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Global Foldable Smartphone Shipments Up 10% YoY in Q2 2023, Set for Substantial Growth in 2024

Although overall global smartphone shipments declined in Q2 2023, global foldable shipments rose.
In H2 2023, competition in the global foldable product market is set to escalate significantly, driven by the earnest entry of Chinese companies like OPPO and HONOR.
The global foldable market is expected to experience substantial growth in 2024, driven by the introduction of entry-level foldable products.

The global foldable smartphone market increased 10% YoY in Q2 2023 to reach 2.1 million units, according to Counterpoint Research’s most recentglobal foldable smartphone tracker.这种增长形成了鲜明对比的global smartphone market, which showed a 9% decline in shipments during the quarter to reach 268 million units. Due to the prolonged Russia-Ukraine war and the ongoing high global inflation, the smartphone market is expected to grow sideways. Nevertheless, the foldable smartphone sector continues to exhibit robust and sustained growth.

Global and ChinaFoldable Smartphone Shipments, Q1 2022-Q2 2023

Source:Global foldable smartphone tracker

The foldable smartphone landscape in the Chinese market presents a particularly intriguing scenario. During Q2 2023, shipments in the overall Chinese smartphone market slipped 4% YoY to reach 61.9 million units, hurt by the recent economic challenges faced by the country, which led to a reduction in consumer spending. However, the Chinese foldable smartphone market achieved notable success, surging 64% YoY to reach 1.2 million units. China now commands the largest share of the global foldable smartphone market, with a 58.6% share.

FoldableProduct Launch Status in 2023: Comparison of Global and Chinese Foldable Markets

Source:Global Foldable Smartphone Insight Report

The rapid growth of the Chinese foldable market is primarily attributed to the introduction of foldable products tailored for the Chinese market, coupled with a strong demand for these products among Chinese consumers. In Q2 2023, significant momentum is building for the continued growth of the foldable market. This surge was driven by the introduction of key products such as the Huawei Mate X3, vivo X Fold 2, and vivo X Flip, primarily targeting the Chinese foldable market. Additionally, the global (including China) launch of the Motorola Razr 40 and Razr 40 Ultra, further contributed to this growth trend. In Q2 2023, China saw the launch of five new foldable products tailored for its market, while the global market outside China only saw two foldable product launches during the same period.

Counterpoint Research Senior Analyst Jene Parksaid, “We believe that these frequent product launches (along with the marketing effects that accompany product launches) are changing Chinese consumers’ perception of foldable products. Consequently, Chinese consumers can access a variety of foldable products more easily and frequently than any other market in the world. The continuous release of various foldable products is recognized as one of the important reasons why the Chinese foldable market has continued to grow significantly compared to other markets.”

Global Foldable Smartphone Forecast,2023-2024

Source:Global foldable smartphone forecast

The global foldable smartphone market will undergo significant changes in H2 2023. Chinese manufacturers are expanding their presence internationally during this period, with notable releases including the HONOR Magic V2, OPPO Find N3 Flip, and the yet-to-be-named OnePlus foldable device. Notably, Samsung’s Galaxy Z Fold 5 and Galaxy Z Flip 5, considered to be some of the top-tier foldable offerings, were launched in August and are expected to capture a substantial market share in H2 2023.

Park补充说,“全球智能手机市场可折叠et to see significant growth in the H2 2023, driven by the expansion of Chinese manufacturers. Although Samsung’s market share may dip due to increased competition, we believe that it will be a natural result. However, competition among manufacturers usually has the effect of increasing the size of the market for the product. We believe that the era of the mass foldable phone is expected to start in 2024, mainly led by Samsung and Huawei with their entry-level foldables. Entry-level foldables are expected to be priced around $600 to $700, making them more accessible to consumers.”

India Premium Smartphone Segment Grows 112% YoY in Q2 2023; India Now Among Apple’s Top 5 Markets

India’s premium smartphone segment now contributes a record 17% to its overall shipments.
With an 18% share, Samsung led India’s smartphone market for the third consecutive quarter.
Samsung also surpassed Apple to become the top premium segment (>INR 30,000 or ~ $366) brand.
Apple continued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a 59% share.
vivo maintained its second position. It was the only brand among the top five to experience YoY growth.
OnePlus was the fastest-growing brand in India’s smartphone market in Q2 with 68% YoY growth.

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – July 28, 2023

India’s smartphone shipmentsdeclined 3% YoYin Q2 2023 (April-June), according to the latest research from Counterpoint’sMonthly India Smartphone Tracker. Though this decline was the fourth consecutive quarterly decline, its magnitude reduced significantly, from19% in Q1to 3% in Q2. Base effect, pent-up demand and improving macroeconomic conditions helped the market close at less than the expected decline. However, the premium smartphone segment presented a different picture, growing 112% YoY in Q2 to contribute a record 17% to the overall shipments.

Commenting on the market dynamics,Senior Research AnalystShilpi耆那教徒的said, “In Q2 2023, OEMs saw improvement in the inventory and demand situation ahead of the coming festive season. Aggressive measures were implemented by OEMs as well as channels during the quarter to clear existing inventory through multiple sales and promotions. At the consumers’ end, falling inflation and better growth prospects facilitated demand recovery.5Gupgrades also played a major role as OEMs kept launching 5G devices in the INR 10,000-INR 15,000 (~$122-$244) segment for a wider reach. We believe brands will be coming up with interesting launches and offers to lure consumers during the festive season and 5G will be a big growth driver here.”

Source: Counterpoint Research Market Monitor

Notes: Xiaomi includes POCO; OPPO excludes OnePlus; vivo includes iQOO; Figures not exact due to rounding

Commenting on the competitive landscape and brand-level analysis,Research Analyst Shubham Singhsaid, “Samsungremained at the top position for the third consecutive quarter with an 18% market share. The brand also surpassed Apple to regain its top position in the premium smartphone segment (>INR 30,000, ~$366) after one year with a 34% share. Aggressive offers on theZ Flip3and S21 FE, Samsung Finance+ and high demand for the latest premium A-series and F-series devices drove this growth. However,Applecontinued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a 59% share. India is now among Apple’s top-five markets.”

