Highlights 

  • Southeast Asia’s smartphone market slipped 1% in 3Q25 as vendors navigated rising component expenses. 
  • Samsung and TRANSSION tied for leadership, each capturing an 18% shipment share. 
  • Xiaomi recorded notable momentum with its POCO lineup, boosting its regional presence. 
  • OPPO faced a steep shipment drop as it shifted focus from volume to value-driven strategies. 
  • Regional pricing pressures are set to intensify as memory and storage costs continue trending upward. 

Southeast Asia’s smartphone market saw a marginal 1% year-on-year decline in 3Q25, with shipments totaling 25.6 million units, according to Omdia’s (NASDAQ:TTGT) latest findings. This marks the third consecutive quarter of contraction, underscoring continued consumer caution and intense competition in a region where more than 60% of devices shipped are priced below USD200. 

Samsung held first place with 4.6 million units and an 18% share, benefitting from a premium-leaning portfolio in higher-ASP markets such as Thailand, Vietnam and Malaysia. TRANSSION also achieved 4.6 million units and an equal 18% share, maintaining momentum in price-sensitive markets including Indonesia and the Philippines through its Infinix and TECNO brands. 

Shifting Vendor Strategies Reshape Competitive Dynamics 

Xiaomi secured third position with 4.3 million units and a 17% share, aided by the rapid expansion of its POCO entry-level lineup. Meanwhile, OPPO experienced a sharp 27% annual decline, shipping 3.8 million units as it adjusted channel inventories and prioritized profitability over a pure shipment scale. Vivo rounded out the top five with 2.9 million units, supported by the performance of its new Y-series models. 

Omdia notes that vendor strategies are increasingly diverging brands like OPPO and Vivo are leaning into margin protection, while others such as HONOR and Xiaomi are pushing volume expansion. Rising bill-of-materials costs—especially for memory and storage—are compelling manufacturers to rethink device positioning and marketing spending across the region. 

Country-Level Trends Highlight Divergent Market Realities 

Samsung sustained leadership in Thailand and Vietnam and benefited from early availability of the A17 and A07 series, enabling quicker responses within entry- and mid-tier segments. In Indonesia and the Philippines, TRANSSION’s aggressive pricing remained effective but may be tested as component costs continue to climb. 

In Malaysia, Xiaomi overtook competitors, propelled by the successful September launch of the Redmi 15, including an early 5G variant that captured accelerating mass-market demand for affordable next-generation connectivity. 

Conclusion 

The 3Q25 downturn signals that Southeast Asia’s smartphone market remains fragile, shaped by rising production costs and varying vendor priorities. With inventory levels healthier than earlier in the year, manufacturers are expected to pursue more assertive launches in the months ahead. However, the ability to manage escalating component expenses without alienating price-sensitive consumers will determine who wins share in the region’s highly competitive landscape. 

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