Leading Chinese technology company Tecno Mobile expands into ME

Over the past decade, the mobile phone penetration rate in Africa has risen from 6% to 80%, and Tecno Mobile is already delivering to 31 African countries with the largest market share currently in Tanzania and Nigeria.

And now Tecno Mobile has turned its focus to penetrating the Middle East market.

“We believe that emerging markets are where the future growth is for smartphones,” said Arif Chowdhury，Transsion Vice President at Tecno Mobile. Across Africa in 2015, the sales of smartphone increased 108% which is still only one third of the total mobile phone sales volume. While the worldwide smartphone market growth is showing a noticeable slowdown, emerging markets are just taking off. We are excited to be making our Middle Eastern debut with the launch of an exciting new product later this month. The Middle East will be an important market for us as part of our growth strategy. We believe it is the perfect landscape to be taking our next step.”

According to International Data Corporation (IDC)*, there has been a recent decline in mobile phone shipments to the Middle East in 2016. IDC attribute this to a lack of smartphone innovation and a variety of socioeconomic factors. Phones priced less than $300 now make up 52% of the GCC's smartphone market, with consumers looking for an attractive value proposition, IDC stated.

Chowdhury added: “In the Middle East, we aim to set the benchmark for the future of the mobile phone industry by tailoring our products to the requirements of the Middle Eastern consumer. Our products are always at the forefront of innovation as its software is programmed to be constantly updated with the latest in mobile phone additions, and are affordably priced.”

Tecno Mobile is the first phone brand aiming to create an entertainment ecosystem tailor-made based on the needs and habits of young consumers in emerging markets on an Android platform. This customisation differs for each market and target audience. Tecno Mobile develops phones and tailor-made services that meet consumer entertainment and creative needs and incorporates features that enhance popular every day actions such as taking selfies.

As part of its growth strategy into new markets, Tecno Mobile also plans to expand into South East Asia and South America following the successful roll out across the Middle East. Tecno Mobile does not sell its products in China.