Global smartphone shipments totalled 296.3 million units in the first quarter of the year, representing a 10% year-on-year growth in Q1 2024. Samsung’s fresh portfolios helped it reclaim SEA’s lead position from Transsion and the Global lead position from Apple.
According to Canalys research, the smartphone market exceeded expectations, achieving double-digit growth following ten challenging quarters. This surge was largely driven by vendors introducing updated product portfolios and stabilising macroeconomic conditions in emerging market economies.
Transsion Sees Fastest Growth Among the Top 5 Smartphone Makers
Among the top five OEMs worldwide, Transsion saw the fastest growth, attributed to its aggressive expansion in international markets. The smartphone maker pulled an impressive 86% year-over-year growth, fueled by robust shipments of its latest models to Africa, the Middle East, and Latin America.
Ranked fourth among the top 5, Transsion delivered 28.6 million smartphone units under the Infinix, TECNO, and itel brands, securing a 10% market share.
In contrast, Korea-based smartphone giant Samsung claimed the leading position from Apple, dominating the quarter with 60 million global shipments. This achievement stemmed from the early launch of the Galaxy A-series and the strong performance of its Galaxy S24 series.
Conversely, Apple slipped to second place with 48.7 million unit shipments, experiencing a double-digit decline amidst challenges in its core markets.
Southeast Asia: Samsung Reclaims Top Spot from Transsion
Southeast Asia: Samsung Reclaims Top Spot from TranssionTranssion faced stiff competition in the Southeast from rivals. Samsung’s launch of the mid-range A35 and A55, as well as the premium Galaxy S24 series, helped the South Korean company reclaim the top spot in smartphone shipments in Southeast Asia from Transsion.
This launch, along with the Galaxy AI, helped increase the brand’s recognition and sparked a great deal of interest from people and customers.
In the Philippines, Transsion faced heavy competition from realme and Xiaomi in the low-end segment, as the three companies launched more budget-friendly smartphones with impressive specifications. Transsion utilized assertive channel incentives and supported gaming teams in order to attract young consumers who are conscious of their budget.
While also focusing on budget-friendly consumers, realme launched the Note 50 series aggressively priced under $100. This way, threatens Transsion’s dominance in the second-largest smartphone market in Southeast Asia.
Transsion maintained its seat among the top 5 vendors in Malaysia thanks to its fast-selling and affordable portfolio of devices such as the Infinix HOT 40 series and TECNO Spark 20 series. These devices effectively expanded their presence among smaller resellers in the open channel.
Impact of AI: Samsung’s Dominance of Smartphone Sales in Q1 2024
Samsung’s strategic focus on AI innovation has propelled it back to the top spot in the global smartphone market, surpassing both Apple and Transsion in Q1 2024. The launch of the Galaxy S24, powered by advanced AI features, has played a pivotal role in this achievement.
“Samsung’s S24 launch reflects a pivotal moment in its AI and premium strategy, with the potential to reshape the industry,” Canalys Senior Analyst Sanyam Chaurasia, said.
The Analyst also noted that vendors will explore avenues to capitalise on the generative AI trend, though the advancement of on-device AI solutions for smartphones relies significantly on strategic partnerships among brands, chipset providers, and software firms. Vendors are seeking open collaboration with industry leaders to deliver distinctive and personalized AI solutions to consumers.
“In the long-term, vendors will look to bring these AI features to mid-range price bands to add more users to their native AI ecosystems. Additionally, ecosystem expansion via cross-device integration and strategic partnerships boosts revenue potential, highlighting the profound impact of on-device AI on user experiences and brand profitability,” Chaurasia said.
It is also worth noting that while AI helped Samsung in Q1 2024, the company ensured the extensive availability of retail outlets where customers could easily purchase the Galaxy S24 without much stress. Additionally, the “Time-to-market” factor, a crucial aspect of Samsung’s strategy, involves efficiently bringing the Galaxy S24 to market at the opportune moment to capitalise on consumer demand and market trends.
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