In recent years, major mobile trends have shifted and key positions in the rankings have changed hands in markets around the world. In Asia, Chinese brands like vivo have grown at the expense of previously large companies in the past twelve months. According to Statcounter Global Stats, similar feelings can also be observed with regard to Europe and the global smartphone industry.
This changing trend is being driven by the growing demand for vastly improved aesthetic designs for cell phones, high-end photo features, and advanced 5G networks, especially for younger tech-savvy consumers. This wish list is also not reserved for high-end products. They have already found their way to more affordable product segments and are growing in importance in regions around the world.
In fact, these three cornerstones of modern smartphone design are proving to be a vital link for Chinese brands looking to expand into a historically difficult-to-crack Western audience. A 2021 Android Authority In a survey of consumer buying habits, 24% of respondents rated the camera as the most important factor in a new smartphone purchase, and another 50% rated it as an important consideration.
vivo has clearly recognized these prevailing trends by selecting new smartphones specifically tailored to the needs and needs of these consumers. The latest vivo V21 series is a prime example of smartphones tailored to this market. However, in the highly competitive modern smartphone industry, reaching these consumers is not an easy task. This requires a killer product and marketing strategy.
Reach the right consumer
Everyone loves a good photo. It really is the linchpin to reaching today’s consumers. Camera partnerships have become an increasingly important differentiating factor in the smartphone sector. Leica, Hasselblad and now Olympus are expected to transfer their know-how to the smartphone market. vivo has teamed up with the optics specialist ZEISS to bring the vivo X60 series onto the market at the end of 2020 and to expand the impressive photo functions of its products. Bringing camera specialists to market shows a brand’s commitment to the importance of smartphone cameras. Brands are increasingly going above and beyond to prove their camera credentials and highlight the benefits to consumers.
Express your style with the trendsetting design of the vivo V21 series! Dusk Blue or Sunset Dazzle? What color do you prefer?# V21Series #OISNightSelfie #SlimDesign #ForYourBestMoments pic.twitter.com/6X1lLyxrVJ
– vivo Malaysia (@vivo_malaysia) May 6, 2021
However, the front camera photography features are just as important, if not more important, than camera partnerships. The selfie culture in Asia has become a central part of everyone’s photo album, where even a landscape photo has to contain someone to prove they were there. Vivo’s photographic focus does not only include the high-end models and the functions of the reversing camera. The company’s newly launched vivo V21 and V21 5G combine an affordable price tag with an optically stabilized 44-megapixel selfie camera to take front-facing photography to a higher level. vivo pulled out all the stops to produce an affordable smartphone with a killer selfie camera.
And it’s not just Asia. The growth of vlogging and social media platforms like TikTok is driving demand for high quality front cameras in Western markets too, especially among younger consumers. Of course, the use of front cameras for video calling and conferencing has increased tremendously in 2020/2021. Smartphones such as the vivo V21 and the V21 5G can benefit from new trends in new regions and new consumers.
Phones built for 2021
Of course, photography is only part of the modern, popular smartphone. Consumers are also increasingly demanding high-performance processing and networking functions packaged in sleek hardware. With modern processing hardware now able to offer high-end sensory performance at lower prices, aesthetic design, additional features, and price are increasingly at the forefront of the consumer mind.
For example, 5G is a staple of the smartphone industry by 2021 in all flagship, mid-range and affordable product segments. It has become a more in-demand feature for a global audience that wants to be connected better than ever. This trend will only increase if carriers continue to expand and develop their 5G networks in the months and years ahead – especially in markets in Asia and India where next-generation networks will be on the rise.
You can find 5G capabilities across vivo’s smartphone portfolio, including the latest vivo V21 5G. This affordable phone features dual mode 5G and proprietary antenna technology. Likewise, the handset has 8GB of RAM and a 90Hz AMOLED display, two other major trends that consumers are increasingly looking for to keep their favorite apps running smoothly.
Vivo’s focus on ultra-thin bodies and colorful, stylish designs across the smartphone range combines this technology with the increasing influence of fashion on the entire industry. The vivo VX21 has a 7.29 mm thin body, one of the narrowest on the market. With the colors Sunset Dazzle, Dusk Blue and Arctic White, consumers can express their own style. An eye-catching design doesn’t do any harm when marketing smartphones.
Take advantage of market trends
As the smartphone market matured, various niches and trends were carved out to cater to increasingly discerning consumers.
One of the biggest growth drivers in the Asian smartphone market and in the West is the pursuit of improved camera technologies. With the help of partnerships with big names in the optics business, both front and rear cameras have become important differentiators in the marketplace. Next-generation processing and networking technologies, packaged in hardware that catches the eye of the young, tech-savvy consumer, are also extremely important to the success of a product.
Vivo’s latest smartphone lineup and marketing strategy works directly with this demographic group and is an entity that can be seen both in Asian markets and as it expands into Western markets.