“vivo maintained its second spot in the overall market and was the only brand among the top five to experience YoY growth. Strong offline presence, growth of sub-brand iQOO in online, and multiple launches across price tiers facilitated this growth. OPPOhas been consistently expanding its shipments in the higher-tier segments, with a particular focus on the upper mid-tier range (INR 20,000-INR 30,000 or ~$244-$366), showcasing its strategy to cater to diverse consumer needs. OPPO emerged as the top brand in this segment with a 21% market share.OnePluswas the fastest growing brand in India’s smartphone market in Q2 with 68% YoY growth.”

Other key insights

5G smartphone growth: In Q2 2023, 5G smartphone shipments in India crossed the 100-million cumulative mark as 5G upgrades picked up pace driven by the expansion of 5G networks and availability of affordable devices. 5G smartphone shipments grew 59% YoY during the quarter.
Premiumization trend: The premiumization trend gained momentum as the segment grew at a faster rate of 112% YoY. Rise of a value-based incentive system for retailers, aggressive promotions, availability of credit through various financing schemes, and OEMs’ focussed approach are driving premiumization in India.
Channel dynamics: Offline channel share has been growing and is expected to rise to 54% in 2023. Online-heavy brands like Xiaomi, realme and OnePlus are now emphasizing offline expansion to enhance customer engagement and ecosystem development. Samsung and Apple are also increasing their offline presence to cater to diverse consumer preferences. This shift reflects a more comprehensive approach, leveraging both online and offline channels to create a seamless and personalized customer experience.
4G feature phone growth: 4G feature phone share in the overall feature phone shipments increased to 10% in Q2 2023 driven by the JioBharat and itel Guru series’ launch. We believe this share will increase to 18% by the end of 2023. Growing demand for UPI, multiple launches from OEMs and Reliance push will help the segment grow further.
Inventory levels:市场能够退出2023年第二季度8 weeks of inventory as Xiaomi and realme managed to clear most of their inventory through multiple sales and promotions.
Other notable brandswhich grew during Q2 2023 were Apple (56% YoY), Transsion (34%), Lava (53% YoY) and Nokia (6% YoY).

The comprehensive and in-depth ‘Q2 2023 Market Monitor’is available for subscribing clients.

Feel free to contact us atpress@www.arena-ruc.comfor questions regarding our latest research and insights.

市场监督研究依赖于销售(史pments) estimates based on vendors’ IR results and vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

You can alsovisit our Data Section查看smartp(季度更新)hone market shares forWorld,US,ChinaandIndia.

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.

Analyst Contacts

Shilpi耆那教徒的

Shubham Nimkar

Tarun Pathak

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China Sees Lowest Q2 Smartphone Sales Since 2014; vivo, OPPO, Apple Lead

Smartphone sales in China fell 4% YoY in Q2 2023. The sales continued to decline in April and May, while the 618 e-commerce festival provided a boost in June.
在oem,体内回收其领导地位with a 17.7% market share. OPPO (including OnePlus) and Apple were in a tie in Q2, each capturing 17.2%.
Apple, Huawei and realme managed to achieve positive YoY growth. Huawei’s smartphone sales grew 58% YoY driven by a bigger product portfolio.
Apple’s sales increased 7% YoY as its position in the premium segment remained unchallenged.

Beijing, New Delhi,Hong Kong, London,San Diego, Buenos Aires, Seoul – July 28, 2023

China’s smartphonesales fell 4% YoY in Q2 2023, reaching the lowest Q2 sales figure since 2014, according to Counterpoint’sMarket Pulse Service.Themacro headwinds, both internal and external, took a toll on Chinese consumer sentiment.

In April and May, smartphone sales remained weak, while the 618 e-commerce festival provided a boost in June, resulting in a 25% MoM growth. However, despite the sequential increase in June, the relatively weak performance observed during the618 sales period(June 1 to June 18), with an 8% YoY decline according to Counterpoint’s618 Sales Period Thematic Report, ultimately led to a 6% YoY decline for the full month of June.

Source: Counterpoint Market Pulse Service Notes: OPPO includes OnePlus; Xiaomi includes Redmi; vivo includes iQOO; Figures may not add up to 100% due to rounding

AmongOEMs, Apple, Huawei and realme managed to achieve positive YoY growth.Applemaintained excellent sales performance with 7% YoY growth as its position in the premium segment remained unchallenged. The premium segment has proven to be more resilient during economic headwinds. Even within Apple, the sales share of the more premium Pro models grew from around one-third in Q2 2022 to around half in Q2 2023.

Sales of OEMs excluding Apple dropped 5.5% YoY, with all major Android OEMs except Huawei and realme seeing YoY declines. In terms of market share,vivoreclaimed its leadership position with a 17.7% share driven by a strong performance of the Y35 series, Y8 series and the newly launched S17 series.OPPO(including OnePlus) andApplewere in a tie in Q2, each capturing a 17.2% share.

Notably,OnePlusmanaged to maintain its strong growth momentum from Q1 2023 and achieved YoY growth of 254% in Q2 on the back of channel support from OPPO. On the other hand, OnePlus played an important role in compensating for OPPO’s limited online presence by using its online-centric business model to effectively tap into the segment.

Huawei’s smartphone sales grew 58% YoY in Q2 2023 as the brand managed to resume normal product launches this year. Leveraging its well-established brand image and strong offline footprint, especially in top-tier cities, Huawei witnessed a surge in sales after resolving its product shortages.

HONORandXiaomisaw their market shares drop in Q2 2023 on escalating competition. But HONOR has been catching up in offline presence in China.

With a disappointing performance in H1 2023, we have revised downwards our 2023 forecast for China’s smartphone market – from flat growth to a low single-digit YoY decrease. While we anticipate an improvement in smartphone sales during H2 when compared to H1, a strong rebound does not seem to be on the horizon as challenges that affected the performance in H1 are likely to persist.

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.

Analyst Contacts

Shenghao Bai

Alicia Gong

Counterpoint Research

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Global Smartphone Market Declines 14% YoY in Q1 2023; Apple Records Highest-Ever Q1 Share

The global smartphone market declined by 14% YoY and 7% QoQ to record 280.2 million unit shipments in Q1 2023.
Samsung replaced Apple as the top smartphone player in Q1 2023, driven by its mid-tier A Series and the recently launched S23 series.
Apple’s YoY shipment decline was the least among the top five brands. Consequently, it recorded its highest-ever Q1 share of 21%.
Global smartphone revenues declined by 7% YoY to around $104 billion. Apple, Samsung, Xiaomi increased their Average Selling Prices YoY.

