ITEL MOBILE’S STREAK CONTINUES AS BRAND RECORDS HIGHEST EVER MARKET SHARE IN NIGERIA.

Nigerias mobile market continues to show robust development and indicating
further strong growth potential as evident in a Q3 report released by
Counterpoint research, a global industry analysis firm. The research reports an
overall 8% growth in smartphones sales in Nigeria for the third quarter of 2018
(Q3 2018). Samsung, Tecno, Infinix and Huawei made the top 5 list, grabbing the
first, second, fourth and fifth places respectively, a clear evidence of the
strong presence of these brands in Africa
s most populous nation. Noticeably sitting as 3rd on the list however, is
itel mobile, a brand which could be easily overlooked on the list of most established
mobile phone brands in the country.
Recent
data
from Counterpoints Market research on phone sales in Nigeria reveals that itel Mobile recorded its highest ever market share in a quarter, having increased by 14% QoQ
to hit an 11% smartphone market share, while also sitting in the 2nd
spot as a leader in the feature phone market
with a
38% share.
This is no stroke of luck though, as another report by Euromonitor International in August showed that itel Mobile had amassed 25% of the total mobile phone (feature
phones and smartphones) market in Nigeria, largely driven by the launch of
affordable and trendy smartphones including
the Google Go powered itel P32, A32F and A15 smartphones, as well as the brands strong hold on the feature phone market, where it first
made a name for itself.
ITEL MOBILE: SMARTPHONE FOR
EVERYONE
For a brand that until recently has been largely silent
in the media, but for over a decade has made significant impact in Nigeria
s mobile industry, these reports are a testimonial of its contribution to the progress of mobile penetration in
Nigeria, and of the resilience of a brand in its efforts to ensure there
s a smartphone for everyone.
While Apple is changing the world with iPhones and Samsung is spearheading slow-mo
technology and other fancy tech, itel Mobile has chosen to take on the world of a much more underpenetrated market in Africa – the entry-level smartphone and
feature phone market, thereby addressing the mobile needs of consumers in the
middle to low end segment of the social strata.
An underlying fact
remains that itel recognizes its space in
the Nigerian market, having carried out product and market researches to
understand its consumers as well as competitors. The resultant brand
positioning from these researches is a market strategy to focus on
long-lasting battery technology
and camera capabilities, while maintaining its model of prices very friendly to
consumers
pockets. This is clearly
evident in its latest flagship releases – itel P32, A32F, A15 and S33
smartphones; devices which have become market hits since their release, also
thanks to a robust distribution network,
effective partnerships and strategic marketing to
reach the TA.
STIFFER COMPETITION LIES
AHEAD
Nigerias smartphone space is
already a saturated one, with a sizeable number of brands jostling for a piece
of the billion Naira industry. However, there still lies great opportunities
therein, especially within the underserved regions and social class of the
country, wherein lies the bulk of the country
s
population. And with a growing number of new entrants making their way into the
market attempting to fill up the gaps, we
re left to see if they will
be able to upset the status quo, while existing and well established brands
also continue in their unrelenting quest to dominate the market. The answer as
to who takes the crown lies in delivering the right devices, new innovation and
functional features, at the right price points to consumers.
As with water and electricity, the internet is as
important a utility service, one very vital to personal knowledge and capacity
building. This has become even more personalised with the rapid adoption of the
mobile phone, and while there
s an escalating dependence on the little electronic
intelligent box, a near addiction for some, we see a world that is more
connected than ever before, communication at seamsless and supersonic speed,
smartphones now accessible to everyone, and mobile tech brands like itel Mobile
sitting at the heart of it all.



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