Tecno focuses on South Africa’s mid-range smartphone market to build brand trust

Chinese smartphone manufacturer Tecno, part of the Transsion group based in Shenzhen, is strengthening its position in South Africa by targeting the mid-range segment rather than competing at the high-end tier. While Tecno is already a major player in West Africa, it remains relatively unknown in South Africa. According to Ray Fang, Tecno’s South Africa country manager, the brand prioritises accessibility and value for money in a market known for its price sensitivity and demand for quality. Fang points out that the rising cost of devices, partly due to the so-called ‘AI chip tax’, challenges consumers, making affordability a key factor for Tecno’s local strategy. The company seeks to deliver premium features typical of flagship models in devices priced between roughly R4,000 and R6,000, appealing to buyers who desire more for less. Although Tecno has showcased advanced technologies abroad—like modular phones and AI-driven features unveiled at Mobile World Congress 2026—it intends to roll out these innovations across its broader product range, not only high-end models. Fang emphasises that AI is central to Tecno’s approach, highlighting tools such as its voice assistant Ella, designed for tasks from scheduling to translation. Tecno hopes this inclusive strategy will secure its place as a household name in South Africa’s demanding but sophisticated mobile market.