“We are targeting the first time mobile phone users who will use 5K phone and going up for 20K”
Couple of months back, Oppo’s subbrand Realme was launched with a wide range of features catering to the requirements of mid-segment consumers in India. It aims to offer competitive specifications at an affordable price. The brand claims to have sold over 4 lakh Realme 1 units in just 40 days of its launch, with the 3+32GB variant being completely sold out. Nijhum Rudra spoke to Madhav Sheth, CEO, Realme about the various impediments in Indian smartphone market, the initiatives taken by the brand to break the barriers and its key focus areas.
What are the challenges in Indian smartphone market? What initiatives are taken by your company to break down these barriers?
An important impediment in the Indian smartphone market is that consumers are not aware of their exact requirement in the device and they always opt for what they have offered before. Therefore, for a brand it is a challenge to offer their exact requirement and technology in six months of time. We have to understand their pain points on what they need in the next three to six month. Although, consumers have become techier nowadays, they are not aware of what to buy in what price. This is where Realme is stepping in to educate the customers of their requirements and is trying to provide latest technology at a very affordable price.
What are the key focus areas of Realme?
Our key focuses are very clear. It has three aspects:
- Customers- What they want
- Power (Technology)
- Styles (Designs)
- Price Point- It’s a big challenge for us
We focus on these key points, because we know this youth we are trying to target, they want the best of everything in the budget they want. For example, people who purchase a phone under Rs 10,000 always have expectations of Rs 13,000-Rs 14,000 smartphone.
Price is not the only strain in the market. In India, the consumers also look for good quality, good service and a complete product. What we did with Realme 1 was we went with P60 processor, which has AI capability to control the temperature also, this is one of the biggest thing that people liked about the handset.
What are the key technologies focused on in your price segment?
We go reverse calculation; we look that what the customers looking at that particular price. If a customer is looking at 10 k phone, his important priorities will be:
This is how they do priorities all these things and we also prioritize all these features and design in the product accordingly.
What is your current marketing strategy?
We are targeting the customers’ range, who is the first time mobile phone users, who will use 5K phone and going up to 20k.
How Realme is different from its competitors in terms of quality?
Every brand has same level of aspirations, to compete with the biggest brand, to give the best offers in the best price segment they try to do it. But, yes, having an aspirations and doing it are both the different things. We have an aspiration; we have done it and will continue to do it repeatedly. You can see our every aspiration bestowed in the product.
What are your future plans?
Our brand knows what consumers are looking for from Realme1 and we know what the technologies are coming in the future. Hence, Realme is trying to provide the combination of both to the consumer at the best combination price, that’s what we are going to do. Technology evolves every day, we will try and bring that technology into sub-20K. We want that consumer should think that why they should go for 40k phone, when they can get everything in sub-20k.
How much market share you have?
Currently, one model with 40 days of launch we did 1.4 % is the overall market share in online and offline put together.
What are your business models in terms of products?
One of our business model is to educate the customers that why do we need two cameras or three cameras? If a phone has more than one camera the back, does not mean the phone is good and this is what we want people to understand. We always try to focus that rather than giving two cameras with 13+5MP instead of why I cannot give one camera with 25MP, which will be a better camera. 60% people don’t know why they need two cameras or three cameras. They don’t know about the bouquet effect or depth effect, so this has to be get educated.
As a new brand, what are the challenges you faced in terms of Customer Service Teams and how do you handle it?
We share the same DNA, what OPPO is having. Our brand is currently running through 500 service centers of OPP O with the aim of offering services at the quickest.
We already have customer service teams in place, we try to reach out all our customers, and already have customer service teams working in our office, who are replying all the online consumers, and we try our best to satisfy our consumer regarding their query. Indian consumer wants peace of mind, what we are trying to do the same by giving the best price, best quality of the product and best service and this is all what we are doing.