ET Graphics: Value in Smartphone. AI, volume at the 5G end for 2025

The smartphone industry will be looking desperately for fresh drivers to continue growing volumes in 2025 amid tepid demand. Premiumisation is expected to remain a key theme as highquality, feature-rich devices are in high demand. Brands are expected to rely heavily on generative AI to differentiate handsets on the higher end while democratising 5G support in the lower end to ensure growth in both volumes and value. Market trackers expect increased focus towards offline retail, especially in modern trade and large-format retail stores.

Here’s what’s in store in 2025:

Increasing availability of sub-`10,000 handsets to decrease average selling prices of 5G smartphones further.

“The shift towards premiumisation is also being driven by consumers increasingly opting for offline stores, where they can experience premium smartphones first-hand before making a purchase. The growing interest in AI-powered features has further motivated consumers to seek hands-on demonstrations to better understand these innovations and make more informed decisions.” — COUNTERPOINT RESEARCH