Samsung leads the smartphone market in LATAM with 40% share.
Huawei returns to growth and remains the third-largest smartphone brand.
New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – November 21st, 2019
After four consecutive quarters of decline, the LATAM smartphone market registered 3.7% growth year over year (YoY) in Q3 2019, with almost all major markets, except Peru, having some level of shipments growth. In terms of brands, Samsung, Huawei and ZTE registered the most significant growth.
Commenting on the market’s development, Counterpoint Research Senior Analyst, Tina Lu, said, “Aggressive price erosion on older models, and the launch of new models, has tempted LATAM consumers to accelerate the replacement of their smartphones. But market concentration increased, with the top three brands now representing 69%, up from 65% in Q3 2018. This four-percentage point increase in concentration was mainly captured by Samsung, as it had the biggest YoY increase among the top three brands”.
Commenting on brand performance, Tina highlighted, “Samsung continues to strengthen its position in the region, reaching an all-time high of 40% share. Samsung combines aggressive pricing, strong brand awareness and an increasingly powerful sales channel push. Its sell-in growth is the result of the consolidation of its A-series across the region, while maintaining the J-series in Argentina and Brazil; several J-series models were still popular in these markets during Q3 2019.”
Parv Sharma, Research Analyst, added, “Huawei came back swiftly following the trade ban in May that caused sales to slow. It is still some distance from its peak in Q1 2019, but it managed to secure YoY growth in both August and September. Huawei’s focus in both Mexico and Colombia has yielded positive results, as it managed to remain a strong number two in both markets. Sales of legacy products should allow Huawei to stay competitive in LATAM market for rest of this year and in to 2020.”
Exhibit: Smartphone Shipment Market Share 2019 Q3
Source: Counterpoint Research Market Monitor Q3 2019
Market Summary:
The comprehensive and in-depth Q3 2019 Market Monitor is available for subscribing clients. Please feel free to contact us at press(at)counterpointresearch.com for further questions regarding our in-depth latest research, insights or press enquiries. The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s IR results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.
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