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Tecno's Development in Africa and Its Product Strategies

July 07, 2017 / Shih-Zong Huang

25 Page, Topical Report

US$1,800 (Single User License)

Abstract

In 2008, Chinese mobile phone brand Tecno made inroads into the African feature phone market. At that time, 80% of the market was held by Samsung and Nokia. Within two years, Tecno had become the third largest feature phone brand in Tanzania, Nigeria, and Ghana, closely behind Samsung and Nokia. Following the launch of its first Android-based smartphone T1 in 2012, Tecno sold nearly 20 million feature phones and smartphones in that year. In 2016, Tecno had a majority share in Tanzania and Nigeria. This report provides an overview of Tecno's smartphone development in Africa and analyzes its product strategies dedicated to the African market.

Table of Contents
1. Development of African smartphone Market and Tecno
1.1 The Massive Potential of African Smartphone Market
1.2 The Rapid Rise of Tecno in the African Smartphone Market
2.Tecno's Smartphone Product Positioning analysis
2.1 Young African Smartphone Owners Have Higher Entertainment and Photography Needs
2.2 Tecno Targets Young Smartphone Owners Interested in Entertainment and Photography
2.3 Young Africans' Needs for Entertainment and Photography Addressed
2.3.1 Battery Performance
2.3.2 Screen Size
2.3.3 F-numbers of Rear Camera
2.3.4 Selfie Quality
2.4 App Design and Localized Digital Content for Better Entertainment Experience
2.5 Vivid Images and Apps Designed Exclusively for African Users
3. Tecno's smartphone Sales Performance
3.1 Establishment of Physical Stores to Promote and Provide Unique Mobile Entertainment Experience
3.2 Tecno Attracts Mobile Entertainment Users with Celebrity Endorsement and Sports Sponsorship
4. Conclusion
4.1 Consumer Insights and Localized Application Services Key to Tecno's Success
4.2 Smartphone Brands Should Target Niche Segments and Create Differentiation to Stand Out
Appendix
Glossary of Terms
List of Companies

List of Topics
Development of African smartphone market, touching on the smartphone adoption rates and smartphone market share by leading vendor, and African consumers' behavior and preference, including young ones

Analysis of the factors behind Tecno's success in Africa from the demand perspective

Development of Tecno in the African market, touching on its product roadmap, positioning, and strategies, and includes its sales performance analysis

List of Figures
Figure 1 Smartphone Adoption Rates in Africa, 2010 - 2020
Figure 2 African Smartphone Market Share by Leading Brands, 2014 - 2016
Figure 3 Tecno's Smartphone Product Roadmap, 2015 - 2016
Figure 4 Battery Capacity Development of Boom and Camon Series Smartphones, 2015 - 2016
Figure 5 Screen Size Development of the Tecno Boom and Camon Series Smartphones, 2015 - 2016
Figure 6 Aperture Development of Boom and Camon Series Smartphones, 2015 - 2016
Figure 7 Front Camera Pixel Count Development of Boom and Camon Series Smartphones, 2015 - 2016

Companies covered
AFC, Apple, Google, Gucci, Huawei, Kwame Nkrumah University of Science and Technology, Lenovo, LV, Microsoft, Nokia, Samsung, Sony, SuperSport, Tecno, Transsion Holdings, University of Cape Coast, University of Cape Town, Waves Audio, YouTube

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