In the era of social media platforms such as Instagram and Facebook with over 24 million active Malaysian users, manufacturers are aiming to compete by facilitating the near obsession of consumers to share/post selfies, food and holiday pictures. Online reviews of smartphones have largely shifted their focus to comparing cameras on smartphones and the quality of pictures they can provide.
Although the replacement cycle for smartphones is relatively short, the increasing functionality present on most models is fulfilling the requirements of the majority of consumers, who are becoming less willing to replace their smartphones so often. Smartphones are available in a wide range of choices and price points.
Malaysia is preparing for 5G, with major telecommunication service providers such TM, Celcom, Maxis, Digi and U-mobile showcasing their 5G networks in Putrajaya on 18 April 2019, placing Malaysia as one of the first countries in the Asean region to test the technology. Malaysia is expected to begin using 5G by 2021.
Samsung Malaysia Electronics maintained its lead in smartphones despite losing some share to other, less well-known brands in 2019. The company has successfully built its brand presence in the country with a wide range of affordable smartphones.
Huawei Technologies (Malaysia) maintained its second place in smartphones in 2019, despite losing share after the strong gains it achieved in 2018. The player may possibly have suffered somewhat from its well-publicised issues with the US government.
OPPO Electronics grew its share of smartphones consistently over the review period and into 2019. With endorsements from local celebrities such as Neelofa, Fattah Amin and the Taiwanese Hebe Tian, and the presence of authorised distributors across all states, together with affordable pricing, the company has successfully built a significant consumer base, especially in rural areas where consumers are generally more price conscious.
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This industry report originates from Passport, our Consumer Electronics market research database.