In cities like Lagos, Nairobi and Addis Ababa, busy streets are awash with the bright blue shopfronts of Transsion's flagship brand, TECNO ( www.TECNO-Mobile.com ). The company might still be a new brand globally, however, the company took a different path to success from other top Chinese smartphone makers or international mobile brands. TECNO built its business in Africa and is focused on its growth in global emerging markets. And it has no plans to change tact now.

For TECNO, future growth is set to come from building its business outside Africa by tapping into other developing regions like the Middle East, East Europe, and Southeast Asia, but with Africa still a key focus.

A recent Counterpoint research reveals that TECNO was responsible for 18% of the total smartphone shipments in Africa in 2020. The research firm attributes TECNO’s rise to a strong second half of the year and its affordable smartphone portfolio. The brand has made a dent to some of the bigger smartphone names, making TECNO a challenger brand to watch out for.

Glocal approach

TECNO’s ethos is rooted in a business strategy called “glocalisation,” the creation of products that will sell universally but can be customised to specific markets or regions. This strategy signifies TECNO’s growth from an Africa-focused brand to a newcomer in the mid-to-high-end smartphone segment in global emerging markets.

In Ethiopia for example, Tecno became the first major phone brand in the country to offer a keyboard in Amharic, the country’s native script. This unlocked an entirely new customer base. Swahili and Hausa keyboards have also been added since then.

“This has helped TECNO grow into one of the most admired smartphone brands in Africa, as well as an expert in providing industrial-leading technology and innovative devices designed for global users in emerging markets,” explains Stephen Ha, General Manager at TECNO.

Today, TECNO's product line is greatly enriched by its quad core smartphone product lines and a diverse AIoT products, providing consumers with high-quality middle and high-end smart devices.

“We offer a very competitive price, enabling our customers to always stay connected to the world and enjoy a fashionable way of life. Unlike many international brands, TECNO focus on users in emerging markets and creatively combines global technology with the actual needs of local consumers, bringing them cutting-edge technology with localised innovation and differentiated features. This kind of innovation is in our DNA,” adds Ha.

In 2021, TECNO plans to leap further forward with the hope of stabilising its foothold on more emerging markets. “To further expand our brand popularity, we aim to play a more significant role in the mid-to-high end market segment. We will do this by actively combining international-level partnerships to create our global brand image, while also utilising diverse and innovative branding activities to serve a growing number of young consumers.”


Joining the premium smartphone space

TECNO’s brand mission is to become the most admired tech brand in the global emerging markets by continually making breakthroughs in product innovation.

With PHANTOM X, TECNO intends to redefine the premium flagship phone trend and evolve it to new dimensions that exemplifies premium design, industry flagship camera technology, and seamless customer experience punctuated by a differentiated service. “We are confident that we have figured out a right strategy in terms of many aspects like elegant design language, camera technology, and total user experience,” says Ha.

But PHANTOM X is just the beginning. As TECNO continues to play a more significant role in the mid-to-high end market segment, it will cultivate its market position by bringing with it premium smart devices and services-based offering and lead with a customer-oriented innovation mindset.

“The mid-to-high-end smartphone market has become more mature today, and market demand has spread rapidly to global emerging markets. We are eager to push the competition into new boundaries to make flagship technology and innovation available to consumers in global emerging markets sooner,” adds Ha.


TECNO plays a crucial role post-pandemic

The COVID-19 pandemic has brought unprecedented challenges both for industry and society, however, TECNO knows that every challenge brings with it an opportunity. “During the period, we kept the communication lines with our global partners. We stood alongside our consumers to help them overcome challenges. We’ve always been the brand that pushes past limitations,” says Ha.

TECNO gave back to communities. They implemented fast-response measures to support local communities in time of outburst events such as COVID19. “Last year, we rolled out a range of initiatives to provide prevention measures, materials and educational and economical support that aims to help local communities to maintain their safety and wellbeing for everyday life.”

TECNO partnered with governments in countries such as Nigeria, Thailand, Myanmar, and India, to provide medical support to local communities. Prior to the pandemic, they partnered with UNHCR to support its global education project, Educate A Child, to help improve the educational conditions of refugee children and enable them to get more opportunities for education.

But more than taking its social responsibility to heart, TECNO is all about knowing what the customer needs, and this philosophy is at the very center of everything they do. “We are at the forefront of meeting neglected market demand by developing elegantly designed smart tech devices and services for our consumers across more than 70 global emerging markets. We want to provide consumers with a comprehensive range of high-quality products and services at competitive prices, from smartphones, tablets, smart wearables to AIoT devices,” says Ha.


As TECNO readies itself to take on the world by storm, the brand recognises the role that it plays in society.

“We are investing more around digitalisation to drive positive impact on business ecosystem, consumers as well as social development. For example, we held the first global AR launch event ( https:///3xYhl06 ) for the CAMON 16 series in 2020; we witnessed the rise of short-video social trend and launched the very first documentary looking at the “rise of selfie” ( https:///3CWxRSk ), calling out for the public to employ devices in a positive way. We are also investing more in e-commerce to bring better convenience to consumers,” concludes Ha.

One can clearly see why TECNO is on the up and up.

It is no surprise therefore that in 2020 it has outpaced its competitors in Africa and was named one of the top ten “most admired brands in Africa”, a recognition bestowed upon it by its industry peers and consumers.


