Goodbye, Lenovo and Motorola Mobile say to African markets

A discussion we have had in-house here at MobilityArena is about how Lenovo and Motorola smartphones are not doing very well in the market. Their devices had little to no advertising and visibility in Nigeria, and from the report we have, the situation was not different in Kenya and other African countries. That report says that Lenovo Mobile and its subsidiary, Motorola Mobile, are exiting African markets.

Our Kenyan friends at TechWeez report that Lenovo and Motorola have closed shop in Kenya and laid off over 90% of their staff:

We admit we didnt see this coming. Lenovo, the company that now owns Motorola Mobile has packed its bags and formally exited the Kenyan market as of the second week of March. The company is said to have laid off over 90% of its Kenyan staff in December of 2017.

Motorola Moto G5 Plus

According to the TechWeez report, the situation is not limited to just Kenya. Apparently, Lenovo has reportedly shut down all its smartphone operations in Africa but would continue to sell their phones in the region through distributors from UAE.

In March 2017, Lenovo ran a promo, perhaps the first ever I would see, offering a pack of noodles for every Lenovo Vibe C purchased. It was also perhaps the last publicity activity by the company that I can remember.

While we didn’t see this closing of operations coming either, this development hasn’t caused any ripples or shaking here. Both smartphone brands have simply not made a splash in the markets. In Nigeria, you could run a random sampling and will be hard pressed to find one in ten people who use a Lenovo or Motorola smartphone. You would be hard pressed to find one in twenty too.

TechWeez has an official statement from the company:
Updated with Official Statement from Motorola:

“To grow and protect our Motorola business, we are rationalizing some of our organizations and as a result are deploying a new strategy and operating model in some countries. In Kenya, we will transition into an exclusive distribution model for independent and organized retail where our business partner will manage our day-to-day business with the support of the Motorola regional team, and our operator business remains as it is today with a direct partnership with trusted partners like Safaricom. Our main goal is to ensure consumers can choose the best of Motorola products in the Kenyan market and keep a strong overall customer experience including after sales support.”

We have reached out to our contacts in Lenovo/Motorola in Nigeria for a comment. We will update this report with it.

Source

Loading...

Mister Mobility

I started blogging about mobile in 2004 as a fun way to share my passion for gadgets and mobile services. My other interests include digital media, speaking and teaching, photography, travelling, and dancing.

4 thoughts on “Goodbye, Lenovo and Motorola Mobile say to African markets

  • March 26, 2018 at 7:11 am
    Permalink

    This people don fail oo, while some are making head way into the African Market, lenovo is exiting, who is missing them because i for one can’t even identify their impact before now. Good bye Lenovo.

  • March 26, 2018 at 8:23 am
    Permalink

    What a pity. This is what you get when you don’t give people the kind of taste they want. They need to improve more on their smartphone, even me, i don’t like their android phones. Most of their android phones are not attractive when looking at them, not to even talk about the display and the features. I just hope they can work on all these aspects and make lot of changes. Mister Mo, is it that Wiko are out of Nigeria too?

  • March 27, 2018 at 4:58 pm
    Permalink

    Like “Hello Motto” Like BB.

    The only rule in the mobile tech world is ‘innovative change’

    For mobile brands to keep up in the race to succeed in a super fast market where the competition is so high, unlike anything we have ever seen before, brand like Motorola where destined to fault and this is it.

    At the turn of the android takeover and the iOS revolution it was comical and suicidal for Motorola, BB and Nolia to a lesser extent, not to get in the mix and get counted.

    It was too little too late for this group, Motorola put up a comeback but I guess the fat lady had sung.

    Sad

Leave a Reply