•Market analysts attribute this trend to several key factors. Firstly, the rapidly evolving technology landscape has led to midrange smartphones offering a compelling array of features that were once exclusive to flagship models.
•The impact of this trend is reflected in the sales figures of leading smartphone manufacturers operating in Kenya.
Image: JACKTONE LAWI
Kenya is witnessing a significant uptick in the demand for midrange smartphones, signaling a notable shift in consumer preferences within the country's tech market.
This surge in demand comes as Kenyan consumers increasingly prioritize affordability without compromising on essential features and performance.
Market analysts attribute this trend to several key factors. Firstly, the rapidly evolving technology landscape has led to midrange smartphones offering a compelling array of features that were once exclusive to flagship models.
These include advanced camera capabilities, extended battery life, and enhanced processing power, all at a fraction of the cost compared to premium devices.
Speaking during the unveiling of their latest devices for Kenya, Peter Shi, the brand manager of TECNO Kenya, said that insights show that there is high demand for top of the range smartphones that are affordable.
"We eagerly anticipate demonstrating to Kenyan consumers the transformative impact we can make as we unveil our comprehensive product lineup and showcase how we're pioneering cutting-edge technologies, wrapped in sleek modern design, right here in Kenya," said Shi.
The CAMON 30 Series for instance introduces advanced imaging capabilities, including a 50MP Eye-tracking Autofocus Front Camera, following a partnership with Sony for the camera.
The economic realities faced by many Kenyan consumers have underscored the importance of value for money.
With midrange smartphones striking a balance between affordability and functionality, they have emerged as the preferred choice for a growing segment of the population seeking quality devices without breaking the bank.
The impact of this trend is reflected in the sales figures of leading smartphone manufacturers operating in Kenya.
Companies specializing in midrange offerings have experienced a surge in sales, with devices such as the Tecno Camon series, Oppo Reno Series, Infinix Note line, and Samsung Galaxy A series leading the charge.
Industry insights data by market intelligence firm IDC shows that in the last quarter of 2023, imports for midrange devices costing $200<$500 (Sh27,000 to Sh67,000) increased by 16.6 percent indicating strong demand for budget-friendly smartphones.
The rise of digital connectivity and the growing importance of smartphones in daily life have also contributed to the heightened demand for midrange devices.
With more Kenyans relying on their smartphones for communication, entertainment, and productivity, the need for reliable, feature-rich devices at accessible price points has become paramount.
Industry experts predict that this trend is poised to continue in the coming years, with midrange smartphones set to dominate the Kenyan market.
Manufacturers are expected to capitalize on this demand by introducing innovative features and competitive pricing strategies to cater to the evolving needs of Kenyan consumers.