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Smartphone Market Face Challenges Despite 5 Chinese Vendors Top Table

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According to the latest preliminary release from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, vendors shipped a total of 334.9 million smartphones worldwide in the first quarter of 2016 (1Q16), up slightly from the 334.3 million units in 1Q15, marking the smallest year-over-year growth on record.

The minimal growth this quarter is primarily attributed to strong smartphone saturation in developed markets, as well as a year-over-year decline from both Apple and Samsung, the two market leaders.

The biggest change to the market, however, was the addition of lesser-known Chinese brands OPPO and vivo, which pushed out previous fourth and fifth place players Lenovo and Xiaomi, respectively.

As the China market matures, the appetite for smartphones has slowed dramatically as the explosion of uptake has passed its peak.

In 2013, China’s year-over-year shipment growth was 62.5%; by 2015, it had dropped to 2.5%. Conversely, the average selling price (ASP) for a smartphone in China rose from US$207 in 2013 to US$257 in 2015.

“Along China’s maturing smartphone adoption curve, the companies most aligned with growth are those with products serving increasingly sophisticated consumers. Lenovo benefited with ASPs below US$150 in 2013, and Xiaomi picked up the mantle with ASPs below US$200 in 2014 and 2015. Now Huawei, OPPO, and vivo, which play mainly in the sub-US$250 range, are positioned for a strong 2016,” said Melissa Chau, senior research manager with IDC’s Worldwide Quarterly Mobile Phone Tracker.

“These new vendors would be well-advised not to rest on their laurels though, as this dynamic smartphone landscape has shown to even cult brands like Xiaomi that customer loyalty is difficult to consistently maintain.”

“Outside of China, many of these brands are virtually unknown and the ability of these rapidly growing Chinese vendors to gain entry into mature markets such as the United States and Western Europe will be essential if they have aspirations of catching Apple or Samsung at the top,” said Anthony Scarsella, research manager with IDC’s Mobile Phone team. “Huawei has proven that it can sell increasingly premium devices.

In China, Huawei is already recognized as a premium brand, but it is now going toe-to-toe on build quality with premium devices like the Nexus 6P that are available worldwide.

While Huawei is furthest along in terms of international recognition, selling equally impressive volumes outside of China remains a challenge for many of these brands, whether it is Xiaomi, Lenovo, OPPO, or vivo. Their ability to drive local growth no longer applies when it comes to international expansion, where premium branding quickly turns to price competition.”

Smartphone Vendor Highlights:
Samsung remained the leader in the worldwide smartphone market despite a year-over-year decline of 0.6% in shipments. Despite the slight decline, the new Galaxy S7 and S7 edge sold vigorously in the month of March and was helped by numerous enticing carrier promotions to help push volume.

The S7 also brought the reintroduction of a microSD card slot in combination with waterproofing, which looks to have paid off for the Korean giant as early sales look healthy.

Within emerging markets, Samsung has performed well with its more affordable J-series as it looks to capture both budget conscious consumers and first-time buyers.

Apple’s saw its’ first-ever year-over-year decline in the first quarter as volumes slipped to 51.2 million units, down 16.3% from last year. Despite the plethora of new features found on the newer “S” models, current iPhone 6/6 Plus owners may feel that a 6S upgrade may not be warranted at the moment. Apple also announced the new iPhone SE, which looks to challenge similarly priced Android options in numerous emerging markets where Apple has traditionally been seen as too expensive.

The SE features all the power of the 6S in a compact form factor that looks to equally target those who desire smaller phones as well. However, at US$399, the SE still faces equally powerful lower-priced devices from competitors, particularly within India and China.

As Apple CEO Cook mentioned on the company’s earnings call, the SE will begin having an impact on iPhone shipments in the second quarter of 2016.

Huawei’s continued domestic dominance, combined with a growing presence outside of China, enabled it to capture the number 3 position worldwide in 1Q16.

Shipment volume for Huawei climbed from 17.4 million units in 1Q15 to 27.5 million this quarter for year-over-year growth of 58.4%. Huawei’s two-pronged approach with a focus on both premium and entry-level devices proved successful in China as well as in many developed European markets.

The recent launch of the P9 smartphone featuring Leica optics provided an additional weapon with which to combat Apple and Samsung. Premium devices like the P9, Mate Series, and Nexus 6, along with entry level devices from its Honor brand, should help Huawei gain further traction worldwide.

