## Mid-Range Smartphones Surge in Indonesia: Vendors Fueling the Growth
In the first quarter of 2024, Indonesia’s smartphone market witnessed an impressive 27.4% year-over-year growth. Among the various segments, the mid-range category, priced between US$200 and US$600, experienced the most significant growth at 73.4%.
Dominant Players in the Mid-Range Segment
Several vendors played a pivotal role in driving the growth in the mid-range segment.
* **Apple:** The tech giant saw a strong increase in its iPhone sales in this segment.
* **Samsung:** The South Korean company maintained its strong position in the mid-range market.
* **vivo:** The Chinese vendor expanded its mid-range offerings, contributing to its growth.
* **Xiaomi:** The Chinese company also increased its presence in the mid-range segment, offering competitive devices.
Key Growth Factors
**Increased Demand:** The Ramadan season acted as a significant catalyst for smartphone sales. Vendors capitalized on the increased demand by stocking up channels.
**Improved Features:** Mid-range smartphones now offer advanced features that were once exclusive to higher-priced devices. These include high-resolution cameras, powerful processors, and sleek designs.
**Aggressive Pricing:** Vendors adopted aggressive pricing strategies to attract consumers who are looking for value-for-money devices.
Market Dynamics and Outlook
**ASP Growth:** The average selling price (ASP) of smartphones in Indonesia increased slightly, reaching US$215. This was due to the growing demand for higher-priced devices.
**5G Adoption:** The adoption of 5G technology continued to rise, with its share reaching 28.2%. Samsung remained the leader in the 5G market, while OPPO, vivo, and Xiaomi also made significant gains.
**Future Outlook:** The Indonesian smartphone market is expected to continue its growth trajectory in the coming quarters. The mid-range segment is likely to remain a major driver of this growth, as vendors continue to offer compelling devices at attractive prices.
Divya 
Deepika