by Alimat Aliyeva
Samsung Electronics topped smartphone markets across Central and
South America, the Middle East, and Southeast Asia in the first
quarter, driven by steady demand for its flagship Galaxy S series
and its more affordable Galaxy A lineup, AzerNEWS
reports, citing Korean media.
Data compiled by market research firm Omdia shows that Samsung
Electronics sold approximately 12.9 million smartphones in Central
and South America between January and March. This represented about
37% of the region’s total 34.8 million smartphone shipments.
Analysts noted that the strong performance was largely supported
by the Galaxy A series, which continues to perform well in
price-sensitive markets thanks to its balance of features and
affordability. Samsung’s strategy of offering a wide product range
across different price tiers has helped it maintain dominance in
highly competitive emerging markets.
In the Middle East, where overall smartphone shipments fell by
around 6% year-on-year to 11 million units, Samsung still led the
market with a 34% share. Demand was particularly strong for its
flagship Galaxy S series alongside mid-range Galaxy A devices,
showing a dual-strength strategy that captures both premium and
budget segments.
Meanwhile, in Southeast Asia, Samsung shipped about 4.6 million
smartphones, securing a 21% market share. Although the region saw a
9% decline in total smartphone sales compared to the previous year,
Samsung managed to expand its presence, supported by the launch of
its latest Galaxy S series and continued popularity of its
mid-range models.
Earlier, Omdia also reported that Samsung ranked first in the
global smartphone market in the first quarter, holding a 22% share
overall.
One interesting trend highlighted by analysts is that Samsung’s
success in emerging markets is increasingly less about a single
flagship device and more about ecosystem strength. In many regions,
consumers often upgrade within the same brand family — moving from
older Galaxy A models to newer ones, or eventually to the S series
— creating a kind of “internal customer ladder” that helps Samsung
retain users over time.
Another factor is the growing role of financing and installment
plans in emerging economies, which has made even mid-range and
premium smartphones more accessible. This has allowed Samsung to
maintain strong sales even in markets where overall economic
conditions are volatile, reinforcing its position as a dominant
global player.
