The Attitude of TECNO Phones and its Growing Brand Value in Nigeria Mobile Market


Tecno logo


Sometime ago I wrote about the economic importance of Smartphones in Nigeria and the TECNO brand, and right now it is obvious that TECNO has become a top selling phone brand in Nigeria and has  also added in no small way to her brand value in the Nigeria mobile devices market.

What has helped the brand to this enviable height, what attitude does the TECNO phones have as an edge, what are the TECNO team constantly doing right in the Nigerian market? These are some of the interesting thoughts going through my mind right now as I conclude this long phone conversion with an OEM who wants to also play in this market. As we gradually advance into 2014 bearing in mind some of the predictions made for the mobile ecosystem in Nigeria which constantly shows a great deal of opportunity for new mobile devices brands into the Nigerian market in 2014.

Am sure several attitude of the brand has helped to increase their brand awareness, relevance and social acceptance. Some of such attitude is a deep understanding of the Nigeria Mobile phone market, their ability to provide what the phone users need with constant innovation, a pocket-friendly brand and a brand which identifies itself with Nigeria and Nigerians. This is why often times most people believe that TECNO Mobile is a Nigerian company and that comes with a lot of sentiment.

It is interesting that in a survey we conducted during the Yuletide in Lagos Nigeria, We saw a growing trend where of every 5 people we met at least one person has a TECNO Phone. Also we are beginning to see many elites who usually would go for other globally known brands, have started going for the TECNO brand and they prefer the TECNO Smart Family range of devices. Am sure this is what the TECNO Live Smart Campaign that was launched few months ago was set to achieve.

The campaign which experts have said could be the biggest ever in the market is also proving to be a successful one with what we have observed.I recalled that during the flag off of the digital campaign we spoke with Sunkanmi Ola, Digital Strategist at Syracuse working on the TECNO Brand, he said, “The whole essence of the TECNO Smart Family campaign is to reach out to more Nigerians so that whenever they are thinking of buying an Android phone they will buy the TECNO brand. We want to also through this campaign reach out to the group who can afford the Phantom brand but have not yet tried it out. This is a great opportunity for them as it brings them into thepackage identity of the brand- the TECNO Smart Family”

One can say that the TECNO smart Family which include the Phantom A+,Phantom A3, Phantom PAD Mini,TECNO P5,TECNO M5 and TECNO M7 are top choice among the socially prestigious and youthful category of the Nigerian society. These ranges of Smart devices have put TECNO into acceptance in the social circles. Not just that these new devices give the users a high sense of social prestige and acceptance,the devices are innovative, friendly and with cutting edge technology. These products also emphasize quality, speed, effectiveness and assurance of making life easy and smart.

The attitude and strategy of the TECNO team and all the brains pushing this brand to relevance is one that should be noted. They provide the aggressiveness the market demands, a deep research of the Nigerian market and above all working with the right partners in Nigeria, am glad we have also contributed to the brand’s relevance and acceptance in Nigeria.


Kenneth Omeruo
Omeruo Ndukaku Kenneth is an Innovation Management expert,the CEO of Emerging Media,a new media company.He is a member of ISPIM - International Society for Professional Innovation Management and the US-Africa chamber of Commerce.He is the Founder of TechTrends Nigeria Blog,Nigeria Innovation Summit and the African Innovation Academy.Kenneth is a highly sought-after Internet Marketing Consultant who has through his seminars, articles, training and consulting, helped many organizations, Individuals, Businesses maximize the Internet for business purposes.Kenneth has also being featured as a guest on the TV show TODAY ON STV Nigeria and on Bloomberg Africa TV.He is the author of the best –selling Internet Book: How To Create Unlimited Internet Wealth. He is a syndicated columnist with the following Newspapers in Nigeria: Daily Independent, Financial Standard, PUNCH, BusinessDay, and Sun.Kenneth organises the EduNet Conference for Universities in Nigeria. Kenneth is a member of Institute of Software Practitioners of Nigeria( ISPON ) Roundtable For Capacity Development in Nigeria,member pre-selection committee for Nigeria at the UN World Summit Awards,a Panelist for Youth Enterprise With Innovation in Nigeria(YouWIN)-a Federal government initiative created by the ministry of finance,supported by ministries of Communications Technology,Youth Development,Worldbank and DFID. A 2013 Judge at the Google Cloud Developers Challenge for Sub Saharan Africa.He has been a contributing editor of Nigeria Communications Week,Africa Telecom and IT Business Magazine,ICT Today magazine,M2 magazine.Kenneth has been invited to the Commonwealth Telecommunications Organisation Forum, Oracle Open World Conference USA, Oracle Cloud World Dubai, and GITEX Dubai. He now lives in New York with his family and presently working on an Open Innovation project for Nigeria. You can contact Kenneth through email: (kenneth (at) On Skpe:Kenneth.Omeruo

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