South Korean manufacturer Samsung dominates the MEA (Middle East and Africa) market in the second quarter of (Q2) 2021, according to Counterpoint Research Market Pulse, June 2021 reserach.
Samsung captured the largest share of the market with 16 percent, but that was a reduction from 20 percent in the corresponding period of 2020 as the coronavirus pandemic and the bedlam in Vietnam stoked disruption to the distribution chains.
Peer rivals Teno came second with a cumulative market share of 13 percent, and that was a marked improvement from 7 percent last year as its products are affordable to customers in poor countries.
It will be recalled that TECNO had beaten Samsung to it when it became Africa’s top smartphone brand for the first time in 2020, according to Counterpoint Research’s Market Monitor service.
The report by Counterpoint added that Xiaomi, OPPO, and Vivo are increasingly making an inroad into the Middle East and Africa, taking advantage of the misfortunes of Huawei that has had growth crimped by the coronavirus pandemic that undermined economic growth.
Interestingly, XIAMI has 11 percent of market share, Itel, (10 percent); Infinix, (10 percent); Opp0, (8 percent); Vivo, (4 percent), and others 26 percent.
Samsung designs products specifically for African consumers under its “built for Africa” strategy. The company is also very present in many offices and schools and the products are displayed in all smartphone shops across the country.
Smartphone ownership in Nigeria has been growing exponentially and the country’ huge population that are below the age of 25 years makes it the next growth phase of Africa technology.
While Nigeria’s mobile penetration rate is lower than developed markets, it is higher than the average across sub-Saharan Africa, standing at around 50% as of 2018, and estimated to rise to 130 million or about 60%-65% of the total population by 2025, according to DataReportal
There are indications smartphone usage has been garnering momentum in Africa.
Research firm IDC has released new data from its Worldwide Quarterly Mobile Phone Tracker which shows that Africa’s overall mobile phone market enjoyed year-on-year (YoY) growth of 14.0% in Q1 2021 to total 53.3 million units.
According to the IDC, the region’s smartphone market grew 16.8% over the same period to 23.4 million units, while the feature phone market was up 11.9% to 29.9 million units.