TECNO topples Samsung as Africa’s top smartphone brand

Counterpoint Technology Market Research, a global research firm specializing in products in the TMT (technology, media and telecom) industry, released a report in April showing that TECNO managed to replace Samsung as Africa’s top smartphone brand for the first time in 2020, riding on a successful launch of models in the affordable and mid-ranged mobile phone segment and continued market spending. TECNO achieved this feat against the backdrop of a 6.7% YoY fall in Africa’s smartphone shipments in 2020. Much of the damage was done in the first half of the year due to retail and supply chain disruptions caused by COVID-19, which were partially offset by a swift recovery in the second half due to pent-up demand.
Commenting on the market dynamics, Senior Analyst Yang Wang said, “Looking at the entire year, the African smartphone market outperformed other regions but was not immune to disruptions caused by the pandemic. Q2 2020 was especially difficult as demand was hammered when most countries entered lockdowns. Smartphone shipments during the quarter saw a YoY drop of 27%.”