According to a new report from research firm Counterpoint, TECNO mobile managed to replace Samsung as Africa’s top smartphone brand for the first time in 2020.
Counterpoint’s Research Market Monitor service shows that TECNO heavily depended on a successful launch of various affordable models while continuing its marketing expenditures on the market.
TECNO mobile dominated the market with 18% of the total smartphone shipments in Africa last year. Counterpoint’s data also attributes this rise to a strong second half of the year and its affordable smartphone portfolio. Samsung on the other hand managed to make 15% as it reportedly faced “supply chain disruptions” in the early half of 2020. Lesser known brands like Xiaomi, surprisingly, saw massive gains in the market as its recorded shipment numbers grew by 126% in 2020 as compared to 2019, doubling its market share to 4%. Oppo saw gains of 57% year over year, too, holding on to 4% of the market share ahead of Apple, HMD, and Realme. Huawei retained its fourth place on the continent with an 8% market share but fell further behind Tecno’s sister brand Itel (12%).
Not to forget, Infinix, which is owned by the same parent company as TECNO mobile, also saw gains and held onto its fifth position in the market shipment hierarchy.
“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%. Restrictions started easing in July. The 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.”said Senior Analyst, Yang Wang.