London, New Delhi, Hong Kong, Seoul, Beijing, Denver, Buenos Aires – May 5, 2023

The global smartphone market faced further contraction in the post-holiday-season quarter with shipments declining by 14% YoY and 7% QoQ to 280.2 million units in Q1 2023, according to the latest research fromCounterpoint’s Market Monitor service.

Source: Counterpoint Research Market Monitor Preliminary Data, Q1 2023
Note: OPPO Includes OnePlus

Commenting on overall market dynamics,Senior Analyst Harmeet Singh Waliasaid, “Smartphone shipments declined further in Q1 2023 following the weakest holiday-season quarter since 2013, as theslower-than-expected recovery in Chinawas marred by alarming bank failures on both sides of the Atlantic further weakening consumer confidence in the face of unrelenting market volatility. The smartphone market was also hit by some major brands supplying fewer new devices to a market struggling with high inventories at a time when consumers are choosing to renew less often, but with more durable smartphones when they do buy.”

Consequently, global smartphone revenue and operating profit also declined, although not as much as shipments. This was due, in part, to the lower-than-usual decline in Apple’s shipments, to 58 million units in Q1 2023. Apple thereby managed to capture nearly half of all smartphone revenues. While Samsung’s shipments declined 19% YoY despite growing by 4% QoQ to 60.6 million units, the launch of the Galaxy S23 series enabled Samsung’s ASP to increase to $340, up 17% YoY and 35% QoQ, which in turn contributed to global revenues falling relatively less. Apple and Samsung also remain the most profitable brands, together capturing 96% of global smartphone operating profits.

Source: Counterpoint Research Market Monitor Preliminary Data, Q1 2023
Note: OPPO Includes OnePlus

Commenting on Apple’s performance,Research Director Jeff Fieldhacksaid, “Apple outperformed the market due to several factors. Firstly,the stickiness of its ecosystemprevents its customers from choosing a cheaper smartphone even in times of economic difficulty. Secondly, with sustainability becoming a priority for many, not only hasApple captured nearly half of the secondary market, it is also attracting users who are willing to spend more for longer-lasting devices. Thirdly, it is the preferred brand for Gen Z consumers in the West and is thereby positioning itself for sustained success. At the same time, it has been filling the void left by Huawei inChina’s premium market. So, Apple is able to weather economic and other fluctuations better than its rivals while enjoying unflinching loyalty. This also meant Apple was able to meet the demand for the iPhone 14 series which spilt over Q4 2022, when it had problems at its Zhengzhou factory, rather than that share dissipating or transferring to rivals.”

Besides Samsung and Apple, the biggest global smartphone brands from China, Xiaomi, OPPO* and vivo, will have to wait longer for their shipments to rebound as each of them experienced double-digit annual declines in Q1 2023. This was due to a seasonal slowdown in China at a time when the country’s economic recovery is taking longer than expected. OPPO* has recently been facing challenges in overseas markets too. It has had to exit the German market after losing a patent lawsuit with Nokia. At the same time, the three brands’ revenues and profitability have struggled too. While OPPO* and vivo saw both annual shipment and ASP declines, leading to double-digit revenue declines, Xiaomi’s slight annual ASP growth could also not prevent a double-digit revenue decline in Q1 2023.

The smartphone market as a whole, too, is likely to struggle for the next couple of quarters. Commenting on the near-term outlook,Research Director Tarun Pathaksaid, “The persistent issues affecting the smartphone market are unlikely to abate anytime soon. Moreover, the recent decision by OPEC countries to cut oil production may lead to higher inflation rates, causing a reduction in consumers’ spending power. As a result, even if the decline in smartphone shipments stabilises, a significant recovery is unlikely before the year-end holiday quarter.”

*OPPO includes OnePlus

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Analyst Contacts

Harmeet Singh Walia

Tarun Pathak

Prachir Singh

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India Smartphone Market Records Highest Ever Q1 Decline of 19%, 5G Smartphones Contribution at 43%

Q1 2023 (January-March) was the third consecutive quarter to see a decline in India’s smartphone shipments.
5 g智能手机总智能的贡献phone shipments reached a record of 43%.
With a 20% share, Samsung led the Indian smartphone market for the second consecutive quarter. It was also the top 5G brand.
vivo captured the second spot and became the leading brand in the affordable premium segment (INR 30,000-INR 45,000, ~$370-$550)
Apple continued to lead the premium and ultra-premium segments, with strong growth in offline channels.
OnePlus was the fastest growing brand, followed by Apple.

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – April 27, 2023

India’s smartphone shipmentsdeclined 19% YoYin Q1 2023 (January-March)达到3100万件以上, according to the latest research from Counterpoint’sMarket Monitorservice. This was the highest ever Q1 decline seen by India’s smartphone market, besides being the third consecutive quarterly decline. Sluggish demand, high inventory build-up carried over from 2022, growing consumer preference forrefurbishedphones and pessimistic channel view of the market contributed to this decline.

Commenting on the market dynamics,Senior Research AnalystShilpi耆那教徒的said, “We are observing a change in consumer behaviour – demand is now concentrated around promotional periods. The beginning of the quarter saw a surge in demand across channels around the Republic Day sales period. However, demand dropped significantly after the sales period. Channel players are now focussing on getting rid of existing inventory instead of creating a fresh inventory of new models. It is crucial for OEMs to align their strategies with changed consumer and market dynamics. The quarter’s silver lining came from 5G smartphones, whose contribution (43%) crossed 40% for the first time, registering 23% YoY growth as consumers kept upgrading to 5G devices. We believe these situations will remain similar in Q2 2023 as well with growth coming back in the second half of the year owing to faster5Gupgrades, easing macroeconomic pressure and festive season.”

Commenting on the competitive landscape and price band analysis,SeniorResearch Analyst Prachir Singhsaid, “Premiumizationtrend is becoming stronger with each passing quarter. The premium segment’s share almost doubled in Q1 2023 compared to Q1 2022. Affordability is the key here as we saw more financial schemes being launched, like Apple’s ‘No-cost EMI with zero down payment’ through HDB Financial Services, offers on latest premium segment launches, increase in trade-in offers and push from retailers. The premium segment’s growth is reducing the mid-tier share as consumers are upgrading to higher-priced smartphones. The sub-INR 10,000 price band continued to decline in Q1 2023, with its shipments falling 9% YoY. This segment is suffering declining demand due to an elongated replacement period, declining feature phone-to-smartphone migration and lower presence of hero models.”

