itel Leverages Value, Durability to Grow Share in $3.64bn Smartphone Market

Mobile phone maker itel is betting on value and durability to deepen its foothold in Nigeria’s $3.64 billion smartphone market, with the launch of its new Power 80 device targeting cost-conscious consumers and workers who depend on their phones daily.

The company unveiled the Power 80 this week as economic pressures push Nigerian households and businesses to prioritize long-term reliability over frequent upgrades. With rising replacement costs and smartphones now central to payments, communication and business operations, itel is positioning durability and battery life as its key differentiators.

The Power 80 comes with a 7,000mAh battery rated to last up to six years, IP68 and IP69 water and dust resistance, and two-metre military-grade drop protection. It retails for ₦186,900.

“Consumers are increasingly looking for smartphones that deliver long-term value, reliability and durability.
The Power 80 was designed to support users whose work and daily activities require dependable battery performance and a device that can withstand everyday challenges.”

According to itel, the focus on extended battery life and rugged protection is aimed at reducing repair and replacement cycles for entrepreneurs, artisans, traders, field workers and other users in demanding environments.

The push aligns with broader market trends. Analysts note demand for durable devices has climbed as more Nigerians use smartphones for digital payments, e-commerce, logistics and customer engagement. With inconsistent power supply and higher living costs, battery performance and longevity have become decisive factors in purchase decisions.

To accelerate adoption and grow market share, itel is bundling significant incentives for early buyers. The first 6,000 customers will get perks valued at ₦120,000, including an O11 smartwatch, a three-year warranty, free screen replacement, six months of monthly MTN data, plus subscriptions to Boomplay Premium and MovieBox VIP.

“Beyond the hardware, we are offering after-sales support and digital benefits that provide additional value for customers and help them maximise their investment,” Olorun-Nimbe said.

The launch underscores intensifying competition in Nigeria’s smartphone space, where brands are moving beyond specs to compete on total cost of ownership. By tying durability, long battery life and bundled services to affordability, itel is aiming to capture more of the value-driven segment driving growth in the $3.64bn market.