Based on the third-quarter smartphone market report released by IDC, 46.6 million smartphones were shipped between July and September this year. The company, which was officially established a year ago by the ex-VP of OPPO, shipped 1.3 million smartphones by Q3 2018 and a whopping 6.7 million units by Q3 2019.
"The continued aggression by the online platforms with attractive cashback and buyback offers as well as affordability schemes like No Cost EMIs and financing options were key in taking the share of the online channel to a record high of 45.4% with YoY growth of 28.3%", Upasana Joshi, Associate Research Manager, Client Devices, IDC India said in a press statement.
According to IDC's report, Realme recorded a yearly growth figure of 401.3-percent.
Realme and Oppo respectively claimed the fourth- and fifth-largest market shares, but posted jaw-dropping quarterly sales growth. "The lag between older Galaxy A series (Galaxy A10, 50, etc.) and the refreshed Galaxy As (Galaxy A10s, A50s, etc.) series just before the Diwali quarter led to this sharp decline", states IDC.
In terms of overall market share, Xiaomi (27.1%) looks firm at the top, shipping the highest number of smartphones in any quarter. Its market share in Q3 declined to 18.9 per cent from 22.6 per cent a year ago. Offline retailers fell short of the attractive deals compared to online portals, and were still dealing with leftover inventory, notes IDC. Moreover, OPPO became the second largest vendor in the fast-growing US300-500 segment on the back of its newly launched Reno 2 series.
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Samsung may have reason to worry with the Indian market is heading towards particular brands and only 12% market share was claimed by "Other" brands in Q3 2019.
In the premium ($500+) segment, Apple continued to dominate with a market share of 51.3 percent in Q3 2019. The average selling price for the overall smartphone market was $159, up 2.7 percent year-on-year.
Interestingly, the low-end price segment of $200 accounted for 80 percent of the overall India smartphone market in Q3 2019.
The Indian smartphone market remains a mainly low priced one, with the low price segment of Dollars 200 accounting for 80 percent of the phones sold in the market - the average selling price of a phone in the market is USD 159. It was the mid segment in the range of $300-500 that got the most traction as shipments doubled year-on-year with high demand for handsets such as OnePlus 7, Vivo 15 Pro and Redmi K20 Pro. Phones which did well in this price point were Galaxy A50, Redmi Note 7 Pro and vivo Z1 Pro.
What may worry Samsung, though, is that the Indian market appears to be consolidating, with only 12 percent accounted for by others, which is down from almost 30 percent a year ago. Xiaomi, IDC reported, recorded its highest ever smart phone shipments in a quarter with 12.6 million units, growing at 8.5 per cent Y-o-Y. That is well ahead of Samsung's 8.8 million. 4G-enabled feature phones declined 20.3% YoY due to heavy inventory in the channel.