Transsion emerges as the top smartphone brand in a shifting Indonesian market
Once an underdog, the brand pulled off a massive upset.
For years, if you asked anyone which brands dominated Indonesia’s smartphone scene, the answer would’ve been the usual suspects—Samsung, OPPO, and Xiaomi. But 2024 changed the game, a surprising new leader emerged: Transsion.
Once an underdog, the brand pulled off a massive upset, skyrocketing past its competitors with an eye-popping 61.7% year-over-year growth, grabbing an 18.3% market share, and claiming the number one spot.
So, how did Transsion pull this off? The secret was simple: affordability. While others focused on flagship models and high-end features, Transsion went all-in on the ultra-budget segment (under $100). And it paid off. With more Indonesians prioritizing value over premium specs, Transsion’s strategy of flooding the market with cost-friendly options hit the bullseye.
This surge in the demand for affordability helped the entire market to rebound strongly in 2024 with sales growing 15.5% YoY to nearly 40 million units after multiple quarters of decline in the previous years according to IDC.
Emmanuel Oyedeji
Meanwhile, the mid-range segment, featuring devices between US$200 and US$600, experienced a robust 24.9% increase, with OPPO steering much of that growth to secure second place at 17.8%.
On the flip side, the higher-priced smartphones in the US$600-plus bracket saw a significant 9.2% drop in sales, a decline attributed largely to the iPhone 16 ban in 4Q24, pushing the overall market’s average selling price down slightly to $195.
Samsung, once the undisputed leader, saw its market share shrink from 20% to 17.2%, marking a rare setback for the global giant. Xiaomi capitalized on the affordability trend, growing 28.4% to reach 16.5%, while vivo rounded out the top five with a modest 9.2% increase, landing at 15.3%.
Another interesting trend was the rise of 5G. Adoption made significant strides, jumping from 17.1% in 2023 to 25.8% in 2024, thanks to cheaper models. Interestingly, the average price of 5G phones fell by 20.4% YoY to $441, making next-gen connectivity more accessible than ever.
Despite the market’s evident rebound in 2024, the report points to an uncertain future as consumers remain cautious amid global economic and political turbulence. Looking ahead, 2025 is likely to see only modest, single-digit growth.
The question now is: Can Transsion hold onto its throne?
