Samsung Falls to 2nd Place in Africa Smartphone Market Last Year

Counterpoint Research Announcement
Samsung Ranks 2nd with 15%, Behind Chinese Smartphone Company Tecno at 1st Place

[Asia Economy Reporter Cha Min-young] Samsung Electronics was found to have lost its number one market share in the African smartphone market last year to the Chinese company Tecno.

According to a Counterpoint Research report released on the 19th (local time), Samsung Electronics held a 15% market share in the African smartphone market in 2020, down 3 percentage points from the previous year, dropping to second place.

The company that overtook Samsung Electronics to claim first place was the Chinese company Tecno, which increased its share from 17% in 2019 to 18%, securing the top spot for the first time. Despite the impact of COVID-19, the strategy of launching affordable devices and continuing market investments is believed to have been effective.

Last year, the African smartphone market shrank by 6.7% compared to the previous year due to COVID-19. Both retail and supply chains were hit in the first half of the year. However, from July onwards, the market showed a rapid recovery in the second half of the year.

Yang Wang, the lead analyst who authored the report, analyzed, "Last year, the African smartphone market performed relatively well compared to other regions, but it was not immune to the disruption caused by COVID-19," adding, "In the second quarter, shipments decreased by as much as 27% compared to the previous year."

This year, the competition for first and second place between Tecno and Samsung is expected to continue. Tecno is anticipated to further increase its market share, while Samsung Electronics is expected to rely on its mid-range Galaxy A series as a key factor.