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Nigerian feature phone market grows offsetting smartphone fall

Nigerian feature phone market grows offsetting smartphone fall

According to the latest research from Counterpoint’s Market Monitor service, the Nigerian handset market grew by a modest 6% in Calendar Year 2017.

However, the feature phone segment grew by 15% YoY, driven by strong performance of Tecno, and Itel. Feature phone penetration reached 48% of total mobile phone shipments in 2017, up from 44% a year ago.

Counterpoint’s Monitor Market estimates that the Nigerian Smartphone market, which contributed 52% of the total handset volume, declined by 1% YoY due to the economic slowdown. Samsung led the overall smartphone market with 34% share in terms of shipments volume.

Commenting on the findings, Anshika Jain, Research Analyst said, “The Nigerian handset market declined 8% YoY in 2016 as the economy witnessed a major downfall in GDP due to plummeting oil prices which felled the economy into recession. The country is highly dependent on oil exports and the decline in oil prices put pressure on the Nigerian currency, Naira, raising the prices which adversely affected the purchasing power of the people. The overall handset market experienced modest growth of 6% p.a. in CY 2017 as the market is slowly moving out of recession. The situation is likely to improve in 2018.”

“The top 2 OEMs – Samsung and Transsion Group (its brands include Tecno, Itel and Infinix) captured two-third of the total smartphone market. Samsung still retains the top position with more than one-third share in the total smartphone market. While in the feature phone segment, the market is dominated by a single OEM with 76% share. This highlights the dominance of Chinese players in the feature phone market,” added Anshika.

Looking at the overall market, Tarun Pathak, Associate Director at Counterpoint Research said, “Almost one-third of mobile subscribers currently use smartphones in Nigeria. With the country now out of its economic recession, we estimate the smartphone market to grow in double digits in CY 2018, driven by the entry of new players and changing OEMs strategies. Operators like Airtel and MTN will also look forward to partner with OEMs and Microfinance companies to drive smartphone penetration across the country.”

Other key points from the report include:

  • Top 5 brands accounted for 70% of smartphone shipments

  • Samsung led the overall smartphone market with a share of 34% in CY 2017. Though its shipments volume, declined 4% on an annual basis due to rising competition in the market and availability of affordable devices

  • Tecno captured the second position in the smartphone segment with 16% market share, as the company introduced new smartphone models under ‘Spark Series’ and upgraded its existing ‘Camon Series’. The company also offered huge discounts on its newly launched models in the third quarter of 2017

  • Itel remained at the third spot in the smartphone segment as its shipments increased four times and the company expanded its product range and distribution.

     

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