Source: Counterpoint Research Market Monitor, Q1 2023
Note: Price band is based on retail price

Source: Counterpoint Research Market Monitor, Q1 2023
Notes: Xiaomi includes POCO; OPPO excludes OnePlus; vivo includes IQOO; Figures not exact due to rounding

Market Summary:

Samsungmaintained its top position in the Indian smartphone market for the second consecutive quarter with a 20% share in Q1 2023. It also remained the leading brand for 5G shipments, accounting for a 24% share. The new 5G-capable A series performed well in the offline market, contributing 50% of the shipments. Samsung’s ultra-premium segment (>INR 45,000, ~$550) grew 247% YoY in Q1 2023 driven by the successful launch of the S23 series and financing options.
vivoalso maintained its second position in Q1 2023 with a 17% market share. Although there was a 3% YoY decline, the company’s robust omnichannel presence and cost-effective pricing helped the OEM in maintaining its position. vivo was the leading brand in the affordable premium segment (INR 30,000-INR 45,000, ~$370-$550) with a 40% share driven by the V series.
Xiaomi经历了一个价格ficant drop from Q1 2022, falling to the third spot during Q1 2023 with a 16% share. It suffered a 44% YoY decline, which is the largest the brand has ever recorded. The decline was due to weak demand in the sub-INR 10,000 (~$245) segment, more dependence on online channels even when demand is higher in offline channels, and a confusing portfolio. The Redmi Note 12 series received a positive response from consumers, contributing to over 14% of Xiaomi’s total shipments.
OPPOtook the fourth position in India’s smartphone market, recording 9% YoY growth with a 12% share. The brand has been consistently expanding its shipments in the high-tier segments, with a particular focus on the upper mid-tier range (INR 20,000-INR 30,000), where it saw the highest growth among all brands, registering 144% YoY growth driven by the F series.
realmesaw a 52% YoY decline in Q1 2023, resulting in the brand slipping to fifth place with a 9% share. realme continued to face challenges such as inventory build-up and unfavourable market conditions in the sub-INR 10,000 segment. It is now focusing on offline retail to expand consumer base. The brand also launched the C55 series, which did well during the quarter, accounting for 11% of its shipments.
TranssionGroup brands itel, Infinix and TECNO accounted for 16% of India’s handset market and secured the first spot there in Q1 2023 with 19% YoY growth.itelcaptured 3^rdspot in India handset market registering 23% YoY growth.TECNOcaptured the fourth spot in the sub-INR 10,000 smartphone segment driven by strong demand for the Spark Go 2023.Infinixwas the fourth fastest-growing brand with 27% YoY growth.
OnePluswas the fastest growing brand with 72% YoY growth in Q1 2023 driven by the strong demand for its OnePlus Nord CE 2 Lite and newly launched OnePlus 11 series. OnePlus’ Nord CE 2 Lite 5G was the best-selling model in Q1 2023. It captured the second spot in the premium segment (INR 30,000-INR 45,000 or ~$370-$550) with a 30% share. Furthermore, the brand has been actively expanding its offline presence by opening experience stores in various cities.
Applegrew 50% YoY and grabbed a 6% share in Q1 2023. The brand maintained its lead in the overall premium segment (>INR 30,000) as well as in the ultra-premium segment (>INR 45,000, ~$550) with 36% and 62% shares respectively. Its new financing scheme with HDB and promotions on the latest iPhone 14 series fueled the growth in offline channels. The recent opening of its own retail stores in the country will further strengthen Apple’s brand image and lead to better growth avenues not just for iPhones but for the whole Apple ecosystem.
Among local brands,Lavadid well with its refreshed portfolio in the sub-INR 10,000 segment. Lava continues to offer the cheapest 5G smartphone (Blaze 5G). It was also the third fastest-growing brand in Q1 2023 with 29% YoY growth.

The comprehensive and in-depthQ1 2023 Market Monitoris available for subscribing clients.

Feel free to contact us atpress@www.arena-ruc.comfor questions regarding our latest research and insights.

市场监督研究依赖于销售(史pments) estimates based on vendors’ IR results and vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

You can alsovisit our Data Section查看smartp(季度更新)hone market shares forWorld,US,Chinaand印度。

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Analyst Contacts

Shilpi耆那教徒的

Prachir Singh

Tarun Pathak

Follow Counterpoint Research

India Smart TV Shipments Grew 28% YoY in 2022; Online Volume 33% of Total

Indian brands showed the fastest YoY growth in 2022 and had a share of 24% in smart TV shipments.
Smart TV contribution to overall TV shipments was over 90%, the highest ever.
The average selling price (ASP) dropped by 8% YoY in 2022.
Online channels contributed 33% of the overall shipments during the year.
MediaTek chips captured around three-fifths of the total TV market.
Non-smart TV shipments declined 24% YoY.

New Delhi, Boston, Toronto, London, Hong Kong, Beijing, Taipei, Seoul – April 04, 2023

India’ssmart TVshipments grew 28% YoY in 2022, according to the latest research from Counterpoint’sIoT Service. The growth for the year was primarily driven by strong shipments during the festive season in the third quarter, multiple new launches, discounts and promotions, and the demand for bigger screen-size TVs in the lower price tier. For Q4 2022, the growth was almost flat at 2% YoY due to a slowdown in demand after the festive season.

Commenting on the market trends,Research Analyst Akash Jatwalasaid, “Consumers are preferring bigger screen sizes, especially 43”, due to which the smart TV shipments in this display size grew 29% YoY in 2022. This size has also started trickling down to the budget price range (INR 20,000-INR 30,000 or ~$243-$364). Dolby integration is another most sought-after feature and is available in lower-price TVs too. Dolby Audio support in the INR 10,000-INR 20,000 (~$121-$243) price band increased 37% YoY and was available in about 41% of the smart TVs shipped in 2022. On the operating system side, Google TV grew multifold and was available in 4% of the smart TVs shipped during the year. Many brands are launching TVs with Google TV in the mid-segment (INR 30,000 – INR 50,000). In terms of country of origin, Indian brands showed the fastest growth and had a share of 24% in smart TV shipments during the year, whereas global and Chinese brands had 40% and 36% shares respectively.”

