Samsung improved its position in Indonesia’s smartphone market during the second quarter of 2025. According to a report by market research firm Canalys, Samsung climbed to third place with an 18% market share. This growth was mainly driven by strong sales in the mid-range smartphone segment.

Galaxy A36 and A56 Drive Mid-Range Sales Surge

Le Xuan Chiew, Research Manager at Canalys, explained that Samsung’s growth came from strengthening its mid-range and high-end portfolio.

“In the $300–$499 segment (around Rp 4.8 million–Rp 8.1 million), the Galaxy A36 and A56 performed better than their predecessors,” Chiew told KompasTekno.

The Galaxy A36 and A56 models contributed significantly to Samsung’s improved market share in the mid-range segment.

Youth Demand and AI Innovation Boost Galaxy A56

Verry Octavianus, Senior Manager of MX Product Marketing at Samsung Electronics Indonesia, said the Galaxy A56 received a strong response from young consumers since its launch in March 2025.

“Galaxy A56 became a favorite smartphone among young people, with an extraordinary response, especially for camera innovation and AI features previously only found in flagship models,” Verry told KompasTekno on September 1, 2025.

The phone, priced from Rp 6.2 million, offers a sharp 50 MP camera, Nightography, and 4K HDR selfie support. AI features like Circle to Search with Google, Best Face, and Auto Trim make the user experience more practical. Verry noted that the Galaxy A56 boosted purchase interest by 1.2 times compared to the previous model.

Affordable Financing and Expanded Stores Fuel Accessibility

According to IDC, Samsung also expanded its network of experience stores offering financing and installment options.

“Samsung also expanded experience stores with financing solutions, making mid-range devices more affordable and attractive,” Chiew said.

This strategy helped increase accessibility to Samsung’s mid-range smartphones for Indonesian consumers.

Samsung Secures Third Place Amidst Tough Competition

Samsung’s improved market position in Indonesia’s smartphone industry comes amid fierce competition dominated by affordable and mid-range devices.

By focusing on mid-range models like the Galaxy A36 and A56, combined with retail expansion and financing solutions, Samsung strengthened its presence in the country.

PHOTO: SAMSUNG

This article was created with AI assistance.