A Tecno mobile case review.

     It is becoming increasingly difficult for companies to succeed due to the stiff competition and ever changing needs of consumers. Statistics from Fortune Magazine says that

9 out of 10 Start-ups fail and the U.S. Census Bureau reports that 400,000 new businesses are started every year in the USA, however, 470,000 struggle to stay afloat at the same rate.

     Though the numbers are scary, it gives insight to the fierceness of the modern market place. The good news is that innovative businesses are surging ahead in spite of tougher competition, segmented markets and evolving consumer preferences.

     Multinationals like Cadbury, Coca-Cola, Nestle, Procter & Gamble and a few other companies have gained prominence in Africa over the years – thanks to their dynamism, innovation, experience and people. Surprisingly, new market entrants such as: Google, Facebook, Uber and the Telecoms multinational TECNO in a short time of business operations, have been able to consolidate market presence in their various markets. Speaking of market leadership, the rise of the TECNO brand from the low segment of the mobile market to a highly competitive high-end smartphone leader has been nothing short of a marketing brilliance.

     The Rise of Africa’s leading mobile brand; a case study on tech innovation success Back track to 2006 when TECNO entered the African markets with its revolutionary dual SIM technology. Nonetheless, the mobile maker struggled with negative consumer sentiments in its interest markets, particularly Nigeria where mobile users considered TECNO products to be substandard. Fast-forward to 2016 and TECNO brand has completely evolved—a leader in smartphone; the brand rolls out smartphone products year on year with good product reviews. In the Nigerian mobile space, an estimated 6 out of 10 persons use a TECNO mobile product, if the figure is anything to go by then, this means that TECNO smartphones are now the consumers’ preferred mobile. The brand’s different product lines namely: TECNO Boom, CAMON and the Phantom series have become very popular with mobile consumers, tech analysts and enthusiasts. Presently, TECNO smartphone products can stand head-to-head with top smartphone competitions in Africa. 

     Interestingly, reports on mobile phone sales volume released by a Nigerian based research agency for November 2014 to May 2015 put TECNO on top in most African markets.         The report also revealed that TECNO sold more mobile phones in Nigeria and Tanzania than any other OEM company in the period of the review. TECNO comes in second position in the Ghana, Cameroon and Ethiopia markets. In the Kenyan market, it maintains the third position behind Nokia and Samsung.

     The main markets of TECNO Mobile Overall, the research revealed that TECNO controlled 25.1% market share in six markets. While the report didn’t account for sales performance in other markets, it hinted TECNO popularity in African markets and places the brand’s smartphone products amongst markets sort-after in Africa, Middle East and Southern Asia regions.

     A community-centred business module, TECNO CSRs touch host communities Corporate Social Responsibilities, a success template that several leading global companies have adopted proves to be a good business case for brand marketing and TECNO has imbued the CSR culture in its business module across markets. Through life-touching projects, they are empowering people and communities. Worthy of mention of such project is the Light Up Ikeja initiative; a CSR project executed in the first quarter of 2016. Eighty plus (80+) solar-powered streetlights were installed in Ikeja’s electronic market (Popularly called Computer village) and environs to help with the security challenges faced in the area. Other Corporate Social Responsibility projects executed by TECNO include: scholarships for pupils in public primary schools in Nigeria (Lagos), support of the Michael Essien Foundation in Ghana, amongst others. 

     Clearly, dogged, innovative and visionary brands have a way of weathering the storm while consolidating market share. TECNO on its part has proven to be the smartphone constantly evolving to give consumers more value. The international launch of TECNO’s next flagship, the TECNO Phantom Series in Dubai this September could open a new global chapter for a mobile brand that has proven the African markets to be the best training ground for globally competitive multinationals. 

     See photos below:

The main markets of TECNO Mobile. 

TECNO light up Ikeja project.

TECNO’s "Give Children a Future" scholarship program.