The Pakistani smartphone market is in quite an interesting place right now. With the introduction of 3G/4G, smartphone adoption has exploded and multiple new manufacturers are entering the market to get a slice of the pie. Not only that, existing manufacturers have also upped their game and are offering better value for money smartphones.
Now, the competition is cutthroat between smartphone manufacturers in the local market. Given this situation, new entrants like Vivo face a huge challenge to make serious inroads in this hyper-competitive market, a challenge that are facing head-on.
So how did Vivo accomplish this? And more importantly, how does it intend to solidify its brand appeal in Pakistan?
We spoke to the company’s Chief Brand Officer and came away with a clearer picture behind the up-and-coming smartphone brand and its plans for growth in Pakistan.
A. Vivo is about letting the youth of the country better express themselves. Be it with their energetic personality, innovative and inventive mindset, these are aspects that Brand Vivo also happens to highlight prominently in its marketing as well.
As for what the company’s core philosophy continues to be, Vivo believes in individual responsibility – doing right by its customers by way of accountability and delivering the right experiences for the right market. The company continues to significantly invest in R&D to bring the most sought after features for tomorrow’s customers today.
It is this reason why Vivo has differentiated itself as a unique brand in Pakistan. It has packaged itself as a lifestyle brand for the youth of the country, and not just as a mere provider of technological products. Vivo’s phones come with innovative camera tech and Hi-Fi audio, but those features are designed keeping in mind the demands of today’s youth and that’s what the company has proven adept at capitalizing on.
A. Vivo’s significant investment in its 7 R&D facilities worldwide (with over 3000 engineers and 20,000 personnel), the company can boast of these accomplishments that make life easier for its consumers:
A. Vivo believes that where others point to their feature-rich hardware capabilities, the company intends to reach out to Pakistani consumers by understanding their mindset and behavior. Taking advantage of consumer insights to deliver an enhanced user experience is Vivo’s specialty.
Vivo’s phones are renowned for their camera tech and displays, and the company intends to drive more innovation forward in those areas to drive consumer appetite for Vivo’s products.
The smartphone and technology brand also ensure that it adheres to all compliance and regulatory frameworks in its target market.
A. Vivo’s growth is largely due to:
Vivo will continue to develop in-house smartphone technologies that appeal to customers including 5G, powerful mobile cameras and Hi-Fi music technologies.