Yezz Mobile Launches in Nigeria

Yezz Mobile, mobile device manufacturer officially launched a range of handsets in Nigeria at the beginning of July.

The company plans to leverage emerging channels (including online) and selective retail channels to establish the brand as a major player in the mobile phone sector.

According to the company it has achieved success in the Latin American markets since its inception five years ago.

The release of mobile offerings, including Billy 4.7 (which the company claims is "the thinnest Windowsphone on the market"), Billy 4, Andy 5T and Andy 6M, to the Nigeria market signifies the company's ambitions for the continent.

"The African market offers considerable growth prospects", said Robert Schiano, Yezz Managing Director in EMEA

According to Schiano studies show that the number of smartphones sold by 2017 will double to 350 million units.

"With Yezz brand, we have the ambition, portfolio and capabilities to be a major player in Africa in the mobile phone sector. With Nigeria being one of the most significant markets in Africa as well as globally, we are highly motivated to showcase the Yezz brand offering to the discerning Nigerian consumer."

Yezz Mobile also refers to the region's large population figures, and skew towards the company's young adult target market, as reasons for its launch into the region first.

"We are also seeing a large shift towards smartphone use in Nigeria, and we are well positioned to meet these needs for our target consumer segment. We are also confident that we have the right partners on the ground such as Konga.com, Yudala, Microsoft and Technology Distribution," says Schiano.

The company has not disclosed targets as yet, but has described "steady quarter-on-quarter growth" as a pragmatic objective.

Schiano believes the brand's overall value proposition of choice, in terms of operating system, along with up to four complementary multiple covers, and a 24-month warranty, will make a lasting impression on consumers.

Yezz Mobile handsets range in price, but will retail at an average of N35 000 (approximately US$175).