NEWS  Smartphones  November 2, 2023  Reading time: 2 Minute(s)

Max (RS editor)

In an astounding turn of events, Transsion, a relatively unknown Chinese smartphone manufacturer that goes under the slogan "Together we Can", has surged to the fifth position among global smartphone makers, surpassing Vivo. The brand might not ring a bell for many in Europe and North America, but it has already cemented its presence among the world's top mobile phone manufacturers.

Transsion is the parent company behind popular brands like Tecno, Infinix, and iTel. While many smartphone manufacturers struggled during the third quarter of this year, Transsion managed to record remarkable growth.

The company has strategically focused its efforts on the markets of Africa, the Middle East, Latin America, Asia, and Oceania, where it outperforms well-known brands such as Samsung and Xiaomi.

Transsion's success is partly attributed to its production of budget-friendly smartphones. Interestingly, the Tecno brand, under Transsion's umbrella, recently launched its first foldable device, the Phantom V Fold, signaling the company's ambition to expand into new markets.

The exact quarter in which the company entered the top five globally is a matter of debate. Regardless, Transsion is now firmly among the top five, trailing behind industry giants Samsung, Apple, Xiaomi, and Oppo.

According to Canalys data for the second quarter of 2023, Transsion successfully shipped 22.7 million devices, marking a 22% increase compared to the previous year and achieving a 9% market share, up from 6% in the previous year. This accomplishment has elevated the brand's status in the smartphone sector.

Nevertheless, traditional leaders in the industry have maintained their top positions. Samsung shipped 53 million units during the same quarter, holding a 21% market share, while Apple's shipments decreased by 13% to 43 million iPhones, but it managed to maintain its overall market share at 17%.

Transsion's sustained growth can be attributed to its targeted approach to emerging markets, where demand remained robust, in contrast to more developed markets. A report from Counterpoint highlighted that the Middle East and Africa were the only regions to witness annual growth in the smartphone sector during the third quarter, a trend Transsion capitalized on.

Transsion's brands, Tecno, Infinix, and iTel, now hold an impressive 48.2% share of the African market, three times higher than that of Samsung, which holds a 16% share. While Samsung maintains a significant global presence, its market share in Africa is 21.7% as of the first quarter of 2021.

The question arises whether Transsion can sustain this position or if its success in 2023 is an isolated episode. Analysts suggest that the global smartphone market's contraction has eased, thanks to industry-wide inventory reductions and signs of demand recovery in some regions.

If this trend persists, there is undoubtedly a significant opportunity for manufacturers like Transsion, which have a strong focus on emerging markets.

(Images by Transsion)