TECNO is a Rising Brand thanks to its Foldables

TECNO is a Rising Brand thanks to its Foldables

While we have talked about how the Transsion Group has increased its presence in the past few years with brands like TECNO, Infinix, and itel under its belt. Many are wondering which among the three brands contributed the most to Transsion’s rise, and Counterpoint points TECNO has the main driver for the company–all thanks to offering foldables that have a more palatable price point. 

Looking through Counterpoint’s Q3 2023 report, TECNO had its best quarter, reaching global shipments of over 12 million for the first time. The great Q3 2023 performance of TECNO coincides with the release of its foldables, where both the Phantom V Fold and Phantom V Flip launched with aggressive pricing. The Phantom line accounted for 5% of TECNO’s sales, which is a big jump from 0.3% last year.

The Phantom V Fold arrived in the Philippines with a Php 60k price tag, making it the most affordable tablet foldable in the market. The Phantom V Flip, on the other hand, even had a more aggressive price of Php 30k (or as low as Php 23k for the lucky few), making it a rare flip foldable to be priced within the Php 30k range.

TECNO’s approach to making foldables more accessible to the public resulted in the brand getting a 4% global market share–an increase from its 2.5% market share in the same period last year. This also makes TECNO the 9th largest smartphone brand.

“TECNO’s two foldable device launches, at MWC in Barcelona earlier in the year and in Singapore in September, boosted the brand’s global image and showcased its ambitions,” Counterpoint Senior Analyst Yang Wang said. “TECNO was able to differentiate itself by offering devices that have excellent specifications, including unique designs, good display and batteries, as well as all-round camera capabilities with impressive photo and video quality – especially considering the price positioning.”

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