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Realme was established in 2018 by Sky Li together with a bunch of young people who have rich experience in the smartphone industry across countries. Li is said to have led Realme to become one of the Top 5 smartphone brands in 30 markets and the fastest-growing smartphone brand in only three years.
Prior to Realme, Sky Li was vice president of Oppo and head of Oppo’s overseas business department. In this role, he led Oppo’s growth in three markets to one that covers 31 countries and regions including Southeast Asia, South Asia, Middle East, Africa and Oceania. In an interaction Times of India-Tech, Li talks about the company’s Realme 12 Pro Series 5G,
Realme has shown a strong focus on the mid-premium segment of the smartphone market. What strategic initiatives have guided this focus, and how has it positioned Realme as a competitive player in this segment?
Our strategic focus on the mid-premium smartphone segment is rooted in our dedication to meeting the needs of young, tech-savvy consumers who seek top-tier devices. At Realme, we pride ourselves on how we value and incorporate feedback from our customers. With the introduction of our guiding concept, “Value-driven Premium,” we promise to provide premium quality that never compromises. We now hold a leadership position in this market thanks to our advancements in display, photography, performance, and design.
Our latest release, Realme 12 Pro Series 5G, featuring flagship-level features like the periscope camera and luxury-watch design, aims to redefine mid-premium smartphones. Realme 12 Pro Series 5G’s has seen over 120,000 pre-bookings and 150,000 units sold at launch. Acknowledging the overwhelming interest, we’re thrilled to announce the launch of Realme 12 5G which will be launching alongside the Realme 12+ 5G on March 6, 2024. The Realme 12 Series 5G will be a game-changer in the mid-premium segment.
Our consistent integration of user feedback has ensured that our products boast superior display, enhanced imaging quality, superlative performance, and exquisite design, thereby enhancing our appeal to our users across our product range. Our leadership in online sales further solidifies our position.
With the increasing competition in the smartphone market, how does realme differentiate itself from other players, especially in terms of product offerings and customer experience?
In a competitive smartphone market, Realme stands out with its focus on innovation and customer service. Our diverse product line, featuring the GT Series for high performance, C Series for essential functionality, Number Series for imaging & design and Narzo series, underlines our commitment to providing consumers with a wide array of choices. Another strong differentiator has been our customer-centricity which allows us to tailor products based on user feedback. This enables us to continuously upgrade and enhance key features such as displays, camera, performance, and design in our smartphones.
In 2024, we aim to collaborate with over 33 international technology partners to develop innovative cusp technology. Our investment in research and development is set to surge by an impressive 470%, reflecting our dedication to pushing the boundaries of innovation. Making premium smartphones available to everyone, we ensure that we put accessibility first without sacrificing quality. We are committed to becoming a tech brand that better understands young users, transitioning from being opportunity-oriented to a brand-oriented approach.
Could you highlight some of the significant milestones achieved by the realme number series thus far, and how they have contributed to the brand’s growth and recognition in the market?
The Realme number series has achieved significant milestones that have played a pivotal role in our brand’s growth and recognition in the market. The global sales for our Number Series have hit the 60 million units mark, out of which 20% are from India itself. This continues to grow steadily, demonstrating the strong affinity and trust our customers have in our products.
Our latest release, the Realme 12 Pro Series 5G, featuring flagship-level features like the periscope camera and luxury-watch design, aims to redefine mid-premium smartphones.
Can you provide insights into Realme’s long-term vision for growth and expansion, both in terms of product development and market reach?
Realme’s long-term vision for growth and expansion is multifaceted, encompassing both product development and market reach. We’re transitioning from an opportunity-oriented approach to a brand-oriented one, driven by a deep understanding of young users’ needs.
Over the next five years, Realme is committed to investing in both our core markets and potential markets. Our aim is to expand our reach to over 100+ markets globally, with a particular focus on building a strong foundation in fifteen key markets where we aim to achieve 1-million shipment volumes. We understand the immense potential that emerging markets hold and are keen on making quick breakthroughs in these regions. Our strategy for expansion includes a strong focus on Latin America, Central and East Africa, where we plan to establish ourselves among the top-tier brands. Our approach is guided by our “simply better strategy” and “market cultivation strategy,” which ensures that we adhere to long-term growth while making significant strides in emerging markets. In our core markets such as Indonesia, the Philippines, Thailand, Malaysia, etc., we aim for steady growth while simultaneously seeking breakthroughs in emerging markets.
Artificial Intelligence (AI) has also revolutionized smartphone technology, particularly in enhancing camera functionalities, voice recognition, and the overall user experience.
At Realme, we’ve integrated AI into our product range, with models such as the Realme 11 Pro series 5G, Realme C55, and Realme Narzo 60 5G standing out. These smartphones exhibit exceptional camera capabilities with built-in AI camera modes, guaranteeing our customers capture images that are not only brighter but also more vibrant. We remain dedicated to continually incorporating AI advancements into our devices, delivering the most recent technology for a smarter and more efficient smartphone experience.
