India’s smartphone shipments declined by a modest Four % to over 150 million models in the pandemic-hit 2020 on the again of excessive shopper demand post-lockdown and new use instances like make money working from home, analysis agency Counterpoint mentioned. The smartphone market grew 19 % year-on-year in the December 2020 quarter, because the festive season provides bought prolonged because of Diwali falling on November 14, when in comparison with the year-ago interval.
“The excessive shopper demand post-lockdown, in addition to sturdy promotions on on-line channels and new makes use of instances like e-learning and make money working from home, drove the smartphone market in the pandemic-hit yr,” Counterpoint Research mentioned. Xiaomi (together with POCO) reclaimed the primary spot for the December quarter in addition to the complete yr with 26 % market share. Samsung ranked second (21 %), adopted by Vivo (16 %), Realme (13 %), and Oppo (10 %) in the fourth quarter of 2020.
The rating remained similar on a full-year foundation as nicely with Samsung grabbing 20 % share, Vivo (15 %), Realme (11 %), and Oppo (10 %). Apple captured the sixth spot in the fourth quarter of 2020 with 171 % y-o-y development and 93 % development in 2020 over the earlier yr.
“The launch of the iPhone 12, aggressive provides on the iPhone SE 2020 and iPhone 11, and on-line growth drove this development. For the primary time, the model crossed 1.5 million shipments in a single quarter,” the analysis agency mentioned.
OnePlus skilled 200 % y-o-y development in the December quarter, pushed by its mid-range Nord collection and the newly launched 8T collection, Counterpoint added.
“The Indian smartphone market maintained its momentum in Q4 2020 after a record-breaking third quarter. As Diwali was in mid-November this yr, we witnessed excessive shipments throughout October as nicely. The general market crossed 150 million models in 2020 pushed by excessive shopper demand post-lockdown,” Counterpoint Research Senior Research Analyst Prachir Singh mentioned.
A number of new use instances corresponding to on-line training, in addition to elevated content material consumption, had been the main components for the excessive shopper demand, Singh added.
“Going ahead, we consider that this demand will develop additional as extra folks transition from function telephones to smartphones and feature-rich gadgets, diffusing in the direction of cheaper price tiers,” he mentioned.
The yr 2020 introduced sudden adjustments in the Indian smartphone trade because of COVID-19, anti-China sentiments and creating manufacturing ecosystem.
The yr additionally noticed the re-entry of Indian manufacturers like Micromax. With its newly launched IN-series smartphones, Micromax has reached its highest market share in six quarters.
With Indian manufacturers revamping their portfolios, and Jio developing with an entry-level 4G smartphone, 2021 will probably be a major yr for Indian manufacturers and we count on their share to extend, Counterpoint mentioned.
In 2020, 5G smartphone shipments crossed Four million models in India. These shipments had been pushed by two manufacturers OnePlus, the one model with a 100 % 5G portfolio, and Apple, which launched the iPhone 12 collection with 5G connectivity.
Going ahead, 5G smartphone shipments are anticipated to extend by greater than 9 instances to achieve 38 million models in 2021, Counterpoint mentioned.
Commenting on the aggressive panorama and model methods, Research Analyst Shilpi Jain mentioned the anti-China sentiments largely subsided by the top of the yr, with Chinese language manufacturers holding 75 % market share in 2020.
“In the course of the yr, we noticed revolutionary channel methods from main manufacturers because of modified shopper behaviour in the wake of COVID-19. Offline-centric manufacturers corresponding to Samsung, Vivo and OPPO elevated their on-line presence…Indian manufacturers need to increase their market share by leveraging the PLI scheme,” Jain mentioned.
On an general foundation, the cellular handset market (smartphone and have telephones) declined 9 % y-o-y in 2020 because of a decline in function cellphone shipments. The function cellphone market registered a 20 % y-o-y decline final yr, as shoppers in this section had been the worst hit by the lockdowns, Counterpoint mentioned.
Transsion Group manufacturers (Itel, Infinix and Tecno) stored the momentum in the fourth quarter of 2020 as nicely, registering their highest-ever shipments in a single quarter at over 9 million models. Transsion model remained sturdy in tier III and IV cities, and rural India, whereas Itel remained the highest function cellphone model in the quarter, it added.