With a population of over 1.3 billion people,
Africa is the second largest continent in the
world and the resurgence of consuming middle
class has caught the attention of global OEM
players who see attractive market for their
range of smart phones in the continent.
Currently, there are about 127.5 million
smartphone users on the African continent
according to Michael Dearham, Vice President
Media for StarTimes Group.
Burgeoning smart phone penetration
At first glance, the middle-east countries show
an impressive smart phone penetration figures
when pit against Africa’s major smart phone
markets but analysts have argued that
percentage penetration figures do not always
reflect the actual number of actual users in a
A clear instance will be the 2015 UAE smart
phone penetration figure of 64.6 per cent only
represents in human terms, 2.7 million smart
Compare the figure to Nigeria’s smart phone
user base for the same year and the difference
is glaring, 23.1 million users (eMarketer).
He said: “We foresee a lot more smart phone
users in Africa than in the middle-east by year
2035. Two main factors will influence the
number of smart phone users in the
market. One is the sheer size of the market and
the second factor is the high influx of budget
smart phone into markets in Africa.”
Mid-range smart phones drive internet
penetration in Africa
As competition gets stiffer, mobile makers
entering the Africa markets hinge their entrant
strategy around shipment of quality mid-range
smart phones into the market.
A survey of market competition by TECNO
revealed that one hundred dollar to two
hundred dollar ($100-$200 dollar) range smart
phones dominated mobile new entrants into the
African market year-on-year.
“The competition in Africa mobile space is
driving the ownership of smart phones up and
it is has enormous socio-economic benefits to
the continent as it deepens the telecoms value
chain and also facilitate better learning through
easy and accessible internet,” reiterates TECNO
Chief marketing officer Attai Oguche.
The TECNO brand in the span of a decade has
become one of Africa’s most successful mid-
range smart phone brands with growing
shipment of mid-range product lines such as
TECNO BOOM J and TECNO CAMON series.
The mobile multinational began rolling out its
flagship series, the Phantom sometime in 2013
and the high end product gained market
acceptance. Fast track to two successive
releases later and in fourth quarter 2015, the
TECNO Phantom5 was released as one of
pioneer octa-core processor smart phones to
hit retail shelves in African markets.