Prior to Realme, Sky Li was vice president of Oppo and head of Oppo’s overseas business department. In this role, he led Oppo’s growth in three markets to one that covers 31 countries and regions including Southeast Asia, South Asia, Middle East, Africa and Oceania. In an interaction Times of India-Tech, Li talks about the company’s Realme 12 Pro Series 5G,
Realme has shown a strong focus on the mid-premium segment of the smartphone market. What strategic initiatives have guided this focus, and how has it positioned Realme as a competitive player in this segment?
Our strategic focus on the mid-premium smartphone segment is rooted in our dedication to meeting the needs of young, tech-savvy consumers who seek top-tier devices. At Realme, we pride ourselves on how we value and incorporate feedback from our customers. With the introduction of our guiding concept, “Value-driven Premium,” we promise to provide premium quality that never compromises. We now hold a leadership position in this market thanks to our advancements in display, photography, performance, and design.
Our latest release, Realme 12 Pro Series 5G, featuring flagship-level features like the periscope camera and luxury-watch design, aims to redefine mid-premium smartphones. Realme 12 Pro Series 5G’s has seen over 120,000 pre-bookings and 150,000 units sold at launch. Acknowledging the overwhelming interest, we’re thrilled to announce the launch of Realme 12 5G which will be launching alongside the Realme 12+ 5G on March 6, 2024. The Realme 12 Series 5G will be a game-changer in the mid-premium segment.
Our consistent integration of user feedback has ensured that our products boast superior display, enhanced imaging quality, superlative performance, and exquisite design, thereby enhancing our appeal to our users across our product range. Our leadership in online sales further solidifies our position.
With the increasing competition in the smartphone market, how does realme differentiate itself from other players, especially in terms of product offerings and customer experience?
In a competitive smartphone market, Realme stands out with its focus on innovation and customer service. Our diverse product line, featuring the GT Series for high performance, C Series for essential functionality, Number Series for imaging & design and Narzo series, underlines our commitment to providing consumers with a wide array of choices. Another strong differentiator has been our customer-centricity which allows us to tailor products based on user feedback. This enables us to continuously upgrade and enhance key features such as displays, camera, performance, and design in our smartphones.
In 2024, we aim to collaborate with over 33 international technology partners to develop innovative cusp technology. Our investment in research and development is set to surge by an impressive 470%, reflecting our dedication to pushing the boundaries of innovation. Making premium smartphones available to everyone, we ensure that we put accessibility first without sacrificing quality. We are committed to becoming a tech brand that better understands young users, transitioning from being opportunity-oriented to a brand-oriented approach.
Could you highlight some of the significant milestones achieved by the realme number series thus far, and how they have contributed to the brand’s growth and recognition in the market?
The Realme number series has achieved significant milestones that have played a pivotal role in our brand’s growth and recognition in the market. The global sales for our Number Series have hit the 60 million units mark, out of which 20% are from India itself. This continues to grow steadily, demonstrating the strong affinity and trust our customers have in our products.
Our latest release, the Realme 12 Pro Series 5G, featuring flagship-level features like the periscope camera and luxury-watch design, aims to redefine mid-premium smartphones.
Can you provide insights into Realme’s long-term vision for growth and expansion, both in terms of product development and market reach?
Realme’s long-term vision for growth and expansion is multifaceted, encompassing both product development and market reach. We’re transitioning from an opportunity-oriented approach to a brand-oriented one, driven by a deep understanding of young users’ needs.
Over the next five years, Realme is committed to investing in both our core markets and potential markets. Our aim is to expand our reach to over 100+ markets globally, with a particular focus on building a strong foundation in fifteen key markets where we aim to achieve 1-million shipment volumes. We understand the immense potential that emerging markets hold and are keen on making quick breakthroughs in these regions. Our strategy for expansion includes a strong focus on Latin America, Central and East Africa, where we plan to establish ourselves among the top-tier brands. Our approach is guided by our “simply better strategy” and “market cultivation strategy,” which ensures that we adhere to long-term growth while making significant strides in emerging markets. In our core markets such as Indonesia, the Philippines, Thailand, Malaysia, etc., we aim for steady growth while simultaneously seeking breakthroughs in emerging markets.
Artificial Intelligence (AI) has also revolutionized smartphone technology, particularly in enhancing camera functionalities, voice recognition, and the overall user experience.
At Realme, we’ve integrated AI into our product range, with models such as the Realme 11 Pro series 5G, Realme C55, and Realme Narzo 60 5G standing out. These smartphones exhibit exceptional camera capabilities with built-in AI camera modes, guaranteeing our customers capture images that are not only brighter but also more vibrant. We remain dedicated to continually incorporating AI advancements into our devices, delivering the most recent technology for a smarter and more efficient smartphone experience.
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