China’s Vivo is eyeing smartphone customers in Africa and Middle East

Africa’s cell phone business has in latest occasions been dominated by Transsion, a Shenzhen-based firm that’s little identified exterior the African continent and is gearing up for an initial public offering in China. Now, its Chinese peer Vivo is following its shadow to this burgeoning a part of the world with low-cost choices.

Vivo, the world’s fifth-largest smartphone maker, announced this week that it’s bringing its budget-friendly Y series smartphones into Nigeria, Kenya and Egypt whereas the road of merchandise is already obtainable in Morocco.

It’s apparent that Vivo desires in on an increasing market as its house nation China experiences softening smartphone sales. Despite a worldwide slowdown, Africa posted annual progress in smartphone shipments final yr for the first time since 2015 thanks partially to the abundance of entry-level merchandise, in keeping with market analysis agency IDC.

Affordability is the important thing driver for any smartphone manufacturers that wish to seize a slice of the African market. That’s what vaulted Transsion right into a prime canine on the continent the place it sells characteristic telephones for lower than $20. Vivo’s Y sequence smartphones, that are priced as little as $170, are vying for a spot with Transsion, Samsung and Huawei which have respective unit shares of 34.3%, 22.6%, and 9.9% in Africa final yr.

The Middle East can be a part of Vivo’s newest growth plan regardless of the area’s latest slump in smartphone volumes. The Y sequence, which is available in a number of fashions sporting options just like the 89% screen-to-body ratio or the unreal intelligence-powered triple digicam, is presently on the market within the United Arab Emirates and can launch in Saudi Arabia and Bahrain within the coming months.

Vivo’s new worldwide push got here months after its sister firm Oppo, additionally owned by BBK, made a similar move into the Middle East and Africa by opening a brand new regional hub in Dubai.

“Since our first entry into worldwide markets in 2014, now we have been devoted to understanding the wants of shoppers by way of in-depth analysis in an effort to carry modern services to satisfy altering life-style wants,” mentioned Vivo’s senior vp Spark Ni in a press release.

“The Middle East and Africa markets are vital to us, and we are going to tailor our strategy with shoppers’ wants in thoughts. The launch of Y sequence is only the start. We sit up for bringing our different broadly well-liked merchandise past Y sequence to shoppers within the Middle East and Africa very quickly,” the manager added.