Samsung’s entry-level Galaxy A launches. Samsung Electronics regained the lead in the Southeast Asian smartphone market, but its shipments and market share were found to be lower than a year ago due to the fierce pursuit of Chinese companies. In addition, as Samsung Electronics lost its first place to a Chinese company in the African market, its strategy is to make up for it with the newly released low-end smartphones Galaxy A35 and A55 .

According to market research company Canalys on the 10th, smartphone shipments in five Southeast Asian countries, including Indonesia, the Philippines, Thailand, Vietnam, and Malaysia, in January this year were 7.26 million units, a 20% increase from January last year. Thanks to the launch effect of the Galaxy S24 series , Samsung Electronics shipped 1.5 million units and recorded a market share of 20%. It regained the top spot that it lost to Chinese company Transion in December last year.

Chinese companies Xiaomi is catching up with Samsung Electronics at 18%, Transtion at 15%, Oppo at 15%, and Vivo at 12%. However, when looking at growth alone, Samsung Electronics seems to be lagging behind Chinese companies. In the Southeast Asian market, Samsung Electronics’ January smartphone shipments decreased by 11% compared to January last year, and its market share fell by 7 percentage points compared to the same month last year (27%).

On the other hand, during the same period, Xiaomi and Transsion are growing rapidly by 128% and 190% respectively, threatening Samsung Electronics. In addition, in the Middle East and Africa ( MEA ) smartphone market in the fourth quarter of last year, Samsung Electronics lost its first place to Chinese company Techno. According to market research firm Counterpoint Research, Techno recorded a 20% market share during this period, with smartphone shipments increasing by 77% compared to the same period last year.

On the other hand, Samsung Electronics’ market share decreased by 6% from the same period last year to 18% as its shipments decreased by 5%. This was followed by Xiaomi (11%), Infinix (9%), and Apple (8%). However, even in the Middle East and Africa, the premium market is centered around Apple and Samsung.

Yang Wang, a researcher at Counterpoint Research, said, “Premiumization favoring manufacturers such as Apple and Samsung is strengthening,” adding, “The iPhone has become a symbol of high status, and Samsung has also released the Galaxy Z Flip 5 and Z Fold 5, increasing the number of smartphones priced over $600. “Sales increased 51% compared to the previous year,” he explained. Samsung Electronics plans to recover its market share by introducing its entry-level smartphones, the Galaxy A35 and A55 .

The Galaxy A35 and A55 are expected to be released in India on the 11th . The Galaxy A35·A55 are the successors to the Galaxy A34·A54 . The Galaxy A35 features Exynos 1380, a 6.6-inch full HD + screen, a 5000 mAh battery, 25W fast charging, a 50-megapixel rear camera, and a 13-megapixel front camera, while the Galaxy A55 features an Exynos 1480, a 6.6-inch full HD + screen, and a 5000 mAh rear camera. It is expected to provide a 32-megapixel camera and a front-facing 32-megapixel camera.

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