Premium smartphone segment grows, OnePlus emerges as big winner: CMR

              The high-end smartphone market in India continues to grow, and OnePlus is expected to be a major player in the segment. . CMR says the premium smartphone segment has grown in India and OnePlus has emerged as a winning brand.

The high-end smartphone market in India continues to grow, says a new report by research firm Cyber -Media Research (CMR), with shipments in the price band reaching 7 per cent.  While Samsung and Apple continue to dominate the price-band, OnePlus is the only emerging brand to make it to the top 5 with a 6 per cent share in 2015.

CMR’s data showed that Samsung and Apple increased their market share in the above Rs 20,000 price bracket. Samsung leads with 44 per cent share, while Apple has a 27.3 per cent share.  The report notes Sony, HTC and LG have all lost market share during the period.

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CMR predicts the high-end smartphone market will be shaken by newer brands with OnePlus being seen as a strong contender in 2016. The research firm expects the premium smartphone segment to grow by 19 per cent in 2016, compared to the 15 per cent growth seen in 2015. Brands like Gionee, Huawei, Vivo and Lenovo are also expected to make some inroads in the segment.

However, CMR expects OnePlus to stand out thanks to OnePlus 3, which launched at Rs 27,999 in India and has gotten positive reviews across the board.

According to CMR, out of a total 163 smartphone brands in India, only 19 brands shipped smartphones in the high-end price band (Rs 20,000 or above price point) in 2015. This stands in contrast to 46 brands shipping in sub-Rs 20,00 band, and 153 brands shipping smartphones in below Rs 10,000 band.

“Post 2013, we saw smartphones booming in India and a fair installed base is now ready for replacement and our observation is that approximately 70% of the users would go for an upgrade to a higher end smartphone rather than replacement in the same price segment. The upgrade is in terms of functionality, feature set and of course the price,” said Faisal Kawoosa, Lead Analyst, Telecoms at CMR.

 

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