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Chinese Firm Transsion Eyes Indonesia As Top Market, Owes Gaming Community For Success

Repairman talks to his customers inside Carlcare's new owned service center (OSC) in Depok, West Java, Indonesia on June 18, 2024. Carlcare is a service brand for smartphones and electronic devices under Transsion Holdings, a Chinese multinational company. Photo by Mas Agung Wilis Yudha Baskoro

Transsion Holdings, the world’s fourth largest smartphone maker, is now eyeing Indonesia as its number one focus market in Southeast Asia. Engaging gaming communities, improving after-sales services, and innovative marketing are among Transsion’s top strategies to beat competitors in the archipelago, according to managers in Carlcare, Transsion’s post-sales repair subsidiary. 

Transsion’s distinctiveness comes from the fact that it found success in Africa first before expanding presence to the rest of the Global South. Unlike other Chinese phone companies, Transsion has no market share in China. Today, Transsion’s phone brands Tecno, Itel, and Infinix are beloved across Africa, India, and Southeast Asia.

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