Opinion: What Tecno, Infinix, Nokia, Etc… Should Fix in Nigeria

The new year is here, and OEMs are ready to introduce new flagships, mid-range, and entry-level smartphones.

Transsion Holding brands Infinix, Tecno, and Itel dominate the African market and have a huge fan base in Nigeria.

Last year, Oppo and Xiaomi entered the Nigerian market, posing a threat to Infinix and Tecno.

The radical changes in the design of their (Infinix and Tecno) phones can be called a response to what Oppo and Xiaomi have to offer. Umidigi is still far off, and HMD Global’s Nokia is still in the mix.

Having used, tested, and recommended some of these OEM devices (except Oppo), I have observations and suggestions for improvement.

Tecno, Infinix, and Itel.

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I started using Tecno in the days of Tecno D2, then switched to M3, P5, L5, and the like. Also, my first Infinix gadget was the Infinix Hot 4 Lite, and since then, I have used about two other series, with the current one in my possession being the Hot 7 Pro.

I was a huge fan, and Transsion devices were always my first choice until I learned about phone specifications (especially hardware specifications) and began to avoid them.

Recently, though, we have seen a decline in the 1GB RAM variants of their devices with 1.3GHz quad-core processors (shudders), and that is a very much welcomed development.

Dear Transsion, I think it is time you brought back the Android One program (used in Infinix Note 5) or at least fed us OS updates and Upgrades. I wouldn’t say I like Infinix and Tecno Products because I will be stuck with one OS until I finish the gadget.

The Infinix Hot 7 Pro is such a nice device, but it is a shame it won’t get an Android 10 upgrade. An OS upgrade for at least one version will not lower the sales; rather, it will help convert those who have stayed off your products just because the OS can’t be upgraded.

Just imagine what sales will be like when the Tecno Pouvior 3 Plus, with its 6000mAh battery and 4GB/64GB memory options, and the Camon series, Infinix S series, and Hot series have guaranteed OS upgrades to at least the next version of Android.

However, Itel’s market has been limited by its bulky design and below-acceptable specifications. I have used the Itel P51 and know how heavy it is. It is the most disliked device in my locality.

The S15 redesign has really helped to show that the phone is catching up to trends. If the battery had been bumped up, the Itel S15 Pro would have been my recommended device for early smartphone users. Besides, it was prettier than most other devices within its price range.

At this point, though, even if you guys choose to abandon the Itel brand, Just Give us OS upgrades on Infinix and Tecno. We deserve them.

Nokia

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HMD Global’s Nokia already has a potential market in Nigeria (talk about the days of 3310 Canoe soap and 1110 Rock with me). Still, not many people are convinced about using their latest smartphone products. I wouldn’t blame them, though.

First, there is the lack of adequate publicity. From Robinson Plaza, Warri, to Akpodiete Junction in Ughelli (Delta State), to Oba Market, Benin City, you hardly find any shops with Nokia banners. This is one thing that should be fixed.

Another issue is the lack of replaceable parts in the market. This is one of the reasons Tanssion Holdings dominates in Nigeria. Most people buy smartphones with the hope that they can easily get parts to fix their gadgets when they are broken.

But the greatest trouble will be missing features. Removing the front LED flash in most devices will make more people avoid your products (Nigerians love selfie cameras with flash even though they rarely snap at night). That screen flash is not enough. You can learn from the Tecno Camon 12 LED positions.

Also, I wouldn’t patronize a company that deems it fit to remove the Fingerprint sensors (Nokia C1 and 2.3) from its smartphones priced around $100-$150. Yeah, I am not a fan of Face ID. Oh, and the 3000mAh—3500mAh batteries just don’t cut it anymore.

On the bright side, though, I am grateful that I will be getting the planned Android 10 upgrade on my Nokia 3.1 Plus. I went from Android 8.1 to Android 9 and am now expecting Android 10.

The issue is that if Transsion picks up this OS update thing, then goodbye to your market share in Nigeria.

Umidigi

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I was ecstatic when I saw Umidigi’s deal with Jumia about a year ago. Then, the A3 series was still in Vogue, and a few months later, the A5 came into play. Running to the Jumia store and seeing the huge price difference was sad.

As a fan, seeing devices that will never make it to Nigeria hurts. I mean, insane specifications for a much lower price than Transsion brands offer. I was ready to use their devices and see for myself.

To date, Jumia only lists Umidigi’s smartphones after about a year of release (the F1 only recently made it into their catalog) and at a much higher price. The alternative to Jumia is Aliexpress. Money is hard to come by, and no one is willing to wait 30 days for a smartphone. DHL is not cheap, either.

If Umidigi is really serious about the Nigerian market, then it wouldn’t hurt to try to sell directly without fully depending on Jumia. Given their crazy specifications and price range, the F1, A5 pro, and Power 3 would have already become the best sellers in Nigeria. At the time of their release, there were few worthy rivals.

Can you please come already? Also, bring smartphone parts along.

Xiaomi/Redmi

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Redmi’s entrance into Nigeria was celebrated and highly welcomed. It gave brands like Tecno and Infinix a good reason to upgrade their devices.

Redmi’s devices are great, amongst others, but the problem is that there is still little publicity outside Lagos.

My only regret after getting the Nokia 3.1 Plus device was seeing the Redmi 7 at a local store. I mean, who wouldn’t be sad to miss out on the MIUI skin, gestures, and other cool specifications? A little increase in publicity in the South-South geopolitical zone will definitely see an increase in sales.

Running an advert on Supersports and Zeeworld will surely cover that. Nigerians don’t miss football matches or telenovelas for anything.

I want to see this brand succeed; it makes having options when shopping for a smartphone easier.

Oppo

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Oppo came with a bang and was serious about business. Their partnership with the just-concluded Big Brother Nigeria and some sports talk shows gave them a platform to advertise their phones. I was impressed.

If anything, I would have loved to see some Realme devices, too. Part of Transsion’s dominance is due to having a smartphone for almost every reasonable price range in Nigeria.

While most of the population may feel Oppo is a bit overpriced (can’t blame us; the minimum wage has not been affected), its Realme offshoot should easily be affordable within the country.

You know what, bring in the Realme brand. There is enough room for everyone.

What Else?

I really do hope more brands see a potential market in Nigeria, as we have a large youth population.

Due to power issues in the country, battery specifications are as important as hardware specifications and camera specifications.

The quick availability of spare parts in local markets also affects the choice of most users in this country.

Since brands like Redmi, Nokia, Oppo, and the rest already have the OS upgrades figured out, a little more publicity and making these repair centers/materials available might increase their share in the market.