In a bid to tap into low-end smart phone market, Hong Kong based mobile phone manufacturer TECNO has announced the introduction of the N3, its latest range of Dual SIM 3G Android Smartphones in Kenya.
Speaking during the press conference, Vice President of TECNO, Arif Chowdhury said the new phone model that retails for Sh7,000 is targeted at connecting with the youth market.
"The youth in Africa are vibrant and constantly want to stand apart with their own identities. As a mobile phone company, we understand the need to constantly engage them and TECNO as a brand is committed to connecting with the African youth's motivations and passions," he explained.
TECNO has partnered with Qualcomm, a world leader in 3G and next generation mobile technologies to provide N3 with a powerful chipset of Qualcomm SnapdragonMSM7225A, which gives consumers a competitive 3G smartphone.
The N3 runs on the Android 2.3 operating system, supports both 2G and 3G networks and is powered by a1GHz processor to allow consumers to enjoy a higher Internet speed and a faster running speed.
Through the campaign "Be Yourself" that is aimed at connecting with younger consumers, TECNO hopes to further solidify its foothold in the African market.
According to a study by Youth Dynamix, Kenyan youth consume airtime worth Sh23.6 billion, while spending some Sh64 billion shillings annually on clothes and other accessories.
This new purchasing power seen in the youth in entertainment and technology, have made them a target group for mobile phone manufacturers that have created phones laden with features and apps that appeal to the mushrooming demographic.
At the end of 2011, Kenya was the leading the east African region in terms of mobile usage with a 67.2 percent mobile penetration rate, followed by Tanzania with 56 percent mobile penetration and Uganda with 38.4 percent.
Mobile penetration is estimated to be about 60 percent in Sub Saharan Africa; while analysts anticipate growth to be at 75 percent penetration by 2016.