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Samsung Smartphones retain top spot in 8 CALA region Countries Q4 2021

by David Kerr | 3月 04, 2022

Smartphone shipments to the Central and Latin American (CALA) region represent 9% of the global total in Q4 2021.  Samsung was the market leader in all the eight countries tracked in CALA  for the quarter.

The fourth quarter was a challenge for smartphone shipments with only 2 of our 6 regions posting growth on a YOY basis (North America and AME). 

CALA had a challenging Q4 with economic growth, inflation concerns, lingering COVID impacts and geopolitical uncertainty (even before Russia's attach and invasion of Ukraine) leading to a hostile environment.

Smartphone shipments to the CALA region declined by -8% annually in Q4 2021 although total shipments did manage to grow quarter on quarter.

  • Chinese vendors together saw their share jump +11 points YOY in Q4 2021 in CALA region
  • Xiaomi has been the standout challenger but is facing growing pressure from other Chinese rivals as well as strong Motorola performance.
  • Vivo, Realme and OPPO have a foothold in several countries and are poised for growth in 2022.

For 2022, we anticipate CALA  smartphone shipments will post growth above 4% and the region's share of the global market will tick up to 10%.

We expect Central and Eastern Europe to be dramatically impacted by Russia's war with Ukraine. The regions' shipments are expected to fall 20% in 2022 partially explaining the growth in CALA share. Clients of our smartphone strategies service can read our detailed analysis of the war impact on smartphones by region here.

While the war in Ukraine will have a disproportionately negative impact on Chinese brands who have been successful in C. E. Europe, this wont spill over to CALA in our view.

We expect a strong 2022 for VOXR in CALA region with value based pricing, a growing number of 5G models and strengthening channels driving success.

As always Brazil will be critical as the regions biggest market (approx 1/3). Samsung and Motorola are likely to maintain their significant market lead over challengers brands. In Mexico, Samsung has extended it lead over Motorola while Xiaomi has faced headwinds. In Colombia, it will be interesting to see if Xiaomi can retain its position or if it will stall as vivo and realme increase presence.

Clients of our Smartphone Country Share Tracker can access the full CALA report here and access vendor share for 60 countries by quarter here.

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