Highlights
- TECNO secures top 10 position in global smartphone brands at CES 2024.
- ‘Glocal Brand Strategy’ drives TECNO’s success in diverse markets.
- TECNO’s focus on AI and tech innovation underlines its global strategy.
- Impressive growth in premium smartphone market with PHANTOM and CAMON series.
TECNO has once again secured its place among the “2023-2024 Global Smartphone Brands Top 10” at CES 2024.
This accolade, backed by influential groups like Asia Digital Group, European Digital Group, TWICE, and IDC, celebrates brands that excel in innovation and contribute to the growth of the consumer electronics industry.
TECNO’s General Manager, Guo Lei, expressed gratitude for being recognized alongside other international brands at CES 2024 while stating, “TECNO will always be committed to unlocking cutting-edge innovations through premium products, narrowing the gap between frontier markets and global digitization.”
“TECNO continues to captivate with their outstanding achievements this year,” expressed Zhu Dongfang, President of the Asian Digital Group on behalf of the jury team.
“Their unwavering dedication to technological advancements for global frontiers is truly commendable. TECNO’s innovative prowess and commitment to excellence make them an exceptional consumer electronics brand.”
The Success Story of TECNO at CES 2024
TECNO’s triumph at CES 2024 can be largely attributed to its innovative ‘Glocal Brand Strategy,’ a fusion of global vision and local insights.
This strategy, claimed by the company, has been instrumental in TECNO’s ability to resonate with diverse markets worldwide, propelling the brand to the forefront of the industry.
TECNO’s journey, themed “Going Premium,” is marked by significant advancements in technology and design.
The brand’s dedication to innovation has been recognized by industry experts, including Zhu Dongfang, President of the Asian Digital Group.
AI and Technological Innovation
The 2024 CES Global Top Brands Ranking emphasized the importance of Artificial Intelligence and technological innovation.
TECNO, aligning with this trend, has made contributions through its Universal Tone technology and developments in AI and 5G.
TECNO’s success in the premium smartphone market is backed by its ability to blend a global perspective with local innovation.
The brand’s presence in over 70 countries and its growing user base worldwide is said to stand as evidence of its effective global strategy.
In 2023, TECNO’s PHANTOM and CAMON product lines, aimed at the premium market, significantly contributed to its global growth.
Notably, TECNO reported a 62% year-on-year increase in smartphone shipments in Q3 2023, with a staggering 600% growth in 5G smartphone shipments.
In the past year, TECNO has made significant strides in camera technology with the launch of TECNO Universal Tone, a highly advanced AI-powered imaging technology that leverages the latest spectral database and insights.
Additionally, TECNO has strengthened its global presence through a three-year strategic partnership with Google, focusing on Android system collaborations.
Notably, the brand has also pioneered in optimizing its OS assistant experience by integrating Chat GPT AI with its voice assistant, TECNO Avatar Ella, marking a significant milestone in the industry.
TECNO’s Premiumization Strategy Pays Off
The increase in sales volume of TECNO’s high-end series, particularly the CAMON and PHANTOM lines, outpaced overall company growth, highlighting the brand’s successful premiumization and globalization strategies.
TECNO’s focus on aligning with local values and integrating technology with modern design tailored to regional needs has been crucial in its ongoing global success.
FAQs
What recognition did TECNO receive at CES 2024?
At CES 2024, TECNO was honored as one of the “2023-2024 Global Smartphone Brands Top 10,” a significant achievement that highlights the brand’s innovative prowess and impact on the consumer electronics industry.
How did TECNO’s ‘Glocal Brand Strategy’ contribute to its success?
TECNO’s ‘Glocal Brand Strategy,’ which combines global vision with localized innovation, has been pivotal in making the brand resonate across various markets.
This approach has effectively catered to diverse consumer needs, fueling TECNO’s growth on the global stage.
What technological advancements has TECNO made in the smartphone industry?
TECNO has made notable strides in AI and technological innovation, particularly with its Universal Tone technology and advancements in AIoT, AI voice recognition, and 5G technologies, reinforcing its position as a tech-forward brand.
What was the impact of TECNO’s premium smartphone lines, PHANTOM and CAMON?
The launch of TECNO’s PHANTOM and CAMON series marked the brand’s significant move into the premium smartphone market.
These product lines contributed to TECNO’s impressive growth in smartphone shipments and strengthened its global presence.
What role will Deepika Padukone play as TECNO’s brand ambassador?
As TECNO’s brand ambassador, Deepika Padukone will represent the brand’s innovative and stylish smartphones, emphasizing TECNO’s lifestyle-oriented approach that combines modern technology with design and accessibility.
