Tuesday, 13 April 2021 | 11:16 WIB

Tight IMEI Regulation Helps Smartphone Market Recover and Grow in Indonesia

Tight IMEI Regulation Helps Smartphone Market Recover and Grow in Indonesia (illustration: piqsels)

JAKARTA, NETRALNEWS.COM - Have you ever felt bothered by the government's IMEI registration program? It turns out that even though it's annoying, it's showing good results. Based on a survey conducted by the Indonesian IDC agency, the influence of the International Mobile Equipment Identity (IMEI) regulation shows positive results for the mobile phone market in Indonesia.

"The implementation of the International Mobile Equipment Identity (IMEI) registration regulation also continues to show positive results by minimizing the circulation of illegal smartphones in the market," said IDC Indonesia market analyst Risky Febrian in a press statement, on Tuesday (03/16/2021).

He predicts that the IMEI regulation, which has been in effect since last year, can play a major role in the recovery of the smartphone market in 2021 and the years to come.

IDC Indonesia estimates that the smartphone market in Indonesia will grow by around 20 percent this year.

Its research shows that in the fourth quarter of 2020, there was an annual growth of one percent, even though the smartphone market was under pressure due to the coronavirus pandemic over the past year.

IDC data shows that smartphone shipments in Indonesia reached 11.7 million units in the fourth quarter of last year.

"The Indonesian smartphone market is able to survive amid the COVID-19 pandemic, which changes how people interact. The need for smartphones is soaring, be it to support Work-from-Home, Home-based-Learning, entertainment streaming services, or just communicating virtually," Risky said.

The Indonesian smartphone market shrank dramatically in the first six months of 2020 by as much as minus 18 percent year-on-year due to regional quarantine. The recovery in this sector is progressing fast. In the second semester, there was a 19-percent growth year-on-year.

The recovery of the smartphone market was due to the need to use smartphones to support various activities that must be carried out from home.

The lower purchasing power of the public has driven the growth of smart phones for the entry-level segment, ranging from 100 to 200 US dollars or around IDR1.4 million to IDR2.9 million.

The market share of affordable smartphones in Indonesia reached 65 percent last year, up from 45 percent in 2019.

IDC noted that the largest mobile market share in Indonesia in the fourth quarter of 2020 was dominated by Vivo, with to 23.3 percent. This brand triumphed in the low-cost smartphone class with the Y series line.

In the second position, only slightly adrift, is occupied by OPPO, with a market share of 23.2 percent. ID Indonesia sees OPPO as strong in the middle segment, 200-400 US dollars or around IDR2.9 million to IDR5.8 million, through series A and Reno.

Xiaomi is in third place with a market share of 15.3 percent, which according to IDC has had the positive impact of IMEI regulations.

This brand is expanding its market share in the middle segment through the Redmi Note 9 Pro and the sub-brand POCO.

Realme is in fourth place, with a market share of 14 percent. IDC assesses that Realme's growth in each quarter is classified as healthy, even though it was constrained by limited supply.

Samsung is in fifth place with a market share of 13.5 percent. They solidified their position in the ultra low-end segment, which is under US$ 100 and startup through the A series.

Samsung's ultra low-end and startup segments accounted for two-thirds of the brand's total shipments in 2020. IDC also sees Samsung having trouble competing in the middle range category.