By Gemma Ware

Nokia, Research in Motion and Huawei are competing for bigger stakes in the African handset market while mobile operators offer inexpensive package services to tap into an increasingly connected young population.

The age of the $100 smartphone is in full swing. Now, low-priced handsets are challenging those of the top global brands for the biggest share of Africa's booming telecoms markets. In September, Huawei, one of China's leading telecoms manufacturers, threw $1m into an aggressive marketing campaign to launch its IDEOS smartphone, priced at less than $100. It will have an uphill battle to win the favour of a Nigerian middle class obsessed with the latest and most expensive BlackBerrys, Samsungs and iPhones. Nigerians do not want to be second best. Liza de Wet, marketing director for East and Southern Africa at Huawei, says the company needs to build up its 'brand equity' on the continent and that it will start spending more on direct marketing to target consumers in Africa.