Wiko Mobile seeks to replicate European market dominance in Nigeria, targets youths with sleek, trendy phones

Posted by Amechi Obiakpu, Lagos | 24 October 2014 | 4,333 times

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Nigeria’s mobile phone market is set to witness another success story in Wiko, Europe’s fastest growing phone brand. The phone company says it has concluded plans to take a huge share of the nation’s phone market estimated at over two million units monthly.

Wiko started operation in 2011 in Marseille, France. Two years after, it became the second largest phone company in Europe with operations in five countries. Presently, the company’s operation has extended to 20 countries.

According to Marcel Vandepas, Wiko’s Director of International Business, “Wiko prides itself as the best mobile phone company in Europe because of its quality mobile phones and its customer-focused market strategies.”

Speaking Wednesday at the formal unveiling of Wiko Mobile in Lagos, South-West Nigeria, Vandepas said: “We don’t go into any market traditionally; we break the rules without compromising the market.”

“Because we do things differently, it is reflected in the brands of phones we manufacture in terms of general outlook, colours, style, design and trend.

“Style and affordability are key attributes of Wiko range. This is borne out of the fact that Wiko Marketing, as well as Research & Development Department in Marseille is situated in an open location to give us a close touch with the customers, so every feedback we constantly get from them is reflected in the phones.”

On how it intends to break into the competitive Nigerian market, Vandepas said Wiko hopes to target a great number of the youth.

Acording to him, “Wiko’s pay off line, ‘My life My Rules’, is aimed at the youth. The young segment knows what they want, which is quality products with all the features that meet their needs and with low cost. The idea is to capture the young segment and then the entire industry, which is not impossible because Nigeria’s mobile monthly sales is up to three million and the Smartphone volume is growing at the rate of 20%.”

Vandepas said that Wiko, with support from its partners and distributors, is already stationed in over 200 shops across the country and will continue to build key relationships with the market that will ultimately lead to its rapid expansion.

On his part, John Peters, Country Sales Manager, Wiko, said the mobile market in Nigeria is dynamic and still open hence Wiko’s objective is to work to claim a great share of the market.

Unlike other phones, Wiko brands do not come in number series, but in unique and easily identifiable models, with six out of the ten models being Smartphones. They are Highway family with high speed octa-core processor, meteoric design, HD screen and premium packaging; Rainbow, with vibrant colours, 1G RAM and sleek outlook. Others include Bloom, Lenny, Goa, Lubi3 and Sunset.

•Photo shows, from 2nd right, Marcel Mvandepas Director, International Business, and John Peters, Country Sales Manager, with some other staff, at Wiko’s unveiling in Nigeria . . . Wednesday in Lagos.

Source: News Express

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