Tecno dominates African mobile brand

L-R:Jonathan Doerr,Mounir Boukali,Efosa Idehen and Chidi Okonkwo Deputy General Manager

Few days after it launched its new flagship smartphones, Tecno Phantom 6 and Phantom 6 plus in Dubai, United Arab Emirates (UAE), Tecno Mobile, last week, launched the devices in the Nigerian information Technology (IT) market.

At the Lagos, Nigeria launch, the General Manager, Tecno Nigeria, Mr. Chidi Okonkwo, said over the last decade, Tecno Mobile has dominated the African mobile market to become one of the most sort-after mobile phone brands in the region, adding that its latest addition to the Phantom series – the Phantom 6 and Phantom 6 plus is not an exception.

He added, “Today, Tecno has extended its presence to more than 48 countries across the Middle East, South East Asia and South America, serving about 2.5 billion consumers, which is about 35 per cent of the world’s population. This feat clearly makes the brand a force to reckon with, not just in Africa but also globally.”According to him, “We are proud of what we have been able to achieve in Africa so far and we are confident the time is right for us to replicate the same success 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 per cent across six major African markets – Kenya, Nigeria, Ghana, Tanzania, Cameroon and Ethiopia,” Okonkwo said.

In his presentation, the company’s Deputy Marketing Manager, Digital, Mr. Jesse Oguntimehin, stated that the new devices are examples of high-end upgrades when compared to its predecessors, the Phantom Z and Phantom 5 that was launched in 2014 and 2015 respectively.

He said:”The new Phantom 6 now wears the crown as the slimmest smartphone with a dual rear camera. Spotting the unconventional dual rear 13MP plus 5MP auto-focus cameras with LED flash, the Phantom 6 also has an expanded storage space for better operations, running on 3GB Read Access Memory (RAM) and 32GB Read Only Memory (ROM) expandable to 128GB, and powered by 2.0GHz speed MediaTek Octa-core processors,” Oguntimehin said.

“On the other hand, the new Tecno Phantom 6 Plus flaunts an impressive 6.0 inch IPS touch display and Tecno’s first tri-fold security on a smartphone, which include fingerprint, eye scanner and TrustLook antivirus. The Phantom duo spots the revolutionary USB Type-C port with super-fast charge capabilities,” he added.

Tecno Deputy Marketing Manager, Offline Activations and PR, Mr. Attai Oguche, added that Phantom 6 gives mobile consumers better stability, speed and possibly the best camera experience on mobile phone.

“Mobile consumers in Nigeria, Ghana, Egypt and other top mobile markets in emerging economies have not seen anything like the Phantom 6 plus. This smartphone took three years in the making and the global expertise of over five hundred engineers to deliver right on schedule,” Oguche said.

Tecno Mobile, which celebrated its 10th year anniversary at the launch of new Phantom 6 in Dubai, is a Chinese multinational mobile phone company that entered the African mobile space with a strong desire to dominate the then nascent market, introducing first-of-its-kind technologies and gradually eroding the market shares of dominant brands.

“Looking back 10 years down the line, it is safe to say that Tecno has set a tough precedence for any market entrant to scale,” Oguntimehin said.