TMCnet News
Innovation and TECNO Africa's Success Story(AllAfrica Via Acquire Media NewsEdge) When the TECNO brand of mobile devices entered into Nigeria market a few years ago, not many gave it a chance. Indeed as the fastest growing market for mobile devices, other leading global brands had already taken position as market leaders and brands of choice for ever dynamic Nigeria mobile devices consumers. Determined to have a slice of the huge market, TECNO Mobile plunged into the market with innovative strategies to give competitors' a run in the market. With the introduction of low end affordable moblie devices that deliver value to consumers, it was not long the Chinese brand gained market penetration in Nigeria. Within months of its introduction, the Chinese brand transformed from a virtually unknown product into a brand of choice. Leveraging on this success story, the brand went ahead to introduce more sophisticated smartphones at affordable prices. The launch of its Phantom Z smart phone, its first high-end brand in Nigeria reputed to be world's only Octa-core processor smart phone has elevated the telecom company to its current level of aspiration and global competitiveness in delivering premium experience to customers. Today, hundreds of thousands, if not millions, of TECNO brand of mobile devices have been sold in Nigeria market, making the brand an exemplar for one-of-a-kind products seeking mass consumer acceptance. According to Arif Chowdhury, Vice President, TECNO Group, the Tecno success story in Africa in general was hinged on its in-depth understanding of African market and introduction of innovative brands to suit the peculiar needs of the market. He said when in 2006, TECNO Mobile entered Africa market, none of the already existing global brands factored in the power challenges and the fairly nascent infrastructural development across the continent in their design of mobile products. "Many of the mobile network service providers at the time had infrastructures that struggled to deliver quality voice connections across a wide range, little wonder the advent of Dual-SIM mobile products by no other than TECNO Mobile delivered unique ideas at affordable rates." On the introduction of Dual-SIM for Africa by TECNO Mobile, he said the philosophy was hinged on the underdevelopment and overburdened landline telecommunications infrastructures that were inadequate to meet Africa's overwhelming need for voice connections. "The fact the many African cell phone users were demanding for a mobile device that can hold more than one SIM card was an insight into the African consumer's need that begged to be utilised" an opportunity that endeared TECNO brands to millions of consumers across the continent. Speaking on the import of Research and development (R&D) on the brands equity, he informed that with the movement of the headquarters to Shanghai, their success story could be attributed to strong team of French designers committed to deliver innovative, high functional, competitive and stylish products to the African market. On the place of Africa market to the success story, Chowdhury said TECNO Mobile had grown with Africa having consolidated on its position as major mobile OEMs, delivering unique insight-based mobile technology service to African consumers. "Africa is our sole market and we will treat her right. We will continue to also build lasting value in the Africa communities by driving initiatives such as the Local apps development challenge in partnership with sister company." Capitalising on the opportunity the Africa market provided, he said, "Africa was willing to welcome our brand when other brands were dominating the market. We offered affordability, originality and aspiration in our range of products and such, customer base began to swell. By 2009, TECNO Mobile had become an accepted and robust competitor with low-end mobile devices that offered value at affordable rates." As the battle for market share in the mobile phone ecosystem heightens in the African market, especially in Nigeria where demand is so high, every successful original equipment manufacturer (OEMs) operating in the region has recorded tremendous success stories as a result of brand development through innovative technologies. However, TECNO Mobile known for price friendly products is not left out in the universal trend of unique brand development, high quality product offerings, affordability and improvement. Copyright This Day. Distributed by AllAfrica Global Media (allAfrica.com). |