14 February 2025
The Southeast Asian smartphone market rebounded in 2024 as vendors shipped 96.7 million units, an annual growth rate of 11%, ending two years of decline.
Canalys Analyst Le Xuan Chiew highlighted that Southeast Asia’s rebound outpaced the global average of 7%. However, despite this growth, the average selling price (ASP) declined due to price-conscious consumers. Samsung’s shipments dropped 9% year-on-year, yet it bucked the trend of falling ASPs, recording a 14% increase in this metric.
“The high-end smartphone market in Southeast Asia has gained momentum, driven by vendors expanding their distribution through new channels. Brands that invested in their channels during the 2023 slowdown are now capitalising on those efforts, ramping up marketing to attract a growing base of upgraders,” said Chiew.
According to Chiew, a vendor’s ranking by volume is “no longer a reliable measure of a brand’s market position” due to short product lifecycles, shipment lead times, and the frequent launch of new models each quarter. Instead, value share, operational efficiency, and profitability are better indicators of market standing.