OPPO has been shipping smartphones since 2011 and while its primary focus is domestic, it has been shipping internationally since 2012.

Landing first in Thailand, then expanding throughout Southeast Asia and more recently to other countries in Asia, the Middle East and Africa, OPPO’s focus is on fostering channel partnerships, supplemented with large marketing budgets and entertainment sponsorships to increase visibility, culminating in almost 20% of shipments going outside of China in 2015. OPPO’s expansion in China itself has been via offline channels and a strong push to lower-tier cities. In 1Q16, OPPO’s 18.5 million shipments represented 153.2% year-over-year growth, the strongest among the top 5.

Vivo has also shipped smartphones since 2011, but unlike OPPO has been more focused on domestic markets. It first tested the global marketplace in Southeast Asia and India in 2014.

In 2015, less than 10% of its shipments were outside of China. Positioned as a relatively premium product in China, one of its best-selling flagship products, the X5Pro, is also among the most expensive, priced around US$300. Similar to OPPO, vivo’s retail presence and marketing in lower-tier markets is particularly strong and a key factor to its growth.

The vivo brand is also slightly differentiated by its focus on audio. With 14.3 million units shipped in 1Q16, and 123.8% year-over-year growth, vivo remains in tight competition with the other top 10 players.


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NCC Committed to Regional Digital Integration – Maida

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Nigerian Communications Commission (NCC), in line with its commitment to collaboration and regional integration, has reaffirmed its dedication to strengthening partnerships among telecommunications regulators within the West African sub-region.
NCC Committed to Regional Digital Integration – Maida

L-R – Engr. Aliyu Yusuf Aboki , Executive Secretary WATRA; Mrs Nneena Ukoa, Head Public Affairs, Nigerian Communications Commission; Hon. Clarence K. Massaquoi, Chairman Board of Commissioners, Liberia Telecommunications Authority; Kelechi Nwankwo, Director Corporate planning, strategy and Risk Management(NCC); Hon. Ben Fofana, Commissioner with oversight responsibility for Licensing and Regulation (LTA); Usman Mamman Director, Licensing & Authorization (NCC) during a courtesy visit to the Commission’s Headquarters in Abuja on 30th January, 2026.

The Executive Vice Chairman of NCC, Dr. Aminu Maida re-affirmed the commitment when the Commission hosted a high-level delegation from the Liberia Telecommunications Authority (LTA) at the NCC’s Head Office in Abuja at the weekend.
Speaking during the LTA’s visit, Maida, who was represented by the Director of Corporate Planning, Strategy and Risk Management at NCC, Dr. Kelechi Nwankwo, emphasized the Commission’s mandate to continually collaborate with sister regulatory institutions within the sub-region and beyond to drive the expansion of digital economy and improve the living conditions of citizen.
He said, given the NCC’s long-standing commitment to regional cooperation through platforms such as the West Africa Telecommunications Regulators Assembly (WATRA), the Commission believes the region becomes stronger and more prosperous when all countries are interconnected.
The EVC further emphasized that collaboration remains a core driver of the NCC Board and that sustained engagement with regional partners is essential to advancing the interests of telecommunications consumers and various stakeholders.
Maida recalled the Commission’s advocacy for the recognition of Information and Communications Technology (ICT) as critical national infrastructure within the Economic Community of West African States (ECOWAS), noting that Nigeria has already designated ICT as part of its critical national information infrastructure to give it the prominence required for sustainable growth.
He assured the Liberian delegation of the NCC’s readiness to provide support in advancing regional shared initiatives and translating discussions into actionable outcomes within the sub-region.
In his remarks, the Chairman of the Board of Commissioners of the LTA, Hon. Clarence Massaquoi, commended the NCC for making itself available in the spirit of regional coordination and collaboration, describing the engagement as critical to strengthening regulatory responsibilities across the sub-region.
Massaquoi acknowledged that Nigeria remains the largest economy in the region and a central player in Africa’s communications, security, and economic structures, that progress made by Nigeria often has far-reaching impacts across other West African countries.
He explained that since his assumption of office as the Liberian chief telecom regulator, the LTA has prioritized strengthening relationships with regional institutions to support ECOWAS’ vision of integration as effective regional integration cannot be achieved without affordable and reliable communications services, particularly in addressing cross-border roaming challenges.
The LTA Chairman disclosed that Liberia had signed bilateral agreements with The Gambia and Côte d’Ivoire and is at advanced stages of discussion with Ghana and Guinea-Conakry and that the Liberian regulator remained committed to active participation in WATRA.
Massaquoi further sought NCC’s support in regulatory capacity building and the sharing of best practices, particularly as Liberia reviews its licensing regime to reflect emerging technologies and align with regional standards.
The two regulators also underscored the centrality of shared commitment to deepen collaboration, identify priority areas for engagement, and advance initiatives that will promote seamless connectivity, regional integration, and socio-economic development across West Africa.

