Taking its first official step into the international scene, mobile technology Giant, TECNO Telecoms is set to launch its flagship devices the Phantom 6 and Phantom 6 Plus, this September. After 10 years of operations in Africa, the leading Chinese mobile phone manufacturer has decided to expand its business to include other emerging markets of the world. The launch is expected to take place on the 25th of September 2016 in Dubai, United Arab Emirates, when TECNO will also be celebrating its tenth anniversary.
According to PwC, “the rate of growth in emerging markets for the past decade and a half has been twice that of advanced countries and this trend is unlikely to abate anytime soon”. While several investors are still struggling to balance the risk/opportunity tradeoffs of investing in emerging markets, TECNO is already enjoying the benefits.
Over the past decade, mobile phone penetration rate in Africa has risen from 6% to 80% and TECNO Mobile being a major driver of this development, is already servicing over 30 African countries while currently retaining the largest market share of 41.1% and 31.1% in Tanzania and Nigeria respectively.
“We are proud of what we have been able to achieve in Africa so far and we are confident the time is right for use to duplicate same successes across other emerging markets. When we arrived Africa 10 years ago, very few people would have thought that we would grow so fast to control the largest market share of 25.3% across six major African markets – Kenya, Nigeria, Ghana, Tanzania, Cameroon and Ethiopia” said Tomo Liu, Deputy Director Marketing, at TECNO Mobile.
TECNO has succeeded in showing that they understand the dynamics of the African market by releasing very competitive devices at affordable prices. “Of course we are aware that emerging markets are not a monolith so, we have structured our expansion strategy to cater for each heterogeneous group across these markets. The Middle East is one region we are very excited about and unlike 10 years ago when we launched in Africa with the TECNO T780, we will be launching our new market with our latest flagship devices – Phantom 6 and Phantom 6 Plus. “The trends we identified across the region allowed us to see that there is room for TECNO Mobile’s offering in the Middle East where we are targeting young consumers to provide innovative phones and tailor-made services that meet their needs”, said Vane Ni, Deputy General Manager and Global marketing lead at TECNO Mobile.
TECNO Mobile customizes its devices based on different consumers’ preferences and the Phantom Series, which embodies the best of technological advances yearly is expected to impress smartphone consumers across different emerging markets. The Phantom 6 and Phantom 6 Plus is available for pre-order already with gift items for those who pre-order at approved sales outlets across the country.