Mobile Phones in Singapore

PROSPECTS

Replacement demand to sustain smartphone sales

With an extremely high per household penetration rate in 2018, smartphones are well embedded amongst consumers in Singapore. As such, volume sales of smartphones remained stagnant over the review period.

Novelty feature phones make a comeback

Highly dated feature phones witnessed plummeting volume sales over the review period and were further left trailing when the country closed its 2G cellular network in 2017. By October 2017, however, Nokia reintroduced a 3G compatible version of the classic 3310 model feature phone.

Increasing ubiquity of smartphones will maintain category’s relevance

In its drive to transform the country into a Smart Nation, the local government is striving to increase the frequency of contactless payments. Mobile wallet payments via smartphones are central to this.

COMPETITIVE LANDSCAPE

Apple retains leadership of mobile phones

Apple South Asia Pte Ltd continued to lead retail volume sales of mobile phones and smartphones in 2018. Samsung Asia Pte Ltd followed closely in second position in both.

Singapore Oppo Electronics makes highest gains

Singapore Oppo Electronics Pte Ltd ranked third, having witnessed the largest volume share increase between 2014 and 2018. Oppo’s success lies in a strategy of targeting the mass market with mid-tier, high-quality smartphones.

New brands feature bezel-free designs

Smartphone manufacturers have recently focused on improving screen displays, made larger by edge-to-edge or bezel-free designs. The Vivo X21 is one recent example.

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