In the third quarter of 2025, Southeast Asia’s smartphone market showed a 1% decline in shipments, marking the third consecutive quarter of contraction. Samsung led the region, followed by TRANSSION, and Xiaomi, navigating mounting cost pressures and shifting market dynamics.
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Southeast Asia smartphone shipments slip 1% in 3Q25 as vendors face mounting cost pressures
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The Analyst Team
Le Xuan Chiew
Follow AnalystResearch Manager, Smartphones and Connected Devices
Le Xuan is a Research Manager at Omdia, based in Singapore. He delivers in-depth insights and strategic analysis on the global smartphone industry through Omdia’s Smartphone Horizon Service and Consumer Electronics and Connected Life service. His research spans smartphones, IoT devices, and the broader connected ecosystem, helping clients understand how devices, services, and platforms interlink to drive user engagement and vendor growth.
Specializing in the Asia & Oceania and emerging smartphone markets, Le Xuan contributes to Omdia’s global research programs and delivers tailored client projects. His coverage spans vendor go-to-market strategies, product portfolios, channel dynamics, market intelligence, and ecosystem developments—including cross-device connectivity, app platforms, and the growing role of artificial intelligence in devices and services.
Le Xuan joined Omdia through the acquisition of Canalys. Prior to that, he worked as a Strategic Projects Analyst at a Fortune 500 integrated facilities management company, where he developed country- and regional-level strategies.
He holds a Bachelor’s degree in Accounting and Finance from the University of London, alongside certifications in financial, industry, and credit analysis. He is fluent in English and proficient in Chinese.
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