Realme wants to join smartphone ‘big boys’ in 4th quarter product push

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Without naming possible competitors, smartphone maker Realme is aiming to go beyond its budget-friendly, entry-level branding to compete against more dominant brands.

Austine Huang, marketing director of Realme Philippines, said the company aims to breach the Top 5 of the Philippine market for phones that have high-end features.

However, she said the new Realme phones will still have the budget-friendly feature that the company was always known for. The company is still not a year old yet in the Philippines and has already established a following as a maker of “Internet phones.”

“We are a young brand and this November will be our first anniversary in the Philippines,” Huang said, adding that the company plans to “leap forward” with an aggressive product launch.

Huang said the company will be pushing for these products in the last quarter of 2019.

“October will be the most important month for us as well as the fourth quarter,” she said, adding that the period will be the biggest for the company in terms of product launching. The executive said in India, the company is now the Top 4 smartphone brand and the Top 5 in Indonesia.

“We are actually in the Top 10 in the world in terms of brand growth,” Huang said. She noted that in the Philippines, Realme is aiming for the “Top 4 or Top 5” spot.

Huang said Realme seeks to go beyond its brand image (entry level, budget internet phones, etc) and will “aggressively” push more products. “What we want to say is that we will be even more aggressive, particularly in the fourth quarter of this year,” Huang said.

Some of the products, however, still remain under wraps, although a sneak preview of some of the basic specifications of the new Realme flagship phones include faster processors and enhanced multiple cameras.

Eason de Guzman, marketing lead for Realme Philippines, added that the company is also “going toward the photography scene.”

Realme was formerly known as “Oppo Real,” being a sub-brand of China’s Oppo Electronics. The company was established as an independent company in 2018 and has since pushed its products aggressively across the globe.

Realme was able to establish its presence in key markets such as China, India, and Southeast Asia by the first half of 2019.

A recent report by analyst Counterpoint showed that Realme “entered the top 10 OEMs globally for the first time” and that “it took Realme only a year to achieve this feat.”

Strong performance in India and expansion overseas drove its growth, the study said, adding that Realme’s global shipment registered 4.7 million units worldwide in the second quarter of 2019, which is an increase of 848% year-on-year.

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