The article discusses the smartphone market in Africa, with a focus on Transsion Holding, the company behind brands like TECNO, Infinix, and itel. While overall smartphone purchases have decreased due to factors like rising prices, supply chain issues, and improved durability of devices, Transsion Holding continues to experience significant growth in Africa and other emerging markets.

Research firm Canalysis has provided data on the market share of different phone brands worldwide. In Africa, Transsion Holding leads the smartphone market with a 48% share in Q1, followed by Samsung at 30%. Chinese brands Xiaomi, OPPO, and realme hold positions three to five. However, all the brands, except for realme, have experienced a decline in annual growth.

The article also highlights the market share rankings in specific African countries. In Morocco and Algeria, Samsung takes the lead with 11% market share in both countries. Transsion Holding secures the second position in Morocco at 19%, while realme takes the second position in Algeria at 31%. Xiaomi shows positive annual growth in both countries. Apple, which rarely sells its devices in Africa due to their high price, appears in the rankings for the first time at 1% market share.

Transsion Holding aims to transition from being perceived as a "cheap" brand to a premium one, similar to Samsung. It has launched higher-priced devices like the TECNO Camon 20 Premium and plans to introduce devices like the Phantom V Fold and the Phantom V Flip. However, the article questions whether the market will accommodate Transsion's ambitions, considering the impact of expensive handsets on market share, as seen with Samsung's A series.

Overall, Transsion Holding continues to dominate the smartphone market in Africa, primarily driven by its affordable devices, but it faces challenges as it attempts to establish itself as a premium brand.

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