year-over-year growth in Thailand, outperforming their competitors. Other Chinese brands including Huawei, Oppo, and Xiaomi also have a strong presence in the Thai smartphone industry.
What are the key factors behind the smartphone industry’s growth in Thailand?
The growth of the smartphone industry in Thailand is driven by several key factors, reflecting both technological advancements and evolving consumer behaviors. Some of these factors are:
5G Adoption
One of the most significant drivers is the widespread adoption of 5G technology. With telecom operators expanding their 5G networks, more consumers are upgrading to 5G-enabled smartphones to take advantage of faster internet speeds and improved connectivity. This shift is expected to increase the penetration of 5G smartphones from 12.8% in 2022 to approximately 38% by 2027.
Digital Wallet Schemes
The rise of digital wallets and mobile payment systems is another crucial factor. As more Thais embrace cashless transactions, the demand for smartphones with secure and efficient payment capabilities has surged. This trend is particularly strong among younger consumers who prefer the convenience of digital payments.
Replacement Purchases
The market is also seeing growth due to replacement purchases. As technology advances, consumers are more inclined to replace their older devices with newer models that offer better performance, enhanced features, and improved user experiences. This cycle of upgrading helps sustain the market’s momentum.
Economic Factors
Thailand’s economic environment also plays a role. Despite a slowdown in GDP growth, the continuous increase in tourism and private consumption is expected to drive economic recovery, indirectly supporting the smartphone markets.
In conclusion, Thailand’s smartphone industry is thriving, driven by the strong presence of leading brands like Samsung, Apple, and OPPO. These companies have successfully expanded their market share through innovative technology, effective marketing, and a keen understanding of consumer needs. The industry’s growth is further supported by the widespread adoption of 5G, the rise of digital wallets, and the availability of affordable smartphones. Despite economic challenges, the sector is expected to generate significant revenue, with Statista projecting US$3.3bn by the end of 2024 and a profit per person of US$46.77. This dynamic and competitive market continues to evolve, promising sustained growth and innovation.
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