This unknown Vietnamese phone company sells nearly twice as many phones a month to Apple

When it comes to basic phones, everyone thinks of Nokia. However, the second brand in Vietnam market is not well known. GfK statistics show that, in the past year, the brand that always accounts for 14-15% of the basic phones sold is Masstel, a brand of a Vietnamese company.

Masstel phone on a retailer's shelf. Photo: Hai Dang

In the first 9 months of 2019, the total number of basic phones sold in Vietnam reached about 6 million units. With a 15% market share, an estimated 900,000 Masstel units are sold, an average of 100,000 Vietnamese brand phones sold per month.

This figure far surpasses Apple with an average of 60,000 iPhone units sold per month in the first 9 months of 2019, and lost to Oppo with an average of 250,000 devices / month.

With a market share of about 15%, Masstel kept a relatively safe distance from the two rivals behind it, iTel and Mobell, accounting for 11.1% and 7% respectively.

In the list of 20 best-selling basic phones in Vietnam, Masstel has two models, but is in the second half of the top.

Masstel is not a new player on the market. Masscom's phone brand has been on the market since 2010. Not only basic phones, Masstel also has smartphones and tablets. Of course, Masstel's basic phone segment has a much better performance when ranked second in Vietnam market in terms of sales.

While Mobiistar, a bright and long-standing Vietnamese brand, has left the market due to strong competition, Masstel is an old brand that still sticks and finds a niche market in the electricity segment. Basic phone to exploit. Some other Vietnamese brands, such as Vsmart and Bphone, are still seeking to compete with international smartphone brands.

Although ranked second in the basic phone market, the gap between Masstel and the leading brand Nokia is still quite far. Nokia is accounting for 55.5% of the total market share. In other words, Nokia brand phones sell about 370,000 phones a month compared to 100,000 Masstel phones.

Not only that, although accounting for 14.9% of the number of devices sold, but in terms of value, Masstel only accounted for 11.4%, which means the price of this Vietnamese brand phone is only at a low level. In contrast, Nokia sales 55.5% but the value accounted for 69.1%.

In the first 9 months of 2019, the total phone sales in Vietnam market reached about 15 million units, of which basic phones still accounted for 40%. GfK statistics show that the basic phones, although still accounting for a large number, are decreasing. In the same period last year, the number of basic phones on the market accounted for 44%.