NEW DELHI: They say the best is always saved for the last. This is true for smartphone makers as well as they prefer to launch their premium devices in the second half of the calendar year. This goes for all companies including the US-based tech-giant Apple, the South Korean technology company Samsung and Chinese mobile phone makers OnePlus.
For instance, Apple will launch its iPhone 14 series in September 2022, Samsung will launch two of its flagship devices ~ Galaxy Fold 4 and Galaxy Flip 4 ~ on 10 August, Google technology brand announced the availability of its recently-launched smartphone, Google Pixel 6a, in India this month.
Similarly, Chinese mobile brand OnePlus unveiled the OnePlus 10T in August 2022. Motorola announced its launch of Moto Razr 2022 and Moto Edge X30 Pro in August 2022.
Faisal Kawoosa, Founder and Chief Analyst at Techarc said though smartphones keep selling throughout the year, the second half sells more, generally more than 55% of the total volume of sales.
“This is because of the festive season throughout the world, including India. We have, for instance, Diwali falling in the second half of the year. Such festive seasons also give consumers more money to spend in terms of festival bonuses, etc., besides going with the shopping sentiment that is high, complementing the festive fervour,” said Faisal Kawoosa.
Even research substantiates this statement. Tarun Pathak, Research Director, Counterpoint Research, said around 20% of annual smartphone sales by value happen during one month of festive season in India. For premium phones it’s even higher, at around 25%.
“People normally wait for this time to upgrade and hence OEMs (Original Equipment Manufacturers) time their launches and put out their best products,” added Pathak.
The mobile phone manufacturers would pin their hopes on sales in the second half of the year as the global smartphone market took a further dip in the second quarter, with shipments declining by 9% year-on-year to reach 294.5 million units.
The reason for this dip in sales is deteriorating economic conditions, exacerbated by ongoing geopolitical uncertainty caused by the war in Ukraine, weakening an industry that hadn’t yet fully recovered from the Covid-19 pandemic and chip shortages.
The situation is similar in the Indian market as India’s smartphone shipments grew 9% Year-on-Year but fell 5% Quarter-on-Quarter to reach almost 37 million units in Q2 2022 (April-June).
Upcoming flagship smartphones
Sales during festive season