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81% of 18.42M Indian smartphone shipments in Q2 2014 were sub-$200 phones: IDC


Around 81% of 18.42 million smartphones shipments in India in Q2 2014 were sub-$200 smartphones, according to a report from IDC.

It says the total smartphone shipments grew in India by 84% year-on-year from 10.02 million smartphones in Q2 2013. On the sequential basis, it grew by 11% quarter-on-quarter.

The company attributes the growth to the reduced prices of smartphones and continuous migration of users from feature phones to smartphones. The feature phone market is declining but it still accounts for 71% of the total mobile phone shipments for the quarter. In comparison, it had contributed for 84% of shipments in Q2 2013.

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.

Samsung and Micromax dominating the market

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Samsung has continued its dominance, holding 29% of smartphone market share last quarter while the Indian handset maker Micromax stands next to Samsung with 18% market share. However, what’s interesting is that when you add feature phones into the mix, the line between the top two contender blurs more than ever. Samsung is leading the chart with 17% of overall mobile handsets, while Micromax has 14% share, surpassing Nokia.


Among other vendors, while Nokia is struggling to sell its Windows Phones in India (and in the world), the company still managed to snag 10% share thanks to its rich feature phones portfolio. Nokia is followed by two other Indian phone manufacturers Karbonn Mobiles and Lava in the smartphone space.

In terms of smartphone vendors, Samsung and Micromax is followed by Karbonn (8% share), Lava (6% share) and Motorola (5% share)

Smartphone share

Perhaps one of the most important takeaway was Motorola’s strong return in Indian market. The company that had closed its operations in India back in 2012, made a strong comeback with its affordable smartphone Moto G. The company later released Moto E, a low-cost smartphone which also fared quite well. Despite taking the online-only route, Motorola claims to have managed to sell over 1 million handsets in just 5 months of its comeback in India.

Following this, competing OEMs like Micromax, Lava and Karbonn also launched similar low-cost offerings over the past year. Earlier in July, Chinese smartphone manufacturer Xiaomi also entered India by launching three of its smartphones – its previous flagship Mi3 smartphone, Redmi Note and Redmi 1s.

Over the next few months, the low-cost smartphones segment is expected to see more changes with the arrival of Android One smartphones from Micromax, Spice and Karbonn next month and other competitors like OnePlus One, Mozilla’s $50 smartphone, and Moto G successor among others. (Also readGoogle reportedly spending $1Bn to subsidize & market Android One phones in India)

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More than 50% of phablet shipments were sub-$250 smartphones

The report says Phablets (smartphones between 5.5-inch to 6.99-inch screen size) shipments accounted for 5.4% of the overall smartphone shipments. The category apparently saw a 20% QoQ surge in terms of volume. It also notes that more than 50% of phablets shipped were sub-$250 smartphones and Indian vendors were dominant in this price segment.

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