Chinese handset manufacturer Tecno Mobile aims to be the number one handset company for developing markets within the next 3-5 years.

In an interview with Mobile World Live, Stephen Ha, general manager, said he believes the company can export its successful business model, which has seen it become the top selling smartphone manufacturer in sub-Saharan African, to South Asia, the Middle East and South America.

“We want to be the leader in consumer technology across developing markets,” Ha stated. “We are already the number one in sub-Saharan Africa and we expect to take this position in North Africa, the Middle East, South Asia and South America.”

He anticipates this will be achieved within the next 3-5 years, with the immediate focus being the Middle East and remaining areas of Africa such as Egypt. This will be followed by drives into India, other areas of Asia and South America.

The company currently boasts 40 per cent of the market in its key countries. This success he attributes to technical alterations of its products in line with the requirements of specific markets, including selfie modes designed to take improved images of common skin tones in target countries.

Speaking at the launch of a marketing partnership with UK football club Manchester City, Ha stated its current core market of sub-Saharan Africa was central to driving innovation as the level of competition is so high.

Despite the number of companies targeting the market, he added that many simply don’t take into account the specific needs of each area and simply release the same devices that are available elsewhere. This, he states, is one of Tecno’s key differentiators.

“We think global but look local,” he added. “We look at the exact requirement of each market and develop the products they need, which is why we have been so successful. This strategy will now be taken into new markets and we will become the number one in all developing markets.”

The Chinese handset manufacturer primarily targeted Africa during its first ten years of operation and, prior to this year, had focused efforts on countries including Nigeria, Ghana, Cameroon, Kenya, Tanzania and Ethiopia.

http://www.mobileworldlive.com/devices/news-devices/tecno-aims-to-be-developing-market-leader-by-2021/

^^^^ Nice ambition. Reminds me of this quote "Aim higher in case you fall short".

This depends on whether their experiment in the Middle East pans out with smiles on their face. Africa was easy to play and win, but the Middle East, Latin America and India might just be a different ball game.

I kinda like their strategy of targeting emerging markets.

Who says they can't be? With the way they're going. It might even be sooner than expected for them to be number 1

Abdstrakt:
I kinda like their strategy of targeting emerging markets.

yeah. the market is wide. its better one choses a niche and specialize in that area. so you end up being an expert there. thats what TECNO is doing and it makes a lot of sense.

They seem to know what they're doing. And they have a well laid strategy to achieve this feat. I think that's why Tecno is the leading brand in Africa and some parts of the world. With time, they'll conquer everywhere

Sounds interesting. This is a company that doesn't wanna rest on it's oars. They wanna conquer the world and it shows the ambitions Tecno mobile has.

He anticipates this will be achieved within the next 3-5 years, with the immediate focus being the Middle East and remaining areas of Africa such as Egypt.

see strategy o , seems like donald trump kind of planning. i knew that that dubai launch was not for nothing , the goal is use a stone to kill 2 birds. the north africans easily accept anything with an arab touch.

excanny:


yeah. the market is wide. its better one choses a niche and specialize in that area. so you end up being an expert there. thats what TECNO is doing and it makes a lot of sense.

Just like the ancient explorers. Locate new territories and conquer. Rinse and repeat.

Freelancerx:
Sounds interesting. This is a company that doesn't wanna rest on it's oars. They wanna conquer the world and it shows the ambitions Tecno mobile has.

That's just it. Tecno is an ambitious company. And that ambition is gonna propel them to greater things

No wonder that they now went to partner with Man city. Good for them.

nusdog:
This depends on whether their experiment in the Middle East pans out with smiles on their face. Africa was easy to play and win, but the Middle East, Latin America and India might just be a different ball game.

Are youaware that they are gradually entering UK via man city?

excanny:


see strategy o , seems like donald trump kind of planning. i knew that that dubai launch was not for nothing , the goal is use a stone to kill 2 birds. the north africans easily accept anything with an arab touch.

My thoughts exactly
The Phantom 6 unveiling was done in Dubai for strategic reasons

Good thinking

Vision.

team tecno

by that time,AR and VR would have taken over phones

HalimaX:


Are youaware that they are gradually entering UK via man city?

my dear,china doesnt have a chance in western world

Forget it if you are nt on gsmarena.

They might be by then, but by then, you might be the richest person in your family. Wondering what I'm talking about? Check my signature.

Talk is cheap

is no longer vision 2020 er body has ported to 2021, owk wer stii watching

DON'T MIND ANYTHING CALLED TECNO.
THEY PROMISE BIG AND DELIVER TINY.
REMEMBER THE BIG CASSAVA PROMISED BY THE OTHER TECNO

even by that time am sure the current samsung galaxy s7 edge will dig a hole and bury every tecno model,the brand itself and the entire management.i just said so.

nusdog:
This depends on whether their experiment in the Middle East pans out with smiles on their face. Africa was easy to play and win, but the Middle East, Latin America and India might just be a different ball game.

on the contrary, the ones playing with Africa are the high end phones...

What are the perculair functions in them that makes them different from the other so called 'Low ends' that they make people buy through their noses?

I'm sure it doesnt out a call across to heaven!

God help them

Abdstrakt:
I kinda like their strategy of targeting emerging markets.

It is not overnight success.
It has taken Tecno 10 years to break through in Nigeria.

E still far. Wetin do ... 2017

HalimaX:


Are youaware that they are gradually entering UK via man city?

Lol. They can't enter UK via Man city. You don't know how the Europeans buy things.