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ITU Top Director Visits NITDA, Boosts Nigeria’s Digital Literacy Push

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Dr. Cosmas Luckyson Zavazava, Director Telecommunication Development Bureau of the International Telecommunication Union (ITU), has paid a courtesy visit to the the National Information Technology Development Agency (NITDA) in Abuja, reinforcing growing cooperation on digital development.

ITU Top Director Visits NITDA, Boosts Nigeria's Digital Literacy Push

NITDA

Dr. Zavazava was accompanied by the ITU Regional Director for Africa, Dr. Emmanuel Manasseh, as part of the ITU delegation.

The delegation was received on behalf of the Director General of NITDA by the Director of Corporate Planning and Strategy, Dr. Warowei Dimie, alongside other directors of the Agency.

The visit provided a platform for strategic engagement and exchange of ideas on key digital development challenges facing Nigeria, Africa, and other developing regions, with a shared focus on inclusive and sustainable ICT growth.

Speaking on behalf of the NITDA Director General, Dr. Dimie reaffirmed the Agency’s commitment to deepening collaboration with ITU, describing the organisation’s global experience as a valuable asset for transferring tested solutions and best practices to Nigeria’s local context.

He noted that digital skills and capacity building featured prominently in the discussions, as Nigeria pursues its ambitious target of achieving 70 percent digital literacy nationwide by next year, with encouraging progress recorded through partnerships with the private sector and other stakeholders.

The adoption of Nigeria’s National Digital Literacy Framework was highlighted as a major milestone, providing a structured and inclusive approach to skills development across different segments of society.

Attention was also drawn to the persistent challenge of limited connectivity in rural and underserved communities, with participants emphasising targeted interventions such as grassroots digital training and the deployment of National Youth Service Corps members as digital literacy ambassadors.

In his remarks, Dr. Zavazava outlined ITU-BDT’s mandate to bridge the digital divide, promote inclusive ICT development, strengthen regulatory frameworks, and support member states in building resilient digital infrastructure.

He noted that these priorities strongly align with Nigeria’s digital transformation aspirations, adding that ITU works across its 194 member states through regional and area offices, including its West Africa office in Dakar, Senegal, and the Africa regional office in Addis Ababa, Ethiopia.

Dr. Zavazava further highlighted ongoing collaboration with Nigeria on initiatives such as digital skills development, broadband infrastructure mapping, and cybersecurity.

He disclosed that Nigeria is among 11 sub-Saharan African countries benefiting from a €15 million ITU-European Commission project on broadband infrastructure mapping and modelling, while also participating in global cybersecurity drills organised by ITU in partnership with the United Arab Emirates, which attracted over 136 countries in the last edition.

The courtesy visit underscored the importance of sustained collaboration between international development institutions and national agencies, reaffirming the shared commitment of ITU and NITDA to leveraging ICTs for sustainable development, innovation, and inclusive socio-economic growth in Nigeria.


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Airtel Nigeria Commits to Upgrade of its Network Infrastructure for Improved Quality of Service

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Airtel Nigeria has unveiled a robust update on a range of network, infrastructure and technology advancements that position the company at the forefront of quality of service leadership in Nigeria’s telecommunications industry.

Announced at its first media roundtable of 2026, the updates reflect sustained investments made over the past 12 to 24 months and signal an accelerated push to stay ahead of surging data demand in a rapidly digitising economy.

Speaking to senior editors and industry correspondents, Airtel Nigeria Chief Executive Officer, Dinesh Balsingh, said the company’s strategy is anchored on deliberate scale, depth and resilience.

“Over the last two years, we have invested with discipline and clarity to strengthen our network nationwide. Those investments are now translating into measurable improvements in performance, customer experience and reach, including in underserved and hard to reach communities,” he said. “In 2026, we are accelerating these upgrades because Nigeria’s data appetite is growing, and leadership in this industry will belong to those who plan ahead.”

