Think Globally, Act Locally.

It’s an adage for success in a globalized economy. From fast-food restaurants to coffee chains, shampoos, cars, computers, and even theme parks, adapting products to local needs has been central to building global household brands.

The business world has codified this principle as "Glocalization", a portmanteau of seemingly opposite situations that have enabled success for companies working in diverse markets.

The 7.8 billion people worldwide differ vastly in terms of functional needs, purchasing power, personal tastes, access to infrastructure, electricity, and communication networks. The ability to identify and tailor products to suit a diverse range of consumers across countries and continents has enabled TECNO to outsell the world’s top mobile phone brands in high-growth markets in Africa, South and Southeast Asia, and Latin America.

Establishing a global footprint

Glocalization has propelled TECNO into the ranks of the top global smartphone brands, and it outsells all others in Africa. In June 2020, TECNO stood fifth in African Business magazine’s rankings of the “most admired” brands in Africa, surpassing Apple.

In the first quarter of 2020, TECNO kept continuous market growth at a time when worldwide smartphone shipments slumped 13% from a year earlier because of disruptions caused by the COVID-19 pandemic (Source:Counterpoint) . Even as sales of many leading brands dropped by double digits, TECNO’s strategy of adapting the latest technologies to suit local markets enabled it to sell almost as many smartphones as it did in the first quarter of 2019.

TECNO is also making significant breakthroughs in markets such as India, Pakistan, Thailand, Colombia, and Ukraine. The company has established a global presence through more than 2,000 distributors and as many after-sales service points. Originally developed from African markets, TECNO now is growing into an international brand in the mid-ranged smartphone segment.

Unlocking new markets

In Africa, where TECNO first sold its phones, the company understood very early that spotty mobile network coverage meant that customers needed multiple SIM cards to get the best possible connectivity. Owning two phones was cost-prohibitive and inconvenient to manage. TECNO recognized this and seized the opportunity by launching the first dual SIM card phone in Africa in 2007, at least two years before more famous global rivals. TECNO seized the opportunity by launching the first dual SIM card phone in Africa in 2007, at least two years before more famous global competitors.

For TECNO, the company believes its early, strong presence in African markets gave the company considerable knowledge in what users wanted in a smartphone.TECNO further recognized other distinct needs of the market: Local languages are on TECNO’s keyboards, even unlocking a whole new market in Ethiopia by pioneering a keyboard in the native Amharic script. Pricing is typically at 10% less than the market average.

The standout feature of TECNO’s phones is the AI-enabled camera. Recognizing that African consumers wanted smartphones capable of capturing clear images of their natural complexion, especially at night and in low-light environments, TECNO developed the CAMON series with front and back cameras adapted to capture darker skin tones and uses Artificial Intelligence (AI) to detect scenes.

Load-shedding is a reality for many African countries where power is intermittently shut down to prevent entire grids from overloading. TECNO pursued technology to enable battery life for longer periods without charging. AI-based smartphone chips have very low power consumption. They enable faster processing speeds that support numerous advanced features, including facial as well as emotional recognition, augmented reality (AR), user authentication, and the use of machine learning technology for mapping services and virtual assistants.

“TECNO’s mobile phones perform very well—great image quality, camera control, and even additional customization functions,” says Michael Christopher Brown , a photographer with National Geographic . Brown had conducted a mobile photography bootcamp in Nigeria using the CAMON 12 smartphone and captured stills and videos in Los Angeles using the CAMON 15. “I was impressed by its ultra-clear, ultra-night mode, pop-up selfie lens, and macro lens. The close-up shots are quite amazing."

The TECNO CAMON 16 Premier is the latest to make its mark in the industry. Boasting a 48MP AI-smart front dual camera and a 64MP+8MP+2MP+2MP super rear quad camera, it is ahead of its competitors. It bears TECNO’s exclusive trademark TAIVOS™ imaging system that allows for smart shooting and smart “shadow” experience. The AI-supported camera will enable users to take clearer images, and experience enhanced night shots and overall improvement through high-performance imaging algorithm capabilities.

TECNO’s smartphone growth

With global smartphone sales poised to recover as countries cautiously ease lockdowns to contain the Covid-19 pandemic, Glocalization is vital for individual brands to succeed.

Analysys Mason Group, a global consultancy and research firm specializing in telecoms and technology, predicts smartphones sales growth will be particularly strong in emerging markets in the Asia Pacific and Sub Saharan Africa until 2024. Demand for reasonably priced with great value in Central and Eastern Europe, and first-time prepaid users will continue driving sales in the Middle East and North Africa in the same period, it says.

“TECNO has, and will always be committed to bringing high-quality smartphones built with the latest in mobile technologies to consumers at the most competitive prices, allowing them to reach beyond their current limitations while opening doors to infinite possibilities. With this commitment, we have been increasing our investment in R&D to constantly pursue breakthroughs and innovative solutions for our consumers,” said Stephan Ha, General Manager of TECNO Mobile. “The pioneering camera technologies in the newly launched CAMON 16 Premier is one of many other exemplifications of our commitment to our consumers.”