The smartphone division of Shenzhen Transsion Holdings Co. has just broken a new record gaining its highest market share in Nigeria’s mobile market.
According to Counterpoint’s Market Pulse Service, Tecno, Infinix and itel mobile, the group’s mobile phone brands have reached “reach its highest ever market share in the Nigerian smartphone market at 56%.”
Anshika Jain, Research Analyst at Counterpoint Research expatiated that “Tecno’s performance can be attributed to its focus on the youth-end of the market with a strong pricing strategy and the upgrade of its The brand has deepened its market presence by upgrading its “Camon Series, launching an Android Go device (Pop 2) for the low-end users, and introducing various gift offers with special schemes rolled out during the Valentine’s Day week.”
On its own, Tecno mobile dominates the market with 31% of the total market share, standing it out as Transsion’s flagship for the Nigerian market.
The report shows that Korea’s Samsung Mobile holds a 17% market share, claiming the second position in a market it used to dominate after the exit of Nokia. Nokia has staged a comeback via its new owners, HMD Global.
Within the first quarter, the mobile market witnessed 16% quarter-on-quarter decline in sales volume but there are indications that the fall could be wiped off as new brands have entered the market towards the tail end of the second quarter.
Oppo, Lava and China’s second largest mobile phone maker, Xiaomi have staged a formal entry into the market.
Entering the Nigerian market in 2007 with its first phone called T205. Tecno pioneered the first dual SIM smartphone in Nigeria, a feature that was ‘badly’ needed in a market where owning a dual SIM device is a necessity due inordinate to mobile carrier coverage across the country.
The group developed two other divisions called Infinix and itel mobile to expand its value propositions.