The story of mobile manufacturer Vivo before its arrival in Spain


Spain is one of the most important markets for mobile technology manufacturers. We have always been quite open with new brands and that the price factor is so relevant in our country has opened the doors to Chinese firms.

It's what we've seen in recent years with Xiaomi and OPPO and before with ZTE and Huawei. Now it's the turn of Vivo, the fifth world manufacturer to land on October 20th in our country.

Which company is Vivo

Those of you who know nothing about the manufacturer may be surprised to learn that it is one of the largest mobile sellers in the world, with a presence in more than 30 markets. That's because it has no presence in the United States or Europe.

Its market share in Indonesia or China is really high and now it wants to increase its international expansion. The same day you arrive in Spain you also land in other markets such as Italy, France, United Kingdom, Poland and Germany.

Although it is usually encompassed within the so-called BBK group, the reality is somewhat more complex, as my colleague Esteban says in this article.

  • 1995: The company is founded.
  • 1998: Number one in landline sales in China.
  • 2003: Enter the mobile phone market.
  • 2011: The Vivo smartphone brand is created.
  • 2014: International expansion begins.
  • 2017: It reaches 100 million mobile phones sold per year.
  • 2018: The Jovi AI brand, Vivo's assistant, is launched.
  • 2019: Vivo's first 5G mobiles on the market.

Strong R&D investment

This company stands out above all for its innovation. They have 9 global R&D (Research and Development) centres. Seven of them are in China but two are out, two are very relevant.

The one who handles the cameras and other aspects related to the image is in Tokyo, Japan. The one who specializes in Artificial Intelligence is in San Diego, United States. It has more than 10,000 employees in these R&D departments and has its own factories.

The latter is relevant as it does not manufacture for other brands. There are five of them and are located in India, Bangladesh, Indonesia and China (2).

The company's innovations are many and notorious. They hold the world's finest phone record, the 2014 Vivo X5 Max. They were the first to put a sensor under the screen, to use a motorized camera or to include a gimbal on the back of the mobiles.

So strong is their commitment to innovation that they have a conceptual mobile APEX, which we have talked about on occasion.


Focusing on the European market

Life has taken the arrival of the old continent very seriously. To do this they have opted for one of the most important features for users: the camera.

The first Live analyzed at DXOmark has entered the third place and is not a strange thing.

Despite that, they have not simply wanted to bring what they offer in China and that is clearly seen in strategies such as not using their voice assistant in Europe, but will bet on Google's.

We also see how FunTouch OS, its graphical interface, is very different in its Chinese and European versions. The first is reminiscent of MIUI, Color OS or EMUI while the second is almost Android Stock. This shows that Vivo has been analyzing consumers before landing in Spain.

We will have to see how a new brand unfolds in a market as competitive as Spain, especially confirms like OPPO or Samsung that they focus on quality and others that can fight on prices.

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