Skyrocketing premium smartphone prices and entry of Chinese made devices with commendable feature at lower price point, has driven consumers to reconsider their purchase options. Mid range brands like Xiaomi, Oppo and Vivo have been thriving in the segment giving customers an alternative to iPhone and Samsung.
According to the latest International Data Corporation (IDC) quarterly report total smartphone shipments in the emerging Southeast Asia region recorded approximately 100 million units in 2017, declining by less than 1%, however the trend observed showed that mid to low end continue to grow at an exponential rate with now low end holding the market with 37% share while midrange handsets now make up 27%.
This has let to other brands joining the fray in the hope not to lose out, Huawei introduced its Nova series, Samsung with the A and J series and Apple’s presence in the midrange segment was represented by its older models, mainly the iPhone 5, iPhone SE and iPhone 6. The landscape is leaning towards more affordable devices that are still capable in delivering top performance results for an average user, looking at the shift premium series with escalating price will be mostly sought after the niche for brand conscious purpose rather than its features.