This was revealed in a new report from Counterpoint Research, as Apple led international brands with a 21% increase, while HONOR recorded an 83% peak, supported by strong inventory and early-year growth.

This shows that Chinese manufacturers still led the MEA market, with Samsung and Transsion holding large market shares through high volume shipments and strategic stock management.

The growth in Q4 was strongest at both the entry and premium ends of the market, with devices priced between $100 and $249 rising 28% year-on-year. This was driven by feature phone migration in Africa.

Phones above $700 jumped 46%, helped by consumer financing and trade-in programmes. High 5G adoption also contributed, with shipments of 5G devices surging 22% as operators expanded coverage in emerging markets.

Samsung posted 53% year-on-year growth, maintaining volume leadership over Transsion by front-loading lower-cost inventory ahead of rising market prices.

Xiaomi and Transsion saw declines of 14% and 4% respectively, as expensive components and global memory shortages hit production. HONOR’s strong growth came from leveraging existing stock and early-year demand, rather than market expansion alone.

The report noted that Q4 2025 may be the final growth quarter for the entry segment. The market is reaching the limits of low-cost component stocks, and memory price hikes are expected to slow shipments in 2026.

However, the premium segment is healthy, underpinned by financing options, trade-in programmes, and a strong appetite for high-end devices.

Strong 5G adoption is pushing premiumisation in both established and emerging markets, including Jordan, Iraq, Tunisia, Egypt, Morocco, and Sierra Leone.

While geopolitical challenges fluctuated through the year, the market stayed resilient thanks to steady oil prices, consistent purchasing power, and demand for modern technology.

• TRANSSION [TECNO | iTel | Infrinix] cemented its leadership with a 50% market share
• Samsung faced a 30% decline
• Xiaomi achieved 13% growth
• realme gained traction with its “more value for less money” strategy
• OPPO grew 22%
• HONOR achieved remarkable growth of 287%

Africa’s smartphone market has been projected to have cautious 1% shipments for 2025, emphasizing the need for sustained efforts to unlock the market’s potential. 

Meanwhile, Canalys’ research as at Q3 2024 reveals that Africa’s smartphone market grew by 3% year on year in reaching 18.4 million units, reflecting resilience amid a complex economic landscape.

While stabilizing currencies and easing price pressures have provided relief in certain regions, challenges such as inflation, energy volatility and subdued consumer demand persist.

Rising operational costs, infrastructure gaps and food inflation further weigh on growth prospects.

The future of Africa’s smartphone market hinges on the ability of governments and vendors to tackle these structural hurdles.

Nigeria records modest 1% growth as the Naira depreciated by 69.9% 

In contrast, Nigeria, the continent’s second-largest market by volume, recorded a modest 1% growth as the Naira depreciated by 69.9% from January to September, but improved to 32.2% in August 2024, continuing to weigh on consumer demand.

South Africa, after six quarters of double-digit growth, saw a sharp 10% decline in shipments as economic uncertainties dampened consumer spending, despite easing inflation and interest rate cuts.

Similarly, Kenya’s smartphone shipments dropped by 10%, attributed to elevated fuel costs, production challenges and the economic fallout of anti-finance bill protests in June 2024.

Egypt leads Africa with double-digit shipment growth amid regional challenges 

Egypt led Africa’s smartphone market with an impressive double-digit 34% growth for the third consecutive quarter, strengthening its position as the region’s fastest-recovering market.

The success stems from localized production, which has drastically reduced import reliance, slashing the smartphone import bill by 99% to US$1.65 million in H1 2024 from 2021.

Morocco, once a fastest-growing market in North Africa, experienced a decline of 24% reeling from the hike in import taxes at the start of the year.

Vendors focus on affordability and local manufacturing to shape key regional strategies 

“In Q3 2024, the smartphone market in Africa presented a mix of opportunities and challenges,” noted Manish Pravinkumar, senior analyst at Canalys. “Six consecutive quarters of shipment growth have been accompanied by ASP decline. The ASP of smartphones declined by 6% in Q3 2024. The surge in sub-US$100 smartphones, up by 35%, underscores affordability challenges across the region.”

TRANSSION cemented its leadership with a 50% market share and 8% growth, driven by iTel’s remarkable 34% surge and affordable offerings from Infinix and TECNO.

Samsung faced a 30% decline, largely due to subdued demand in South Africa.

Meanwhile, Xiaomi achieved 13% growth, leveraging products like the Redmi 14C in key markets like Nigeria and Egypt, despite a 10% ASP drop. realme gained traction with its “more value for less money” strategy, particularly among young consumers, with the realme Note 50 gaining popularity, helping to gain 101% growth.

OPPO grew 22% growth with its impressive portfolio driven by A60 and A3 series.

