Chinese smartphone maker Honor says it plans to become the leading smartphone brand in South Africa by 2028, as it expands its distribution network and offers flexible payment options to attract more consumers.
Honor South Africa Country Manager, Fred Zhou, disclosed the plan during an interview with Cape Talk, saying the company currently ranks second in the country’s smartphone market.
“Right now, in the smartphone field in South Africa, we are ranking number two,” Zhou said.
He said Honor announced two years ago that it intended to become the country’s number one smartphone brand by 2028 and was steadily narrowing the gap with the market leader.
Although Zhou did not name the company currently occupying the top position, Samsung is widely recognised as one of the leading smartphone brands in South Africa.
Zhou said Honor was expanding its presence through a broad portfolio that includes smartphones, tablets, laptops, wearables, audio products and Internet of Things devices.
He said affordability remained central to the company’s strategy, despite rising memory and other component costs that have increased pressure on smartphone prices.
“Even with the price increase from the raw materials from memory, we are trying our best to hold the stock, hold the price for as long as possible,” he said.
To make its devices more accessible, Honor has partnered with major telecommunications operators, including Vodacom, MTN, Telkom and Cell C, to offer smartphones through contract arrangements.
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The company has also expanded its retail presence through partnerships with chains such as Ackermans, Pep, The Foschini Group and Edgars, some of which provide flexible payment options for customers.
According to Zhou, the arrangements allow consumers to spread payments over different periods while accessing Honor’s entry-level, mid-range and premium smartphones.
He cited the recently launched Honor Choice P10 as an example of the company’s affordability strategy, saying the device was priced below R2,000.
Zhou first announced Honor’s three-year plan to become South Africa’s leading smartphone brand in 2025, when he said the company would focus on product innovation, building trust and expanding its market reach.
He said Honor also wanted to strengthen its partnerships with suppliers, network operators and the media as part of its strategy to establish itself as a bridge between South Africa and China.
The company has continued to expand its distribution network through telecommunications operators and retailers, allowing consumers in more parts of the country to access and test its products.
Zhou, however, said affordability should not come at the expense of quality, arguing that extremely cheap smartphones could leave consumers with unreliable devices and higher replacement costs.
He said Honor’s strategy was to strike a balance between price and durable hardware, rather than compete solely by offering the cheapest devices in the market.
About the Author
Cecilia Attah is a tech analyst with a degree from Benue State University. She covers tech news and startups at TechRegard with a focus on how technology is transforming Africa and shaping the global landscape.
