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How Tecno change mobile telephony in Africa

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Prior to Tecno’s arrival into Africa, Samsung and Apple both dominated the OEM market. At the time, the mobile phone market in Africa was at its tipping point and these global players both controlled a large percentage of mobile phone shipments to the continent.

Unfortunately, even though they controlled a large percentage of the market, they didn’t succeed in putting a phone in every hand simply because, their phones were quite expensive and thus could only be afforded by a few people until Tecno showed up at the party.

In 2006, Tecno arrived at Africa in a quest to provide highly functional budget phones to people on the continent. Their go-to market strategy was simple – target emerging markets and the vast majority who couldn’t afford to buy the seemingly expensive phones in the market. By executing this clear cut strategy, they made it possible for everyone to be able to afford a phone and partake in the mobile telephony development that was sweeping through the continent at the time.

As a dynamic mobile phone company, in November 2007 they released Africa’s first dual SIM phone the T780 to address the then ongoing social problem of people carrying around several mobile phones due to poor Telecoms network infrastructures in the continent. This phone and the others after it controlled the feature-phone market thereby winning over new customers and even gaining converts from other brand’s loyalists. Just after this success stint, they began to release very competitive high-end devices targeted at the middle and upper-class customers who had more disposable income to purchase smartphones thereby eating farther into the market share of the global brands for these classes of customers.

Now, after several product releases for people of every class, Tecno has comfortably positioned itself as a force to reckon with when it comes to driving mobile phone brand penetration and market dominance in Africa. They have successfully used their pragmatic innovation and market knowledge to release great products that are tailored to African market needs year on year.


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17 Comments
  • Tomiwa

    I love tecno products a lot anyway,because they I can afford quality and standard.. Its really cool,they should just work more on development, they are good to go

    • Faceless J

      They confessed it up there that they first came for people in the “affordable” category. You were a planned fan ?

      • Aysha

        Lol!!! So you think this was set-up? But I think the writer put up rather a great article on the improvement marked so far.

        • sulayman

          I doubt it

      • Kashox

        So you don’t think this is affordable?

      • Ademola A.A.

        It was a market strategy. They identified a problem and got it solved. The result is the growth we are seeing.

    • sulayman

      Have you now seen the new flagships?
      The new Phantom 6 & 6plus? incredible phones you should have a look here http://www.tecno-mobile.com/index.php?m=Home&c=Product&a=getGoodsDetail&goodsCatId1=353&goodsCatId2=0&goodsId=354

    • Ademola A.A.

      If you compare their previous device with what we have now, you will notice an amazing development. That’s the good thing about technology. It is a gradual thing

  • Tdelhunco

    They have really grown in the business of producing good devices that are affordable,with a little more work and improvement they would gain even more grounds.

  • F gollado

    Tecno came at a time when people just needed to buy phones that were good n affordable too..it’s good to know that since their time in Africa they have served a particular market and have never failed..more grease to their elbow

    • Kashox

      This is exactly how it happened, i agree with you completely!

  • Faceless J

    I see the “cat is out of the bag”. The way to the top secret.

  • sulayman

    Tecno Mobile now going even greater height! Hope to see more of Tecno

  • Kashox

    Well i guess it’s about that time. Tecno making new improvement in the mobile market across Africa and beyond

  • Aysha

    Remind me again of these useful points when people tends to bring Tecno down, i’m not a loving fan. but Tecno doing really great

  • excanny

    I used my very first android device all thanks to Tecno. The Others made it an exclusive reserve of the high earners.

    • sulayman

      With the appreciation of $, people still can’t understand getting phantom 6/6+ at 90/130K is even fair, compared to when it would have been 70/105K when things were normal