Executive Summary

Aug 2019
PROSPECTS
Camera quality the main competitive tool for players in the age of social media

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.

Mid-range smartphones appeal in a saturated category

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.

The country prepares for 5G

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.

COMPETITIVE LANDSCAPE
Samsung Malaysia Electronics maintains its lead in smartphones

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) maintains second place in 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 continues to grow its share of smartphones

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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Mobile Phones in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Malaysia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Phones industry in Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Malaysia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Mobile Phones in Malaysia?
  • What are the major brands in Malaysia?
  • What is the growth rate for Mobile Phones in country?
  • How many 3G mobile phones were sold last year?
  • How will the introduction of 4G mobile phones impact the mobile phone market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Mobile Phones in Malaysia - Category analysis

HEADLINES

PROSPECTS

Camera quality the main competitive tool for players in the age of social media
Mid-range smartphones appeal in a saturated category
The country prepares for 5G

COMPETITIVE LANDSCAPE

Samsung Malaysia Electronics maintains its lead in smartphones
Huawei Technologies (Malaysia) maintains second place in smartphones
OPPO Electronics continues to grow its share of smartphones

CATEGORY DATA

Table 1 Sales of Mobile Phones by Category: Volume 2014-2019
Table 2 Sales of Mobile Phones by Category: Value 2014-2019
Table 3 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 4 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 5 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 6 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 7 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 8 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 9 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 10 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 11 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 13 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Consumer Electronics in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Slight decline for consumer electronics in 2019
Strong performance in the early part of the review period quickly fades as consumer confidence ebbs
International players dominate consumer electronics in Malaysia
Bricks and mortar stores continue to dominate in 2019 despite the strong growth of internet retailing
Consumer electronics set to stagnate over the forecast period

MARKET DATA

Table 14 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 15 Sales of Consumer Electronics by Category: Value 2014-2019
Table 16 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 17 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 19 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 20 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 21 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 23 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources