The Marketing Minute: Marketing With Layers
The Right Approach: Electro-Tek—A Williams Family Legacy, Part 1
It’s Only Common Sense: If You’re Not Differentiated, You’re Dead
India Smartphone Market Declines by 10% YoY in 1H23 with 64 Million Units
August 3, 2023 | IDCEstimated reading time: 1 minute
According to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, India smartphone market shipped 64 million units in 1H23 with a decline of 10% YoY (year-over-year). In 2Q23 the market grew by 10% over the previous quarter but declined by 3% YoY with 34 million units. The vendors and channels focused on clearing the inventory by offering discounts, special schemes, and price drops before the start of the festive season in the second half of the year.
After several quarters of growth, the ASP (average selling price) declined by 8% QoQ but grew by 13% YoY, reaching US$241 in 2Q23. The share of the sub-US$200 segment declined to 65% from 70% a year ago, a dip of 11% YoY. The mid-range segment (US$200<US$400) remained flat with a 22% share, while the mid-to-high-end segment (US$400<US600) with a 5% share, grew by 34% YoY in 2Q23. The premium segment (US$600+) grew the highest, up 75% YoY reaching 9% share.
“Consumers are opting for premium offerings, driven by easy and affordable financing options. IDC expects this growth momentum to continue in the upcoming months in 2023,” said Upasana Joshi, Research Manager, Client Devices, IDC India.
17 million 5G smartphones shipped with an ASP of US$366 in 2Q23, down 3% YoY. Samsung, vivo and OnePlus were the leaders in the 5G segment with a combined share of 54%. Apple’s iPhone 13 and OnePlus’ Nord CE3 Lite were the highest shipped 5G models in 2Q23.
Overall shipments to the online channel dropped by 15% YoY, while the offline channel grew by 11%, reaching a 54% share. Relatively lower shipment for the online-heavy players such as Xiaomi and realme intensified this drop.
Apple, with the highest ASP of US$929, registered a massive 61% YoY growth. OnePlus too registered a healthy growth of 61%, although its ASP dropped by 14% YoY to US$346. POCO with its very affordable C series models registered the highest growth amongst the top ten brands. vivo (excluding iQOO) emerged as the market leader as it drove its growth for its V series models, closely followed by Samsung which focused on the growth of its higher-end portfolio as well.
“In the upcoming festive season, the brands will try to spur consumer demand with affordable 5G launches, pre-booking offers, and loyalty/upgrade programs clubbed with festive discounts. The market requires strong double-digit growth in the next few months to see annual growth in 2023, which looks unlikely as of now," says Navkendar Singh, AVP – Devices Research, IDC.
Share on:
Testimonial
"In a year when every marketing dollar mattered, I chose to keep I-Connect007 in our 2025 plan. Their commitment to high-quality, insightful content aligns with Koh Young’s values and helps readers navigate a changing industry. "
Brent Fischthal - Koh YoungSuggested Items
The Marketing Minute: Marketing With Layers
10/15/2025 | Brittany Martin -- Column: The Marketing MinuteMarketing to a technical audience is like crafting a multilayer board: Each layer serves a purpose, from the surface story to the buried detail that keeps everything connected. At I-Connect007, we’ve learned that the best marketing campaigns aren’t built linearly; they’re layered. A campaign might start with a highly technical resource, such as an in-depth article, a white paper, or a podcast featuring an engineer delving into the details of a process. That’s the foundation, the substance that earns credibility.
ICT Symposium Review: Sustainability and the Circular Economy
10/09/2025 | Pete Starkey, I-Connect007It was pleasant autumnal weather as we made our way once again to Meriden, the nominal centre of England, for the 2025 Annual Symposium of the Institute of Circuit Technology. Delegates were welcomed by technical director Emma Hudson who introduced and moderated a skilfully coordinated programme, focused on the highly relevant theme of sustainability.
Circular Packaging Market to Reach $98.0 Billion by 2035
10/08/2025 | Fact.MRThe market's journey from USD 45.8 billion in 2025 to USD 98.0 billion by 2035 represents substantial growth, the market will rise at a CAGR of 7.9% demonstrating the accelerating adoption of sustainable packaging systems and circular economy solutions across food & beverage, personal care, and e-commerce sectors.
It’s Only Common Sense: Stop Whining About the Market—Outwork It
10/06/2025 | Dan Beaulieu -- Column: It's Only Common SenseWhenever the market hiccups or the industry cycle dips, I hear the same tired chorus: “The market is down. Customers aren’t buying. What can we do? We just have to wait it out.” Nonsense. If you think that by showing up, opening your doors, and waiting for the economy to smile kindly upon you, that success will follow, you are in the wrong business. Worse yet, you’re living in the wrong mindset. Most people don’t want to hear the truth that winners find business in down cycles. Losers blame the economy.
Schweizer Ends Staff Restructuring Measures and Short-Time Working at the Schramberg Site
10/01/2025 | Schweizer Electronic AGSchweizer Electronic AG has implemented comprehensive measures to adjust its cost and personnel structure at its Schramberg site due to strong market fluctuations in the automotive and industrial electronics sector. Thanks to the successful restructuring, short-time working can now be ended with immediate effect. A stable order situation is expected for the fourth quarter, with signs of growth momentum returning in 2026.