HONOR achieved remarkable growth of 287%, driven by initiatives such as the “YES Program” and “Code with HONOR” in South Africa, while also exploring potential manufacturing investments in select African countries to develop local talent and enhance product accessibility.

Africa’s smartphone market faces volatile growth, hindered by structural challenges  

“The future of Africa’s smartphone market holds immense potential, but significant hurdles remain,” added Pravinkumar. “Feature phones maintained a 55% share of total shipments as of Q3 2024, limiting smartphone expansion. High device taxes continue to hinder growth, posing a dilemma for policymakers between immediate revenue needs and the long-term benefits of broader smartphone adoption. Enhanced smartphone accessibility could drive the development of a robust digital economy, generating sustainable tax revenues over time. Despite these barriers, growing demand for affordable devices, expanding 4G network coverage and innovative financing models are expected to sustain growth. Canalys forecast a 1% CAGR for the region from 2024 to 2028, with 4G remaining the primary driver of new mobile subscriptions over the next five years.”

“Service providers in Sub-Saharan Africa are evolving into technology companies, integrating mobile money services to enhance financial inclusion and diversify revenues,” stated Pravinkumar. “As they phase out 2G and 3G networks, resources will shift toward expanding 4G and 5G adoption, paving the way for the next wave of connectivity. In the long term, success will depend on forging innovative partnerships among governments, vendors and service providers to balance immediate financial needs with long-term goals. By fostering collaboration, Africa can accelerate its digital transformation, laying the groundwork for a connected, inclusive and economically dynamic future.”

The market performed better than expected, reaching double-digit growth after ten difficult quarters.

The surge was primarily fueled by vendors introducing refreshed portfolios and macroeconomic stabilization in emerging market economies.

Samsung regained the lead position, shipping 60.0 million units, buoyed by updates to its A-series and early premium offerings.

Apple slipped to second spot, shipping 48.7 million units, as it experienced a double-digit decline amid headwinds in its core markets.

Xiaomi maintained third place with 40.7 million shipments and a 14% market share.

TRANSSION and OPPO rounded out the top five, shipping 28.6 million and 25.0 million units respectively, securing 10% and 8% market share.

“Samsung’s S24 launch reflects a pivotal moment in its AI and premium strategy, with the potential to reshape the industry,” commented Sanyam Chaurasia, Canalys senior analyst. “Compared to last year’s S23 release, Samsung launched the Galaxy S24 a month earlier and shipped 13.5 million units, a 35% year-over-year shipment growth vs its predecessor in Q1.

“The pull factor from Galaxy AI, the large scale of retail points elevating the customer experience, and a better time-to-market strategy, drove the strong performance of the Galaxy S24.

“Beyond empowering Samsung’s premium positioning, it also signals a broader shift in the smartphone industry towards AI-driven innovation. Samsung will look to leverage its early momentum by crafting compelling value propositions for users with Galaxy AI; solidifying premium competitiveness and fostering brand stickiness.”

“Mass-market brands are riding the wave of emerging markets rebounding, while cautiously stocking components,” remarked Runar Bjørhovde, Canalys analyst. “With improved inventory conditions at the outset of 2024, these brands have driven strong performances with their portfolio refreshes.

Vendors such as Xiaomi and TRANSSION experienced robust year-over-year growth of 33% and 86% respectively, driven by strong shipments of their latest models into the Middle East, Africa, and Latin America markets. Notably, beyond the ongoing stabilization in emerging markets, these brands are ramping up production and stockpiling raw materials in anticipation of further increases in Bill of Materials (BoM) costs. These brands will closely monitor the demand situation and will look to transfer rising costs to consumers, resulting in higher overall ASPs.”

“In 2024, vendors will maintain a cautious stance, focusing on wallet share, inventory management, and supply chain optimization. Meanwhile, exploring avenues to commercialize the generative AI wave remains critical for all players within the device ecosystem,” said Chaurasia.

“The evolution of on-device AI solutions for smartphones depends heavily on strategic alliances among brands, chipset providers, and software firms. Vendors will look for open collaboration with industry leaders to bring unique and personalized AI solutions to end users.

“In the long-term, vendors will look to bring these AI features to mid-range price bands to add more users to their native AI ecosystems.

“Additionally, ecosystem expansion via cross-device integration and strategic partnerships boosts revenue potential, highlighting the profound impact of on-device AI on user experiences and brand profitability,” Chaurasia added.

Despite macroeconomic challenges, import restrictions, and volatile currencies in key markets, latest Canalys analysis shows the region experienced an impressive 12% year-on-year growth in shipments, totaling 17.9 million units. 

TRANSSION maintained its leading position in the Africa’s smartphone market, and achieved 9% annual growth, securing a dominant 48% market share.

The company is strategically expanding its footprint, especially in emerging markets, focusing on price bands below US$100.

