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​Upstart OnePlus Takes Top Position in India’s Premium Smartphone Market 
November 05, 2018
 

​Now that the China smartphone market has matured, India is the world’s fastest growing smartphone market (20% Y/Y in Q218 or 33.5m units).  The ‘premium’ smartphone market in India, represents just ~4% of total shipments (2.52m out of 63.5m in 1H) in a market where few smartphones sell for more than $450.  However, there are three recognizable players, Samsung, Apple and OnePlus,which have the largest share of the Indian premium smartphone market OnePlus is owned by BBK Electronics located in Dongguan, Guangdong, China formed by entrepreneur Yongping Duan 23 years ago.  That same BBK Electronics also owns Chinese brands Oppo and Vivo and the newest incarnation, “realme”, Oppo and Vivo had 16% of the worldwide smartphone market and 41% of the Chinese market in 2Q ’18.
 

Samsung, Apple, and OnePlus hold a combined 83% share of premium phones, down from 88% in Q218 with new players Vivo, Oppo, Huawei, Asus, and LG entering the segment. OnePlus has taken over the top position in the premium Indian smartphone market for the last two quarters, edging out Samsung (28%) by 2% and Apple by 5%, with their OnePlus 6, which carries a 6.28” OLED display and sells for ~$476 US, and while Samsung offers a wide variety of premium smartphones in India, ranging from the A9 (~$436) to the Note 9 ($925), OnePlus, with its single model, is the premium share leader.
 
Apple prices for the iPhone XR ($1047 to $1251), the XS ($1360 to $1837), and the XS Max ($1497 to $1973) include a 20% import tax placed on brands that do not have a local manufacturing presence. making them by far the most expensive of the three brands, and complaints from iPhone users in India that Siri does not understand local languages, Apple maps is not accurate, and Apple Pay is not available in India, have put pressure on Apple’s share.
 
Overall in Q218, Xiaomi was the share leader with a 29.9% share, but Samsung’s share is a 23.9%, and Vivo’s share is between 11% and 12.5% depending on the source. Oppo’s share was 10% and 7.5% respectively indicating a lack of accurate data from the region.  ​