TCL Technology, a consumer electronics giant from China, is eyeing a bigger slice of the smartphone market in South Africa. Previously, TCL sold smartphones in the country under the Alcatel brand and as Vodacom-branded smartphones only available in that network. According to Ernst Wittmann, regional manager for Southern and East Africa at TCL, says the company wants to make TCL a brand that is always front-of-mind in South Africa.
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The company is working to “bring the TCL brand to life in South Africa”, Wittmann said, and has a target to become the fourth largest smartphone brand locally (including sales of its white-labelled devices marketing and sold through Vodacom’s channels). To achieve this, the company would currently need a market share of about 10 percent in South Africa.
TCL makes a lot of television sets and panels for other OEMs. Its first big smartphone foray under the TCL brand in South Africa is with the TCL 20 R G, which costs R3 899 in retail. Available only through MTN, Wittmann said the phone is the cheapest 5G-capable smartphone available in South Africa.
“We are starting small, and building brand equity,” Wittman said. The company will launch several smartphones in the coming months, catering for a wide variety of segments within the very competitive market.
South Africans may also be aware of TCL as a supplier of many routers, used for fixed wireless or fibre connections throughout the country.
Globally, TCL sells about 35 phone models, everything from the entry level, moving up to the $400 mid-tier price point. The phones, which typically run lower-cost MediaTek chips, appeal to budget-conscious consumers. This month, TCL launched its new C-series Google-powered TVs locally, with its “hero product” 4K mini-LED C835 available in sizes up to 98 inches.
