Why Are Foldable Smartphones Struggling to Catch On in Thailand?
Walk through the bustling aisles of the Thailand Mobile Expo and you’ll spot the latest tech marvels—sleek foldable smartphones promising to transform the way we use our devices. Yet, despite all the hype and glossy displays, these futuristic phones account for just about 1.5% of total mobile sales in Thailand. That’s a tiny slice of the pie, especially when you consider the buzz surrounding them. So, what’s holding Thai consumers back from embracing foldables?
What’s Behind the High Price Tag of Foldable Phones?
Let’s be honest: sticker shock is real. Foldable smartphones, with their innovative hinge mechanisms and flexible OLED screens, cost a small fortune compared to standard models. In Thailand, the average foldable device can set you back upwards of 50,000 baht (roughly $1,400 USD), while a solid flagship non-foldable might cost half as much. For many buyers, that’s a dealbreaker.
Manufacturers argue that the price reflects the research, development, and premium materials packed into each device. But for most Thais, especially younger buyers and first-jobbers, that’s a tough sell. According to a 2024 report from Counterpoint Research, price sensitivity remains a defining factor in Southeast Asian smartphone markets. Unless prices come down—or payment plans become more accessible—foldables will likely remain a luxury niche.
Are Foldables Actually Useful for Everyday Life?
Here’s where things get interesting. Foldable phones promise the best of both worlds: the portability of a phone with the screen real estate of a tablet. But in practice, not everyone is convinced they need that much screen space on the go. For many Thai users, social media, messaging, and streaming work just fine on a regular smartphone.
There’s also the question of durability. Early adopters remember stories of cracked hinges and fragile screens. While manufacturers have made big improvements, lingering doubts remain. A 2023 survey by IDC found that nearly half of Thai consumers cited concerns about long-term durability as a reason to stick with traditional phones.
How Are Brands Positioning Foldables in Thailand?
Despite the slow uptake, brands aren’t giving up. Samsung, Huawei, and Oppo have all launched aggressive marketing campaigns targeting affluent urbanites and tech enthusiasts. You’ll see foldables featured in high-end malls, influencer unboxings, and even on billboards in downtown Bangkok.
The strategy? Position foldables as a status symbol—a device that says you’re ahead of the curve. Some brands are also bundling trade-in offers and exclusive perks to sweeten the deal. But so far, these efforts haven’t translated into mainstream adoption. The reality: most buyers still see foldables as a cool-but-unnecessary splurge.
Could Foldables Become More Popular in the Future?
Never say never. Tech trends can shift fast, especially as prices drop and features improve. Industry analysts predict that as manufacturing costs decrease and more brands enter the market, foldables could become more accessible. If durability concerns are addressed and app developers optimize for foldable screens, we might see a tipping point.
There’s also a generational angle. Younger consumers—digital natives who grew up swiping and scrolling—may be more open to experimenting with new form factors. If foldables can deliver a genuinely better experience for gaming, multitasking, or content creation, their appeal could grow.
What Should Thai Consumers Consider Before Buying a Foldable Phone?
Thinking about making the leap? Here are a few things to weigh. First, consider your actual needs: do you crave a bigger screen for work or entertainment, or is portability your top priority? Next, look at warranty and after-sales support—foldables are complex, and you’ll want peace of mind if something goes wrong. Finally, keep an eye on upcoming releases; the next generation of foldables may offer better value for money.
The big takeaway? Foldable smartphones aren’t about perfection—they’re about smarter adjustments. Start with one change this week, like comparing models or checking out a demo in person, and you’ll likely spot the difference by month’s end.