(Yicai Global) Feb. 21 --  China's Transsion Holdings, the leading smartphone maker for the African  continent, will expand into smart televisions through its Infinix  brand, Yicai Global has learned. 

Transsion aims to replicate the success  of fellow Chinese consumer electronics firm Xiaomi in overseas markets  such as India, an insider at the Shenzhen-based firm said. Transsion has not responded to the claims so far.

The move is part of efforts to exploit  new revenue streams amid plateauing business performance in recent  years, said an industry insider, adding that Infinix has set up an  e-commerce platform XMall for the continent as well as a team to develop  TVs. 

Founded in 2006, Transsion runs brands  including Tecno, Itel, Infinix and Oraimo, and has offices in Nigeria,  Rwanda, Burundi, Guinea, Kenya, Tanzania and Uganda as well as a factory  in Ethiopia.

The company set up its first African  branch in Nigeria in 2008 and sold 46 million, 50 million, 81 million,  and 120 million handsets in 2014 to 2017, respectively, thanks to its  cost-effectiveness and it currently enjoys a 45 percent market share in  Africa. 

Transsion already released traditional TVs, produced by KTC and TCL Corporation, under the Synix brand in Africa last year.

China and the world's other smartphone  markets are facing growing pressure for new growth paths, said Zhang  Bing, research director at research agency HIS China, adding that Xiaomi  has already set out on a similar journey for diversification.

Transsion possesses advantages in sales  channels in Africa, said Sun Yanbiao, head of Mobile No. 1 Research  Institute, adding that Transsion stores in Africa sell speakers,  earphones, light-emitting diode lighting products as well as mobile  phones, so it is possible for the firm to sell smart TVs in the future. 

The company developed its own instant  messaging software may use a similar technique for its smart TVs in the  future. The firm's existing after-sale brand and system in Africa can  also support the new business.

Transsion may face fierce competition,  Zhang Bing added. Japanese and South Korean firms such as Samsung Group,  LG Group, Sony and Panasonic have been present in the African color TV  market for years, and China's Hisense runs a factory in South Africa.  China's Skyworth Group also took over a TV plant in the country a few  years ago too. 

Editor: William Clegg