Samsung Ranks No.1 in Middle East and Africa in 3Q... Anticipation for Year-End Shopping Boom

Overcoming Q2 Slump, Shipment Volume Increases
MEA Region Smartphone Shipments Reach Quarterly High

[Asia Economy Reporter Cha Min-young] As the smartphone market in the Middle East and Africa region regains momentum, Samsung Electronics has maintained its position as the market leader.

According to Counterpoint Research on the 26th, smartphone shipments in the Middle East region (MEA) reached 46.5 million units in the third quarter, marking a 1% increase year-on-year and a 7.5% increase quarter-on-quarter. This is the highest quarterly shipment volume ever recorded.

Samsung overcame its slump and recorded an 8% increase in shipments compared to the previous quarter in Q3. Its market share also remained at 21%, holding the top position. Techno maintained its second place with a 14% market share, with shipments increasing by 22% quarter-on-quarter.

Chinese emerging players rapidly chasing Samsung showed mixed results due to overlapping issues of inventory management and new smartphone supply. Oppo and Vivo increased their market shares, while Xiaomi recorded a 31% decrease in shipments compared to the previous quarter.

The MEA smartphone market is expected to continue its growth trend for the time being. Although overall suppressed demand is easing and global component shortages persist, the importance of digital services, connectivity, and mobile money has increased across the market.

Senior Research Analyst Yang Wang said, "Since the resumption of smartphone transactions in the MEA region, positive changes in consumer awareness of mobile internet have been a key catalyst for smartphone demand," adding, "Competition among companies has intensified, recording the highest quarterly shipments in three quarters."

He continued, "Among major manufacturers, all OEMs except Samsung and Xiaomi recorded profits year-on-year. Samsung rebounded from the Q2 low as product availability issues were mostly resolved. Samsung is expected to strengthen its number one position during the Q4 shopping season," he added.

Regarding the contrasting performances of Chinese brands, he analyzed, "Oppo and Vivo have doubled their efforts to improve channel penetration and device availability, gaining significant benefits. Xiaomi, which achieved tremendous growth last year, faced severe component shortages and inventory management issues in Q3, resulting in a significant drop in shipments."

This content was produced with the assistance of AI translation services.