Canalys recently released a report showing a 12% annual growth in the African smartphone market in the third quarter of 2023. Despite economic challenges, fluctuating currencies, and import barriers, there was a significant increase in smartphone shipments in this region, which amounted to 17.9 units.

Chinese smartphone maker Transsion, known for its Tecno, Itel and Infinix brands in the global emerging markets, continued to hold a superior market position. It achieved a yearly growth of 9%, thus ensuring an impressive 48% share of the market.

Samsung secured the second place with a total shipment of 4.6 million units, representing a 26% share of the market. Nevertheless, the company faced a 13% downturn due to issues in its middle to high-end devices.

Followed by Xiaomi, the brand positioned itself as a desired brand for numerous consumers. It gained popularity with its devices like the Redmi series A2, Note 12 4G, 12, and 12C, especially in North African countries including Egypt and Morocco. Egypt saw a significant 19% growth in smartphone deliveries, indicating a transition of strict import restrictions.

Manish Pravinkumar, Senior Consultant at Canalys, highlighted the resilience of the African market, stating that despite sharp currency drops, South Africa saw an impressive 20% growth in its smartphone market. He attributed this surge to the demand for entry-level devices and the rise in demand for mid-tier devices, as consumers started prioritizing smartphones with good quality screens and durable battery life.

In Nigeria, the smartphone market grew significantly. Here, Transsion played a crucial role by offering affordable models, and Xiaomi became a well-received brand by offering devices like the Redmi Series A2, Note 12 4G, 12, and 12C. Local teams of vendors have been using the strengths of their brands to enhance their market positions in Africa.

Samsung continued with its A-series to maintain its volume, and promoted foldable devices to create a significant presence in the premium category amidst competition. Canalys recorded significant growth in the third quarter of 2023, but predicts limited expansion in the African region with single-digit growth in 2024. The firm also suggests that financing schemes for devices from operators and partners could increase accessibility and adoption rates.