Samsung aims for 21.9% share in smartphone market in 2022

Samsung is aiming to secure a share of 21.9% in the global smartphone market for the entire year of 2022, TheElec has learned.

The tech giant is expecting that a total of 1.52 billion smartphones will be sold in 2022, which will be a 7.6% year-on-year increase, according to Samsung’s smartphone shipment plan for 2022 it shared with its major suppliers, seen by TheElec.

Samsung is expecting that there will be a revenge spending trend on smartphones due to the COVID-19 being prolonged, while at the same time, that many consumers will reach their time to replace their smartphones, according to the plan.

The company’s aim for a global market share of 21.9% is 2.9 points higher than the share it is expecting for 2021.

Samsung is also planning to commence aggressive marketing campaigns to fill the vacuum left by Huawei next year, which it believes it has not fully capitalized on.

According to the South Korean company’s own estimate, in 2019, when the US government sanctioned Huawei for the first time in May, the combined market share of Chinese smartphone makers was 43.8% that that entire year.

This increased to 47% in 2020 by Samsung’s own estimate, meaning it was the Chinese companies that filled the vacuum left by Huawei, and to a lesser degree, Apple.

The South Korean tech giant expects Chinese companies to control a total of 45.5% market share in 2021.

Meanwhile, by Samsung’s own estimate, its chief rival Apple had a market share of 14% in 2019; 15.8% in 2020; and will end up with 17.2% in 2021.

The South Korean tech giant’s own market share, by its own estimation, was 20.9% in 2019; 19.6% in 2020; and will be around 19% this year.

Samsung believes Chinese companies will continue to expand their shares, previously owned by Huawei, but it will commence aggressive marketing campaigns to take some of that pie as well.

With the goal of increasing its market share points by 2.9, the company believes that Apple’s could drop to 16.7% and the combined figure by Chinese companies to drop to 45%.

Samsung has an aggressive product launch timeline at the start of next year. It is planning to unveil Galaxy S21 Fan Edition at CES 2022, which will start on January 5.

In an Unpacked event in February, it will unveil its new Galaxy S22 series. The firm is aiming to ship 33 million units of the series __ 14 million units of Galaxy S22, 8 million units of Galaxy S22 Plus and 11 million units of Galaxy S22 Ultra.

In March, Samsung will unveil Galaxy A33 and A53; in April the Galaxy A23; and in May Galaxy A73.

For Galaxy A20 and A30 series, it is planning to ship 267 million units for the entire year of 2022. For Galaxy A50 and A70 series, Samsung is aiming to ship 92 million units in the same time period.