Theres A Surprising New Topfive Player In The Smartphone Market

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November 01, 2023
Theres A Surprising New Topfive Player In The Smartphone Market
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Here are five surprising new players in the smartphone market

Here are five surprising new players in the smartphone market

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Analysts say Transion, the Chinese company behind the Tecno, Ethel and Infinix brands, has quietly overtaken Vivo.

John Porter is a journalist with five years' experience covering consumer technology, EU technology policy, internet platforms and mechanical keyboards .

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Tecno Phantom V Fold is foldable.
Phantom V Fold, Transition from Techno.
Image: Tecno / Transition

Chinese smartphone maker Transition, whose brands include Tecno, Ettel and Infinix, has gradually become the world's fifth largest smartphone maker, according to the latest market reports from Canalys ( Android Central ), IDC and Omdia.

Although it is one of the few smartphone brands that grew in the third quarter this year, few people have heard about the transition in the African, Middle Eastern and Latin markets, in Europe and North America. America. , Asia and Oceania. . Transition has a strong foothold in Africa and sells more phones than Samsung and Xiaomi, according to IDC. While this transition suggests a focus on affordable smartphones, the techno brand recently launched its first foldable device.

A Canalis chart shows the progress of the transition.
A Canalis chart shows the progress of the transition.
Image: Channels

Transsion's exact global ranking quarter varies depending on whose reports you believe more. IDC and Omdia passed Transsion's Vivo in the second quarter of this year, and Canalys suggests it did in the third quarter. But all three agree it is now among the top five traditional heavyweights Samsung, Apple, Xiaomi and Oppo.

However, a recent report from Counterpoint Research disagrees with Vivo in fifth place. But it said Transition was just one of several brands that posted year-over-year growth in the third quarter. Respect and Huawei's prices also rose, with the latter launching the Mate 60 Pro using processors that outperformed China's domestic chipsets despite US sanctions.

The reason for transition growth this year is focused on emerging markets where demand is stronger than in developed markets. He pointed out that the Middle East and Africa were the only regions that recorded year-on-year growth in smartphone sales in the current third quarter, and said that Transition has benefited from this recovery. Meanwhile, Canalys analyst Amber Liu said Transion (with Xiaomi) "recovered quickly in emerging markets thanks to competitive products and channel development."

The big question is whether Transition can maintain this position or whether 2023 will end on the losing side. Smartphone shipments in 2023 are expected to be the worst year in a decade, largely because people in developed markets are less likely to switch phones. If this trend continues, it could create huge opportunities for manufacturers targeting emerging markets.