In a landmark development for the smartphone industry, Transsion Holdings, the parent company of Tecno smartphones, has seized the top spot in African smartphone sales by volume, surpassing industry giants Samsung and Apple. According to a recent report by Counterpoint Research, Tecno’s smartphone shipments witnessed an astounding 77 per cent year-on-year growth in the fourth quarter of 2023, propelling Transsion to the forefront of the market.
Tecno’s ascendancy in the African smartphone landscape was primarily driven by the popularity of its budget-friendly offerings, with smartphones priced around US$150 leading the charge. Notable models such as the Tecno Pop 7 and the Camon 20 Pro have resonated strongly with consumers across the region, fueling Tecno’s remarkable sales surge.
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Despite facing stiff competition, Tecno has maintained its dominance in the African smartphone market through relentless investments in marketing and channel penetration. Additionally, the company’s ambitious plans to introduce high-end smartphones such as foldables and flip phones have bolstered its visibility and credibility among consumers, further solidifying its market position.
The Counterpoint Research report also shed light on the collective dominance of Transsion’s brands—Tecno, Infinix, and iTel—which together accounted for an impressive 48 per cent of the smartphone market in Africa in 2023. Tecno led the pack with a 26 per cent market share, followed by Infinix and iTel with 12 per cent and 10 per cent market shares, respectively.
In addition to Transsion, other Chinese smartphone brands such as Xiaomi and Oppo have also made significant inroads into the African market, with Xiaomi capturing a 7 per cent market share in 2023 and Oppo securing a moderate 5 per cent share of smartphone shipments.
The remarkable growth trajectory of Transsion Holdings and its subsidiary brands underscores the evolving dynamics of the African smartphone market and reaffirms the region’s status as a key battleground for global smartphone manufacturers.
Key Highlights:
– Tecno smartphones witness 77 per cent year-on-year growth in Q4 2023, propelling Transsion Holdings to the top spot in African smartphone sales.
– Budget-friendly offerings such as the Tecno Pop 7 and the Camon 20 Pro drive Tecno’s sales surge in the region.
– Transsion’s strategic focus on mid-to-lower tier smartphone segments, coupled with ambitious product launches, contributes to its market dominance.
– Tecno, Infinix, and iTel collectively account for 48 per cent of the African smartphone market in 2023.
– Chinese smartphone brands Xiaomi and Oppo make significant strides in the African market, capturing notable market shares.
