• Indonesia's smartphone shipments grew 7% YoY in 2024, driven by aggressive marketing efforts during the shopping season and Eid festivities.

• Xiaomi's smartphone shipments rose 24% YoY due to its larger product portfolio and increased offline presence.

• Transsion Group captured 23% market share driven by aggressive new entry-level launches.

• Shipments in the $400-$600 segment grew 17% YoY, driven by Xiaomi and OPPO’s portfolio expansion.

• 5G smartphone shipments rose 36% YoY, as the mid-tier segment saw more 5G smartphones.

Jakarta, Beijing, Hong Kong, New Delhi, London, San Diego, Seoul, Taipei, Tokyo – February 25, 2025

Indonesia’s smartphone shipments increased 7% YoY in full year 2024, according to Counterpoint Research’s Monthly Indonesia Smartphone Tracker. OEMs had more opportunities to market their smartphones in H1 2024 as they took advantage of the shopping season, especially the Eid festivities.

Source: Counterpoint Research Monthly Indonesia Tracker, 2024

Note: Values may not add up to 100% due to rounding.

Xiaomi led the market in 2024 with an 18% shipment share, narrowly beating OPPO and vivo. Xiaomi’s shipments rose 24% YoY in 2024 driven by the brand’s entry-level (<$200) offerings, on which it has been increasing focus. Strong performers included the Redmi 13C, Redmi A3, Redmi 13, and POCO C65. Besides, Xiaomi expanded its product portfolio to target mid-to-high-end consumers with the launch of new models like the Xiaomi 14T Pro and Redmi 13 Pro+.

vivo's shipments rose 12% YoY in 2024 as it focused on the entry-level segment (<$200). The brand’s most popular smartphones in the segment came from the Model Y series, which rose 18% YoY. Transsion Group grew 27% YoY in 2024, capturing a 23% market share. Although Infinix still held a larger share within the group, TECNO and itel saw faster growth.

Some major brands worked on their channel presence in 2024. Xiaomi strengthened its offline presence by opening new stores directly managed by Xiaomi Indonesia. The brand also intensively promoted its online channels through e-commerce partners and the Xiaomi Store in Q3 and Q4 2024. Transsion increased its offline presence by partnering with local distributors and leveraging live-shopping trends. Partnerships with game developers like Garena also helped Transsion attract the younger generation.

Only some brands witnessed increased demand for entry-level smartphones as they pushed out more new launches in this segment and focused on aggressive promotions. Entry-level smartphone sales rose in 2024 as price-conscious consumers avoided big purchases due to the persistent economic turmoil and job insecurity in the region. Select brands were able to increase their volumes and tap into this demographic in 2024.

Shipments in the high-end segment ($400-$600) grew 17% YoY, driven by Xiaomi and OPPO’s portfolio expansion, along with new launches from other brands. Indonesia’s premium segment (>$600) also grew 17% YoY largely unaffected by the iPhone 16 ban in Indonesia. Instead, other brands took advantage of Apple's absence and launched premium smartphones like the vivo X100 Series, Xiaomi 14, and OPPO Find X8, along with foldables such as the vivo X Fold3 and OPPO Find N3 Flip. Apple's biggest competitor in China, Huawei, also re-entered the Indonesian market with its latest premium smartphone, the Huawei Pura 70 Ultra.

In 2024, 5G smartphone shipments increased 36% YoY. The entry-level segment (<$200) declined 18% YoY, while the mid-range and high-end segments continued to dominate and grow. This growth occurred despite the slow expansion of 5G to consumer segments due to frequency limitations. Telkomsel, the country’s largest provider of 5G coverage, has been focusing on building 5G infrastructure in the Greater Jakarta area to serve business needs and improve connectivity in the region.

Outlook

Commenting on the market outlook, Senior Research Analyst Glen Cardoza said, “Indonesia's macroeconomic situation in 2025 is rife with uncertainty due to domestic and global economic tensions, which could lead to consumers reducing their spending. We still expect the smartphone market to expand, even if economic growth remains stable at 5% and the government adopts more populist measures, as demand is driven by these initiatives. We expect more smartphones to adopt AI for product positioning. Also, competition in the foldables market is set to increase in 2025.”

Background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.