Looking at the market growth,Senior Research Analyst Anshika Jainsaid, “OnePlus, Vu, and TCL were among the fastest-growing brands in the smart TV segment in 2022. Xiaomi led the overall smart TV market with an 11% share, followed by Samsung and LG. Smart TV shipments in the INR 20,000-INR 30,000 price band grew 40% YoY to reach a 29% share. The average selling price (ASP) declined 8% YoY to around INR 30,650.”

Jain added, “Smart TV contribution to overall shipments reached its highest ever of 90% during the year. It is expected to go up further due to more launches in the sub-INR 20,000 price range and non-smart-TV-to-smart-TV migration. Non-smart TV shipments declined 24% YoY in 2022. Online channels increased their contribution to the total shipments to 33% during the year.”

Source: India Smart TV Shipments Model Tracker, Q4 2022

Notes: Xiaomi’s share includes Redmi’s share

Market summary for 2022

Xiaomicontinued to lead India’s smart TV market in 2022 with an 11% share. The Mi TV 5A series and Redmi Smart TV series, especially the 32” model, were among the volume drivers for the brand. Xiaomi has updated its PatchWall with some new features and enhancements, such as content search across multiple OTT platforms, Live TV with more channels, and better recommendation with IMDB integration.
Samsungtook the second spot. In 2022, Samsung launched new models in its T4000 series in 32” and 43” sizes. Apart from this, it also launched new QLED models in the >INR 50,000 price range. During the year, Samsung had promotional events like Big TV Days and Big TV Festival where it offered discounts and smartphones with selected models, with EMIs starting at a lower cost.
LGtook the third spot in the smart TV market in 2022. During the year, LG launched new models in the 32” segment, its volume driver. Besides, it also launched premium QNED TVs in India. During the sales events, LG offered no-cost EMIs on selected models, one-year complimentary product insurance, and cashback.
OnePluswas one of the fastest-growing brands in 2022, growing 80% YoY and ranking fourth. OnePlus captured the second position in the
TCLranked fifth during the year and was among the fastest-growing brands in 2022. During the year, TCL launched many new models, including QLED TVs, across different price segments. Some of the prominent series were the C635, P635 and P735.
Sonywas among the preferred brands in the premium segment. During the year, Sony launched new budget models W820K and W830K. The brand also launched new versions of its OLED series. Most of the launches during the year came with Google TV. Sony ranked third in the premium segment (>INR 50,000).
96% of the market is being driven by LED TVs, while many brands such as TCL, VU, Sansui, Hisense, Thomson, Blaupunkt and Kodak have started launching newer QLED TV models in the >INR 30,000 price range and >50” screen size.
More than 99% of the TVs are assembled locally, with some high-end TVs being imported.
MediaTek chips had around a three-fifths share of the total TV market during the year.
Smart TVs are coming with newer features, such as integrated soundbars from leading players, video call facility, higher refresh rate for immersive gaming experience, and free Live TV channels.

Source: India Smart TV Shipments Model Tracker, Q4 2022

Notes: Xiaomi’s share includes Redmi’s share

Market summary for Q4 2022

Smart TV shipments saw flattish growth of 2% YoY owing to the slowdown after the festive season.
Xiaomiled the market with a 9% share, followed by Samsung and OnePlus at 9% and 8% respectively.
Global brands (excluding Indian and Chinese) led the market with a 39% share, followed by Chinese brands at 32% and Indian brands at 29%.
Smaller-screen TVs of 32” constituted most of the volume (47%), as they were available in the sub-INR 15,000 price segment.
OnePlus,TCL, andVUwere among the fastest-growing brands in the sub-INR 30,000 price range due to the availability of newer models, and their popularity among customers.

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Analyst Contacts

Anshika Jain

Akash Jatwala

Counterpoint Research
press(at)www.arena-ruc.com

India Neckband Shipments Declined 9% YoY in 2022

boAt led the market with a27% share, while OnePlus and realme took the second and third spots respectively.
Indian brands took a 62% share in 2022, grabbing seven spots in the top-10 list.
The entry-level price band (

OnePlus took the top spot in Q4 2022 for the very first time with a20.2% share.

OnePlus’ Bullets Wireless Z2 Edition was the best-selling device in 2022 with a 14% share in the overall neckband market.

Sony led the mid-segment (INR 3,000-INR 5,000) in 2022 with a 37% share.

New Delhi, Beijing, Hong Kong, Seoul, London, San Jose, Buenos Aires– March 22, 2023

India’s neckband market shipments declined 9%YoY in 2022, according to the latest research fromCounterpoint’s IoT Service. This decline was primarily due to seasonality and rising competition between hearable types. Indian consumers have started preferringTruly Wireless Stereo (TWS)devices over neckbands, especially due to their sleek design,newly added featuresand affordable prices. However, the demand for neckbands is still strong in the Indian market as many consumers useneckbandsas a secondary device that is affordable, ideal for longer usage and suitable for applications like running, workout and travelling.

Commenting on the market trends, Senior Research Analyst Anshika Jainsaid, “Indian neckbands are expanding towards the low-price tier of wired earphone user base. Over 80 brands entered the neckband market in 2022, reflecting the growth potential of this market. In terms of distribution, online channels contributed nearly three-fourths of total shipments with Flipkart taking the lead followed by Amazon. boAt, OnePlus and Boult Audio were the top-selling brands in the online segment.”

Jain added, “In 2022, the homegrown brands captured seven spots in the list of top 10 brands with boAt taking the top spot. However, the contribution of local brands remained at 62% (showing a slight dip compared to 2021) as Chinese brand OnePlus started gaining prominence with its Bullets Wireless Z2 model. In fact, in Q4 2022, OnePlus became the top player in India’s neckband market for the very first time. Global brands took only a 3% share led by Sony, Samsung and JBL.Sonyled the mid-segment (INR 3,000-INR 5,000) in 2022 with a 37% share.”

Talking about the local manufacturing scenario,Research Analyst Akshay RSsaid, “In 2022,domestic manufacturingcontributed 13% of total shipments, up from just 2% in 2021. With boAt, Mivi and Boult Audio ramping up their local manufacturing capabilities, these brands together accounted for over 75% of the total domestic shipment volume in 2022. Noise, Gizmore, Portronics, Aroma, pTron and Wings also started offering locally produced neckbands in 2022.”

