Chinese smartphone manufacturer, Tecno have achieved 77% year-on-year growth in smartphone shipments during the fourth quarter of 2023.
According to Counterpoint Research research, Tecno’s success led it to surpass industry heavyweights Samsung and Apple in the Middle East and Africa (MEA) area for the first time.
Over the previous year, Tecno’s market share climbed from 15% to 20%. On the other hand, Samsung’s market share decreased in the same time frame, which helped Tecno gain dominance in the MEA smartphone industry.
Under the parent firm Transsion, the trifecta of Tecno, Infinix, and iTel controlled 48% of the smartphone market in Africa in 2023.
With a 26% market share, Tecno emerged as the market leader, followed by iTel with 10% and Infinix with 12%.
The reason for Transsion’s and Tecno’s success is their strategic focus on the mid-to-lower tier smartphone segments, which appeal to the region’s diversified and budget-conscious customer base.
The Tecno Pop 7 and Camon 20 Pro, two of Tecno’s smartphones that retail for about $150, became quite popular with customers and made a major contribution to the overall increase.
According to the Counterpoint Research report, Tecno has topped Samsung in African phone sales since 2020 thanks to the company’s successful introduction of cost-effective phone models and steady market investments.
Yang Wang of Counterpoint Research, a senior analyst, highlighted the benefits of Tecno’s ongoing marketing expenditures, channel expansion, and aspirational goals for premium smartphones, such as flip phones and folding displays.
Through these actions, Tecno’s market dominance in Africa was solidified and its exposure and credibility were increased among audiences.
Other Chinese smartphone brands, such as Xiaomi and Oppo, also saw significant growth.
On the continent of Africa, Oppo had a 5% share of smartphone shipments, while Xiaomi had a 7% market share in 2023.
