Lenovo now no. 2 smartphone brand in India, overall market crosses 30 million mark

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Chinese smartphone giant Lenovo has become the second largest smartphone brand in India in Q3 of 2016 overtaking local smartphone maker Micromax claims the latest report by IDC. Lenovo now commands 9.6 percent of the Indian smartphone market tailing only South Korean giant Samsung which has 23 percent of the market share.

“Lenovo Group accounts for almost one-fourth of total online smartphone shipments driven primarily by Lenovo’s K5 series and Motorola’s G4 series models. Also, Xiaomi’s Redmi Note 3 and newly launched Redmi 3S fuelled the online shipments to a large extent”, said Karthik J, senior market analyst, client devices, IDC India.

Overall, according to the report India’s smartphone market crossed the 30 million mark, punctuated by a 11 percent year on year growth. Shipments of 4G enabled smartphones also increased by an impressive 24.8 percent from the previous quarter. In fact, the report claims that 7 out of 10 smartphones shipped in Q3 2016 were 4G devices pointing towards the exploding growth of 4G in India.

While all this has happened, the biggest loser seems to be India’s own Micromax which now has 7.5 percent of the market and is hotly pursed by Xiaomi which has 7.4 percent of the market.

Reliance Jio’s smartphones have also quickly captured the imagination of the Indian consumer and they now captured 7 percent market share. This, however, could be symptomatic of the tempting Reliance Jio preview offer which offers free voice calls and fast 4G data till December 31st. Reports suggest that Reliance could extend this offer to late March 2017.

“Mobile vendor ecosystem is going through a multi-dimensional transition. Continuous investment from China based vendors on retail expansion and high decibel marketing has led to disruption in the plans of home-grown vendors to some extent. To remain relevant, home-grown vendors are counting on the feature phone market even though they are facing certain supply issues for a few components” says Jaipal Singh , Market Analyst, Client Devices, IDC India.

“Also, vendors are re-looking at the channel strategy by getting lower tier distributors on-board, positioning more staff at storefronts and adopting the right mix of products in both online and offline channels” adds Singh.

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Lenovo now no. 2 smartphone brand in India, overall market crosses 30 million mark