Samsung Galaxy Phones Defy Market Slump to Claim No.1 Share in Latin America, Middle East, and Southeast Asia
37% Market Share in Latin America, 34% in the Middle East, 21% in Southeast Asia in Q1
Proven Brand, Premium Experience, and After-Sales Service Drive Competitiveness
"New Galaxy A Series to Launch in Q2 to Drive Further Sales Growth"
Samsung Electronics demonstrated its competitiveness by ranking first in smartphone market share in Latin America, the Middle East, and Southeast Asia in the first quarter of this year. This was achieved despite a challenging environment marked by sluggish global smartphone demand and rising memory costs.
According to market research firm Omdia on May 25, Samsung Electronics shipped 12.9 million smartphones in the Latin American market in the first quarter of this year, representing 9% growth year-on-year and securing a market share of 37%, the highest quarterly share since the first quarter of 2023. Not only did this exceed the overall growth rate of the Latin American market, which was 3% (34.8 million units), but it also marked a significant achievement for the company.
The Galaxy A series played a particularly significant role in driving these results. Omdia noted, "While premium demand remained robust in the $500-and-above segment, Samsung Electronics responded effectively to market needs with a wide-ranging product portfolio at various price points."
In the Middle East, Samsung Electronics maintained its lead with a 34% market share, backed by the Galaxy S26 series and a diverse lineup of A series models, widening the gap with the second-place competitor. The market environment was challenging, with a combination of weakened consumer sentiment, geopolitical uncertainties, and rising memory costs, resulting in overall Middle Eastern smartphone market demand falling by 6% year-on-year to 11 million units.
In the Southeast Asian smartphone market during the same period, shipments dropped by 9% to 21.6 million units. Despite this, Samsung Electronics shipped 4.6 million smartphones, capturing a 21% market share and retaining the top spot. Omdia attributed this to the initial sales of the Galaxy S26 series and strong sales of the A series, as well as brand investment and ongoing channel expansion. The Southeast Asian market also saw the average selling price (ASP) of smartphones rise sharply, up 19% year-on-year to $349.
Industry experts believe that amid ongoing macroeconomic uncertainties, consumers are increasingly focusing on products from established brands that offer premium experiences and reliable after-sales service (AS). Omdia’s analysis of the Latin American market also highlighted the perceived value of features such as battery life, camera quality, display, durability, and after-sales service as key factors in market competition. Samsung Electronics plans to continue its sales growth year-on-year by launching new Galaxy A series models in the second quarter.
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Meanwhile, Samsung Electronics also ranked first in Omdia's global smartphone market share survey for the first quarter of this year, with a 22% share.
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