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Mobile Phone Brands Reposition for Nigerian Markets

Following the issues surrounding the Samsung Galaxy Note 7 last year, the first quarter of 2017 has presented a good opportunity for Samsung Mobile to redeem lost glory with the unveiling of Galaxy S8/S8+.

Meanwhile, TECNO Mobile has continued to grow a strong presence across Africa markets being the overall leader by
market share in five major markets including Nigeria, Tanzania, Kenya and Ethiopia. On the other hand, Injoo, Microsoft and Asus brands maintain marginal presence across various markets.

From an online survey of 18 mobile brands across Nigeria, Samsung led the pack on month-by-month engagement of audiences across the space. The brand’s remarkable engagement figures some analysts considered to be a reflection of the impressive crisis management
strategy adopted by Samsung Mobile in the aftermath of the
Galaxy Note 7 saga last year.

On the other hand, TECNO Mobile which is a major African market competition, has grown brand impressions this first quarter with activities following the concurrent launch of TECNO L9/ L9 plus and CAMON CX/ CX Air flagships. The former being the brand’s next generation battery focus smartphone with fast charge technology and the latter its latest CAMON series phone.

iPhone and the Apple brand impressions plateaued this quarter from its peak in the fourth quarter of last year; riding on the wave of a successful iPhone 7/ iphone 7 plus launch last year and growing demands for iPhone products from emerging market.

TECNO Mobile brand on its part has continued to grow its profile
through strategic partnerships; moving upward from Africa markets to markets in Middle-east, Southeast Asia and the Americas.

On the local scene, TECNO continues to control the larger part of the mobile market with 50 percent while Samsung sits in
second position with a share of 15 percent. Apple and Nokia brands square at eight percent respectively.

As the first quarter wraps up, mobile makers gear up for the second quarter engagements which historically shapes the winners and losers chart at the end of the fiscal year.

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