Honor is seeing a notable shift in how Indonesian buyers value mobile devices. As laptop prices keep climbing under pressure from the global memory crunch, tablets are becoming a more rational choice for consumers working with around Rp 5 jutaan.
The change is also showing up in Honor’s own sales trend. In the past two months, the company recorded a 30-40% increase in tablet sales compared with earlier periods, and the rise was described as quite clear after laptop prices began to feel the impact of market pressure.
A more convincing option at Rp 5 jutaan
For many buyers, the key issue is not simply whether they need a device, but what they get for the same amount of money. In the Rp 5 jutaan range, tablets are seen as offering lighter devices with newer specifications.
At the same price level, laptop choices are becoming more limited. Consumers may even end up with a used laptop that already has a long service life, which makes the value proposition less attractive.
That is one reason tablets are moving into a stronger position in the eyes of buyers. They are no longer seen only as a secondary device, but as a more efficient option for daily use.
Honor’s business mix is shifting
The trend has also influenced Honor’s product composition in Indonesia. The company said its lineup is now more dominated by tablets than smartphones.
Tablet sales at Honor are also reported to be higher than smartphone sales. That makes tablets the main driver of the brand’s device business in the local market for now.
Aryo Meidianto, Head of Public Relations at PT Trinova Digital Indonesia, said the increase in tablet demand has become visible as laptop prices moved upward. The company sees this as a direct response to changing consumer behavior.
Keeping prices from moving too far
Honor is trying to prevent its products from becoming more expensive at the same pace as the market. The company is also working to reduce the effect of rupiah pressure against the US dollar on final selling prices.
To do that, Honor uses a bulk buying strategy. The company first estimates a device’s end-of-life period, then places large orders based on that projection.
The idea is to lock in procurement costs earlier. That way, later price changes are not immediately passed on to consumers.
Aryo also noted that vendors with smaller stock levels tend to be more vulnerable to price increases. Once inventory runs out and new orders are needed, the replacement cost may already be higher.
Smartphones remain in the plan
Even with tablets gaining momentum, Honor does not plan to leave the smartphone market in Indonesia. The company will still launch phones, but with tighter attention to consumer purchasing power.
Honor is trying to stay within the price bands that remain strongest in the market. The target range is around Rp 3 juta to Rp 6-7 juta.
That approach reflects a cautious reading of current demand. Products priced too high can become harder to sell when economic pressure is still being felt by consumers.
Tablets are benefiting from their position between smartphones and laptops. For users who do not need the full computing function of a laptop, a tablet offers a lower-cost middle ground that still feels relevant.
Honor recently held a hands-on session for the Honor Pad X8b in Jakarta. The event further underlined the company’s focus on the category that is gaining traction as device-buying habits continue to change.
