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Samsung is no longer a leader on a vast continent. Tecno leads the smartphone market in Africa



According to Counterpoint, Tecno has surpassed Samsung to rank # 1 in African smartphone sales in 2020. The brand’s market share rose to 18%, despite the market seeing a 6.7% year-on-year decline in smartphone shipments.

The report said the COVID-19 pandemic hit the market hard, with the second quarter being the worst since stores were closed. However, by July, sales had improved significantly. In the fourth quarter of this year, the market even showed an increase of 1.5%.

Samsung, which held 18% of the market in 2019, weakened its position to 15% last year. The situation for Samsung should improve this year, as it has already launched its new Galaxy A smartphones in several markets on the continent.

Itel, another Transsion Holdings brand that also includes Tecno and Infinix, ranks third with a market share of 12%. Itel offers more affordable phones than its Tecno and Infinix. Infinix closes the top five with a 7% share.

Huawei continues to rank fourth in Africa despite the challenges it faces. Counterpoint claims the first three quarters were good, but shipments dropped significantly in the fourth quarter. Market share fell from 10% to 8% and is expected to fall further.

Xiaomi improved its position from 2% to 4%, increasing sales by 126% year on year thanks to increased sales in key markets such as Egypt, Kenya, Morocco and Nigeria. It is also reported that Xiaomi is expanding its offline presence on the continent and should record an increase in market share this year.

Apple, HMD Global and Realme each took 1% of the market.

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