Canalys Research’s 2024 Smartphone Market Pulse Research shows how the Southeast Asia market bounced back in 2024 and that Samsung has been dethroned by OPPO.
Smartphone brands in Southeast Asia collectively shipped 96.7 million units in 2024 — an 11% year-on-year (YoY) increase after suffering two consecutive years of decline.
This is also the year OPPO finally dethroned Samsung from the top spot. It managed to take 18% of the market share with 16.9 million units, while the latter came in close at 16.6 million units at 17%.
Infinix, TECNO, and Itel collectively shipped 15.5 million units taking 16% of the market, while Xiaomi came in close with a small margin taking the fourth spot.
vivo took the fifth spot after owning 13% of the market share with 12.3 million units.
According to Canalys Analyst Le Xuan Chiew, OPPO’s “strong performance in 2024 reflects its success in product calibration and high-end investments. The A18 was the year’s best-selling model, while the rebranded A3x helped drive higher channel shipments.”
Taking a closer look per country, OPPO took the top spots in Vietnam and Thailand. In the Philippines, they only managed to get to the fifth spot. The Philippine market is still dominated by Transsion, followed by Xiaomi, vivo, and realme.