OnePlus has entered the top five brands in the premium segment for the first time ever in 2018 as competition intensified in the global premium smartphone segment according to a new report by Counterpoint Research.
OnePlus’s performance came on the back of the OnePlus 6T. OnePlus sold 1 million units of its latest smartphone, the OnePlus 6, in less than a month after launch in the US, earning it a position among the top five OEMs in the premium segment in the US in Q4 2018. OnePlus also recorded its highest ever shipments in a single quarter (Q4 2018) in India to lead the premium smartphone segment for three successive quarters and captured 36% market share.
According to Counterpoint Research’s Market Monitor 2018 service, Apple, on the the hand continues to lead global premium smartphone segment by capturing more than half of the market.
The premium segment grew faster than the global smartphone market.The segment grew 14% year-on-year (YoY) in terms of sell-in and 18% YoY in terms of sell-through. Growth was driven by new iPhones and launches in a premium segment from Chinese OEMs like Huawei, OPPO, OnePlus.
Though Apple remained the market leader capturing 51% share of the premium segment, a significant lead over its nearest competitor Samsung which had a 22% share. Chinese players have scaled up their presence in the premium segment, have expanded the category and are now eyeing new geographies for growth.
Huawei’s share in the segment reached double digits (10%) for the first time in a calendar year. OPPO (+863%), OnePlus (+209%), and Xiaomi (+149%) were the fastest growing brands in the premium segment.
There is an increasing competition in the premium segment with close to 40 OEMs competing globally. But, of these, the top five players account for almost 90% of shipments. Premium segment contributed to one-fourth (22%) of the global smartphone shipments in 2018.
Huawei’s P20 and Mate 20 series, gave the firm much success. The phone’s focus on camera, power, and design saw it gain share in the premium segment in China and Europe.
OPPO’s growth came from its home market China with R15 and R17 series doing well. OPPO is actively targeting European countries with its mid-to-high-tier offerings and is also targeting operators in Europe to launch its 5G portfolio outside China, along with new features in its flagship like 10x Zoom.
Google’s Pixelentered the top five premium smartphone brands in Western Europe in 2018.
Exhibit 1: 2018 Premium Smartphone Segment Market Share
Exhibit 2: Premium Smartphone Segment Rankings of OEMs by Regions 2018
| NAM | MEA | LATAM | WE | CEE | CHINA | APAC Excl China | India |
| Apple | Apple | Samsung | Apple | Samsung | Apple | Apple | Samsung |
| Samsung | Samsung | Apple | Samsung | Apple | Huawei | Samsung | OnePlus |
| Huawei | Huawei | Huawei | Huawei | OPPO | Sony | Apple | |
| LG | Sony | Motorola | OnePlus | OnePlus | vivo | OnePlus | Huawei |
| Motorola | Nokia HMD | LG | LG | Xiaomi | Huawei | vivo |
Source: Counterpoint Research Market Monitor 2018
