April 16, 2024

The smartphone market in Africa reveals that Apple will not be Samsung’s solely severe opponent. The Transsion Group (Tecno) has trigger for concern in strategic markets.

The smartphone market chief in Africa will not be known as Samsung // Supply: Frandroid

Samsung is no 1 in smartphones worldwide, however not essentially in each area of the world. An vital nuance that’s notably evident within the latest knowledge from Canalys.

The evaluation home creates a prime 5 smartphone manufacturers in numerous strategic markets. The chance to find that Lenovo/Motorola and TCL are doing nicely in Europe, but additionally to have an interest within the African continent.

The High 5 Smartphone Manufacturers in Africa

Listed below are the 5 greatest gamers within the smartphone market in Africa within the third quarter of 2023.

  • crossing – 48%
  • Samsung – 26%
  • Xiaomi – 11%
  • Oppo – 4%
  • Realme – 3%

After Apple Samsung meets an impressive smartphone brand FrandroidTranssion (Tecno) is the number one smartphone in Africa // Supply: Canalys through ITHome

There are a number of attention-grabbing issues to notice. Some will be aware Apple’s absence from this rating. Not surprisingly, customers in lots of creating nations in Africa aren’t turning to costly iPhones.

The massive transition

We additionally see that Africa is a type of well-known markets the place Samsung will not be a pacesetter. In among the affected nations, the South Korean model is actually no 1, however throughout the continent the Transsion Group is forward – by a large margin.

However who’s Transsion? An unknown firm? Not removed from right here. Anybody who follows the smartphone market in any respect has most likely come throughout this title earlier than. Transsion Holdings is the guardian firm of the Tecno, Itel and Infinix manufacturers and the corporate will be pleased with being an enormous in its personal proper within the business.

The Tecno model particularly depends closely on Africa, the place it has a robust presence. And although the corporate focuses its efforts primarily on the entry-level vary, it doesn’t cease the corporate from designing subtle smartphones. Tecno even offered a foldable smartphone on the IFA 2023 in Berlin, proof that the producer doesn’t wish to restrict itself to supporting roles.

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I settle for all the pieces

Because of this, in response to Canalys, Transsion (and particularly Tecno) stays in first place within the smartphone sector in Africa and even recorded a rise in shipments in comparison with the third quarter of the earlier 12 months (+9%). Samsung is the one firm within the prime 5 to see a decline on this regard.

For Transsion and Tecno it’s a sensible wager for the longer term. Africa is the continent with the very best inhabitants progress. The variety of potential consumers is rising and it’s subsequently strategic to place your self now.

A competitor to be taken severely all over the place

With our Western eyes, we regularly see Apple as Samsung’s foremost competitor within the smartphone market everywhere in the world. That is actually true in numerous conditions, for instance in Europe, but additionally in Japan (62% of shipments for Apple) and in america (55%).

Apple largely dominates the smartphone market in Japan // Source: Canalys via ITHome

Apple largely dominates the smartphone market in Japan // Supply: Canalys through ITHome

Apple takes over half of the smartphone market in the USA // Source: Canalys via ITHome

Apple takes over half of the smartphone market within the USA // Supply: Canalys through ITHome

Nevertheless, the case of Transsion reveals us that we should always undoubtedly not keep on with this slim imaginative and prescient and that there are lots of different formidable opponents relying on the area and its specificities.

You must also know that Transsion additionally has vital views on South America. Based on Canalys knowledge, the group is in fourth place with sturdy supply dynamics (+159%), however is undoubtedly beginning fairly low.

1699633943 528 After Apple Samsung meets an impressive smartphone brand FrandroidTranssion units out to beat South America // Supply: Canalys through ITHome

A technique that has confirmed profitable to date, as Transsion has as soon as once more moved as much as fifth place amongst smartphone producers worldwide. So an open query stays: will we sooner or later see a Transsion model in Europe?

1699633944 86 After Apple Samsung meets an impressive smartphone brand FrandroidTranssion is quantity 5 within the smartphone market worldwide // Supply: Canalys through ITHome

Lastly, we wish to level out that the Canalys firm is keen on deliveries from producer areas and never in direct gross sales to finish customers. It’s subsequently a great indicator of the state of the market (dynamics, steadiness between provide and demand, and so on.), however stays incomplete.