Samsung, hit by a 13% decline due to challenges in its mid-to-high-end devices, retained second position with 26% market share.

Xiaomi and OPPO’s successful resurgence with impressive annual growth rates of 100% and 259%, respectively were fueled by significant investments, especially in the Egyptian market, which contributed to positive Q3 results.

realme’s iconic Number series helped garner an impressive 11% growth. At its core is the C series which is hailed as the brand’s ‘Hero range’ for its focus on innovative high-spec, low-cost pricing.

“The African market demonstrates strong resilience in demand and supply amid macroeconomic challenges,” said Canalys Senior Consultant, Manish Pravinkumar. “Despite rapid currency devaluation, South Africa’s smartphone market exhibited a remarkable growth of 20%. This surge was fueled by the demand for entry-level devices, particularly catering to the extensive pre-paid segment. Additionally, mid-tier devices experienced heightened demand, the prevalence of load-shedding contributed to this trend, as people increasingly prioritize smartphones with quality screens and robust battery life to keep them entertained during power outages. Nigeria’s smartphone market expanded substantially, with TRANSSION playing a pivotal role by offering entry-level devices and Xiaomi successfully positioning itself as an aspirational brand for many consumers, gaining popularity with products such as the Redmi series A2, Note 12 4G, 12, and 12C. A strategy also successful for Xiaomi in North African countries such as Egypt and Morocco. Egypt experienced double-digit 19% growth in smartphone shipments, signaling vendors have successfully addressed the challenges posed by strict import restrictions in the previous year.”

“Vendors’ local teams are leveraging the strengths of their brand assets and global product portfolios to augment market positions in Africa,” Pravinkumar continues. “TRANSSION, through initiatives such as the Takenow device financing schemes for TECNO and collaborations with Easybuy, has not only boosted sales but also advocated for an increase in Average Selling Price (ASP). HONOR and Xiaomi are making significant impacts by introducing diverse products at accessible price points. This strategic move aims to expedite the transition from basic feature phones to smartphones, injecting excitement into markets. Meanwhile Samsung maintained it’s A-series to drive volume. And, confronted with the challenge of consumers preferring mid-range devices from Xiaomi, OPPO, and realme, Samsung proactively promoted foldable devices to secure a prominent position in the premium segment. Huawei has been collaborating with local software suppliers in South Africa, continually enhancing the usability of HMS and tackling the lack of GMS.”

“While witnessing significant growth in the third quarter of 2023, Canalys foresees limited expansion in the region, expecting single-digit growth in 2024,” highlighted Pravinkumar.

“Channel partners and vendors are grappling with challenges such as currency devaluation, increased import taxes, and government initiatives promoting local production, potentially leading to cost and price hikes. Nevertheless, the availability of device financing schemes from operators and channel partners could significantly enhance accessibility and boost adoption rates. Looking forward, the next few years are anticipated to witness a plateau in 2G, while 4G and 5G are positioned for robust growth. While there is a slight possibility of disruption if governments choose to phase out 2G networks, this scenario is unlikely in the short term.

“Essentially, Africa’s smartphone market narrative unfolds as a compelling story of overcoming challenges with resilience and capitalizing on opportunities through strategic partnerships, channel dynamics, and a transforming consumer landscape.

As the market evolves, vendors must navigate these complexities with agility and foresight to secure a pivotal position in this burgeoning market,” the report reads.

[Featured Image Credit]

The accessories market is an ever-growing market, evolving day by day, driven by innovation, creativity, usability, and affordability.

Oraimo has ticked all the boxes, meeting the requirements to be one of the leading brands in the accessories market. Oraimo has become a household name when it comes to gadgets or accessories.

With various products for various utilities available from Oraimo, it’s safe to say they have taken the accessories market by storm in such a short time.

Oraimo, a subsidiary company of Transsion Holdings, was established in May 2013 by a group of people with the drive to produce innovative and creative smart accessories to meet users’ demands.

Ever since its establishment in May 2013, Oraimo has consistently provided gadget lovers with accessories that meet regular demands while incorporating innovative features.

It is often wondered how Oraimo was able to climb to become one of the top-rated accessories brands, well, with some background checks, we can easily see some of the attributes that have helped put the company at the forefront of the market.

1. Pedigree 

Oraimo is from a formidable parent company, Transsion. This is the parent company which has many other subsidiary companies such as Tecno, Infinix, Itel, and Calcare. Transsion is a Chinese company with investments in Africa, Southeast Asia, South Asia, and Latin America. Transsion has dominated the phone market in Africa well enough to have been described as Africa’s largest smartphone company by sales in 2017.

This pedigree already gives Oraimo a good marketing platform to reach gadget lovers far and wide.

Transsion Holdings already gave Oraimo access to the global market, so all they had to do was prove that they should be there.

2. Wide Product Variety

With their numerous variety of products ranging from Bluetooth Audio Speakers, PowerBanks, Smart Watches, Wired and Wireless Earphones, and Headphones, to Cables and Chargers. Oraimo has something for everyone in the market.

3. Competitive Market Price 

Oraimo has managed to keep its prices low for customers despite ensuring that quality is not compromised. This affordability makes Oraimo a preferred choice for users when considering an accessory device.

Oraimo has provided accessories of the same utility as other brands yet at a lower cost and they have constantly upgraded their portfolio with more innovative products with little or no price difference.

4. Quality Priority 

Quality is a non-negotiable for most gadget users. Irrespective of the price, whether low or high, everyone wants to get the best at the lowest price.

Oraimo understands the importance of quality to gadget users and consistently delivers authentic products that stand out in the market. This focus on quality makes Oraimo easy to sell for retailers.

5. Innovative Progression 

Innovation has been a key factor in Oraimo’s growth. It consistently upgrades already existing gadgets by incorporating innovation, following market trends, and meeting end users’ demands.

Consumers always want to see an added feature to their gadgets and Oraimo’s innovative nature has contributed its quota in upholding the interest of users. This innovative approach has made Oraimo a top choice among accessories merchants.

To summarize, Oraimo has significantly impacted the accessories market by consistently producing and supplying innovative, stylish, affordable, and quality accessory gadgets to meet the needs of Techies and gadget lovers. By leveraging the established market influence of its parent company, Transsion, Oraimo has gained widespread dominance in the accessories industry.

Transsion, owners of Tecno, itel and Infinix smartphone brands has entered the top five (5) worldwide smartphone shipment, for the first time.

Experts at the International Data Corporation (IDC) expects a shift in the vendor rankings at the bottom of the stack, as we already see happening in that quarter.

Worldwide smartphone shipments declined 7.8% year over year to 265.3 million units in the second quarter of 2023 (2Q23), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker.

While this marks the eighth consecutive quarter of contraction as the market struggles with soft demand, inflation, macroeconomic uncertainties, and excess inventory, the rate of decline is slowing compared to previous quarters.

“The good news is that inventory levels are improving and the latest market chatter suggests that by Q3 excess inventory in finished devices and components should clear up,” said Nabila Popal, research director with IDC’s Mobility and Consumer Device Trackers.”

Top 5 Companies, Worldwide Smartphone Shipments, Market Share, and Year-Over-Year Growth, Q2 2023 (Preliminary results, shipments in millions of units):

As inventory levels normalize, we are finally hearing optimism from key OEMs and supply chains and expect the market to return to growth by the end of the year and into 2024.

As the market ramps back up, it is also an opportunity for vendors to gain share. IDC expects a shift in the vendor rankings at the bottom of the stack, as we already see happening this quarter with Transsion entering the Top 5 for the first time.”

China witnessed a year-over-year decline of 2.1% in 2Q23 after five quarters of significant double-digit contractions. While this is better than past quarters, consumer sentiment and spending remain low.

Even the much awaited 618 online shopping festival in June, which was expected to boost sales in China, saw a 6.5% year-over-year drop in smartphone sales.

The other large regions, including Asia/Pacific (excluding Japan and China), the United States, and Europe, the Middle East, and Africa (EMEA), also saw shipments decline by 5.9%, 19.1%, and 3.1% respectively in 2Q23.

“Although the first half of the year has presented many challenges to the market, we believe that there remains plenty of opportunity awaiting in the second half of the year,” said Anthony Scarsella, research director, Mobile Phones at IDC. “The foldable market remains an exciting product to consumers, and the arrival of new models and new vendors joining the race will hopefully translate to wider adoption and lower prices. Moreover, we expect the foldable market to grow nearly 50% in 2023 while the total market remains down.”

This new store – Lazyjoy – will bring more exposure to authors on Publiseer, as it helps their books reach major Chinese smartphones like Xiaomi, Vivo, Huawei, Oppo, Transsion, and TCL.

“Distributing our ebooks and audiobooks to Lazyjoy brings us a step closer towards making our authors truly global. This is because Lazyjoy reaches mobile reading apps pre-installed on major Chinese smartphones like Huawei, Xiaomi, Transsion, Oppo, Vivo, and TCL, across Europe and Southeast Asia. Authors on Publiseer don’t need to take any action to get their books on Lazyjoy. We will do that for them automatically,” says Chidi Nwaogu, co-founder and CEO at Publiseer.

Publiseer is a digital content distribution company that works with independent writers, musicians, filmmakers, and video game developers in 8 African countries; helping them to focus on the creating process, while it handles the tedious but very important business of transforming their creativity into wealth for them.

Since 2017, the company has worked with over 7,000 creatives; helping them to become full-time professionals earning a living from the sales of their creative works.