Analysts thumb up phone brand’s consumer-centric strategy

As the economic downturn eats deep into pockets on Nigerians, there is a lull in the mobile phone market.

But in spite of that, TECNO says it foresees a brighter future for its brand.

“The leaps and bounds made by the TECNO brand over the last decade have been largely guided by the corporate outlook of the brand which is “consumer satisfaction above everything else,” says an analyst.

In 2006, TECNO surprised the Africa’s mobile phone market when it launched the market’s first dual SIM mobile, the T-780 and changed mobile telephony in the continent.

Since then, TECNO has been able to steadily grow its customer base and product quality through a strong internal culture of research and implementation of market insights. This has radically upgraded the brand’s value offerings and transformed its consumer perception. Now TECNO prides itself as one of Africa’s most customer-centric mobile brands with burgeoning consumer appeal, brand positioning and market share across the sub-Saharan region.

Apart from Nigeria where it has carved out a large portion of the market for itself, TECNO has also been adopted in other African countries such as Ghana, Tanzania and Kenya where its high-end Phantom series is leading the market.

“What we have seen in three years of studying TECNO Phantom series growth in markets across Africa is that the brand’s TECNO Phantom series) enjoy impressive market acceptance following every launch in the different markets,” says Tech analyst, Jimmy Wang.

A good indicator of TECNO Phantom success in African markets is the TECNO brand’s three-year consecutive award nominations in both Ghana and Nigeria markets, each award given on the heels of a TECNO Phantom released in these markets.

“TECNO Phantom series is arguably the most customer-centric phone brand in the market. The high-end product line has won TECNO brand four national awards counting from 2014 including the international Quality Crown awards in London,” Wang reiterated.

With a new Phantom phone expected in the market before the end of the year, it is hoped that TECNO brand would retain its market share in Africa.