Transsion Holdings captures a third of the Philippine smartphone market in Q2 2026, outperforming long-established brands amid regional declines and shifting consumer demand upwards due to a global memory shortage.
Transsion Holdings has strengthened its hold on the Philippine smartphone market, taking 33% share in the second quarter of 2026, according to a report on the latest Omdia shipment data. Xiaomi ranked second with 22%, followed by Samsung on 16%, while HONOR and OPPO were tied at 10% each. The figures point to a market that remains highly competitive, but one in which Transsion’s portfolio of TECNO, Infinix and itel continues to outpace longer-established rivals.
HONOR’s appearance in the top five is notable because it marks the brand’s first clear breakthrough at this level in the Philippines. Revu reported that the company’s gains were helped by the X9d, a model positioned on value and battery endurance, with a 8,300mAh silicon-carbon cell. Separate reporting from Unbox.ph said HONOR had already entered the country’s top five in the first quarter of 2026, suggesting the brand’s rise has been sustained rather than sudden. HONOR’s own 600 and 600 Pro launches in May also helped broaden its local product line-up, according to Revu.
The broader Southeast Asian market, however, was under pressure. Omdia’s regional data showed shipments fell 23% year on year in the quarter, the sharpest decline in more than a decade, as a global memory shortage pushed prices higher. That squeeze hit the entry-level end of the market hardest. Gizguide reported that the sub-PHP 5,000 bracket shrank sharply, with OPPO and vivo cutting back ultra-affordable models and Transsion recording a 47% drop in sub-$100 shipments across Southeast Asia.
As the cheapest phones became less available, demand shifted upwards. The $100 to $199 band expanded from 32% to 39% of the market, according to the same report, as manufacturers repriced lower-cost devices. In practice, that meant brands with stronger mid-range offers were better placed to absorb the shock. Ungeek.ph reported that HONOR was the fastest-growing smartphone brand in Southeast Asia in the quarter, with sales up 61% year on year even as the wider regional market contracted.
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