A recent Counterpoint Research report points to Transsion being the largest player in the African Smartphone market.


It’s totally okay if you haven’t heard of the company since locally it operates primarily under its three popular affiliate brands, TECNO, Infinix and itel Mobile. The three brands have cumulative market share of 37% shadowing three of its closest competitors.


TECNO is the largest brand under the Transsion umbrella with an estimated 14% market share, while itel and Infinix have 12% and 11% market share respectively. Samsung in comparison has a 16% market share, Huawei owns 7% of the market, while OPPO has a 6% market share.


The tactics used by Transsion to dominate the often-fragmented African smartphone market are worth a case study.


However, the three strategies that can be attributed to the success of the brand are namely the localisation of product features, low pricing and intensive marketing employed across the African continent.


With the average smartphone penetration in Africa being just below 40%, Africa is one of the few growth markets for smartphone brands and thus, it will be interesting to see how all this will play out.


What's your opinion on this?

Source: https://mobitrends.co.ke/transsion_market_share_2020/