華為轉變策略，以低價機搶占非洲市場

中國華為技術公司在肯尼亞的經理表示，公司本月調整了在該國的策略，開始銷售價格在100-200美元之間的實惠手機，希望借此增加銷量，提高在當地的市場占有率。

肯尼亞的智能設備市場正在迅速發展，華為在當地的市場占有率名列第三，位于韓國的三星電子和香港傳音控股的Tecno之后。

這里的華為主管德里克·杜表示，公司上架了三款新的智能手機，零售價最低為8,999先令（87美元），最高為22,999先令（220美元），以此作為將該市場的占有率從4%提升至15%的戰略之一。

他說：“我們之前沒有關注200美元以下的機型，但是今年我們調整了戰略，兩方面都要重視?！?/p>

肯尼亞最大的運營商Safaricom擁有72%的市場份額，用戶數達到2,800萬。公司表示聯網手機數已從去年的1,000萬增加到今年的1,300萬。

消費者已經開始放棄老舊的功能機，轉而利用相對較快的互聯網速度，使用諸如WhatsApp或其他銀行、打車服務相關的應用。

杜表示，公司之所以開始注重低端市場，是因為肯尼亞人“對價格很敏感”。

他說：“100-200美元的段位將成為我們的主打領域。如果我們能把它做好，就意味著整個市場的占有率都會提高?！?/p>

他表示，此舉將幫助公司在未來兩年內把整體的市場占有率從現在的14%提高到25%至30%。

官方數據顯示，肯尼亞人的年均收入為1,200美元，所以大部分人都買不起昂貴的智能手機。

華為之前把重心放在中端機型上，目前在該領域的市場占有率已經達到了30%。公司還為肯尼亞的富人提供了高端的“Mate”機型。

這家位于中國深圳的公司正在與蘋果和其他手機廠商競爭全球各地的消費者。

杜表示：“肯尼亞的經濟很穩定，吸引了許多投資者。顯然，我們要關注這一市場?！保ㄘ敻恢形木W）

譯者：嚴匡正

China's Huawei Technologies has changed its strategy in Kenya this month to showcase an affordable $100-200 range of smartphones, hoping the increased sales will boost its local market share, the company's country manager said on Thursday.

Huawei is ranked number three in the fast-growing local smart devices market, behind South Korea's Samsung Electronics (ssnlf, +6.33%) and Tecno, owned by Hong Kong's Transsion Holdings.

Derek Du, the local boss of Huawei, said the company had started offering three smartphones with retail prices starting at 8,999 shillings ($87) to 22,999 shillings ($220), as part of a strategy to lift its market share in that segment from 4% to 15%.

"We did not pay attention to the models below $200 but this year we are changing the strategy to focus on both," he said.

Safaricom, the biggest operator with 72% market share or 28 million users, said there are 13 million smartphones on its network, up from 10 million last year.

Consumers have been giving up their well-worn feature phones to take advantage of relatively fast Internet speeds and applications such as WhatsApp(fb, +0.40%) and those that facilitate banking and taxi-hailing services.

The new focus on the lower end of the market came about because the Kenyan consumer is "price-sensitive," Du said.

"The $100-200 this is the key part we can play. If we can bring it up, it means we will also bring up the whole market share," Du said.

He said that will help the firm to boost its overall market share to 25-30%, from the current 14%, in the next two years.

The annual average Kenyan wage is $1,200, official figures show, so most people cannot afford expensive smartphones.

Huawei previously focused on the mid-range of smartphones, where it has a 30% market share. It also sells the premium "Mate" series phones in the Kenyan market for the well-heeled.

Huawei, which is based in Shenzhen, China, competes withApple(aapl, +1.04%) and other devices vendors for global consumers.

"Kenya's economy is very stable. It attracts many investors to it. Surely, we will pay attention to this market," Du said.