Tecno Is Going Premium And It Is Frightening. Here's Why

In life , Growth is the only irreversible
change that is constant and cannot be
avoided. A boy can never be a boy
forever. Oneday , He will grow to
become a man and a Father. As he
grows everyday , it normal for him to
try new things and accept new
challenges. However , the outcome of
his decisions could make or break him.
The launch of Tecno Phantom 5 is a
clear signal that TECNO is going
premium and this time , they mean
business. They have grown , conquered
the mid-end market and now , they
want to compete with the big boys.
Why Going Premium Is Frightening
In the world today , Brand name plays
a keyrole in influencing our buying
decisions. When iPhone 6 was launched
, it wasn't the best smartphone in the
market yet it shattered apple's sales
record. Why was iPhone 6 so
successful? "Because it is owned by
Apple" and Apple is naturally a premium
brand that appeals to the classy people.
Same with Samsung. Samsung is a
leader when it comes to smartphone
innovation. That is why they are well
respected and loved.
On the other hand , many Nigerians
regard TECNO as a "Cheap Chinko Brand"
that is used by the less classy people in
the society. This is because in Genesis ,
TECNO's main target was the mid-end
market and that is one of the major
reasons why they have enjoyed
massive success today.
With the release of every premium
flagship smartphone , there is bound to
be an increase in price which will lead
to a serious outcry by Nigerians.
Written below is the price list of the last
3 flagship smartphones from TECNO
Mobile :
Tecno Phantom A+ (2013 Flagship
Smartphone) : #35,000
Tecno Phantom Z (2014 Flagship
Smartphone) : #64,000
Tecno Phantom 5 (2015 Flagship
Smartphone) : #69,900
Here's how some Nigerians on
Nairaland Forum reacted to the price of
newly launched TECNO Phantom 5.
Most of the reactions below are based
on the fact that "It is Tecno" and so
therefore the price is too outrageous.
Nigerians are putting more focus on the
name "TECNO" , Neglecting the fact that
Phantom 5 is actually a very good
smartphone.
Will They Be Able To Conquer The
Premium Market In Nigeria?
It's difficult to judge. Tecno is a very
strong brand in Nigeria. Anything can
happen. Based on our observations ,
there are 2 issues they need to address
:
*Brand Perception
*Finding a good and steady balance
between price and premium specs.
They need to change the way people
see the brand "TECNO" and they can do
this by cutting all excesses and focus
more on real innovation. Asides that ,
finding the right balance between price
and specs will play a very key role.
Nigerians are price conscious people
and can easily get frightened by long
figures , irrespective of the product's
quality.
Whatever the case is , we really like the
TECNO Phantom 5 smartphone and we
hope to see more of such in the future.