Samsung Electronics Falls to 2nd Place in India's Premium Smartphone Market

[Asia Economy Reporter Seulgina Cho] Samsung Electronics fell to second place in the Indian premium smartphone market in the second quarter (April to June).

According to market research firm Counterpoint Research on the 3rd, shipments of premium smartphones in India in the second quarter decreased by 32% compared to the previous year due to the impact of the novel coronavirus disease (COVID-19).

The lockdown policy continued for more than a month, causing shipments in April to drop to zero, directly hitting the market due to COVID-19. However, the premium segment's share of the overall smartphone market surpassed 4%, reaching an all-time high.

By manufacturer, the strong performance of Chinese brand OnePlus, which newly launched the OnePlus 8 series 5G models, stood out. In the second quarter, OnePlus held the highest market share in the Indian premium smartphone market at 29%. The gap with Samsung Electronics, which ranked second, was within 1 percentage point. Counterpoint Research stated, "OnePlus pushed Samsung Electronics aside and regained first place," adding, "In addition to the launch of the OnePlus 8 series 5G models, the price reduction of the OnePlus 7T series also contributed to reclaiming the top spot."

Samsung Electronics slipped to second place. However, its market share is close to 29%. The Galaxy A71 ranked third among the best-selling models in the premium segment in the second quarter. The Galaxy S20 Ultra ranked second in the ultra-premium segment, following Apple. Samsung has also started production of its flagship Galaxy S20 series in India. Counterpoint Research added that Samsung's momentum was maintained by offering discounts on the Galaxy S20 series, launching initiatives such as Samsung Care+, and focusing on channel strategies.

Apple ranked third in the premium segment due to intensified competition. Counterpoint Research noted, "In the second quarter, it was notable that more manufacturers focused on the ultra-premium segment to increase profitability and raise brand awareness in the Indian market." India, the world's second-largest smartphone market, has recently shown an increase in sales as accumulated demand surged following the lifting of government lockdown policies.