The biggest phone seller in Africa is a little-known Chinese company

Transsion doesn’t sell phones at home in China, but it dominates the market in Africa. Founded in 2006, the Shenzhen-based manufacturer makes both smartphones and feature handsets at highly affordable prices. It’s targeted solely at emerging markets.

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A billboard in Uganda advertising Transsion’s Tecno phones. (Picture: Transsion)

Published: 8:46pm, 13 Feb 2019Updated: 8:09am, 20 Sep 2019

This article originally appeared on ABACUS

Plenty of Chinese phone makers are setting their sights abroad. But while big brands like Huawei and Xiaomi dominate global sales, in some parts of the world you’re more likely to find people using handsets made by Transsion.

Chances are Transsion won’t ring a bell. Even in China, where the company is based, few have heard of them.

But take a walk on the streets of Nairobi, Abuja or New Delhi, and you’ll find that Transsion’s Tecno is the brand of choice. Across Africa, the company sells more handsets than either Samsung or Huawei. In India last year, Transsion sold 75% more smartphones from a year before, according to IDC. That makes it the country’s fifth biggest seller, beating Apple and Huawei.

DARKER SKIN AND GREASY FINGERS

Transsion phones are cheap -- some can cost as little as US$15. But the company believes there’s more to its success than just price.

Without the need to cater to developed markets, Transsion says it can instead focus on adapting phones to local tastes.