Core Insights - Southeast Asia's smartphone market experienced a 1% decline in 3Q25, marking the third consecutive quarter of year-on-year contraction with total shipments of 25.6 million units [1] Company Performance - Samsung led the Southeast Asian smartphone market with shipments of 4.6 million units, capturing an 18% market share [1] - Samsung's success is attributed to its premium-leaning portfolio, particularly in higher average selling price (ASP) markets such as Thailand, Vietnam, and Malaysia [1] Market Dynamics - The decline in the smartphone market is contrasted by competitors gaining traction in more price-sensitive markets like Indonesia and the Philippines [1]