Executive Summary

Aug 2019
PROSPECTS
Consumers’ deepening pockets boost demand for mid-priced smartphones with quality cameras

The implementation of the TRAIN Act (Tax Reform for Acceleration and Inclusion) in the Philippines has increased the take-home pay of some employees, thus boosting the upgrading of phones. 2019 saw a greater shift to mid-priced smartphones at the expense of low-priced ones.

Larger screens are wanted as smartphone usage diversifies

Smartphones with a screen size of 5.5 inches and above, colloquially known as “phablets”, continued to gain ground in 2019 as more activities are being carried out on smartphones, such as gaming.

Celebrity endorsement is a smart move for smartphones

Smartphone manufacturers in the Philippines are investing heavily in marketing and advertising campaigns. Many of the campaigns focus on the fact that the Philippines is well known for its high social media consumption and thus marketing strategies often centre on the photo-taking capabilities of smartphones.

COMPETITIVE LANDSCAPE
Cosmic lets consumers Cherry-pick from a wide range of affordable mobile phones

Cosmic Technologies Inc, the NBO of the Cherry brand, remained the leading player in smartphones in 2018. The company’s ability to retain its leading position in a highly competitive category can be attributed to a combination of affordable products, improved distribution and marketing and a deep understanding of local consumers, especially those in rural areas.

Chinese brands are changing perceptions and gaining share

Chinese smartphone brands such as Xiaomi, Vivo, Huawei and Oppo are intensifying their marketing and retailing strategies in the Philippines, in order to keep up with the campaigns run by leading brand Cherry. For instance, Huawei markets its high-quality camera using social media influencers, while Xiaomi is targeting the rising number of consumers who value gaming functionality in smartphones.

Consumers increasingly value quality over price, while domestic players will attempt to reach more of them through channel expansion

Brands that are gaining share in mobile phones are the ones that are investing in product innovations rather than focusing on cost-leadership. The new products launched in 2019 have contributed to sustaining interest among consumers, who generally have greater disposable incomes and thus a rising willingness to invest in a mid-priced smartphone with features that improve on those that users have previously experienced.

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Mobile Phones in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Philippines 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 Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Philippines 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 Philippines?
  • What are the major brands in Philippines?
  • 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 the Philippines - Category analysis

HEADLINES

PROSPECTS

Consumers’ deepening pockets boost demand for mid-priced smartphones with quality cameras
Larger screens are wanted as smartphone usage diversifies
Celebrity endorsement is a smart move for smartphones

COMPETITIVE LANDSCAPE

Cosmic lets consumers Cherry-pick from a wide range of affordable mobile phones
Chinese brands are changing perceptions and gaining share
Consumers increasingly value quality over price, while domestic players will attempt to reach more of them through channel expansion

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 the Philippines - Industry Overview

EXECUTIVE SUMMARY

Higher purchasing power increases living standards, benefiting industry growth
Smartphones are ever more synced with consumers’ lives
Microfinancing removes a purchasing barrier, boosting sales potential
Internet retailing has potential for long-term growth, underpinned by online lifestyles
Government drive to strengthen the labour market is good news for consumer electronics

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