Omdia's research reveals that in the third quarter of 2025, the Southeast Asian smartphone market witnessed a 1% year - on - year decrease in shipments, with the total number reaching 25.6 million units. This marks the third successive quarter of a year - on - year decline.

Samsung emerged as the market leader, shipping 4.6 million units and capturing an 18% market share. It managed to counter its competitors' growth in price - sensitive markets by introducing a premium product lineup in high - average - price segments.

Transsion was a close contender, also shipping 4.6 million units and securing an 18% market share. It maintained a slight year - on - year increase.

Xiaomi took the third spot, shipping 4.3 million units and accounting for a 17% share. This was mainly propelled by the new entry - level models in the POCO series.

OPPO came in fourth, with 3.8 million units shipped and a 15% market share. It faced a significant decline in shipments, attributed to weak demand and channel adjustments.

Vivo completed the top five, shipping 2.9 million units and holding an 11% market share. The new Y - series models gave it a boost.

Overall, the smartphone market in the region is still under pressure, as total shipments have experienced a minor year - on - year decrease.