The Top OEMs Their Strengths and Primary Markets

The Top OEMs: Their Strengths and Primary Markets

At present, smartphones have become integral to human life. Likewise, the smartphone industry is on the rise. With technological advancements & innovations, the industry has experienced remarkable growth. Original Equipment Manufacturers (OEMs) are significant players in the smartphone industry that are responsible for the design & manufacture of smartphones. Huawei, Samsung, Xiaomi, OPPO, Vivo, Realme, OnePlus, and Transsion are some key players dominating the smartphone market. Each OEM has its own focus areas & benefits, making each a unique fit.

This article will thus explore these top OEMs, their strengths, and their primary markets.


Huawei is a multinational technology company based out of China. Since its inception, it has come to be known for its outperforming smartphone devices, including the high-end HUAWEI MateBook D 16 and P series. Looking at the advanced features of Huawei’s device, one can clearly bet on the company’s primary focus is on camera technology. With a dominant market share in China, its primary market, it is also present across Europe & Asia. In February 2022, Huawei grabbed the largest market share in China with a market share of 32.65%


Samsung, a samaritan in the mobile industry, is a South Korea-based conglomerate with an extensive portfolio of products. Samsung has an impressive lineup of smartphones, including the Galaxy S and Note series. With a vast global reach and a reputed name, it focuses on smartphones offering high-end specs and design. Samsung’s ubiquitous presence is in the United States, Europe, and Asia. As of Q4 of 2022, Samsung holds 19.4% of the total global smartphone market share. 


Xiaomi, a dynamic electronics company is a disruptor in the smartphone market. With super-affordable prices and high-end features, it is set to compete with the most experienced players in the market. Xiaomi’s Mi and Redmi series have gained much popularity in its primary markets, India & China. Besides, it is also present across other regions, including Europe and Southeast Asia. As of last year, Xiaomi has a whopping 18% of the total market share in India.


OPPO, a leading electronics company from Asia, has gained momentum recently due to its cutting-edge camera technology. Its flagship Find & Reno series was especially popular due to its sleek design & advanced camera. Oppo is present across China but has also expanded rigorously to other regions, including India, LATAM, and Southeast Asia. Oppo holds a global smartphone market share of 10%, neck-to-neck with Xiaomi.


Vivo, another electronics company giant, produces high-end smartphones with stunning designs under its X and Y series. Vivo’s primary market is China, but the company has also expanded to other regions, including Southeast Asia and India. Vivo also bagged the FIFA World Cup 2018 official smartphone sponsorship and led on to be the sponsor for this grandiose football tournament again in 2022. This smartphone manufacturer is now actively advancing its feet across the European market.


Realme, a Chinese smartphone manufacturer, has become a popular brand in a short period. The company produces affordable smartphones with high-end features, such as the Realme X and Narzo series. Realme’s primary market is India, but it has also expanded to other regions, including Southeast Asia and Europe. With 165% YoY growth in Q4 of 2021, Realme is making waves with its flagship devices globally. 


OnePlus, now a subsidiary of Oppo, has earned popularity for its sleek and high-performing devices. Its flagship series, including Nord, was highly popular for its advanced design & performance. One Plus has a strong global presence with an extensive reach in the United States and now setting foot in Europe. In India, OnePlus smartphone shipments witnessed a staggering YoY growth of 48% in 2022


Transsion is another Asian smartphone manufacturer dedicated to producing affordable smartphones for emerging markets. One of the unique attributes of this brand is that it builds devices under multiple brand names, including Tecno, Infinix, and Itel. With a solid foothold in Africa, its primary market, it has expanded to other regions, including Asia.

How OEMs Can Help Marketers Reach App Scalability Goals

To help marketers achieve crucial scalability goals, partnerships with Mobile OEMs play a significant role. Since OEMs have a vast reach with a network of trusted customers, they can provide valuable opportunities for marketers to reach their target audience & drive better results. 

Below are a few ways marketers can reach their scalability goals by partnering with OEMs.

Partnerships With Major Carriers

OEMs have partnerships with major carriers worldwide, providing marketers with unique opportunities to reach their target audience. These partnerships can include carrier-exclusive devices or sponsored content.

Global Reach

The widespread global reach of OEMs helps marketers expand their reach by increasing market opportunities and accessing new customers. OEMs have a global reach, making marketers looking to expand their reach to new regions. The OEMs can also support global marketing campaigns, providing marketers with adequate resources & infrastructure to tap into new markets.

Targeted Advertising

OEMs have access to ample user data, due to which they are capable of analyzing multiple facets of user behavior, including preferences, interests, and demographics. This extensive data can help marketers create successful campaigns best suited to the target audience, thus leading to higher conversion rates.


Marketers are always looking to create customized campaigns tailored to the target audience’s needs. Ranging from pre-installed apps and software to personalized device settings and themes, OEMs offer a plethora of customization options. These customizations can make it easy for marketers to navigate the app industry & scale more.

Content Distribution

OEMs enable marketers with unique opportunities to distribute their content through pre-installed apps or other channels. It can prove to be a valuable marketing strategy because it allows marketers to reach the target group while tapping into new markets.

In conclusion, OEMs are key players in the app marketing industry. Each OEM has established itself as a market in the respective field and possesses its strengths & focus areas. It is imperative to understand the strengths & primary markets for each to navigate this complex app industry landscape. Finally, it is up to mobile marketers to focus on the most attractive options that best match their scalability goals. By working in partnership with OEMs, mobile marketers, and advertisers, app developers and publishers can drive better results & stay ahead of change.