Vivo took third place, while Oppo came fourth, with shipments of 3.6 million and 3.1 million, respectively.
Samsung is hitting back. It has launched devices pitted directly against Xiaomi's portfolio and is focusing on its cameras and imaging capabilities...," Canalys Analyst TuanAnh Nguyen said. Canalys pointed that Apple's iPhone shipments to India fell by about 50 per cent in June 2018 quarter.
"But Apple's paring back of distributor partners and move to a brand-first, volume-next' strategy will reap rewards as it will ensure better margin per device," it said.
Canalys noted that despite ongoing consolidation at the top, smaller vendors are not giving up and "continue to rewrite their business strategies with a view to long-term sustainability and profitability".
It cited the example of Asus, which has recently restructured its India strategy. Oppo has launched an online-only brand, Realme. Volume is not the only strategy in India...The climate is right for businesses to realign and re-enter the market," Canalys Research Manager Rushabh Doshi said. Getting priorities right will be important to smartphone vendors, and it will be a choice between profitability and volume growth, Doshi said.
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