Budget phones propel Transsion to market leadership in the Philippines
More than half of all smartphones sold in the country were priced under $100.
Smartphones have become a necessity, but let’s be honest—most people don’t want to spend a fortune on them. In the Philippines, that sentiment couldn’t be clearer.
In 2024, more than half of all smartphones sold in the country were priced under $100, proving once again that affordability is king. And leading the charge? Transsion – the company behind Infinix, Tecno, and itel.
In 2024, the Philippines' smartphone market grew 6.1% year-over-year, reaching nearly 18 million shipments in 2024, according to IDC. This growth came despite economic hurdles like the weakening peso and extreme weather conditions.
Brands that doubled down on budget-friendly models saw the biggest wins and Transsion emerged as the clear winner. With a staggering 15.8% YoY growth, the brand seized 37.3% of the market, shipping over 4.8 million devices. Its success came from an aggressive push into the ultra-budget segment (under $100), where its Infinix Smart series and Tecno Spark Go series became the go-to choices for cost-conscious Filipino consumers.
By targeting the budget segment, Transsion didn’t just dominate the local market—the strategy also proved successful in neighbouring Southeast Asian countries like Indonesia, reinforcing Transsion’s growing presence in the region.
Emmanuel Oyedeji
This aggressive strategy not only helped Transsion take the crown but also dragged the overall average selling price (ASP) of smartphones in the country down to $179 from $192 in 2023.
Meanwhile, former heavyweights realme and OPPO saw their market shares shrink to 13.3% (-11.5%) and 10.1% (-12.6%), respectively. Samsung, once a dominant force, fell out of the top five entirely. Meanwhile, Xiaomi emerged as one of the year’s biggest winners, growing 19.8% YoY and tying with vivo at 11% market share.
Although the overall year as a whole saw growth, the final stretch of 2024 hit a bit of a slowdown. With many brands launching their big releases earlier in the year, Q4 shipments declined by 11.8% compared to 2023. Still, the holiday season did its job, pushing shipments close to 5 million, making it the strongest quarter of the year.
With Transsion now leading the pack and traditional giants losing ground, the smartphone market in the Philippines is more unpredictable than ever. The question now is: Can Transsion hold onto its throne, or will the former leaders stage a comeback?
