The Asia-Pacific Internet of Things market reached a valuation of USD 72.5 billion in 2023, underscoring its rapid evolution as businesses, governments, and consumers race toward digital transformation. The region is witnessing widespread adoption of smart city initiatives, industrial automation, and connected consumer devices, fueling the demand for both hardware and platform-based IoT solutions.
Leading this surge are two contrasting forces—Samsung Electronics, the tech behemoth renowned for its vertically integrated SmartThings ecosystem, and Tuya Smart, a Chinese disruptor powering modular, white-label IoT for manufacturers and service providers across the region.
With the same markets and end-users in sight, these two players represent vastly different philosophies—product-led vs platform-led IoT. But in 2025, only one might be better positioned to shape the next chapter of the connected Asia-Pacific economy.
| Category | Samsung SmartThings | Tuya Smart |
|---|---|---|
| Product Ecosystem | End-to-end proprietary SmartThings platform; integrated into devices like TVs and phones | Platform-agnostic, supports over 410,000 device SKUs from global manufacturers |
| Market Penetration | High in premium segments: South Korea, Australia, and urban India | Strong growth in mid-market and low-cost APAC regions like Indonesia and Vietnam |
| Tech & Innovation | 1,500+ IoT patents; strong R&D focus on AI & edge computing | Agile development cycles, fast to deploy SDKs for OEMs and local device makers |
| Challenges | Closed ecosystem, high device costs limit SMB adoption | Low consumer brand recall, high dependency on third-party hardware manufacturers |
Read the full market report on Asia Pacific Internet of Things Market by Ken Research.
Samsung’s biggest strength is its integrated ecosystem and brand visibility in affluent APAC markets. Meanwhile, Tuya thrives on being the enabler for OEMs and municipalities seeking affordable and flexible IoT deployment, especially in countries driving cost-effective digitization.
Current Scorecard: Revenue, Market Reach & Brand Recognition
Samsung (SmartThings) – 2024 Highlights
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Estimated IoT Revenue (APAC): USD 9.8 Billion
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Core Strengths: Consumer electronics dominance, SmartThings integrations
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Top Markets: South Korea, Australia, Japan, urban India
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Brand Visibility: Extremely high in premium IoT segments
Tuya Smart – 2024 Highlights
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Global Revenue (with APAC as major contributor): USD 322 Million
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Core Strengths: Scalable SaaS + cloud-based control for OEMs
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Top Markets: China, Vietnam, Indonesia, Philippines
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Brand Visibility: Low among end-consumers but strong among B2B manufacturers and developers
While Samsung commands the spotlight with its massive consumer base and bundled IoT services, Tuya powers the engine of silent innovation, especially in smart cities, energy management systems, and budget IoT deployments across Southeast Asia.
Expert Take: The Next 12 Months in the Asia-Pacific IoT Market
Short-Term Edge: Samsung Electronics
With its fully integrated ecosystem and continued AI enhancements across appliances, Samsung is poised to retain dominance in smart homes and personal IoT. Its partnerships with telecom providers and 5G rollouts in South Korea, India, and Australia will only enhance cross-device synergy.
Mid-to-Long Term Disruption: Tuya Smart
Tuya’s platform strategy is highly appealing to governments, startups, and smaller manufacturers. As the region shifts toward open, interoperable, and affordable IoT solutions, Tuya has the first-mover advantage in enabling mass-scale deployments in Tier 2/3 cities, government contracts, and industrial use-cases.
Why Tuya May Lead in Mass Adoption:
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Governments in India and ASEAN investing in smart infrastructure & IoT localization
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Cost-sensitive markets favor open-platform solutions
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OEMs seeking faster time-to-market for smart products
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B2B adoption in logistics, retail, healthcare, and agriculture
Despite Samsung’s tech prowess and R&D power, Tuya’s lightweight, plug-and-play architecture is more aligned with the digital inclusion narrative unfolding across the region.
Conclusion: Same Market, Diverging Paths
The Asia-Pacific IoT market, valued at USD 72.5 billion in 2023, is large enough for both Samsung and Tuya to thrive—yet their battle is emblematic of the larger shift in the tech world: closed ecosystem dominance vs open platform agility.
Samsung will continue to lead in high-income urban settings where luxury, brand loyalty, and cross-device integration matter most. Tuya, however, is likely to dominate the infrastructure and SME layer of the IoT stack—powering cost-effective, scalable deployments without consumer-facing branding.
In 2025 and beyond, if the Asia-Pacific market rewards reach, speed, and flexibility—Tuya might emerge as the foundational force behind the region’s connected future.
