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Transsion #1 in 2020 African Smartphone Shipments
Tecno, a Transsion Group smartphone brand, displaced Samsung to emerge as Africa’s top smartphone brand for the first time in 2020, owing to model launches in the affordable segment and continued market spending, according to Counterpoint Research’s Market Monitor report. The Transsion brand achieved this feat despite the smartphone shipments falling by 6.7% Y/Y in Africa. The first half of the year was battered with retail and supply chain disruptions due to the COVID-19 pandemic, but the pent-up demand came as a breather in the second half, the report said.Samsung, which declined to second position, witnessed a fall in market share in all price segments due to supply chain disruptions.
Figure 1: Transsion Market Share vs. Top 10 Vol
Tecno, a Transsion Group smartphone brand, displaced Samsung to emerge as Africa’s top smartphone brand for the first time in 2020, owing to model launches in the affordable segment and continued market spending, according to Counterpoint Research’s Market Monitor report. The Transsion brand achieved this feat despite the smartphone shipments falling by 6.7% Y/Y in Africa. The first half of the year was battered with retail and supply chain disruptions due to the COVID-19 pandemic, but the pent-up demand came as a breather in the second half, the report said.Samsung, which declined to second position, witnessed a fall in market share in all price segments due to supply chain disruptions.
Figure 1: Transsion Market Share vs. Top 10 Vol
Samsung has a strong brand image and strength in the formal channels, and its success will be driven by the mid-segment A series going forwards, the report added. Itel rebounded in the second half due to pent-up demand and rose to #3. Itel’s price-friendly brand image helped it perform well, and it will continue to gain market share from grassroots rivals in smaller markets. Huawei held on to the fourth spot, mainly due to resilient performance through the first three quarters of the year, despite headwinds from the US trade ban. Despite good shipment volumes of Y-series, its shipments fell sharply in Q4, and are expected to slide further in 2021. Rounding off at the fifth position, Infinix has the highest average selling price (ASP) among Transsion brands, but they are falling down to adjust with market realities. Infinix is expected to gain further market share in 2021.
Table1: 2021 African Africa Shipment Share
Table1: 2021 African Africa Shipment Share
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