At the core of Airtel Nigeria’s quality of service drive is the rapid expansion of its network footprint. Since December 2023, the company has increased the number of network sites by 15.5%, adding 2,242 new sites and bringing its total to nearly 16,711 nationwide. Further deployments are planned in 2026 to strengthen coverage, capacity and resilience across urban and rural locations.

Network capacity upgrades have also reached significant scale. In 2025, Airtel completed capacity enhancements on 30% of its sites, covering over 5032 sites nationwide.

Today, 99% of Airtel Nigeria’s sites deliver high-speed 4G mobile broadband, establishing the operator as a full nationwide 4G network. This year, capacity upgrades are being extended to more sites to sustain performance as data usage continues to rise.

According to Harmanpreet Singh Dhillon, Chief Technology Officer, spectrum depth and optimisation remain critical to network quality. “We have increased our 4G spectrum by 10MHz and we are actively optimising our holdings. These actions allow us to support higher data throughput, better speeds and more consistent service, especially in high-traffic areas,” he said.

Airtel Nigeria is also accelerating its 5G rollout. Over the last three months, the company has more than doubled the number of active 5G sites. The accelerated 5G upgrade happening now will connect the top 20 Nigerian cities to high-speed 5G networks, with a significant part of Airtel’s network in these cities becoming 5G-enabled in the coming year.

Beyond terrestrial infrastructure, Airtel is extending connectivity through space-based solutions. The company has established and signed partnerships with satellite providers OneWeb and Starlink, enabling enterprise-grade connectivity for businesses in remote locations, hard to reach areas and operational outposts. Recently, Airtel announced Nigeria’s first Direct-to-Cell partnership with Starlink, a breakthrough that will allow customers to remain connected while travelling through deep remote areas and enable small rural communities to access Airtel’s digital and fintech services.

The backbone supporting these services continues to expand. Airtel Nigeria has built an extensive fibre footprint across almost all states, developed through years of sustained deployment. Following the announcement to double capital expenditure last year, the company committed to expanding its fibre network by 25%, and intensive rollout activity is ongoing across cities and states. Airtel has also confirmed plans to extend its fibre footprint even further, both within major cities and between states.

A pivotal national milestone is also on the horizon. Nigeria currently relies on a single internet submarine cable landing and breakout point in Lagos. Airtel Nigeria has announced that it will launch a second internet breakout from the South of Nigeria, leveraging the 2Africa submarine cable. In partnership with 2Africa, Airtel will shortly begin carrying internet breakout traffic from Kwa Ibo in Akwa Ibom State.

“This will create a faster and alternative path for large parts of the North and South, improve resilience for the entire ecosystem. Airtel is proud to take the lead in making this happen,” Balsingh said.

Underpinning these advances is a robust IT and cloud backbone. Airtel Nigeria operates an enterprise-grade private cloud with thousands of virtual machines, managing massive storage and compute power across locations.

The infrastructure includes large GPU clusters, supporting AI-driven applications such as fraud detection, intelligent network self-healing and advanced customer analytics.

The company recently announced the upcoming launch of its hyperscaler-ready 38 megawatt data centre in Eko Atlantic. This is designed for Nigeria’s next phase of digital growth, powered by AI.

From a customer access perspective, Airtel Nigeria maintains one of the largest retail footprints in the country. Its products and services are available in over 200,000 outlets nationwide, supported by more than 4,000 exclusive shops across all local government areas and 250 flagship stores.

Balsing added that, “Quality of service today is about resilience, redundancy and intelligence, and that is what Airtel is delivering. From fibre to cloud to satellite-enabled connectivity, we are building a platform that allows Nigerian businesses to scale with confidence, regardless of location.”

He reaffirmed Airtel Nigeria’s long-term commitment to the country. “Our focus is consistent investment, disciplined execution and deep confidence in Nigeria’s future,” he said.

Aside from Singh Dhillon, other members of the Airtel Nigeria leadership on hand with subject matter expertise at the roundtable included Director, Airtel Business, Ogo Ofomata; Director, Marketing, Ismail Adeshina; Director, Information Technology, Kemi Ariyo; and Director, Corporate Communications and CSR, Femi Adeniran.


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