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According to the latest data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, global smartphone shipments grew by 7.8% year over year, reaching 289.4 million units in the first quarter of 2024 (Q1‘24). This marks the third consecutive quarter of shipment growth, indicating that a recovery is underway despite ongoing macroeconomic challenges in many markets.

Ryan Reith, Group Vice President at IDC's Worldwide Mobility and Consumer Device Trackers, noted that the smartphone market is slowly recovering, with optimism growing among the top brands. While Apple held the top spot at the end of 2023, Samsung reclaimed its position as the leading smartphone provider in the first quarter of 2024.

Smartphone Market Trends

Huawei's resurgence in China and gains from other brands like Xiaomi, Transsion, OPPO/OnePlus, and vivo are expected to challenge the dominance of Apple and Samsung in the high-end market segment. Nabila Popal, Research Director at IDC's Worldwide Tracker team, highlighted two key trends in the smartphone market.

Firstly, consumers are opting for more expensive devices, leading to a growth in average selling prices (ASPs). Secondly, there is a shift in power among the top 5 companies, with Xiaomi and Transsion making significant gains while Samsung and Apple experienced negative growth in the first quarter of 2024.

This shift indicates a changing competitive landscape, potentially influenced by factors such as innovative product offerings, pricing strategies, and market expansion efforts by emerging players.

Q1’24 Smartphone Shipments, Market Share and YoY Change

Brand

Units Shipped (millions)

Market Share (%)

Year-over-Year Change (%)

Samsung

60.1

20.8

-0.7

Apple

50.1

17.3

-9.6

Xiaomi

40.8

14.1

33.8

Transsion

28.5

9.9

84.9

OPPO

25.2

8.7

-8.5

Others

-

29.3

-

Total

289.4

100

7.8

 

In the first quarter of 2024, the global smartphone market saw Samsung leading in shipments with 60.1 million units, capturing a 20.8% market share. Despite a slight decline of -0.7% compared to the previous year, Samsung maintained its top position. Apple followed closely behind, shipping 50.1 million units, but experienced a significant drop of -9.6% year-over-year. Xiaomi secured the third position with 40.8 million units shipped, enjoying a robust year-over-year growth of 33.8%.

Transsion and OPPO held the fourth and fifth spots respectively, with Transsion experiencing remarkable growth of 84.9%, while OPPO faced a decline of -8.5%. Together, other brands represented 29.3% of the market share. Overall, the total number of smartphone shipments in the first quarter of 2024 amounted to 289.4 million units, marking a 7.8% increase compared to the previous year.

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Read more: Asian Telecom Leaders Unveil the Transformative Impact of 5G-Advanced

While Malaysia is actively investing in cybersecurity measures, it still faces significant challenges, as evidenced by recently recorded cyberattacks. In 2022, over 28 thousand cyberattacks were documented, though there was a slight decrease from around 33 thousand attacks in 2021. Despite efforts to bolster cybersecurity defenses, the frequency of cyberattacks in Malaysia has been steadily increasing over the past four years.

In response, the Malaysian Parliament recently tabled the Cyber Security Bill 2024, marking a pivotal step in fortifying the nation's cyber defenses. The bill aims to establish a robust regulatory framework to protect Malaysia's cyber landscape, particularly its critical information infrastructure, against evolving cyber threats.

The bill extends its jurisdiction beyond Malaysia's borders, applying to individuals of any nationality or citizenship, as well as to both federal and state governments. Under its provisions, the National Cyber Security Committee (NCSC) will be formed, chaired by the Prime Minister, and tasked with advising the government on cyber security matters and overseeing the bill's implementation. The establishment of the NCSC serves as a pivotal move towards centralizing efforts and ensuring cohesive coordination among sector leads and industry stakeholders.

Granting authority to the Chief Executive of the National Cyber Security Agency, the bill authorizes the establishment of a National Cyber Coordination and Command Centre to manage cyber threats effectively. The Chief Executive is further permitted to issue directives ensuring compliance with the bill's provisions.

Protection of National Critical Information Infrastructure (NCII)

The bill focuses on safeguarding entities that own or operate national critical information infrastructure (NCII). Defined broadly as systems essential to Malaysia's security, economy, public health, and safety, the NCII encompasses sectors such as government, banking, transportation, healthcare, and energy.

Sector leads appointed by the Minister, which are responsible for cyber security, will oversee each NCII sector, designating entities as NCII entities and developing sector-specific codes of practice to ensure cyber resilience.

NCII entities are obligated to implement measures outlined in the sector-specific codes of practice to enhance cyber security. This includes conducting risk assessments and submitting audit reports to the Chief Executive. Moreover, the prompt reporting of cyber incidents is mandatory, which, in turn, triggers investigations and remedial actions, which are implemented by the authorities.

The bill mandates licensing for individuals or entities offering cybersecurity services, underscoring the importance of professional standards in the industry. The specific scope of these services will be determined by the Minister, ensuring alignment with evolving cyber threats and technological advancements.

Regulated entities, particularly those overseen by Bank Negara Malaysia, Securities Commission Malaysia, and the Labuan Financial Services Authority, have already implemented robust cyber security policies. These entities adhere to regulatory guidelines, ensuring the existence of incident reporting mechanisms, business continuity plans, and emergency communications protocols.

Malaysia’s 2024 Cyber Threats Landscape

Kaspersky, a global cybersecurity company, predicts that there will be an increase in cyber-threats in Malaysia throughout 2024, particularly targeting organizations handling personal data within the financial and telecommunications sectors.

According to Kaspersky's data from 2023, their detection systems intercepted 26.85 million ‘internet-borne’ attacks in Malaysia, averaging 74,000 attacks daily. Additionally, their systems identified and blocked 22 million local infection threats (equivalent to around 60,000 attacks per day).

Malaysia's cybersecurity landscape is evolving rapidly, with cyber solutions poised to dominate the market with a projected volume of USD 284.10 million in 2024. This sector is expected to witness robust growth, with revenue forecasted to increase at an annual rate of 13.71% (CAGR 2024-2028), reaching a market volume of USD 844.70 million by 2028.

Moreover, the average spend per employee in cybersecurity is projected to reach USD 29.79 in 2024. Thus, the need for robust investment in cyber security is mandatory to ensure that Malaysia’s cyber landscape is protected and can flourish.

Malaysia's Digital Transformation Efforts

In line with Malaysia's digital transformation agenda, cyber security has been identified as a key enabler under the Program Mangkin Malaysia Digital (PEMANGKIN). The Malaysia Digital Economy Corporation (MDEC) has allocated significant funding to support cyber security initiatives, underscoring the importance of this sector in Malaysia's digital evolution.

As the need for cyber security increases, service providers offering penetration testing, independent cyber audits, and cloud security services are poised to play a pivotal role in transforming Malaysia's digital landscape. Through initiatives like the Malaysia Digital Status, these providers can access incentives such as tax benefits and foreign worker quotas, fostering growth and innovation in the cyber security sector.

The passing of the Cyber Security Bill represents a commendable and timely step in Malaysia's journey towards digital resilience. The Cyber Security Bill 2024 underscores Malaysia's commitment to building a secure digital infrastructure ecosystem. By bolstering its cyber security framework, Malaysia aims to instill greater confidence among international partners and investors, positioning itself as a leading digital hub in ASEAN.

 

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