No doubt today’s African markets have some of the world’s biggest mobile brands; the likes of Apple, Samsung, HTC and Nokia, among others vie for market share in a continent that is home to some of the fastest growing economies in the world.

While the news of mobile competition in Africa tends to assume the familiar stance of brand wars among global mobile leaders as they vie for the continent’s middle class and market share, the often unsung leader of Africa’s smartphone market continues to gather steam.
Tecno’s dreams for Africa

Africa, with over 1.3 billion individuals and around 60% of its population being millennial, is a battle ground for smartphone brands and no other mobile brand is flying the conquest flag as does the eccentric mobile giant, Tecno . 2016 poll puts Tecno’s market dominance of Africa’s six major mobile markets at 23.7%.

“Tecno is unarguably Africa’s first choice smartphone brand, controlling an average of 23.7% market share in the continent’s major six markets: Nigeria, Ghana, Cameroon, Kenya, Tanzania, and Ethiopia” says Tecno market lead, African region, Attai Oguche.

Apt brand innovation and use of bullish product distribution tactics have been at the heart of the rise of Tecno smartphones in African smartphone consumer list, suggested some tech experts. But clearly, the Tecno brand is one of the very first smartphone brands in the market to latch onto a segmenting mobile space and increasingly fussy consumers, to deliver tailored devices which address unique consumer needs.

Tecno has a smartphone for everyone

The roll out of the Tecno ’s music and photo-focused product lines, the Tecno Boom and Tecno Camon series respectively proved to be a major turning point for the brand in its race for market dominance. As consumers start to pay special attention to unique specifications upgrades on successor flagships to make their purchase decisions, Tecno’s decision to dedicate special product lines and yearly specs/key features upgrades gets the attention of its target audience.

“Why I think people buy Tecno products is because they are good-that’s a major reason and quite affordable too. But another strong reason Tecno has customers is because one can find just that device one is looking for in Tecno . Be it a phone with really great cameras or one with enhanced audio quality and even a flagship. Tecno has it all”- a customer

Phantom series, Tecno’s award winning flagship

Tecno in recent times has consolidated its presence in Africa’s niche high-end market with the unveiling of its Phantom series. Having rolled out five Phantom smartphones starting with the 2013 sensation, the Tecno Phantom A+, Tecno released, the years that followed through to 2015, award winning upgrades in the Phantom family, such as the Tecno Phantom Z/Z mini and last year’s Phantom 5.

Will Tecno continue its bullish dominance of the market with the release of another Phantom flagship come September 2016 in keeping with a fourth quarter official launch table?