How does TECNO benefit from this partnership with Deepika Padukone?
TECNO expects Deepika Padukone’s involvement to enhance its brand image and appeal, especially among younger consumers, by leveraging her charisma and fashion-forward image to align with TECNO’s innovative products.
What was Deepika Padukone’s reaction to the partnership with TECNO?
Deepika Padukone expressed excitement about joining TECNO, appreciating the brand’s blend of innovation, style, and design, and looking forward to the opportunities this partnership will bring.
What did Arijeet Talapatra, CEO of TECNO Mobile, say about this collaboration?
Arijeet Talapatra shared his enthusiasm about the partnership, highlighting the synergy between Deepika’s charisma and TECNO’s focus on innovation, and the company’s ambition to be more than a smartphone brand but a lifestyle companion.
How is Tecno addressing sustainability?
Tecno is actively utilizing recycled plastics and ensuring compliance with e-waste management guidelines.
Products like the Phantom X2 Pro and Phantom V Fold showcase this commitment.
What is Tecno’s approach to foldable phones?
Tecno’s launch of foldable phones reflects consumer demand and market trends. Crafting the hinge and using the “Made in India” approach have enabled a competitive price.
What does Tecno’s Megabook signify?
The Megabook launch marks Tecno’s entry into the laptop market, highlighting the company’s drive for innovation and commitment to diverse consumer needs.
AI and Tech Innovation take center stage the CES Global Top Brands Ranking 2024.Details ?
CES serves as a hub for technology and global innovators, spotlighting inspiring innovations and effective global brand strategies.
With a commitment to principles like authority, science, professionalism, objectivity, and impartiality, the Global Top Brands Award remains a highly credible acknowledgement in the global consumer electronics industry since its inception in 2006, encouraging brands to continually upgrade technological innovations and deliver superior products.
In the rapidly evolving digital era, innovation capabilities and global brand awareness are pivotal criteria for the Global Top Brands Award, among other dimensions including overseas competitiveness, consumer experience, and patents etc.
And artificial Intelligence becomes a central theme in 2024 ranking among other highly anticipated trends in the industry.
How did Tecno win 2023-2024 Global Top Brands at CES 2024 ?
TECNO has strategically prioritized technical innovation since its establishment.
Especially in many frontier and emerging technologies innovations, TECNO has established its leadership across the industry, such as setting-new bars in the development and adoption of multi-skin tone imaging by launching Universal Tone technology, artificial intelligence algorithms, AI voice recognition, AIoT vertical application technology architecture, and 5G.
For instance, in the past year, TECNO launched its latest groundbreaking leap in camera technology, TECNO Universal Tone–the most advanced AI-Powered multi-skin tone imaging technology that integrates the industry’s newest spectral database and insights; worked through a 3-year global strategic partnership on Android system collaborations with Google; and became industry first to optimize its OS assistant experience through the fusion of Chat GPT AI and voice assistant excellence with TECNO Avatar Ella.
How does Tecno elevate its user experiences ?
Continually elevating its user experiences, in 2023, TECNO unveiled many groundbreaking products for the premium market through its PHANTOM and CAMON product lines, which contributed to its global optimization and regional expansion.
According to counterpoint’s market monitor service, TECNO, saw smartphone shipments grow across all regions in Q3 2023, by an impressive 62% YoY.
While TECNO’s shipments have increased, product mix improvement meant that the proportion of higher-value devices sold has expanded even more.
For instance, 5G smartphones, which TECNO started shipping only since Q1 2022, have grown rapidly, with volume increasing more than 600% YoY by Q3 2023.
Furthermore, sales volume of TECNO’s high end CAMON series and premium end PHANTOM series increased 53% YoY, outpacing company-wide growth rates.
What has been Tecno “ Go Global “ Brand Strategy ?
Consistently championing the “Go Global” brand strategy, TECNO seamlessly merges global vision with local innovation, growing its user base and brand influence in over 70 countries.
Consistently growing in these markets, TECNO deeply understands local user pain points, focusing on integrating technological innovations with stylish modern designs tailored to local needs.
Beyond delivering a delightful mobile digital experience, this approach also mirrors local values, contributing significantly to TECNO’s success in premiumization and globalization in various markets.
Also Read: Tecno Aims for Top Five Spot in India’s Smartphone Market with 24 New Launches Next Year
Also Read: Tecno Unveils Camera Innovations With Industry-first Liquid Telephoto Macro Lens and More
Also Read: TECNO Announces Bollywood Actress Deepika Padukone as their New Brand Ambassador