Bangladesh’s smartphone market is undergoing a major transformation as consumers shift their focus from brand prestige to value for money, practical innovation, and modern design – a change that is reshaping the country’s mobile landscape.

According to the latest data from the International Data Corporation (IDC), TECNO led Bangladesh’s smartphone market in the third quarter (Q3) of 2025 with a 20.4% share, followed by Infinix with 18.2% and Xiaomi with 14.9%.

The figures underscore the growing dominance of Transsion Holdings, the Chinese parent company of TECNO and Infinix, as it strengthens its foothold in Bangladesh.

Just a few years ago, the market was ruled by global heavyweights such as Samsung, Huawei, and Xiaomi. Today, brands like TECNO, itel, and Infinix – all under Transsion Holdings – have gained strong traction among consumers seeking reliable performance and stylish design at affordable prices.

In Bangladesh, Transsion’s multi-brand strategy targets distinct market segments: TECNO focuses on affordable premium smartphones, itel caters to entry-level users, and Infinix appeals to younger, tech-savvy consumers.

“Bangladeshi customers are now highly value-conscious. They look for performance, camera quality, and reliability, not just a brand name,” said Nazmul Alam Jamal, a Dhaka-based mobile retailer with over 15 years of experience. “Brands that deliver innovation within an affordable range are doing particularly well.”

Local manufacturing strengthens market confidence

ISMARTU Technology BD Limited has played a pivotal role in this shift.

The company, which manufactures TECNO, itel, and Infinix devices, inaugurated its modern ISMARTU factory in Narayanganj in May 2023.

This investment has boosted local production capacity, shortened delivery times, and improved responsiveness to changing consumer preferences.

“TECNO has maintained the top position throughout all three quarters of 2025,” said Rezwanul Hoque, CEO of ISMARTU Technology BD Limited, in an interview with the Daily Sun.

“We have built the brand over several years through series like POVA and Camon, which combine design innovation with strong performance. Our next goal is to deepen customer loyalty and develop a sustainable smart device ecosystem in Bangladesh.”

Financing fuels smartphone adoption

Bangladesh’s overall mobile phone market shipped five million units in Q3 2025, IDC data shows.

Feature phones still accounted for 53.5% of total shipments, though their share continues to decline as smartphones record double-digit year-on-year growth.

A major driver of this expansion is the rise of zero down payment and cardless EMI schemes, made possible through partnerships among financial institutions, merchant apps, and smartphone brands.

These financing options have made smartphones more accessible, particularly to lower-middle-income and rural consumers, by removing upfront cost barriers.

Economic momentum supports digital shift

The country’s broader economic performance is also bolstering this digital transition.

The Purchasing Managers’ Index (PMI) climbed to 59.1 in September 2025, its highest in recent months, reflecting steady growth across agriculture, construction, and services. Combined with wider access to micro-credit and the rollout of 5G, these trends are fueling demand for affordable smart devices.

“The launch of new models, the rollout of 5G, and increased access to micro-credit have all contributed to market growth,” Hoque noted.

Telecom analyst MN Nahid said TECNO’s market leadership is built on strategy and quality rather than price alone.

“TECNO has achieved affordability without sacrificing quality,” he said. “Its 5G-ready POVA series, strong design identity, and broad product range have helped build both accessibility and loyalty. The partnership-driven approach, including PalmPay-enabled EMI options, has made the brand more inclusive.”

He added, “To sustain leadership, brands like TECNO must continue delivering seamless experiences across devices and adapt to Bangladesh’s increasingly digital lifestyle.”

The reporter can be reached at: [email protected]

Edited by: Anayetur Rahaman