In less than two years, Vivo has established its place in the highly competitive mobile phone scene, both in the Philippines and abroad.
According to International Data Corporation’s (IDC) Quarterly Mobile Phone Tracker, Vivo is the fastest-growing smartphone brand worldwide. For the second quarter of 2017, Vivo secured a spot among the top five premium global brands and posted a quarter-to-quarter growth of 66 percent.
“Vivo disrupted the smartphone retail space through cash-rich marketing, aggressive sales promoter incentives and previously unseen levels of retailer support,” says Jerome Dominguez, market analyst for client devices, IDC Asia/Pacific. “This challenged the traditional vendor-dealer relationship smartphone vendors have been accustomed to, and while leading vendors have been able to adapt, smaller players with less marketing and merchandising budget at their disposal were unable to do so, thus suffering drops in market shares.”
High-visibility TV, print, and billboard endorsements of Golden State Warriors point guard Stephen Curry quickly made Vivo a top of mind brand among Filipinos. Meanwhile, weekly mall tours in and out of Metro Manila that included performances from local celebrities Tony Labrusca, McCoy de Leon, Sue Ramirez, and Andrea Brillantes allowed shoppers to discover the brand’s innovative products and their unique features up close.
Vivo’s flagship product V5s, an Android 6.0 device with 4GB RAM and 3000mAh built-in battery. Available in crown gold, rose gold, and matte black, the V5s boasts the world’s first 20-megapixel front camera with bokeh effect. The front camera also shoots the Perfect Selfie, Group Selfie, and Softlight Glow Selfie. Meanwhile, the 13-megapixel rear camera captures precious moments with equal crispness and vivid color.
IDC expects smartphone sales to increase in the last quarter of the year when the forthcoming Christmas holidays signal a spike in the demand for quality mobile phones.
IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. Its Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe.