This archive report was first published on 16 December 2019.
Samsung's Resurgence in Africa: The Galaxy A-Series Effect ¶
Published on December 16, 2019
After a disappointing 2018, Samsung made a stunning comeback in Africa in 2019, thanks to its Galaxy A-Series phones. The brand's decision to focus on value-for-money devices paid off, with the A-Series becoming the most sought-after phones on the market.
According to the IDC's Quarterly Mobile Phone Tracker, Samsung shipped 23.9% of all smartphones in the third quarter of 2019, behind Transsion (36.2%) and Huawei (11.4%). However, Samsung was the clear leader in terms of value, with a 33.2% share compared to Transsion's 22.4% and Huawei's 15.6%.
"Samsung shook the market up this year with the launch of its new A series of devices, which combine excellent value for money with Samsung's well-established brand equity," said a senior IDC research analyst. "This move spurred a significant increase in Samsung's shipments across most African countries."
The Galaxy A-Series phones, priced between $100 and $200, have been a major hit in Africa. The A10, A10s, A20, and A30 have been particularly popular, with many customers opting for these devices over other brands.
Transsion, the parent company of TECNO, Infinix, and itel, has been feeling the heat from Samsung's resurgence. The company has shifted its strategy, launching devices with improved specs and lower prices. However, Samsung's focus on value has put pressure on Transsion's sales, with the company's volumes declining by 33.6% year-on-year in Q3 2019.
As the competition in the below $200 smartphone segment heats up, it will be interesting to see how other brands, such as Xiaomi, Vivo, RealMe, and Huawei, respond to Samsung's success. With the launch of the A-Series 2020 devices imminent, it's clear that Samsung is not planning to back down.