Source: India Hearables (Neckband) Shipments, Model Tracker, Q4 2022

Note: boAt’s share includes Tagg and Defy shares

Market summary for 2022

boAtmaintained its lead with a 27% market share driven by its wide range of products in the budget segment, multiple celebrity endorsements andaggressive festive season promotions. The boAt Rockerz 255 Pro Plus was the second most popular neckband in the market and captured a 17% share in the brand’s portfolio. boAt took five spots in the top 10 best-selling neckbands.

OnePlusmaintained its second spot with an 18% market share driven by the growing popularity of the Bullet Wireless Z2 model. Also, the Bullets Wireless Z2 model was the best-selling device in the market and contributed 14% share of the total neckband volume.

realmetook the third spot in the top five neckband brands’ rankings with a 7% market share. The Buds Wireless 2 Neo drove the majority of its shipments followed by the Buds Wireless 2S. Strong channel presence, installed smartphone base andvalue-for-money offeringswere the major factors that pushed its growth.

Boult Audiograbbed the fourth spot with a 5% share driven by its wider portfolio across price bands. The brand is picking up in the domestic manufacturing space. The Boult Audio Curve model was the brand’s bestseller, capturing a 31% share.

Ubonrose to the fifth spot with a 3% share. The brand focused on launching more devices in the affordable segment. Almost two-thirds of its volume was driven by online channels.

Source: India Hearables (Neckband) Shipments, Model Tracker, Q4 2022

Note: boAt’s share includes Tagg and Defy shares

Market summary for Q4 2022

India’s neckband shipments saw a 36% YoY decline in Q4 2022 due to the high volumes of inventory that were moved to the channels during the festive season and changing customer preferences.

OnePlusled India’s neckband market for the first time with a 20.2% share, whileboAtcaptured the second spot with a 16% share. OnePlus’ Bullets Wireless Z2 was the best-selling neckband for the third consecutive quarter with a share of 20% in Q4 2022.

Boult Audio,MiviandAromawere thefastest-growing brandsin Q4 2022. Domestic production and budget offerings took the brands to the top-five list.

The shipment volume of the Boult Audiodrove the volume for this price band with an 18% share, followed byAroma,SignatureandboAt.

In Q4 2022, domestic manufacturing saw rapid growth, contributing one-fourth of the total shipments.

Noise,Zebronics,pTronandSignaturewere the other emerging brands in Q4 2022 that made a mark in the top-10 list.

According to a recent consumer study by Counterpoint, 15% of TWS users prefer to plan for other forms of wireless earphones, like neckbands, as their next purchase. India’s neckband market is approximately 1.3x of its TWS market. Going forward, competition can be expected between the neckband and TWS segments as some users prefer neckbands due to convenience during workouts. However, we will continue to see more innovation happening in the TWS category.

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.

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MWC 2023 Day 1: HONOR Magic5 Series Launch, OnePlus 11 Concept, and more

Day 1 of the annual MWC Barcelona is the busiest as the show floor opens to thousands of attendees and brands participating in one of the world’s biggest tech fairs. Yesterdaywe covered the pre-show announcements发生atMWC 2023. Today, smartphone brands likeOnePlus,HONOR, andXiaomishowcased their concepts and new products. Below is a quick summary of the announcements:

OnePlus 11 concept smartphone, 45W Liquid Cooler, XR partnerships, and more

After globally launching theOnePlus 11 earlier this month, OnePlus showcased a concept smartphone with a new active cooling technology called Active CryoFlux. The new cooling technology will lower smartphone temperatures by up to 2.1°C, improving a game’s frame rate by 3-4fps, or by 1.6°C during charging, which slightly improves charging times. This is achieved through an industrial-grade piezoelectric ceramic micropump that runs cooling liquid through micropipes in the smartphone without significantly increasing the OnePlus 11 Concept’s weight or thickness.

A new OnePlus 45W Liquid Cooler was also showcased. It is a semiconductor-based thermoelectric cooler that reduces the temperature of a device by up to 20°C. Of note, OnePlus and its industry partners also presented the OnePlus 11 5G’s XR experience possibilities through ray tracing technology powered by Qualcomm’s Snapdragon 8 Gen 2 Mobile Platform, and a Snapdragon XR2 AR Wireless Smart Viewer experience. The OnePlus 11 5G is the first Snapdragon Spaces-ready smartphone for the Snapdragon Spaces XR developer program.

HONOR Magic5 series, Magic Vs foldable launch

HONOR把舞台宣布全球推出s premium line-up – Magic5 Pro and Magic5 – as part of the brand’s dual-flagship line-up strategy catering to two different segments. The HONOR Magic5 Pro is available in one configuration – 12GB RAM and 512GB – and will sell for €1,200, whereas the HONOR Magic5 8GB RAM with 256GB storage will be available for €900. Both devices are powered byQualcomm’s Snapdragon 8 Gen 2 SoC,支持66 w有线充电和特性a “falcon camera” system, which uses AI to select the best shot for a moving object.

HONOR also launched its first foldable device outside China – Magic Vs. This is also the first book-type foldable phone other than Samsung launched outside China. The hinge comprises only four pieces of material, compared to 92 pieces in a typical competitor offering. The folding smartphone is powered by the Snapdragon 8+ Gen 1 SoC.

Foldables have become an established niche with cumulative shipments crossing the 20-million mark in 2022. At €1,599 ($1,693), the HONOR Magic Vs undercuts Samsung’s Galaxy Z Fold 4 which costs €1,800. HONOR is competing directly with Samsung here. The competition in the foldable segment will intensify in 2023.

Xiaomi Wireless AR Glass showcased

After launching the 13 series smartphones along with a bunch ofIoTproducts,Xiaomialso showcased the Wireless AR Glass Discovery Edition at MWC. These are standaloneARglasses that can be wirelessly paired with your smartphone or other compatible devices for immersive AR experiences.

There are two MicroOLED screens with a peak brightness of up to 1200 nits per eye. The electrochromic lenses come with an immersive mode for complete immersion in the virtual space. Then, there is also a transparent mode, allowing users to see the objects in their surroundings. Xiaomi has also added three cameras to map out the surrounding world around the user. These AR glasses are powered byQualcomm’s Snapdragon XR2 Gen 1platform and support the Snapdragon Spaces XR developer platform. To offer precise controls and operation, Xiaomi has also developed its own AR gesture controls with spatial detection.

