Decrease in global smartphone deliveries, yet Africa remains an ascending market, with Tecno and Itel leading the growth
In a world where the demand for smartphones is slowing down in North America, Europe, and parts of Asia, Africa remains an exception. The continent continues to be a growth market for smartphones, with demand not expected to fade soon due to cheaper bundles.
Amidst this growth, TRANSSION, known for brands like Tecno, Infinix, and itel, has managed to maintain its position in the global top five, shipping 24.6 million smartphones last quarter. The company's success can be attributed to its focus on the African market, where it has doubled down while other global brands focus on high-end devices.
TRANSSION's approach of embedding Africa-first features into affordable devices has created a competitive edge. The company leads in entry-tier smartphones, a segment that sees strong demand given Africa’s relatively low smartphone penetration rates and ongoing transitions from feature phones to smartphones.
The company's devices are popular among average consumers in Africa, with their smartphones being used by many people in everyday life. TRANSSION's focus on African consumer needs—like longer battery life, dual SIMs, and cameras optimized for darker skin tones—has enabled it to gain strong market share over global giants.
In contrast, Apple saw a slight decline in smartphone shipments, and Samsung's S25 series maintained steady performance, but the new Galaxy S25 Edge failed to generate significant demand. However, Samsung gained traction in emerging markets due to the success of their Galaxy A-series lineup, with the entry-level A0x and A1x lines being key drivers in Q2, backed by the newly introduced Galaxy A06 5G.
Meanwhile, Samsung's A-series lineup is well-received in Zimbabwe, and iPhones and Galaxy S devices are popular, especially in urban areas. Interestingly, rumors suggest Apple is planning a redesign to boost demand.
The drop in global smartphone shipments is not considered a crisis, but it does indicate potential issues in the market. However, TRANSSION's sustained growth, supported by expanding markets beyond Africa and strong shipment volumes, reflects its broad appeal and distribution capabilities.
In conclusion, TRANSSION's combination of local market customization, aggressive entry-tier pricing, and broad distribution networks helps it sustain dominance while other brands that do not localize as effectively are experiencing declines. The startup Nothing also made waves this quarter, shipping over a million phones and growing 177% year-on-year. As the smartphone market continues to evolve, it will be interesting to see how these trends develop.
The smartphone market is evolving, with TRANSSION maintaining its position in the global top five by focusing on the growing African market. The company's success stems from its approach of embedding Africa-first features into affordable devices, leading in entry-tier smartphones that see strong demand due to low smartphone penetration rates and ongoing transitions from feature phones to smartphones.
TRANSSION's devices are popular among average consumers in Africa, with their smartphones being used in everyday life thanks to features addressing local needs, such as longer battery life, dual SIMs, and cameras optimized for darker skin tones. In contrast, other brands that do not localize as effectively are experiencing declines, indicating the importance of adapting to local markets for success in the smartphone market.
