Transsion’s handset shipments decreased by -19.3%, and its global smartphone and feature phone shipments went down annually in Q4 2022. This is the second consecutive time the Chinese brand saw the downturn trend in the smartphone segment, indicating the weakening demand of price-sensitive consumers in emerging markets amid higher inflation rates and price hikes.
Transsion (Tecno, Itel, and Infinix combined) with a 6% market share, maintaining the rank of the 6th largest smartphone vendor globally. The estimated handset wholesale ASP went down YoY, reaching US$ 43. In detail, Smartphones ASPs went up YoY, and feature phones ASPs were flat in Q4 2022.
Tecno and Infinix brands are both shifting towards US$ 300+ bands, as one of them needs to be the innovator; in this case, Tecno is the one who implements any innovations firsts when comparing both brands in this Tecno vs. Infinix.
Tecno’s roots are in the value-for-money category, but the company’s objective with the Phantom sub-brand is to push into the premium market. PHANTOM series is helping the company scale up the price-band ladder and appeal to consumers in the premium segment. Infinix after establishing a good presence in low and middle price brackets. Infinix was ready to make a splash in the high-end (US$ 300+) market with the Zero Ultra smartphone.
In 2023, we expect Transsion to continue to face strong headwinds amid macro-economic uncertainties in Africa and other emerging markets.
Meanwhile, we have employed TechInsights (SA) Lens to evaluate vendors and compare them with their peers. According to the TechInsights (SA) Lens (see the chart below), Transsion scored 2.9 (out of 5) in Q4 2022, slightly improved due to its expansion in the premium segment with improved tech and product quality, which evaluates Transsion as a vendor which continuously makes amends to move up in the ladder, but with a need to improve in other categories.
Wireless Smartphone Strategies (WSS) clients can find the answers of all questions, and much more, in the full report here.
