Samsung is no longer the Smartphone sales leader in MENA.

• Samsung is losing its place as the biggest smartphone seller in the MENA region while having 18% as of the end of 2023.
• Tecno had the highest rate of sales while having 20% market share.
• 5G shipment saw a 60% increase at the same time in the year 2023.

According to a report released on Monday, the biggest smartphone seller in the region, Samsung, is losing its market share as more consumers opt for affordable handsets.

The latest data from Counterpoint’s Market Monitor Service showed that Transsion Group’s Tecno-branded phones dominated the growth in gadget sales in the Middle East and Africa (MEA) market, with an increase of over three quarters in smartphone shipments, surpassing Samsung for the first time as of the fourth quarter of 2024.

The report also stated that Tecno grew 77% YoY in Q4, leading the market for the first time. This was mainly driven by the $150 price band, which grew by 68% YoY for Tecno, with models like Tecno Pop7 and Camon 20 Pro receiving good responses from consumers.

Samsung market share:

In terms of market share during the fourth quarter, Tecno led the table with 20%, followed by Samsung (18%), Xiaomi (11%), and Apple (9%). Overall, mobile phone sales in the Middle East and Africa (MEA) grew, supported by strong demand for 5G technology.

According to a report by Counterpoint Research, the Middle East and Africa (MEA) region experienced significant growth in the fourth quarter of 2023, with total smartphone shipments increasing by 30% year-on-year.

5G shipments saw a surge of 60% during the same period, largely driven by Samsung and Apple devices. The full year 2023 saw an overall increase of 11% year-on-year in smartphone shipments, indicating a steady improvement in consumer sentiment throughout the year, thanks to easing inflation and stabilizing local currencies.

Yang Wang, a Senior Analyst at Counterpoint Research, explains that MEA has experienced unprecedented growth, surpassing other regions, due to sustained momentum since Q2 2023. The proliferation of digital services such as mobile money and social media, big infrastructure projects, and the expansion of the services sector have all contributed to this growth.

The report also notes that the rapid adoption of 5G technology has led to a 60% growth in 5G shipments in the fourth quarter, attributed to the broader availability of components, falling prices, and the narrowing of the price gap between 4G and 5G chipsets.