Southeast Asia Smartphone Market Declines
Analysis based on 8 articles · First reported May 19, 2026 · Last updated May 20, 2026
The decline in smartphone shipments in Southeast Asia, coupled with rising average selling prices due to increased memory costs (Dynamic random-access memory and Flash memory), indicates a shift in vendor strategy towards profitability over volume. This trend could lead to higher revenue for some manufacturers like Samsung Electronics and Honour who are adapting well, but also signals affordability pressure for consumers in the region, potentially impacting overall market growth and sales for companies like Oppo, Xiaomi, and Vivo.
The Southeast Asia smartphone market experienced a 9% year-on-year decline in shipments in 1Q26, totaling 21.6 million units, according to Omdia research. Despite this volume contraction, the average selling price (ASP) reached a record high of $349, up 19% year-on-year, primarily driven by memory cost inflation (Dynamic random-access memory and Flash memory). This divergence signifies a structural repricing in the region, with vendors prioritizing ASP growth and margin protection over unit shipment growth. Samsung Electronics led the market with a 21% share, while Oppo, Xiaomi, Transsion, and Vivo saw declines. Honour was a standout performer, growing 28%. Country-level performance varied, with Indonesia experiencing the steepest decline, while Thailand showed resilience. The market is moving away from subsidy-driven volume strategies, with pricing and supply volatility expected to persist.
Set up alerts, explore entity relationships, search across thousands of events, and build custom intelligence feeds.
Open Dashboard