Smartphone shipments drop by 8.2% for Q1 of CY16: IDC

Smartphone shipment in India for the first quarter of CY2016 at 23.5 million units shrank by 8.2 per cent over Q4 2015, dipping consecutively for two quarters. However on a year-on-year basis the smartphone shipments grew by 5.2 per cent, said the Quarterly Mobile Phone Tracker, by International Data Corporation’s (IDC).

Despite the slow start of first quarter of 2016, IDC expects the smartphone market to gain the momentum in the upcoming quarters.

“This year is expected to unfold many transitional phases in the mobile phone ecosystem as more vendors begin local assembling/manufacturing and an increasing trend for higher data consumption owing to affordable 4G devices and data plans”, says Navkendar Singh, Senior Research Manager, IDC India.

Smartphone penetration is still at less than 30 per cent in the country which makes it the one of the most attractive markets in the world. “While the new entrants continue to make the Indian mobile market more competitive, vendors differentiating themselves with value added services could be expected in this year”, added Singh.

The drop in shipment for the quarter was evident across vendors. Shipments of key Indian vendors Micromax, Intex and Lava put together dropped 20.4 percent sequentially as they struggled to push their inventories into the market.

According to Karthik J, Senior Market Analyst, Client Devices, “The first quarter of the year is usually expected to be slow after the festive season in the last quarter of the year. However, the contraction in Q1 2016 is mainly propelled by the decline in shipments from all the Top 5 smartphone vendors of previous quarter.”

On the other hand, new entrants like Reliance Jio grew sharply over previous quarter as they prepare before the official launch.

LeEco made its entry in Indian smartphone market in Q1 2016 with its Le1S contributing to majority of the vendor’s shipments. Also, key Chinese vendors like Oppo, Xiaomi, Vivo and Coolpad gained traction in the first quarter of the year with new product launches, aggressive marketing spends and expanding their channel presence”, added Karthik.

The “Make in India” campaign continued to promote the local manufacturing in India as more than 25 vendors are now manufacturing smartphones locally in India. More than two-thirds of the smartphones shipped in Q1 2016 were assembled within the country. Few vendors who are currently assembling mobile phones in India are likely to start manufacturing components like batteries, chargers and data cables owing to encouraging support from central and state governments.

4G based smartphones shipments clocked 15.4 million units in Q1 2016, which has grown more than 6 times over the same period last year.

Jaipal Singh, Market Analyst, Client Devices says, “4G based device shipments accounted for 65.5 per cent of overall smartphone shipments in Q1 2016 driven primarily by Samsung’s J-series models. This sharp rise in the share of 4G smartphone is due to the cohesive move from the entire ecosystem”.

Samsung continues to lead the 4G smartphone market followed by Lenovo and Reliance Jio.

“Qualcomm and Samsung are spearheading this growth while MediaTek along with Chinese and Indian vendors are driving the 4G volume in India. Adding to that, telecom players are playing a pivotal role in setting up the infrastructure and promoting 4G leading to wider awareness of this next gen technology in India”, added Singh.

Vendor ranking:

Samsung continued to dominate the Indian smartphone market with 26.6 per cent share, in spite of shipments dipping both year-on-year and sequentially (quarter-on-quarter). Over 75 per cent contribution came from its J-series smartphones as they continue to drive volumes for the vendor in both offline and online channels.

Micromax retained second position in Q1 2016 with 6.9 per cent growth over the same period last year. However, shipments fell 17.9 percent sequentially for the second consecutive quarter as volume dipped sharply in the entry level sub-$75 segment.

Intex regained its third position, although shipments sequentially declined by 10 per cent in Q1 2016 but grew marginally over last year. Intex’s 4G shipments almost doubled over the previous quarter strengthening its portfolio with over 15 active LTE models.

Lenovo (including Motorola) slipped to fourth position as the shipments declined 35.8 per cent coming off from a sharp spike in the previous quarter. Vendor’s sub-$150 segment saw a steep decline in the shipments.

Reliance Jio replaced Lava as the fifth largest smartphone vendor with huge shipments of 4G device.