Transsion’s sub-$200 strategy pays off as it tightens grip on East Africa in Q3 2025

If you’ve walked into any phone shop in Nairobi, Kampala, or Addis Ababa lately, you’ve probably noticed Transsion brands are everywhere. From TECNO to..

✨ Key Highlights

Transsion Holdings is dominating the East African smartphone market, leveraging a successful sub-$200 strategy with brands like TECNO, Infinix, and itel, as global smartphone shipments experience a modest recovery in Q3 2025.

Transsion shipped 29.2 million smartphones globally in Q3 2025, a +13.6% year-over-year increase, securing the 4th spot in global market share.
The global smartphone market grew by +2.6% year-over-year to 322.7 million units in Q3 2025, according to IDC.
Transsion's success is attributed to its strong distribution network and affordable, feature-packed devices prioritizing battery life, AI cameras, and dual SIM support, specifically tailored for markets like Kenya, Uganda, and Ethiopia.
Top global vendors in Q3 2025 were Samsung (19.0% market share), Apple (18.2%), Xiaomi (13.5%), Transsion (9.0%), and Vivo (8.9%).

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