TECNO beats Samsung To Win The African Smartphone Crown in 2020
TECNO Beats Samsung To Win The African Smartphone Crown in 2020
Counterpoint Technology Market Research, a global market research firm specializing in products in the TMT (technology, media, and telecommunications) industry, recently released a report in late April indicating that TECNO has surpassed Samsung as Africa's top smartphone brand, owing to the successful launch of models in the affordable and mid-range mobile phone segments, as well as continued market spending.
TECNO accomplished this feat despite a 6.7 percent YoY decline in Africa's smartphone shipments in 2020. Most of the damage occurred in the first half of the year due to retail and supply chain disruptions caused by COVID-19, which were partially offset by a strong second-half recovery driven by pent-up demand.
Senior Analyst Yang Wang commented on market dynamics, saying, "Overall, the African smartphone market outperformed other regions but was not immune to disruptioAns caused by the pandemic." Q2 2020 was particularly challenging, as demand was hammered as the majority of countries entered lockdowns. Smartphone shipments decreased by 27% year over year during the third quarter.”
Wang continued, "Restrictions began to ease in July. Demand followed suit, buoyed by an increase in promotional activities, even as COVID-19 cases increased as the Christmas shopping season approached. In fact, Q4 2020 eked out a 1.5 percent YoY gain, the best quarter on record.”
How TECNO Got To This Point
According to Counterpoint, TECNO became Africa’s top smartphone brand in 2020. Despite challenging trading conditions in key Sub-Saharan Africa markets in the first half of the year, TECNO rebounded strongly in the second half after successfully launching affordable models and maintaining market spending throughout the pandemic. TECNO is well-positioned to expand its market share at the end of 2021. Samsung saw its market share decline across all price segments this year due to supply chain disruptions in the early part of the year and a somewhat hesitant response to market headwinds toward the end of the year. Its mid-level A series will be critical to its future success.
TECNO has been consolidating its position in Africa and expanding into more than 60 countries in Asia, Latin America, and the Middle East in recent years and has always maintained a commitment to bringing the latest technology to the masses, unlocking the best of contemporary technologies in elegant artistic designs, demonstrating its mastery of serving the youth generation consumers who are "young at heart," and inspiring. The upgraded CAMON series and SPARK series TECNO launched in 2020 maintained the company's focus on camera technology innovation, meeting users' increased photography demands during the COVID-19 social distance period.
Additionally, TECNO's global footprint, which includes multiple manufacturing centers in Asia and Africa with the capacity to produce multiple varieties and batches to meet the differentiated market demands of consumers in different countries, a global sales network, and a mature marketing system, enables the company to react quickly and adjust the supply chain and logistics at the earliest possible stage.
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