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Transsion Group contributed to 44% of the smartphone sales during 2019
Smartphone sales grew by 10% YoY in 2019 with the highest ever in 2019 Q4 with 59% of handset market share
New Delhi, Mumbai, Hong Kong, Seoul, San Diego, London, Buenos Aires – Mar 18th, 2020
Kenya's smartphone sale grew by 10% in 2019, according to Counterpoint Research’s Market Pulse. This growth was driven by upgrades from feature phones to smartphones. The smartphone market now captures 56% of total handset sales, most from the sub-$100 segment. The second half of 2019 underwent strong growth due to attractive offers like Black Friday sales, Open Day Sales by Safaricom, Christmas and new year offers on Jumia and MobileHub.
Commenting on the OEM landscape, Tarun Pathak, Associate Director at Counterpoint Research, said, “In Kenya’s handset market, Transsion Group’s brands accounted for 44% of smartphone sales with Tecno the leading among its three brands. 72% of smartphone sales come from the sub-$100 price segment. Transsion Group brands accounted for over half of this segment in 2019. This stronghold over the smartphone market by Transsion Group is mainly driven by speedy upgrades from feature phones to smartphones, the affordable localized offerings along with the brand loyalty developed over several years.”
Further adding to which, Mr. Pathak said, “The top 10 smartphone brands held 87% of the market in 2019. Despite Samsung experiencing a downward trend, it had the second-highest smartphone share in 2019. Huawei, a comparatively new brand in the region, experienced strong growth.”
Commenting on the device features, Arushi Chawla, Research Associate at Counterpoint Research said: “As the smartphone market has matured, sales smartphones with a screen size above 6” have increased. This has led to a situation where Kenyan smartphone users have developed an inclination towards smartphones with larger batteries in 2019 – this is both enabled by larger screens and needed as usage intensity has increased.”
Adding further Arushi said, “From the component perspective, MediaTek SoCs led in 2019 with 60% market share, driven primarily from smartphones in the price band $50-$100. Whereas, Qualcomm was the leading SoC for premium smartphones.”
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