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Market share for high-end smartphones rise; fewer emerging brands enter India:CMR Survey

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Market share for high-end smartphones rise; fewer emerging brands enter India:CMR Survey

According to a latest survey by CyberMedia Research (CMR) high end smartphones market is projected to grow from the current 15 per cent in 2015 to 19 per cent in 2016. Another survey by CMR also highlights the fact that one in every four smartphones sold in 2016 will be from an emerging brand, but the number of these brands entering the market has seen a drop since 2013.

In terms of the market share, high-end smartphones (above 20k) hold 7 per cent of the market, phones between 10k and 20k hold 18 per cent of the market, while entry level smartphones hold the maximum market share with 75 percent.

2015 saw Samsung and Apple increase their market share (above 20k price point) to 44 per cent and 27 per cent respectively. In contrast, Sony, HTC and LG have lost the market share during the period. OnePlus was the only emerging brand to make it to the list of top five in the same price point in 2015.

The high-end Smartphone market is expected to grow 19% in 2016 as against 15% in the previous year. Samsung and Apple are expected to continue to be strong players in this segment.

Another survey by CMR highlights the growth of emerging brands (brands not launched before 2013) in the smartphone category and one in every four phones will be from an emerging brand. Rising from a moderate 3 percent contribution, these brands have grown to contributing 16 percent in 2015

Xiaomi (24 percent), Gionee (15 percent) and Panasonic (11 percent) were the leading emerging smartphone brands in 2015, while Reliance’s LYF and Micromax’s YU were the only two Indian brands in the top 10 list.

Over 15.2 million smartphones shipped in 2015 were from emerging brands, which is set to double this year at 32.5 million units, and is projected to contribute around 25 per cent in 2016.

Moreover, 21 new smartphone brands were launched in 2015 in India but this is in contrast to the 74 brands that were introduced in the market in 2013. This shows a diminishing trend in the number of brands entering the market.

Speaking about the falling numbers of brands in the market Krishna Mukherjee, Analyst Telecoms at CMR, said, “One of the important trends to witness is the decline in the number of new brands getting launched every year.  As compared to 74 brands in 2013, there were only 21 new smartphone brands added in 2015.  But, at the same time their contribution to the overall pie increased exponentially. In 2016, there could be further decline in the new brand additions in the country and there could be around 15 smartphone brands added this year, but this does not mean the India market is turning unattractive for the smartphone industry. Rather, India will continue to attract all such brands that intend to go global and it would definitely remain the second largest market for several brands after they successfully play in their home markets.”


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