Lenovo, Motorola showcase rollable display devices

Foldable smartphones are becoming a little common today as they offer both compact and big-screen experiences in one device. But foldables aren’t the only way to get a big-screen experience. Smartphone brands are also experimenting with rollable displays.OPPOshowcased its rollable smartphone last year, and this yearMotorolahas showcased the working prototype of its rollable device called Moto Rizr.

Credit – Lenovo

TheAndroidprototype comes with a 5-inch, 15:9 aspect-ratio display that can roll up to offer a 6.5-inch, 22:9 aspect-ratio screen. Though the smartphone seems to be operational, the company has not mentioned anything about its intention of putting this prototype into production anytime soon.Lenovoalso offered a sneak peek at a proof-of-concept laptop featuring a rollable screen that goes from 12.7 inches (4:3 aspect ratio) to 15.3 inches (8:9 aspect ratio).

Credit – Lenovo

It is good to see OEMs trying out different form factors, but it will take a while before this tech becomes mainstream. How companies will address the durability and software challenges will be something to look forward to.

BeUno implants, more than health trackers

A company called Dsruptive is offering BeUno ‘implants’ that are claimed to deliver a better user experience in the health and medical industry as compared to the wearables. These capsule-like implants (or sensors) are placed inside the body to monitor body temperature, remotely monitor patients and provide personalized treatment. The solution, which has been clinically tested, gets activated via NFC and does not need any battery to operate.

There are other use cases beyond healthcare, like unlocking doors by using the implants as an electronic ticket (already started in Sweden), and using them for bio-payments. While all this seems promising, there will be some key challenges for the technology, such as mass adoption due to regulatory issues, customer acceptance, and any health-related implications due to the implants.

With inputs fromMaurice Klaehne,Varun Mishra,andAnshika Jain
This is a developing post…

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India TWS Market Shipments up 85% YoY in 2022; Top 5 Spots Taken by Indian Players for First Time

Leading player boAt posted 89% YoY growth, contributing two-fifths of the total shipments.

For the first time, the top five spots in the India TWS market were captured by local brands.

Indian brands reached their highest ever share of 80%.

Domestic manufacturing captured a 30% shipment share in 2022, compared to just2% in 2021.

The average selling price dropped by 20% YoY in 2022.

New Delhi, Beijing, Hong Kong, Seoul, London, San Jose, Buenos Aires – February 21, 2023

India’s TWS marketshipments registered85% YoYgrowth in 2022, according to the latest research from Counterpoint’sIoT service. Increasinglocal manufacturinghelped drive the shipments, apart from timely sales events, frequent affordable offerings, and entry of new players.

Commenting onTWSbrands’ performance in 2022,Senior Research Analyst Anshika Jainsaid, “Four-fifths of the total market was captured by Indian brands, their highest-ever share. For the first time, the top five spots were taken by local brands, which captured two-thirds of the total TWS shipments in India. Moreover, the majority of the new entrants this year were local brands. Further, Mivi, with its entirely locally produced TWS portfolio, grew 544% YoY and grabbed a position in the top five for the first time.

Evidently, Chinese and global brands lost some of their share to the Indian players this year. Chinese brands captured a 13% share in 2022 driven by the good performance of OnePlus’ feature-rich devices Nord Buds and Nord Buds CE. realme and OPPO also supported the growth of Chinese brands. Global brands took an 8% share led by Apple, Samsung and JBL.”

Talking about the local production scenario,Associate Director Liz Leesaid, “Domestic manufacturing saw rapid growth, contributing 30% of the total shipments in 2022, compared to just 2% in 2021. Key homegrown brands boAt, Mivi and pTron ramped up their local manufacturing capabilities to account for 73% of the domestic shipment volume in 2022. Other key players like Noise, Truke, Boult Audio, Wings, Gizmore and Play also manufactured made-in-India devices for the first time this year. Moreover, this increase in the shipment share of local production largely led to a drop in the ASP (average selling price) by 20% in 2022. More new launches in the low-price band (INR 1,001-INR 2,000 or around $13-$25) also contributed to the drop.”

Source: India Hearables (TWS) Shipments, Model Tracker, 2021 vs 2022

Market Summary for 2022

boAttook the lead for the third year in a row with89%growth driven by increased penetration in domestic manufacturing, multiple affordable launches, and aggressive promotions. It capturedseven spotsin the rankings for top-10 best-selling models. TheAirdopes 131remained the top-selling model for the second consecutive year with a10% shareof the total TWS market shipments.

Noiserose to the second spot with2x YoYThe brand focused on its VS series which caters to the
Boult Audiograbbed the third spot witha 7% shareand167% YoY growthdriven by aggressive marketing strategies and multiple new feature-rich offerings below INR 2,000 (<$25). It also entered the domestic manufacturing space for the first time in 2022. The majority of its volume was driven by the INR 1,001-INR 2,000 (or around $13-$25) retail price band. TheAirbass XPodswas the best-seller in its entire TWS portfolio.

Mivigrew544% YoYthis year and took the fourth position in the rankings for top-five brands for the first time, driven by its full-fledged made-in-India TWS portfolio, a good number of launches and huge presence in the entry-level price band (
PTronagain took the fifth spot with a5% shareof the total TWS shipments. In addition, it was the largest brand in the entry-level price band (

Source: India Hearables (TWS) Shipments, Model Tracker, Q4 2022

Market Summary for Q4 2022

印度的TWS出货44% YoY growthinQ4 2022driven by festive season sales and promotions and growing local production.

boAtgrew 3% YoY to mark itstenth consecutive quarter of lead in Q4 2022, whileBoult Audiostoodsecond for the first timewith an 11% share.

Thetop five TWS brandsin India were alllocal brands– boAt, Boult Audio, Mivi, Ptron and Noise. They accounted fortwo-thirds of the total shipments.

In Q4 2022,Indian brandscaptured a record 84% share driven by boAt, Boult Audio, Mivi, Ptron and Noise.

With a4% share, theboAt Airdopes 131remained thetop modelfor the seventh consecutive quarter in Q4 2022.

TheINR 1,001-INR 2,000 retail price band(or around $13-$25) continued to fuel the TWS demand in India during Q4 2022 with an increasedshareof 75%in the overall shipments.boAt mainly drovethe volume for this price band with a45% share,followed by Boult Audio, Mivi, Noise and Wings.

