Smartphone shipments in Pakistan increased by a massive 124% year on year during the first quarter of 2015, with shipments up 21% when compared with the previous three-month period.
That’s according to the latest findings from global technology research and consulting firm International Data Corporation (IDC), which attributes the shifting dynamics of the Pakistan mobile market to the deployment of 3G/4G networks across the country and the subsequent rise in demand for devices that are compatible with the new infrastructure.
Pakistan has traditionally been a feature phone market; indeed, just three years ago (2012), 93% of all mobile phone shipments in the country were feature phones since there was no network to support smartphones. Even those consumers that did own smartphones had to be content with only using traditional voice and SMS services. In the last year, however, the market has experienced a drastic shift to the smartphone form factor.
According to IDC’s Global Mobile Phone Tracker published in Q1 2015, smartphones now account for about 30% of all the devices shipped to Pakistan, up from 25.3% in the previous quarter and from 14.7% in the corresponding period last year. This shift is set to continue, as IDC expects the proportion of smartphones to overtake feature phones by the end of 2017.
The Shift to Smartphones in Pakistan
The rapid shift to smartphones began in 2014 following the deployment of 3G/4G networks in the country. Inevitably, there is now a scrum of vendors trying to get a share of the pie, and as telecom operators deploy infrastructure to the whole country, the level of competition is only expected to increase. Data from the Pakistan Telecommunication Authority (PTA) shows that only about 10% of all subscribers in the country are using 3G/4G networks, so the shift to smartphones will gather even more pace as the numbers of 3G/4G subscribers increase.
Another important factor to consider is that mobile phone penetration currently stands at around 75% in Pakistan, meaning there is a sizeable share of the population that has yet to acquire any type of mobile device. Uptake among these first-time buyers is sure to spur the smartphone market’s development even further. Meanwhile, dual device ownership is expected to rise, with consumers increasingly acquiring a smartphone in addition to their existing feature phones, not only so they can capitalize on the added benefits of smartphone ownership, but also so they can leverage the on-net savings that telcos may provide for both voice and data usage.
As the above shift is taking place, the market is witnessing an increase in the number of vendors offering different SKUs of devices. QMobile continues to dominate the market with an overall unit share of 58%, leading in both the feature phone and smartphone segments. Nokia and Voice are the other key players, with shares of 17% and 5%, respectively. The market is also witnessing an influx of new vendors.
Despite QMobile’s strong lead, IDC expects competition to intensify as other players like Voice, Samsung, Huawei, and Lenovo make their way into the market.