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These 3 little-known brands are challenging the smartphone giants

© Tecno Mobile Rwanda

New brands regularly emerge on the smartphone market, appearing on the top rankings. And currently, this place is occupied by a company little known to the general public in Europe, called Transsion. According to IDC data, Transsion was number 4 globally, ahead of Vivo in the last quarter of 2023. And for the entire year 2023, the company was in fifth place, with a market share of 6%, a shipment volume of 94.9 million units, and year-over-year growth of 30.8%.

Transsion is the company that markets TECNO, itel and Infinitix smartphones. In developing or emerging countries, these brands enjoy great popularity, which allowed Transsion to place in the Top 5 worldwide. In the Middle East and Africa regional group, Transsion's performance is even more impressive. Indeed, in this one,the Chinese company's market share was 32% for the whole year, and more than 36% in the last quarter of 2023, according to data from Counterpoint Research.

The latter also indicates that, for the first time, Transsion's TECNO brand has overtaken Samsung, during the last quarter, thanks to a 77% increase in its shipments, in the regional group. “This advance is mainly due to the $150 price range, which increased by 68% year-on-year for TECNO, with models like the TECNO Pop 7 and the Camon 20 Pro receiving a good response from consumers”, says Counterpoint.

A gradual arrival in Europe ?

Markets like the Middle East or Africa are important, since while developed countries are today saturated, emerging or developing countries are becoming real growth drivers for the industry. For example, in the last quarter of 2023, smartphone shipments in the Middle East and Africa increased 30% year-over-year, according to Counterpoint. Globally, this growth was 8.5%, according to IDC.

In addition, Transsion is gradually rolling out its brands in new markets, including Europe. In another report on smartphone shipments in Europe, for the third quarter of 2023, Counterpoint explained: “Carrying brands TECNO and Infinix surged in the region, growing by 192% and 518% respectively, with Russia being the biggest market for both.” However, Transsion's market share in Europe is still very low.

Otherwise, it should also be noted that if this manufacturer, whose headquarters is in Shenzhen, specializes in affordable devices, it has already started a premiumization process. Moreover, the TECNO brand presented its folding smartphone, the PHANTOM V Fold, at the Mobile World Congress in Barcelona, ​​in 2023.

And during the 2024 edition of this show, TECNO presented a prototype with a rollable screen.

  • According to IDC data, the Transsion company and its brands TECNO, Itel and Infinitix are now among the leaders in the global market for smartphones
  • The company is particularly present in the Middle East and Africa, where it has just overtaken Samsung for the first time
  • Transsion is also interested in Europe, but its main market in the region is still Russia
  • And while offering affordable smartphones for developing and emerging countries, Transsion is also interested in the segment premium, as well as folding (and even rollable) smartphones

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Teilor Stone

By Teilor Stone

Teilor Stone has been a reporter on the news desk since 2013. Before that she wrote about young adolescence and family dynamics for Styles and was the legal affairs correspondent for the Metro desk. Before joining Thesaxon , Teilor Stone worked as a staff writer at the Village Voice and a freelancer for Newsday, The Wall Street Journal, GQ and Mirabella. To get in touch, contact me through my teilor@nizhtimes.com 1-800-268-7116