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Transsion Holdings, manufacturer and maker of Tecno phones has emerged as the leader of smartphone sales by volume in the African continent. Tecno smartphone shipments grew by 77 per cent year on year in Q4 2023, surpassing Samsung and Apple across the Middle East and Africa for the first time. This was reported by the Hong Kong-based Counterpoint Research.
Tecno’s smartphone shipment market share increased from 15% to 20% last year, while Samsung’s market share dropped in the same period. Tecno, Infinix, and iTel together accounted for 48 per cent of the smartphone market in Africa in 2023. Tecno has already surpassed Samsung in African sales since 2020, this is mainly due to the successful launch of phone models in the lower price band and continued market spending.
Yang Wang, a senior analyst at Counterpoint Research, explained that the growth Transsion enjoyed in 2023 was as a result of the improved macroeconomic environment across most countries in the region. Transsion brands benefited the most from these tailwinds as they are the most invested in Africa’s mid-to-lower tier smartphone segments, among the biggest brands. Wang added that as inflation and energy prices came down and local African currencies stabilised across most countries, many customers, particularly the lower-income audience, felt more optimistic about splashing money on gadgets.
Tecno dominated the smartphone market with its continued investments in marketing and channel penetration, alongside ambitious plans to launch high-end smartphones such as foldable and flip phones, leading to increased visibility and credibility among audiences.
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Tecno, Infinix and iTel together accounted for 48 per cent of the smartphone market in Africa in 2023. Tecno’s market share in 2023 was 26 per cent, while Infinix and iTel had 12 per cent and 10 per cent market shares, respectively. Besides Translon, other Chinese smartphone brands, including Xiaomi and Oppo, also enjoyed remarkable growth, with Xiaomi capturing a 7 per cent market share in Africa in 2023, while Oppo has a moderate 5 per cent smartphone shipment share in Africa.
