Indonesia Used Smartphone Market Segmentation, 2021
By Type of Distribution Channel:
A distribution channel is the set of steps that is taken by a company for a product to get in the hands of the key customer or consumer. In 2021, ~XX% of this distribution channel is unorganized. For example, online marketplaces like Jagofon.com send their working staff/employees to offline stores/dealers to collect the second-hand smartphones which they then sell it to the second-hand buyers from their online marketplace. There is no systematic and organized distribution channel that is followed.
By Source of Lead Generation:
In 2021, more than XX% of lead generations is done through dealership walk-ins. Potential customers visit offline retail stores to check the used smartphones, enquire about the prices and its features. People prefer visiting the store, checking the used smartphones by themselves; personally, undergoing the quality checks for their satisfaction.
By Type of Marketing Channel:
Marketing channels are tools and platforms that an organization uses to communicate with its target audience. In 2021, online marketplaces dominate this market with a XX% market share. Marketing through online marketplaces is popular among all types of online and offline businesses. Companies like Erafone, Renan Store etc. who have a strong presence offline, carried out their marketing through social media platforms or their own websites.
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By Sourcing Medium:
Around XX% of the second-hand smartphones are sourced from telephone operators, businesses and retail customers. Online marketplaces and/or offline stores source these used smartphones from their businesses (B2B) or retail customers (C2B). OEM’s account for very small percentage of market share as they usually do not sell used smartphones; they only purchase it from retail customers as trade-ins and crash them later.
By Type of Sales:
C2C sales of used smartphones only contribute around XX% of the market share. Customers directly selling it to new customers is rare. It mainly happens in the unorganized used smartphone marketplace or through classified platforms. Classified platforms just act as an intermediary between the buyers and the sellers. The transaction takes place offline. Majority of the sales happen through offline dealers or online marketplaces through a B2C business model.
By Brand of Smartphone:
There are many offline stores such as Ekacelluler, DigiMap, Renan Store etc. that just deal in used iPhones. ~XX% of the used smartphone population prefer an iPhone as these phones have a good brand recognition and provides a user-friendly experience to its customers. Buying a new iPhone could be expensive for a large proportion of the population, hence they prefer second-hand handsets of these brands.
By Age of Smartphone:
The average life of a smartphone (Android or iOS) is around 2-4 years old. Buying a smartphone at an early life enables a second-hand user to get the maximum benefits from it. The wear and tear would be less, battery life would be good and he/she would be able to use the smartphone for maximum time until it breaks down. XX% of the used smartphone population prefer to buy a second-hand phone that is only 1–2-year-old. Buying a less used smartphone.
By Purchase Across Geography:
The entire Java region contributes ~XX% of the market share of used smartphones in Indonesia. Lying on the northwest coast of Java, the world’s most populous island, Jakarta contributes ~XX% of the market share. The population of Java is around 500 million. Java made up XX% of the internet users in 2020, up from XX% a year ago.
By Price of Smartphone:
Buying an upper end or premium smartphones could be expensive for a large proportion of the population, hence they prefer second-hand handsets of these brands. ~XX% of the used smartphone population prefer buying smartphones worth more than Rp 3Mn. The low-end and mid-ranged used smartphones are mostly available for brands such as Oppo, Xiaomi, RealMe etc.
By Type of Network:
Majority of the used smartphones in Indonesia have 4G and 3G network. 2G network is near to being obsolete. The new generation smartphones do not have compatibility with 2G networks. Network providers such as Smartfren, 3, Indosat, XL and Telkomsel have more than XX% availability of 4G network in Indonesia.
By Operating System:
~XX% of the used smartphone population in Indonesia prefer iOS operating system used smartphones. Android contributes XX% in the market size.
By Battery Capacity:
As of 2021, majority of smartphones in Indonesia have a battery capacity of 3000-5000 mAh. Newly launched smartphones such as Samsung Galaxy M-12, Oppo A54, Samsung Galaxy M51, Redmi Note 10 etc. have a battery life of more than 5000 mAh.
By Screen Size:
An ideal size of used smartphone preferred in Indonesia is that of an iPhone 7, which is 4.7 inch tall. XX% of the population prefer smartphone screen size to be between 4.5-5.5 inch.
Competitive Landscape in Used Smartphone Industry, 2021
Indonesia’s Used Smartphone Industry is highly fragmented with presence of large number of offline players. Each offline player has its own business USP, hence, it restricts the dominance of single player in the market. A notable shift in consumer preferences post COVID-19 has contributed in the emergence of online used smartphone industry. The online used smartphone industry is consolidated with a few online platforms for used smartphones. These entities These online platforms either adopt inventory holding model or consignment-based model. These players compete amongst each other on the basis of business model, value added services and brand value. The offline players have a large presence on social media, especially on Facebook and Instagram. They post about all their products with their prices as well as other promos and discounts. The report provides a cross comparison of top players in the online platforms as well as top offline players. ecosystem based on variety of parameters.
Future Outlook of Used Smartphones Industry, 2021-2026E
The market size of the used smartphone industry is expected to grow at a five-year CAGR of XX% increasing from USD XX million in 2021 to USD XX million in 2026. Post COVID, an increase in the number of transactions through online platforms have been witnessed. The ease of convenience of getting a used smartphone at the doorstep from a certified seller and trusted marketplace, has resulted an increase in the share of online platforms in the market size of used smartphones industry in Indonesia.
Key Segments Covered in Indonesia Used Smartphone Market
By Type of Distribution Channel
By Type of Marketing Channel
By Source of Lead Generation
By Sourcing Medium
Telephone Operators and Businesses
By Type of Sales
By Brand of Smartphones
By Age of Smartphones
By Price of Smartphones
< Rp 1Mn
By Purchases Across Geographies
By Type of Network
By Battery Capacity
By Operating System
By Screen Size
Time Period Captured in the Report:
Historical Period: 2016-2021
Forecast Period: 2022F-2026F
Used Smartphone Industry Players
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Ankur Gupta, Head Marketing & Communications