TECNO becomes top smartphone brand in Africa

TECNO becomes top smartphone brand in Africa

TECNO, has toppled Samsung to become the top smartphone brand in Africa for 2020, following its successful launches of devices in the affordable segment.

According to Counterpoint Research’s Market Monitor report, TECNO became the top smartphone brand in Africa after achieving 18% of market share followed by Samsung in second place with 15%.

This was despite disruptive trading conditions in the first half of 2020 across key Sub-Saharan Africa markets. The report also noted that TECNO is poised to make further market share gains in 2021.

Commenting on the market dynamics, Senior Analyst Yang Wang said, “The African smartphone market outperformed other regions but was not immune to disruptions caused by the pandemic.”

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.”

ITEL (12%), Huawei (8%) and Infinix (7%) occupied third, fourth and fifth positions whilst Apple (1%), came in at a distant eighth position on smartphone market share in Africa for 2020.

Africa Smartphone Shipment Market Share, 2020
Source: Counterpoint Research Market Monitor

Commenting on smartphone prices in the African market, Wang said, “Today over 80% of Africa’s smartphone shipments come from the below- $200 band. We can expect further replacement of feature phones by entry-level smartphones, leading to the ASP likely remaining under pressure in the next few years.”

The report also noted that 5G is unlikely to be a main factor in the African market in the next few years though, as the deployment of 5G commercial networks is still in its infancy in the continent.

However, Counterpoint says there is room for 5G smartphones in Africa, especially if prices can drop below $200.