Africa-Press – Kenya. Following a diversification into the high end smartphone segment early in the year Tecno is now expanding its outlets into malls to tap onto the new market segment.
This is a shift from the traditional model where the phone targeted the mass markets with store in the central business district.
The phone maker is looking to open ten service centres in the malls across the county in its plan new investments.
According to Tecno Kenya head of retail sales Brian Otieno who was speaking during the firms opening of a new store at Garden City, the growing middle class in the country is driving up the uptake of premium high end smartphones.
“We are transitioning to the high end and people who love these high end devices we are producing now are those who like a setting where they can come and relax as they shop,” said Otieno.
The increasing change in taste by customers in the country has been responsible for the shifting trends in technology uptake in Kenya.
This comes at a time that China’s largest smartphone makers have intensified their battle for the Kenyan market, eager for a slice of one of the hottest and fastest-growing devices outlets in the region.
The phone maker is now looking to open 10 stores by the end of the year in malls across the country this is in anticipation of the boom in device uptake this year.
Market Intelligence firm IDC is projecting the African smartphone market to grow 8.8 percent YoY in unit terms in 2023.
“From that’s the traditional way of selling now we are transitioning to a new model, where we are looking to open 6 to 10 new outlets by the end of the year,” added Otieno.
The high and midrange segment devices have been the best performing in the country.
TECNO says the exclusive Store is set to revolutionize the retail experience by offering a wide range of the latest smartphones, smartwatches, and accessories.
“Our new exclusive store aims to be the go-to destination for customers seeking the latest innovations in mobile technology, coupled with excellent customer service and a personalized shopping experience,” , said Brand Manager, TECNO Mobile Limited Peter Shi.
Kenya currently has nearly 300,000 5G phone users, according to the latest data from the Communications Authority of Kenya (CA), the telecommunications and communications industry regulator.
In 2022 Samsung led the way in Kenya’s smartphone market in Q4 2022 with 31.7 percent unit share, Tecno took second place with an 18.8 percent share, while third-placed Infinix accounted for 9.2 percent of shipments.
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