Market Monitor Q4 2015: Argentina LTE Smartphones Grew More

Than 1600% Annually

Hong Kong, Seoul, New Delhi, Mumbai, London, San Diego, Beijing & Buenos Aires February 18, 2016

According to the latest Market Monitor Report from Counterpoint Research, Argentinas mobile device
market had more than 214% YoY and 27% sequential growth in Q4 2015.
Commenting the findings Peter Richardson, Director at Counterpoint Research said, Argentina was
late launching LTE networks as the spectrum was only allocated during 3Q2014, and first network
became available in December 2014. This meant the handset OEMs have been playing catch up with LTE
enabled devices.
Tina Lu, Senior Analyst at Counterpoint Research added, The mobile device market growth was
catalyzed by the national elections as the incoming government completely relaxed restrictions on the
importation of components for local assembly of mobile devices. This allowed natural demand to be
better fulfilled leading to strong year on year growth especially of LTE capable devices which grew by a
factor of 16 over the previous year. The top five manufacturers all increased market share with Samsung
and LG leading the market in terms of both share and growth in share.
Market Summary:

98% of total mobile devices shipped in Argentina were smartphones. Argentina is the top
market in Latin America in terms of smartphone shipment penetration.
Smartphone grew 232 % YoY, and 26% sequentially. This growth was pushed by the government
to help Argentines feel that the new government is making a positive difference.
ASP increased by 23% mainly driven by the massive growth of LTE devices.
Feature phone demand is still there, but OEMs has been producing only smartphones.
Almost 70% of the smartphones shipped in Argentina during Q4 2015 were LTE capable. With
more than 1600% annual growth.
Exhibit 1: Argentina Smartphone Shipment
Argentina Smartphone Shipments Market Share (%)

2014Q4

2015Q4

Samsung

34.9%

38.3%

LG

15.1%

19.5%

Motorola

10.4%

10.6%

5.6%

6.5%

TCL-Alcatel
Huawei

3.3%

6.5%

Others

30.8%

18.6%

Total

100%

100%

Samsung, LG and Motorola are the top 3 smartphone vendors in Argentina.

Samsung and LG have the highest YoY increase. None of the top five brands have lost share YoY.
Samsung continues to be the biggest smartphone supplier in Argentina, leading the category for
13 consecutive quarters.
Samsung gained 340 basis points of share YoY, up to 38.3%. It was possible as the OEM was
extremely aggressive, offering price rebates of up to $1000 pesos (about U$D 75) and many
promotional activities during the Christmas holidays.
Furthermore, Samsung gained 830 basis points of volume market share QoQ, but its ASP
decreased slightly.
LG grew volume market share by 440 basis points YoY; the highest YoY growth in 4Q 2015. Its
ASP also increased as LG successfully pushed its flagship G4 smartphone.
Motorola reached the 3rd place, but had a 450 basis point QoQ decrease in volume market
share.
Huawei was in the 5th place, having almost doubled its share on a YoY basis.
Local brands such as BGH and Noblex are getting some traction in the market. These brands
combined represented almost 10% of the whole market, more than double the previous
quarters 4%.

The comprehensive and in-depth Q4 2015 and CY 2015 Market Monitor is available for subscribing
clients. Please feel free to contact us at analyst@counterpointresearch.com for further enquiries
regarding our latest research, insights or press enquiries.

Methodology
The Market Monitor research is based on sell-in (shipments) estimates based on vendors IR results,
vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

Analyst Contacts:
Tina Lu
+54 91160411221
tina@counterpointresearch.com

Peter Richardson
+44 20 3239 6411
peter@counterpointresearch.com

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