Competition in the local smartphone market is set to intensify in the fourth quarter as two key players, Apple and Huawei, launch flagship phones.
Apple also plans to open its first Apple Store in Thailand on Nov 10 at Iconsiam, a new retail complex planned for the banks of the Chao Phraya River.
The low-end market, priced below 5,000 baht, will reduce by 20% because of changes in consumer behaviour, said Tossaporn Nisthanon, deputy country director of Huawei Consumer Business Group Thailand.
He said the Thai smartphone market is moving to the high end, with the price band for high-end phones starting from 15,000 baht while mid-priced is 5,000 to 15,000 baht, which together account for 80% of 14 million unit sales this year.
This is why the local value of smartphones has grown by single digits, while unit sales have shrunk by single digits, with total sales of 1.2 million units.
However, in the fourth quarter, which is the peak season for smartphone sales, the company is introducing the Huawei Mate 20 Series, with three models priced from 24,990 to 31,999 baht. Preorders will start from Oct 26, with product availability from Nov 9.
For the first time, the Mate series will come with a stylus for the Mate X, which has a 7.5-inch display and longer battery power. This signals Huawei's focus on larger screens and will focus on gamers with larger displays and powerful computing performance. Huawei expects to triple the price of the Mate 20 series from previous models.
Globally, Huawei has become the second-largest smartphone maker, and it aims to be the market leader in 2020. In Thailand, Huawei aims to have second-largest market share this year, mainly in premium smartphones.
In another development, Apple's new iPhone will be available on Oct 26 after mobile operators open for preorder on Oct 19. The iPhone XS starting price will be 32,000 baht, iPhone XS Max will be priced from 36,200 baht and the iPhone XR 22,000 baht.
Apple has 505 retail stores in 23 countries, as well as in Hong Kong and Macau. The Apple Store offers customer assistance, business solutions for corporate users, and instalment financial services.
