Android Overtakes BlackBerry As the Top Smartphone Operating System in Indonesia
While BlackBerry remained the number one smartphone brand in the country in Q2 2012, Android has overtaken BlackBerry as the most popular operating systems (OS) in the country with a market share of 52%, according to IDC.
IDC observes that international smartphone makers utilizing the Android OS such as Samsung, HTC and Sony have all made inroads into the market
Darwin Lie, Market Analyst for Client Devices Research at IDC Indonesia says, "The increase in shipments of Android-based phones in Indonesia is driven not just by its affordability but also the broad range of applications and growing popularity of touchscreens. The delay in the launch of BlackBerry 10, which is causing buyers to wait until 2013 for new models, has also contributed an impact to the change in OS preference."
In terms of overall mobile phone shipments, results from IDC's Asia/Pacific Quarterly Mobile Phone Tracker shows that the Indonesian mobile phone market grew 10% quarter-on-quarter (QoQ) and 25% year-on-year (YoY).
Feature phone shipments in particular showed significant improvement from last quarter, while smartphone shipments posted a 6% decline QoQ although they registered 13% growth YoY. The growth in the overall market was mainly due to vendors stocking up and launching promotional campaigns in preparation for the Idul Fitri festive season.
With more and more customers preferring touchscreen-based phones, IDC expects smartphone shipments in Indonesia to exceed 7 million units in 2012. Lately, vendors have been launching a slew of new products and offering smartphones from as low as US$50.
The feature phone market saw local players such as Cross and MITO placing tremendous pressure on Nokia, as they emerge as key players within the market. The growth of these two local brands will create a favorable market outlook for 2012, with feature phone shipments exceeding 45 million by end 2012, driven by demand from outskirt/rural areas of Indonesia.
Top Five Mobile Phone Vendors in 2012 Q2
Nokia continued its dominance in the feature phone market, boosted by strong performances of the X series and Asha series phones. In Q2 the vendor launched the Lumia 610 and 900 models, which received positive reactions from the market.
Cross remained a strong player in the Indonesia mobile phone market, as it recorded extraordinary shipment volumes in 2Q 2012 in conjunction with its marketing activities across Indonesia. It continued to enjoy high penetration in the rural parts of the country.
Samsung maintained its aggressive marketing campaign, exerting pressure on its competitors with a greater variety of products. Its biggest shipment contributors came from low-end feature phones as well as its Galaxy series. The long-awaited Galaxy S III also made an appearance which created buzz in the market in a time where there is a surge in the international visibility of Korean culture and entertainment.
MITO achieved close to 100% sequential growth in 2Q 2012, as its product strategies helped it meet the needs of rural users. This quarter, it spent heavily on print and TV advertisements to boost brand awareness.
RIM maintained its hold on the Indonesian Smartphone market in 2Q 2012, although they declined 6% from Q1. Android OS smartphones also overtook BlackBerry OS this quarter, but this is not surprising since there are more than 10 vendors currently offering Android smartphone models in Indonesia.