Monday, 31 August 2020 11:46

realme making major strides in south-east Asia: Counterpoint

realme making major strides in south-east Asia: Counterpoint Courtesy realme

Chinese smartphone manufacturer realme has become the fastest growing smartphone brand in south-east Asia, gaining a position among the top five in a number of key countries, the technology analyst firm Counterpoint Research says.

In a blog post, the firm said realme had made headway in the key markets of Cambodia, Indonesia, Malaysia, Myanmar (Burma), the Philippines, Singapore, Thailand and Vietnam for the first time.

realme had already gained a spot in the top five in Australia and Pakistan, and the region of Taiwan, Counterpoint said.

The brand had grown 141% year-on-year and 64% quarter-on-quarter and now had 13% market share in the region.

In a recent interview, the Australian managing director of realme, Andy Yang, said the company was concentrating on three key features it claimed smartphone buyers across the globe looked for: a large screen, a big battery and a premium camera.

Counterpoint said in the Philippines, realme had grown 97% quarter-on-quarter and overtook Xiaomi, OPPO and Samsung to take the second spot, after being fifth in the first quarter.

Commenting on the growth of the brand, Counterpoint research analyst Abhilash Kumar said: "The right channel strategies, effective marketing and good value-for-money products across all price bands helped realme defy the market decline.

"The COVID-19 pandemic led consumers towards online sales platforms where realme has a strong presence. Innovative initiatives like 'zero-touch shipping' during the outbreak helped realme keep the offline momentum as well.

"In addition, realme has been proactive in launching new models online without any postponements. Coupled with social media campaigns and strong word-of-mouth marketing, the brand has positioned itself strongly, especially among younger age profile segments.”

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

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