Omdia Study: Samsung Tops Southeast Asia's Five Leading Smartphone Brands

KOMPAS.com - Market researcher Omdia has released its latest report on the Southeast Asian smartphone market for the first quarter (January-March) of 2026. Overall, total smartphone shipments in Southeast Asia in Q1 2026 reached 21.6 million units, down 9% from the 23.7 million units recorded in the same period last year. In the report, Omdia also published the list of the five brands with the highest shipments in that period. Samsung occupied the top position with shipments totalling 4.6 million units, representing a market share of around 21%. Omdia noted that Samsung’s shipments in the region grew by 4% year on year (YoY). Samsung was, year on year, the only smartphone vendor to record growth. The four brands below Samsung — Oppo, Xiaomi, Transsion (Infinix, Tecno, Itel), and Vivo — all posted declines in shipments, with consequences for their market shares in Southeast Asia in Q1 2026.

For the data on the five leading smartphone vendors in Southeast Asia in Q1 2026, see Omdia’s version, including their YoY growth. It should be noted that Omdia data use the sell-in shipment method, not sell-out. In other words, the figures reflect devices shipped by the vendor to distributors, retailers or sales channels, rather than the number of units actually sold to final consumers.

As mentioned above, overall the Southeast Asia smartphone market recorded a 9% YoY decline, from 23.7 million units in Q1 2025 to 21.6 million in Q1 2026. Despite the drop in shipment volumes, Omdia notes that the average selling price (ASP) of smartphones in the region rose to a new record of US$349 per unit (about Rp 6.1 million). That figure was up by 19% compared with the previous year, which remained below US$300 (about Rp 5.3 million). According to Omdia, the price rise was driven by higher costs for memory components such as DRAM and NAND, which pushed up smartphone production costs. The impact is most pronounced in the entry- and mid-range segments, where memory components form a substantial share of device costs. ‘Ultimately, smartphone vendors are now focusing more on profitability and increasing ASPs, rather than simply chasing volume growth,’ said Le Xuan Chiew, Omdia Research Manager, in the press release received by KompasTekno. Omdia forecasts that price volatility and smartphone supply will continue in the near term. Vendors still face component supply constraints while considering the impact of price increases on consumer purchasing power. In short, the Southeast Asian smartphone market is expected to remain price‑pressured for several quarters to come, particularly in the affordable segment sensitive to price rises.