Nigeria has witnessed an influx of an increased number of mobile phones as the Nigerian Communications Commission (NCC) authorized mobile phones count in the country reached 2,197. These devices encompass a variety of brands and models, having undergone comprehensive testing by the telecoms regulator to ensure conformity with the necessary type-approval criteria, granting them eligibility for sale to Nigerian consumers. In the latest 2023 updates, a total of 2,155 phones were officially certified under NCC guidelines, indicating that approximately 42 new mobile devices have been successfully approved by the NCC.
The Chinese mobile manufacturers continue to reign supreme on the market in Nigeria, as indicated by this approval. One can observe their dominance through phone brands belonging to the Transsion Group, including Tecno, Infinix, and iTel, which presently boast the highest number of devices available. An analysis of the market indicates that these Chinese brands have seized control over nearly 80 percent of Nigeria’s mobile device industry. Nigerian citizens have received multiple warnings from the NCC advising against purchasing mobile phones that lack the proper market certification approval of the regulatory body.
Unapproved phone brands continue to flood the market.
In Nigeria, the Nigerian Communications Act 2003 grants the NCC the authority to create and uphold regulations for telecommunications equipment used within the country. This is essential to ensure that these devices function smoothly and securely within Nigeria’s telecommunications landscape. Despite these rigorous regulatory measures, a multitude of unapproved phone brands continue to flood the market, exacerbating the prevalence of the grey market. Generally, the global problem of counterfeit and substandard mobile devices has become a significant issue that demands extensive consumer awareness and cooperation with various governmental organizations for effective remedy.
Like certain other developing nations, Nigeria is experiencing an increased inflow of counterfeit mobile phones into the country, disregarding the necessary regulatory procedures for market certification, according to the NCC. Despite economic difficulties, the African market experienced a 12 percent increase in smartphone shipments during the third quarter of 2023. During the reviewed period, the continent received a remarkable shipment of 17.9 million smartphones, as reported by Canalys. This achievement was noteworthy considering the presence of challenging macroeconomic conditions, import restrictions, and unpredictable currencies in significant markets.
Samsung brand second most sold in the market.
According to Canalys, the global smartphone market experienced a slight downturn of one percent during the time frame under review. It also revealed that Transsion, the mobile conglomerate, not only maintained its leading position but also achieved impressive yearly growth of nine percent. The report emphasized that Transsion is strategically strengthening its presence, particularly in emerging markets, by concentrating on offering Smartphones below the $100 price range. On the other hand, Samsung maintains its second place position in the market, despite facing a significant setback of a 13 percent decline attributed to difficulties encountered with their mid-to-high-end devices. Nonetheless, the tech giant is still holding a market share of 26 percent.
Manish Pravinkumar, a Senior Consultant at Canalys, provided insights about the report, highlighting the African market’s commendable ability to withstand macroeconomic hurdles and maintain a robust demand and supply. Notably, amidst rapid currency devaluation, South Africa witnessed a 20 percent growth in its smartphone market driven by the extensive pre-paid segment’s increasing need for entry-level devices. Furthermore, there has been an increase in the popularity of mid-range devices, attributable to the rising occurrence of load-shedding. This growing preference for smartphones with superior display quality and long-lasting battery performance stems from people’s desire to stay entertained during power outages.
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Transsion played a crucial role in the notable expansion of Nigeria’s smartphone market by providing affordable devices. Meanwhile, Xiaomi managed to establish itself as a desirable brand among numerous consumers, garnering immense popularity with its product line up including the Redmi series A2, Note 12 4G, 12, and 12C. This successful strategy employed by Xiaomi also proved effective in North African nations like Egypt and Morocco. Pravinkumar stated that Egypt’s smartphone shipments rising by 19 percent, shows that vendors had effectively tackled the obstacles presented by stringent import limitations in the preceding year.