TECNO leads in media presence across Nigeria, others, Samsung rebounds on GS8–Report
A fresh report by Teksightedge Limited (TSE), a Lagos-based PR agency has revealed that first quarter 2017 has presented a make-good opportunity for Samsung Mobile to redeem lost glory with the unveiling of its much talked about Galaxy S8/S8+ The Korean Mobile giant had sustained strategic and holistic positive customer relations throughout Q3 and Q4 2016 in an attempt to salvage consumer trust and loyalty following a consumer backlash.
The report captures Q1 2017 share of voice (SoV) for global smartphone brands as the battle for media dominance and ultimately Top of Mind awareness (TOMA) intensify among segment leaders the likes of Samsung, Apple and Huawei.
While the latter failed to make top end of the chart in local markets, TECNO Mobile has continued to grow strong media presence across Africa markets being the overall leader by market share in five major markets including Nigeria, Tanzania, Kenya and Ethiopia.
On the other hand, Injoo, Microsoft and Asus brands maintain marginal presence across media-a pattern also reflected Q1 2016.
Impressions collated and analyzed in this report are largely online impressions, for eighteen (18) mobile brands across Nigeria market and the globe.
From the report, Samsung led the pack on month-by-month engagement of audiences across the space. The brand’s remarkable engagement figures some analysts considered to be a reflection of the impressive crisis management strategy adopted by Samsung Mobile in the aftermath of the Galaxy Note 7 saga last year. On the other hand, TECNO Mobile a major Africa market competition has grown brand impressions this first quarter with activities following the concurrent launch of TECNO L9/ L9 plus and CAMON CX/ CX Air flagships. The former being the brand’s next generation battery focus smartphone with fast charge technology and the latter its latest CAMON series phone.
Apple on a sustained cruise
iPhone and the Apple brand impressions plateaued Q1 2017 from a Q4 2016 peak; riding on the wave of a successful iPhone 7/ iphone 7 plus launch last year and growing demands for iPhone products from emerging markets.
TECNO building on new global positioning
The TECNO Mobile brand on its part has continued to grow its profile through strategic partnerships; moving upward from Africa markets to markets in Middle-east, Southeast Asia and the Americas.
TSE media analysis for Q1 2017 covered markets including: Nigeria, Kenya, China, Europe, America, South Africa, Russia, France, Germany, Japan and Korea.
On the local scene, TECNO continues to control the larger part of mobile SoV at fifty percent (50%) while Samsung sits in second position with a share of 15%. Apple and Nokia brands square at 8% respectively.
Mobile brands build momentum for Q2 2017
As the first quarter wraps up, mobile makers gear up for Q2 engagements which historically shapes the winners and losers chart at the end of the fiscal year. Will Samsung convert impressive SoV to sales and stage a daunting comeback in 2017?
