TECNO Mobile Beats Samsung To Emerge As Top Africa’s Smartphone Brand

TECNO has beaten Samsung to clinch the top position as Africa’s top smartphone in 2020.

 Riding on a successful launch of models in the affordable segment and continued market spending, according to Counterpoint Research’s Market Monitor service. The Transsion brand achieved this feat against the backdrop of a 6.7% YoY fall in Africa’s smartphone shipments in 2020. Much of the damage was done in the first half of the year due to retail and supply chain disruptions caused by COVID-19, which were partially offset by a swift recovery in the second half due to pent-up demand.

(Photo Source:Counterpoint Research Market Monitor)

Commenting on the market dynamics, Senior Analyst Yang Wang said, “Looking at the entire year, the African smartphone market outperformed other regions but was not immune to disruptions caused by the pandemic. Q2 2020 was especially difficult as demand was hammered when most countries entered lockdowns. Smartphone shipments during the quarter saw a YoY drop of 27%.”

Wang added, “Restrictions started easing in July. Demand followed suit, riding on a surge in promotional activities, even as COVID-19 cases ticked upwards heading into the Christmas shopping season. Q4 2020 actually eked out a 1.5% gain in YoY terms, the best quarter on record.”

TECNO became Africa’s top smartphone brand in 2020. Despite disruptive trading conditions in the first half of the year across key Sub-Saharan Africa markets, TECNO came back strongly in the second half after successfully launching models in the affordable segment, and continued market spending throughout the pandemic. TECNO is poised for further market share gains in 2021.