Thepremium segment(>INR 5,000 or around >$60) captured a4% sharethis quarter, driven by Samsung followed by Apple and JBL.

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.

Analyst Contacts

Anshika Jain

Liz Lee

Anam Padha

Counterpoint Research
press(at)www.arena-ruc.com

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OnePlus Announces 1+4+X Strategy With OnePlus 11 Launch

1+4+X strategy focuses on a flagship smartphone and surrounding ecosystem of products

OnePlus 11 launches without “Pro” model in open market starting at $699

OnePlus Buds 2, OnePlus Pad, and Keyboard 81 Pro also announced

New concept phone teased with showcase to come at MWC Barcelona

Smartphone OEMOnePluslaunched its latest flagship OnePlus 11 globally at the Cloud 11 event in New Delhi on February 7, with viewing parties in New York and London. In addition to the new smartphone, OnePlus debuted the OnePlus Buds 2 Pro TWS, OnePlus Pad tablet, a mechanical keyboard and a sneak peek at a new concept device being revealed at MWC Barcelona. These announcement were made under OnePlus 2023 roadmap which it called 1+4+X. OnePlus, like Samsung’sUnpackedevent, also featured a brief presentation from Google to showcase its partnership with the Chinese OEM.

1+4+X strategy

Source: OnePlus

OnePlus is tightening and refocusing its strategy in 2023. There is no more “Pro” model and, instead, OnePlus is only offering one flagship model that has all the features a premium device should have. This is the “1” in its strategy – one smartphone model offering all flagship-killer specifications at an affordable price. The OnePlus 11 will cost $699 (in the US) for 8GB RAM/128GB storage and $799 for 16GB RAM/256GB storage, with pre-orders starting February 7 and sales opening February 16. OnePlus will not range the device at T-Mobile, choosing to go open market instead. The US carrier premium market is tough, with the entrenchment of Apple and Samsung, and even Google Pixel crowding the space. This is a difficult decision for the OEM, but the marketing money it saves will be used to strengthen its community outreach and lower the cost of the flagship device.

The OnePlus 11 comes with the latestQualcommSnapdragon 8 Gen 2 platform, 6.7-inch 2K 120Hz AMOLED display, up to 16GB LPDDR5X RAM memory, up to 256GB UFS 4.0 storage, 5000 mAh dual-cell battery and an 80W SUPERVOOC battery charger that charges the device from 1% to 100% in 27 minutes. It is also offering four years of Android updates and five years of security updates, a must since Samsung is offering this for all its flagship and mid-range devices. Thecamerasystem includes a Sony IMX890 50MP main sensor, IMX709 32MP portrait lens and IMX581 48MP ultra-wide camera, coupled with third-generation Hasselblad color calibration software. Having tested the OnePlus 11 for several weeks now, the device has solid battery life, and taking pictures with the new Hasselblad software is impressive, especially in low-light conditions. The device is snappy and responsive due to RAM-Vita technology, which uses AI and ML to allocate onboard storage to maximize memory.

Source: OnePlus

Where OnePlus falls behind with the OnePlus 11 is the lack of wireless charging, which OnePlus says is not an issue with its GaN battery-charging technology. However, as a premium device, and especially with its newly announced OnePlus Buds Pro 2 that has wireless charging, the product messaging becomes muddled. The OnePlus 11 also only has the IP64 rating instead of the standard IP68. While the OnePlus 11 supports all US carriers for certain LTE and 5G bands, it doesn’t come with mmWave forVerizon. Overall, the OnePlus 11 is a solid flagship device. However, not having the device ranged at T-Mobile will be a challenge for OnePlus in 2023.

The “4” in OnePlus’ strategy refers to its ecosystem of TWS, TV, smartwatch and, now, tablet devices that will connect together. The OnePlus Buds Pro 2 has spatial audio technology in partnership with Google, LHDC 4.05 Lossless Hi-Res Audio, up to 48dB Adaptive Noise Cancellation, dual device connectivity and Google’s Fast Pair, 54ms low latency and Bluetooth 5.3LE for a smooth gaming experience. Like other new OnePlus devices, it also has Dolby Atmos audio along with Dolby Head Tracking technology. The battery life is impressive with 10 hours of playback and up to 39 hours with the case. It is available for $179, with pre-orders starting February 7 and sales opening February 16.

Source: OnePlus

The other device announced was the OnePlus Pad, the OEM’s first tablet. It will be available for pre-orders in April. The tablet has an 11.61-inch screen with a 7:5-ratio screen and 144Hz refresh rate, powered by aMediaTek Dimensity9000 chipset.

Source: OnePlus

Lastly, the “X” represents products that will connect with the OnePlus ecosystem, such as the Keyboard 81 Pro, the OEM’s first mechanical keyboard. OnePlus wants to push the envelope within IoT and create its own ecosystem approach with seamless connection and integration between products.

Source: OnePlus

OnePlus’ future in North America

The launch event underscored OnePlus’ strategy for North America with CEO Robin Liu emphasizing the launch of the OnePlus 11, OnePlus Buds 2 Pro and OnePlus Pad for theUS market. The departure from the premium smartphone space atT-Mobilewill be tough for OnePlus as it now doubles down in the prepaid space with its N-series devices at Metro by T-Mobile. However, OnePlus now has additional resources available to spend on marketing its brand and expanding mindshare with the money it is saving from not being in the premium T-Mobile space. This is likely the reason OnePlus is launching more IoT devices, as it takes a broader approach to the North American market.

More emphasis on community. Monthly community events, NYC pop up on Feb 11, and deeper collaboration with Qualcomm and Google.# Cloud11this is a must for OnePlus to maintain and grow it's presence in North Americapic.twitter.com/kz0CZW8x9D

— Maurice Klaehne (@MKlaehne)February 7, 2023

OnePlus has improved its overall messaging, but there are still areas that it can improve on in the future. The newest 1+4+X strategy makes sense but the messaging around the products could be more consistent still. Not having a “Pro” model but claiming flagship performance needs the inclusion of wireless charging, especially if you are marketing the Buds 2 Pro with wireless charging and a premium look and feel.

The North American market will be challenging for any OEM, especially in 2023 due to macroeconomic conditions. This is likely the best time for OnePlus to exit the premium space at T-Mobile, but in the long term, the OEM needs to re-enter this space to remain competitive and bolster revenue gains.

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