Samsung has maintained its position as the leading smartphone brand in Indonesia for the third quarter of 2025. According to Counterpoint Research, Samsung holds a 20 percent market share, supported strongly by its mid-range and entry-level models, especially the Galaxy A07 series.
The Galaxy A07 gained popularity by offering competitive pricing and various memory options. This strategy allowed Samsung to meet the demands of Indonesian consumers who prioritize affordability. The smartphone is priced under $150 (around IDR 2.5 million), aligning well with the dominant market segment consisting of budget-conscious buyers.
The overall Indonesian smartphone market grew by 12 percent between July and September 2025. Despite this growth, Ridwan Kusuma, Research Analyst at Counterpoint, notes that consumer spending behavior remains cautious. He explains that the “basket size” or average purchase value is still small, so entry-level and lower-mid-range phones continue to dominate sales.
Top 5 Smartphone Brands in Indonesia Q3 2025
- Samsung – 20% market share
- Xiaomi – 17% market share
- Oppo – 16% market share
- Vivo – market share not specified but ranked fourth
- Infinix – 12% market share with 45% year-on-year growth
Xiaomi remains in second place with a 17 percent share through its aggressive pricing and feature-rich phones in the mid-range category. Oppo closely follows with 16 percent market share, leveraging a strong marketing presence and delivering attractive options in the mid-range segment.
The most remarkable growth belongs to Infinix, which achieved an impressive 45 percent year-on-year increase. This rapid expansion secured Infinix the fifth position with 12 percent market share. The brand’s success is attributed to focused marketing toward the gaming community and popularity among younger Indonesian users.
Infinix’s lineup, particularly the Note and Hot series, resonates with users seeking value and performance. Their growth highlights how brands can capitalize on niche markets and targeted strategies to compete effectively despite fierce competition.
5G Adoption and Market Trends
The demand for smartphones with 5G capabilities is rising steadily. Counterpoint data reveals that 35 percent of phones shipped in Indonesia during July to October 2025 support 5G networks. Although 5G infrastructure is not yet widespread, consumer awareness and interest in future-proof devices are growing.
This trend creates a unique market dynamic where affordable entry-level phones continue to drive volume, while a growing number of buyers consider 5G features. Consumers want devices that balance immediate affordability with longer-term technology relevance.
Samsung’s success with the Galaxy A07 and Infinix’s rapid growth show that value proposition and smart positioning are key in Indonesia’s evolving smartphone market. The competition between Xiaomi and Oppo keeps the mid-range segment vibrant, while the industry as a whole benefits from consumer demand for connectivity upgrades.
The performance of these top five brands illustrates the ongoing shifts in Indonesia’s smartphone landscape. Samsung leads with a well-rounded portfolio focused on affordability, Xiaomi and Oppo challenge closely, and Infinix demonstrates how targeted strategies can yield fast growth.
As the smartphone market continues to grow in Indonesia, the next quarters will reveal how these brands adapt to economic uncertainties and changing consumer preferences.
