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IDC: Cherry Mobile continues to lead the smartphone market in the Philippines (1H18)

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IDC just released the latest Mobile Phone Tracker data for the Philippine market. It showed that Filipinos are now starting to invest in higher price bands.
Cherry Mobile is still the top smartphone brand in the Philippines

Smartphone shipments growth

Philippines Smartphone Market by Price Brand, 1H18
Philippines Smartphone Market by Price Brand, 1H18

The average selling price (ASP) of smartphones in the country grew from USD 127 last 1H17 to USD 192 for 1H18. A factor for this recent growth is the availability of payment options. Thanks to Home Credit and Flexi Finance.

The result? The total smartphone shipments reached 7.8 million units in 1H18 which is equivalent to a 5.6 percent YoY growth. It bounced backed from the -6.6 percent decline last 1H17.

IDC also revealed that Filipinos remain to be price conscious.

Keeping in mind that Filipinos remain to be price conscious and want to ensure they get the best value of their money, brands now highlight not only the quality of cameras but also features that make smartphone usage experience better such as near bezel-less screens, high-speed processors, quality speakers, AI features, and long battery life to ensure the customers that the brand is the bang for their buck, Polyne Gallevo, Market Analyst, IDC Philippines.

Top 5 smartphone vendor in the Philippines (1H18)

1. Cherry Mobile - They continue to lead the smartphone market even if they experienced a slight decline as it faces price competition from international brands with strong marketing.

2. Samsung - Samsung is still the number 2 brand in the country. They continued their approach of being present in most price points with the J and A series and the flagship S and Note series.

3. Vivo - Vivo is the new number 3 brand. Thanks to its aggressive marketing efforts and tapping of popular local celebrity endorsers at the launch of the V9. IDC also reported that the shipments for their Y series increased with the launch of Y71 and Y85. The X21 was also launched as the first in-display fingerprint smartphone and the official smartphone of FIFA.

4. OPPO - OPPO is a bit down to the number 4 brand. They are still very strong due to its mall ads and promoters presence. The brand launched OPPO F7, A71, and F7 Youth. They also tapped local celebrity endorsers who have a high reach among the millennials and masses.

5. Huawei - Huawei is the new number 5 brand in the Philippines. They showed significant growth after the increased marketing activities, noticeable in-store display in retail, online ads, and celebrity endorsements.

Cloudfone, LG, and Sony failed to enter the top 5 this time. We can also expect growth from comebacking brands like Nokia and Xiaomi.

Do you agree guys?

Source: IDC
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