Making an African Phone for African Users

For Chinese phone manufacturer Transsion, localization isn’t just a marketing strategy: it’s the secret ingredient that has placed it ahead of all its competitors in Africa. The company has bet on African consumers by making affordable handsets with advanced features using an aggressive distribution network. The Shenzhen-based firm has risen as a dark horse in the mobile hardware market by instituting “micro innovations” propitious to its African customers including multiple SIM slots, long battery life, as well as user-friendly designs that support local languages like Swahili or Ethiopia’s Amharic. But one feature that has distinguished its devices is their camera-centric nature and their ability to calibrate exposures for darker skin tones. As its key focus market, Transsion has thousands of employees across Africa, working in production lines in its Ethiopian factory and as in-design and user interface personnel in Kenya and Nigeria. After conducting an in-depth analysis of consumers’ photo habits and needs, the company found photo quality was important to not just younger consumers but increasingly wider age demographics. Phone cameras, especially front camera exposure, was the first feature customers inspected when considering buying a new mobile phone.SOURCE: QUARTZ AFRICA

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