How Tecno Beat Samsung & Apple in Africa’s Smartphone Market

Tecno has clinched the top spot in smartphone sales in Africa, surpassing industry giants Samsung and Apple.

According to a recent report by Counterpoint Research, Tecno, a brand under Transsion Holdings, witnessed a staggering 77% growth in smartphone shipments in the last quarter of 2023.

Jack Guo, the General Manager of Tecno, proudly announced the milestone, emphasizing the brand’s remarkable growth.

Tecno’s market share surged from 15% to 20%, while Samsung saw a decline in the same period. Tecno, along with Infinix and iTel, accounted for almost half of Africa’s smartphone market in 2023.

The brand attributes this remarkable growth to its focus on affordable smartphones, with models like the Tecno Pop 7 and Camon 20 Pro gaining popularity among consumers.

Tecno has consistently outperformed Samsung in African sales since 2020, thanks to its strategic pricing and marketing efforts.

Yang Wang, a senior analyst at Counterpoint Research, highlighted the improved macroeconomic environment in Africa as a significant factor in Tecno’s success.

Lower inflation rates and stable local currencies have boosted consumer confidence, particularly among lower-income groups, leading to increased spending on gadgets.

Tecno’s dominance in the smartphone market is further bolstered by its aggressive marketing strategies and plans to introduce high-end models, including foldable and flip phones.

These initiatives have enhanced the brand’s visibility and credibility, attracting a wider audience.

In addition to Tecno, other Chinese brands such as Xiaomi and Oppo have also seen substantial growth in Africa. Xiaomi captured a 7% market share in 2023, while Oppo held a modest 5% share.

As Tecno continues to lead the way, Samsung and Apple face stiff competition in Africa’s dynamic smartphone market.

The success of Tecno, Samsung, and Apple in this region underscores the importance of understanding and catering to the unique needs of African consumers.