Not many people in China would be aware of mobile phone maker Tecno despite the brand’s heady success in the export market

The company has notched an impressive record by grabbing 40 percent of the African market, beating much bigger Chinese opponents like Huawei, ZTE and Lenovo.

So, what’s the secret behind its success?

Well, rather than go for expensive advanced technology, Tecno simply pays close attention to the needs of African customers and tweaks its product features accordingly.

Tecno phones are priced between US$120 to US$280, and in fact not very cheap for African customers. However, being carefully tailored to the niche market, they are selling like hot cakes.

For example, the picture system of most mobile phones is based on white or yellow skin tones. When African users take selfies, the pictures are often either too dark or blurred.

To solve this problem, Tecno collected a large number of pictures taken by African customers and tweaked the picture function of its handsets based on the data. The superior selfie quality soon became a major selling point.

Tecno also noticed that the African telecom market is highly fragmented, which means customers using different telecom operators need to pay hefty fees to call and text each other.

Given this situation, local people tend to use dual-sim phones to save money. Tecno pushed the envelope and introduced four-sim handsets, enabling customers to use up to four carriers.

Again this is not groundbreaking technology, but the minor adjustment made Tecno phones hugely popular in Africa.

The look is also crucial. Most global mobile brands have shifted toward simplistic designs, but Africans prefer sharp colors and shiny handsets. Tecno wasted no time in appealing to the local taste.

The company shipped 55.65 million Tecno phones in the first three quarters of last year, making it the champion among Chinese mobile exporters, according to official data. That compared with Huawei’s 41.49 million and Lenovo’s 29.51 million units respectively.

Tecno claimed that its total export reached 80 million units last year, up over 60 percent from the year before.

The company’s market share in Africa far exceeds that of global brands like Apple and Samsung, as well as that of more affordable Chinese brands like OPPO and vivo.

Headquartered in Shenzhen, the company has set up a network of branches across Africa, covering countries like Nigeria, Kenya and Tanzania.

The company manufactures its products in Shenzhen and Guangzhou and in some African nations.


This article appeared in the Hong Kong Economic Journal on Jan. 17.

Source: http://www.ejinsight.com/20170118-how-a-little-known-brand-conquered-african-mobile-phone-market/

Chinese version: http://www1.hkej.com//dailynews/article/id/1475118/%E5%9C%8B%E7%94%A2%E6%89%8B%E6%A9%9F%E4%B8%89%E6%8B%9B%E7%A8%B1%E9%9C%B8%E9%9D%9E%E6%B4%B2

I now understand the main reason why my country is in recession. We sent billions out of Nigeria yet we are busy shouting recession and the worst part is we are producing almost nothing.

Good work Tecno the sky is ur limit

There is quite a lot to learn from the success story of the TECNO brand if you are an entrepreneur or new investor. One of which is knowing exactly what your customers and consumers need.

The TECNO brand is now a global brand

They have been working consistently over the years

excanny:
There is quite a lot to learn from the success story of the TECNO brand if you are an entrepreneur or new investor. One of which is knowing exactly what your customers and consumers need.

Yes Bro

omoalajah:
The TECNO brand is now a global brand

True talk,
Tecno, Itel & Infinix is arguably the best selling brand in Nigeria. You need not ask me how b/c am opportuned to interact with their Chinese managers & supervisors. Moreover our company have inventory on most of these popular brands

Masculity:
I now understand the main reason why my country is in recession. We sent billions out of Nigeria yet we are busy shouting recession and the worst part is we are producing almost nothing.

ode what is the north producing. .what is buhari producing

ripbubu:
ode what is the north producing. .what is buhari producing

Your faculty of thinking is very poor, dude.

when do we stop referring to them as a little know brand? They are more or less a power house now

They should appear on gsmarena.

Understanding the market is key, know what people want and meet their needs. That's what Tecno has done

Youngpo413:
They should appear on gsmarena.

So? Is it until they do that you'll regard them? Well, whether they are on gsmarena or not, it doesn't limit the great improvement Tecno has made.

They were little known but now they're widely regarded. Innovation has continued to put them top of the chart. Thumbs up Tecno

I think Tecno's success story is down to the fact that the understand the market, they continue to innovate to create more and they are consistent in what they do. Not surprised they took hold of the African market this way.

Masculity:
I now understand the main reason why my country is in recession. We sent billions out of Nigeria yet we are busy shouting recession and the worst part is we are producing almost nothing.

That is why Tecno is siting a factory here. That will boost the economy.

Youngpo413:
They should appear on gsmarena.

Is that a yardstick now?

funmyade:


That is why Tecno is siting a factory here. That will boost the economy.

Very good development.

Masculity:




Very good development.

You can so dance shoki and galala on that sef

Their current position as a foremost OEM wasn't achieved over night, that's why every time I see their name at the Etihad stadium I'm always reminded of how far they've come.

Behankey:
Understanding the market is key, know what people want and meet their needs. That's what Tecno has done

This is exactly why they are thriving.

They make affordable phones that suit every user.

Techm8:
Their current position as a foremost OEM wasn't achieved over night, that's why every time I see their name at the Etihad stadium I'm always reminded of how far they've come.

That is the result of their consistency over the years.

Masculity:
I now understand the main reason why my country is in recession. We sent billions out of Nigeria yet we are busy shouting recession and the worst part is we are producing almost nothing.

Dont worry, they will soon start producing from their site here in Naija soon.

Masculity:




Very good development.

Not forgetting the employment opportunities it also come with.

shiftback:
when do we stop referring to them as a little know brand? They are more or less a power house now

You know. They should put some respect on Tecno's name. That brand has exceeded expectations

Tecno has exceeded that little known tag. They're now more popular than ever.

omoalajah:
The TECNO brand is now a global brand

which yeye global brand, just say it's a "continental brand" Tecno that's not even top 20 in it country of origin

funmyade:


Is that a yardstick now?

go find out what gsmarena is then you'll know if it's a yardstick or not

Rozaay:
which yeye global brand, just say it's a "continental brand" Tecno that's not even top 20 in it country of origin

sit down there and be spurning out facts that are not genuine. Do you know that Tecno is the leading phone producer in Africa as at now? Do you know that there has been a wide reception of their devices in the middle east? I think the brand has come good over the years though

Rozaay:
go find out what gsmarena is then you'll know if it's a yardstick or not

I know what they are, thanks. But not a yardstick in my opinion