Mobile phone companies delaying new launches
By MYBRANDBOOK
According to industry executives and market trackers, top smartphone companies including Realme, Poco, Xiaomi, Vivo, Asus, Realme, Samsung, Micromax and the Transsion group are delaying their planned phone launches slated for May, sensing tepid consumer demand and challenges in distribution and manufacturing process due to the Covid second wave.
The month of May has already become the driest for smartphone makers with only nine launches planned for the second half, which are set to be deferred as well. This is against the record breaking preceding two months with March recording launches of 22 new models, including variants, and April seeing 26.
In a statement Monday, Asus India said it is deferring the launch of its Zenfone 8 series in India, which was slated for May 12. A Realme spokesperson said that it had cancelled the launch of the Realme X7 Max 5G and is evaluating a suitable date to bring the phone to market. Micromax, on its part, said it is deferring the launch of its upcoming smartphones to prioritise the health and wellness of its employees, partners and customers. People close to Vivo said future launch timelines are still under discussion.
Prabhu Ram, head-industry intelligence group at CyberMedia Research (CMR), said it’s a pragmatic move by smartphone brands to defer their upcoming smartphone launches and prioritize safety and relief efforts.
Counterpoint’s Pathak noted that a lot of marketing activities have dried up given the sentiments currently. The cancellation of the Indian Premier League must also be driving down the pressure on its title sponsor Vivo to reconsider product launches.
Market trackers have already downgraded the current quarter’s total smartphone shipment forecast. Counterpoint gauged that there will be a loss of 5 million shipments during the April-May period whereas CMR estimates a 15-20% sequential dip over the preceding quarter.
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