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67% of 9.3M Indian Smartphone Shipments In Q2 2013 Are Sub-$200 Phones: IDC


Around 67% of 9.3 million smartphone shipments in Q2 2013 were sub-$200 smartphones, according to a report by IDC.

The report says that smartphone shipments in India grew by more than 50% quarter on quarter (QoQ) from 6.1 million units in Q1 2013. Strangely, it also mentions that the shipments tripled year on year (YoY) from 3.5 million units in Q2 2012, although the accurate rate of growth seems to be 166%, as per our calculations.

Note that IDC calculates sales of mobile handsets by tracking the number of handsets that leave the factory premises for OEM sales or stocking by distributors and retailers. For imported handsets it’s the number of handsets that leaves the first warehouse to OEMs, distributors and retailers. It does not account for handsets brought in by individuals into the country or the grey market and MediaNama is not in a position to verify the accuracy of the findings.

However, this does tie in with Canalys’s report earlier this month, which had suggested that around 9 million smartphone shipments had been shipped in Q2 2013, registering a 129% growth rate YoY.

Feature phone market declining but still accounts for 85% of shipments: The total mobile phone shipments increased by 4% QoQ and 21% YoY in the country. The feature phone market is declining but still accounts for 85% of the mobile phone market in the country.

Samsung and Nokia apparently still dominate the Indian market but their market share are steadily declining due to intense competition from local handset makers like Micromax, Karbonn, Lava, Intex and Celkon. What’s particularly interesting is the additions of Intex and Celkon to this list, since we feel these phones have only a decent lineup of handsets, although they have invested a significant amount in marketing.

Phablet sales increasing: As per the report, phablet (smartphones between 5-inch to 6.99-inch screen size) shipments has increased by 17 times annually and now accounts for 30% of the smartphone shipments in Q2 2013. A graph indicates that the shipments of smartphones between 3.49-inch and 4.99-inch has also increased significantly over the past few quarters and now account for the majority of smartphone shipments for the quarter, while smartphones less than 3.49-inch has dropped massively and now accounts for only a small portion of the smartphone shipments.

We believe this was quite expected due to a deluge of large screen smartphone launches from both International and domestic handset makers over the past year. Of particular note are Samsung’s Galaxy Note series and Micromax’s Canvas series of smartphones.

IDC phablets graph

Top 5 Smartphone vendors

Samsung continues to lead the smartphone market with 26% market share, apparently driven by huge volume shipments of low end Samsung Galaxy Star and other mid range smartphones. We also believe that Samsung’s aggressive marketing in the country has a significant contribution to this.

Micromax has 23% smartphone market share and has crossed 2 million shipment units. We believe these shipments are significantly driven by Micromax’s Canvas series, which seems to have worked for the company. Remember that Micromax had recently claimed Canvas 4 had clocked pre-orders of 11,500 units in just a week, in spite of not disclosing its specifications or price.

Karbonn has 13% smartphone market share which has apparently seen an uptick in its A series and the newly launched Titanium range of smartphones.

Nokia has 5% smartphone market share which has apparently seen an increase in Nokia Lumia 520 sales volume. IDC says that the “dedicated advertising and marketing push towards positioning Lumia phones as a quicker and cooler replacement to other brands is working in its favor.” We however still feel the growth is still very slow as compared to other players, primarily due to the Windows Phone 8 operating system which is is slowly filling all the major gaps in the software but is still quite nascent as compared to its iOS and Android counterparts.

Sony also has 5% smartphone market share and IDC says Sony’s mid tier phones and low end dual SIM phones are doing well.

The bottom line seems to be that if handset players have to succeed in the Indian market, it need to have usable large screen budget smartphones in the market.


Indian Smartphone Shipments Up 48% YoY; Mobile Shipments Up 16% YoY: IDC
9M Smartphone Shipped In India In Q2 2013, 3rd Largest Smartphone Market: Canalys
Indian Smartphone Shipment At 9.4M During Jan-Apr 2013; Samsung Tops: Report

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