In the midst of the global COVID-19 pandemic during the Q4, 2020, Samsung expanded its Latin American smartphone market last year. By 2020, the South Korean company will account for 40.5 percent of smartphone exports to Latin America 38% increase compared to the previous year.
According to Counterpoint, Samsung has driven all Latin American countries through aggressive online marketing. In particular, the world’s largest smartphone maker took up an almost 50 percent market share in Brazil, the biggest market in Latin America.
However, Samsung’s share increased to 36.9 percent in the fourth quarter of 2020, the lowest level in 2020, affecting the year-end production limit.
The US smartphone brand Motorola is the second most comfortable Motorola in the world and has an 18.5% market share. Strengthening efforts in Brazil and Argentina, as well as strong brand recognition in Mexico and Colombia, contributed to the 3 percent increase. In 2021, it is expected to focus on growing ASP, as other brands are unlikely to overtake it in the short term.
Xiaomi, which has been in the LATAM market for a few years, has grown significantly compared to last year, it benefited from the fall of Huawei. Many LATAM consumers see it as an affordable but reliable brand. In the fourth quarter of 2020, it was second in Peru and third in Chile, but it failed to make a list of the top three brands in other markets in the region.
Apple grew MoM and YOY, in November, it introduced new iPhones throughout LATAM except Mexico. Apple is the leader in sales of 5G-enabled phones in the region, capturing more than 66% of the market share.
While LG was able to continue its role in YOY and was able to improve MoM. The K series-led company is growing slowly across the region. On the other hand, other smartphone brands continued to decline. Recent entrants like OPPO, Vivo, Realme, and Tecno will need one year or so to build their brand in the market, the key to success in LATAM.