Global smartphone shipments decreased overall, yet Africa has continued to thrive in the market, with Tecno and Itel leading the charge in sales.
The global smartphone market experienced a slight dip last quarter, with a 1% year-on-year drop, marking the end of a six-quarter growth streak [1]. However, one company that bucked this trend is TRANSSION, which continued to dominate the African market.
Despite the global decline, TRANSSION, known for its brands Tecno, Infinix, and itel, shipped 24.6 million smartphones last quarter, maintaining their position in the global top five [1]. This robust performance is a testament to TRANSSION's deep understanding and tailored approach to the African consumer.
TRANSSION's success in Africa can be attributed to several key factors. The company designs phones specifically for African users, offering features such as long battery life, dual-SIM capabilities, and cameras optimized for darker skin tones, which global brands often overlook [3]. TRANSSION also caters to the budget and mid-range segments that form the bulk of the African market with competitive pricing and a wide range of models [4].
Strong localized marketing efforts have also played a significant role in TRANSSION's success. The company tailors its marketing to local cultures, partners with local sports and influencers, and provides comprehensive after-sales services across Africa [4]. TRANSSION has also expanded its manufacturing and supply chain efficiencies, including a plant in India, which allows for better regional distribution and cost control [4].
While TRANSSION's dominance remains robust continent-wide, some regional markets like Kenya are showing signs of change. In Kenya, Samsung and Xiaomi are gaining market share due to evolving consumer preferences favoring premium features like AI, camera quality, and software support [2]. However, such shifts have not yet broadly eroded TRANSSION’s overall leadership in Africa [1][2].
Despite the competition, TRANSSION is leveraging its African market success to pursue global growth plans. The company is considering a potential secondary IPO in Hong Kong to raise funds for expansion into Asia, the Middle East, and Latin America [3][5].
Samsung, another major player in the global smartphone market, also had a successful quarter. The company shipped 57.5 million devices, with the popularity of their A-series lineup driving much of their success [1]. However, Samsung's S25 series maintained steady performance in Q2 2025, while the new Galaxy S25 Edge did not experience significant demand [1].
In contrast, demand for smartphones in Africa remains strong. The continent continues to be a growth market for smartphones, with demand not expected to fade soon due to cheaper bundles and more people going online for the first time [1]. Despite the global smartphone market slowdown, the 1% drop is not considered a crisis [1].
Meanwhile, Apple saw a slight decline in Q2 2025, indicating a potential impact of the global economy [1]. The startup Nothing also made waves, shipping over a million phones in Q2 2025, growing 177% year-on-year [1].
In summary, TRANSSION's continued dominance in Africa during a global sales decline is due to its deep understanding and tailored approach to the African consumer, cost-effective product offerings, strong regional presence, and strategic investments in local ecosystems and supply chains [1][3][4]. As the African market continues to grow and evolve, it will be interesting to see how TRANSSION and other players adapt to changing consumer preferences.
References:
[1] TechCrunch
[2] Business Daily Africa
[3] Reuters
[4] Quartz Africa
[5] South China Morning Post
TRANSSION, whose dominance in the African smartphone market remains strong despite the global smartphone market's dip, is continuing to expand their reach with potential plans for an IPO in Hong Kong to fund growth in Asia, the Middle East, and Latin America. The success of TRANSSION and other gadgets companies like Samsung and Nothing in the global technology market underscores the significance of catering to specific consumer needs and preferences.
