OnePlus captures 36% market share in premium smartphone segment in Q4

Sangeetha Chengappa Bengaluru | Updated on January 30, 2019

To open its largest R&D Centre in Hyderabad soon

Chinese premium smartphone maker, OnePlus recorded its highest ever shipments in a single quarter (Q4 2018) in India to lead the premium smartphone segment for three successive quarters, capturing 36 per cent market share followed by Apple at 30 per cent and Samsung at 26 per cent.

The top three brands — OnePlus, Apple and Samsung — contributed to 92 per cent of the overall premium market in Q4 2018, according to Counterpoint Market Monitor Service.

Counterpoint’s latest analysis on the Indian smartphone market and premium smartphone segment (over ₹30,000/ $400 Retail Price) reveals that shipments reached its highest ever in a quarter in Q4 2018 and in a year – 2018. The premium segment grew by 8 per cent YoY for the full year 2018 and 16 per cent YoY for Q4 2018.

While Samsung led the premium smartphone market in 2018 in terms of shipment at 34 per cent market share, narrowly inching past OnePlus’s 33 per cent, OnePlus led the premium smartphone market in 2018 in terms of sell-through (devices bought by customers).

“The success of OnePlus, drove overall premium smartphone shipments to a record number in a single year. While this was driven by strong demand of its latest OnePlus 6T during Diwali season, the momentum continues even after, due to strong word of mouth and product feedback from end users. Its latest expansion into the offline space along with Experience Stores will help it to reach potential user base in the coming quarters" said Karn Chauhan, Research Analyst at Counterpoint Research.

OnePlus entered the Indian market in December 2014 and within three years and four months clinched the number one position in Q2 (April/May/June) of 2018, Vikas Agarwal, General Manager, OnePlus India told BusinessLine. “We achieved this, because of our superior value proposition in terms of product specs, including a clean and smooth Android experience, our Oxygen OS, unique fastest charging solution which allows usage for an entire day with half an hour of charging, best service experience in the industry, brand connect with our existing user base who are repeat users” he said.

R&D centre

The Shenzhen based company is investing in opening its biggest R&D Centre in Hyderabad for which hiring has already begun and are also investing in engaging with its growing community of users in India. “India is our number one market globally and contributes to one-third of our global revenue. We have prioritised India as our top focus market for the next 3-4 years and will introduce a new offering in the market – OnePlus TV” said Agarwal.

According to Counterpoint, OnePlus 6 was the best selling premium model throughout 2018 in terms of shipment and in retail value. OnePlus 6T was positioned at second place followed by Samsung S9 Plus.

Published on January 30, 2019

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