About TECNO

TECNO is a premium smartphone and AIoT devices brand from TRANSSION Holdings. With “Stop At Nothing” as its brand essence, TECNO is committed to unlocking the best contemporary technologies for progressive individuals across global emerging markets, giving them elegantly designed intelligent products that inspires consumers to uncover a world of possibilities. TECNO understands the needs of consumers from different markets and provides them with localized innovations and design breakthroughs demonstrated through their mastery of serving consumers who are “young at heart” and never stops pursuing excellence. TECNO’s portfolio spans across smartphones, tablets, smart wearables and AIoT devices made for consumers in over 70 emerging markets world-wide. TECNO is also the Official Partner of Manchester City, Premier League Champions 2020-21. For more information, please visit: www.TECNO-Mobile.com.

Source : https://www.pulse.ng/apo/the-rise-and-rise-of-tecno/8db9xd6

Fantastic, this brand really thinks ahead of many other brands, imaging producing phones with keyboards that have the people's local language, that's really impressive

Imagine a mobile Phone brand standing UP bigtime for Nigerians during d PANDEMIC too...

Corroro:
Fantastic, this brand really thinks ahead of many other brands, imaging producing phones with keyboards that have the people's local language, that's really impressive

*Yawns*

Local Champion..
Them dey rise and rise for their own level..

What an interesting read, I see Tecno is really intentional about their brand and they have the interests of their users at heart by producing durable phones

Tecno would only rise amongst the tech-ignorant. My boss' tecno mobile was recently hit with a plier at a distance from a wall socket to the floor (about 1.6 feet) and the screen got extremely damaged with ink all over it and now he has to source about #15,000 to repair it.

Talk about subpar devices.

Mikester:
Tecno would only rise amongst the tech-ignorant. My boss' tecno mobile was recently hit with a plier at a distance from a wall socket to the floor (about 1.6 feet) and the screen got extremely damaged with ink all over it and now he has to source about #15,000 to repair it.

Talk about subpar devices.

if plier falls on ur head, even u sef go hear am

No be lie, with this brand is it all about rising, they have really come far from where they started

Mikester:
Tecno would only rise amongst the tech-ignorant. My boss' tecno mobile was recently hit with a plier at a distance from a wall socket to the floor (about 1.6 feet) and the screen got extremely damaged with ink all over it and now he has to source about #15,000 to repair it.

Talk about subpar devices.

I don't get you o, please which glass is not supposed to break when you hit it with pliers? Pliers o

And so the marketers are here again to deceive themselves

Who has that Obama wearing himself a medal?

more like rise and fall of trashno

Corroro:
Fantastic, this brand really thinks ahead of many other brands, imaging producing phones with keyboards that have the people's local language, that's really impressive

Swift key did that 3yrs ago.

Company: tecno
Mindset: samsung
Performance: itel

mummyson26:
Company: tecno
Mindset: samsung
Performance: itel

Anybody buying transsion phones is tech illiterate

na so apc take dey deceive people

Mikester:
Tecno would only rise amongst the tech-ignorant. My boss' tecno mobile was recently hit with a plier at a distance from a wall socket to the floor (about 1.6 feet) and the screen got extremely damaged with ink all over it and now he has to source about #15,000 to repair it.

Talk about subpar devices.

Same to other eXpensive phones too, likes of Samsung and iPhone screen..

Or are you saying it's only Tecno device screen that's costly

DONFRANSKID:
Anybody buying transsion phones is tech illiterate

Shey you dey hear am..

Regex:


Swift key did that 3yrs ago.

still doesn't change the fact that it's a good thing from this brand

Corroro:
still doesn't change the fact that it's a good thing from this brand

It's a good thing to be honest. Even though the chip is of low quality.

Mediocrity much?

Alot if people will come for you

DONFRANSKID:
Anybody buying transsion phones is tech illiterate

how

So much to say, but truth be told, this brand has really impacted lives....

If you carry out any survey, you just realize that this brand is well known than anyother....

It is not just manufacturing of phones, lives have been transformed and touched.

Hope is restored, dreams have come true, because this brand has given many platforms.

For all it's worth, the sky is their limit.....

Bros, that guy no sabi anything at ALL!

I vex for am.

Meanwhile, spare parts for the transsion no cost o, I don throw many of these I devices away.

Name it, IPhone, IPad all because the parts were too expensive to fix.

chocoboi:


Same to other eXpensive phones too, likes of Samsung and iPhone screen..

Or are you saying it's only Tecno device screen that's costly

Bros your voice no carry weight abeg.

Swallow your spit and try again.

Na you wey no sabi say you be illiterate

Enroll in a school!

DONFRANSKID:
Anybody buying transsion phones is tech illiterate

Wanni25:
Bros your voice no carry weight abeg.

Swallow your spit and try again.

Na you wey no sabi say you be illiterate

Enroll in a school!

Continue wailing in ignorance
There is no way you educate someone who is already lost ignorance
Happy being tech illiterate

Tecno issa vibe

Mikester:
Tecno would only rise amongst the tech-ignorant. My boss' tecno mobile was recently hit with a plier at a distance from a wall socket to the floor (about 1.6 feet) and the screen got extremely damaged with ink all over it and now he has to source about #15,000 to repair it.

Talk about subpar devices.

which of the tecno phone? Besides, you don't expect a device to fall and not damage na. I dey use camon 16, it slipped off my hand and fell on the tiled floor this morning but nothing happened to it.

Alright