Philippines Smartphone Market – Industry Analysis, Forecasts and Opportunity Assessment (2016-2023)
Report on Philippines Smartphone Market – Industry Analysis, Forecasts and Opportunity Assessment (2016-2023)
Introduction to Philippines Smartphone Market
Smartphones refers mobile phones with more advanced computing capabilities and connectivity than regular mobile phones. Smartphones came into existence in the late 90s, but gained mainstream popularity only with the introduction of Apple’s iPhone in 2007. The iPhone revolutionized the industry by offering customer friendly features such as a touch screen interface and a virtual keyboard. The first smartphone running on Android was introduced to the consumer market in late 2008.
A clear trend has been lately observed in the Philippine smartphone market where end users are shifting to handsets with higher specifications and better features. The Philippines has historically been among the price-sensitive markets in Asia/Pacific and is still considered one. Despite this, the average selling price of smartphones in 2017 grew to US$134, a 13% YoY increase. Low end smartphones (<US$100) still hold the major chunk of the market share, accounting for 59% of all smartphones in 2017 compared with 67% in 2016. Meanwhile the combined share of low-end (US$100<US$200) and midrange (US$200<US$400) smartphones grew to 35% from 28% in 2016.
Local vendors continue to dominate the Philippines smartphone market as they flood it with the most affordable smartphone options. However, Global and Chinese vendors are gradually catching up on the budget segment. With the mobile brand war growing more intense by the day, vendors would be well-advised to not be complacent, but rather continue to foster innovation and improve product quality and after-sales to stay ahead of the game.
There are 2 segments in the smartphone market, one being the individuals who own only smartphones and the other being the ones who own both tablet and smartphones. This indicates that many Filipinos prefer the smart phones because of its call-text feature as compared to tablets which is only used for gaming and for browsing the net. Smart phones can also become a gaming console and gadget used for browsing the net. Moreover, because many smart phones are more compact and easier to carry as compared to tablets, it is more preferred by the consumers.
Upcoming mobile device players like Oppo and Vivo are using a strong marketing campaign to gain popularity and has been successful so far, targeting the millennials which are the very subject of how they develop their products. Plus, they are also relying on wide distributorship to cement their brands in the strong smart phone market in the Philippines. To enhance their brand equity among their target market, both established and new smart phone companies have focused on the intense battle of marketing campaigns this year.
These companies have hired huge celebrities as endorsers like basketball star Stephen Curry, or popular local actors and actresses like Alden Richards and Sarah Geronimo for Oppo, Daniel Padilla, Kathryn Bernardo and Barbie Forteza for Vivo, Bea Alonzo for Asus, Pia Wurtzbach for Huawei, Vic Sotto and Anne Curtis for Cherry Mobile and Liza Soberano for Samsung to name some. Plus, they are holding below the line activities, new marketing strategies such as product placements and co-branding. Both local and global brands who are vying for a spot in the Philippine market are using these strategies.
The report contains a comprehensive analysis on:
- Philippines Smartphone Market Segments
- Philippines Smartphone Market Drivers, Restraints and Opportunities
- Philippines Smartphone Market Size & Forecast 2016 to 2023
- Supply & Demand Value Chain
- Philippines Smartphone Market Current Trends
- Competition & Major Companies
- Technology and R&D Status
- Porters Five Force Analysis
- Strategic and Critical Success Factor Analysis of Key Players
This report is an elaborate aggregation of primary inputs from industry experts and participants across the supply chain. It provides in-depth market segmentation that is derived from extensive product mapping exercises, macroeconomic factors, and other qualitative and quantitative insights. The impact of all such factors is delivered across multiple market segments and geographies.
- Detailed Historical Overview (Market Origins, Product Launch Timeline, etc.)
- Consumer and Pricing Analysis
- Market dynamics of the industry
- In-depth Market Segmentation
- Historical and Projected Market Sizing in terms of volume and value
- Recent market trends and Impact Factors
- R&D Status and Technology Overview
- Extensive Industry Structure Coverage