Samsung lost its leadership in the premium smartphone segment to OnePlus during the second quarter of 2018. However according to CMR, it remained the leader for the first half of this year. Samsung dominated the premium smartphone segment during the first six months of this year, despite losing leadership to OnePlus in the second quarter.
The mobile handset review report from the agency mentions that Samsung secured a market share of 48 percent during the first half of 2018. The South Korean brand was followed by Chinese smartphone maker OnePlus with a market share of 25 percent. Apple remains third in the segment with a market share of around 22 percent. The CMR report adds that one in two premium smartphones shipped during the first half of 2018 was a Samsung flagship smartphones.
“The premium smartphone segment, though small, is driven by aspiration, tech-savvy millennial and in the coming years, will continue to grow significantly. Samsung’s flagship Galaxy S9 helped it garner a lion’s share of the premium smartphone segment,” Prabhu Ram, Head-Industry Intelligence Group, CMR, said in a statement, reports news agency IANS.
“The success of OnePlus 6 can be traced to the intelligent brand strategy of packing the best specs at competitive price points, contributing to the emergence of a new ‘budget premium’ smartphone segment under sub-Rs 30,000,” Ram added.
However, Samsung’s leadership will face significant challenge during the second half of this year. The report adds that introduction of OnePlus Experience Stores will aid the brand in the offline market. OnePlus, which has a strong presence in the online segment, is trying to scale its presence in the offline retail segment as well.
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Apple, on the other hand, seems to be still understanding the world’s first growing smartphone market. “Apple is reworking its India strategy for the all-important second half of 2018, with new retail partnerships, first-party stores and service overhauling with India-focused apps and services, including refreshed Apple Maps,” said Narinder Kumar, Lead Analyst-Industry Intelligence Group, CMR.
OnePlus is expected to maintain its leadership during the third quarter of this year, but Samsung might get support from new models like the Galaxy Note 9. Meanwhile, brands like Huawei and Xiaomi are also strengthening their product portfolio in the premium segment, and are hoping to break into top three in the next few quarters.