iQOO, crafted as a high-performance brand of the vivo Group, is a technology company that creates great products catering to the needs of young consumers in India. During an exclusive interaction with Mobility Magazine, Mr. Nipun Marya, Chief Executive Officer of iQOO, talks extensively about the various strategies to position the brand, position technology, and the future road anticipated.
iQOO is one of the leading brands in the mid segment space. What are the strategies that you have incorporated to position the brand?
iQOO is on a quest to deliver peak-performance smartphones through breakthrough innovation. It is a brand for youth and shares their interest in mobile gaming and esports by building products that elevate performance as well as gaming experience on smartphones.
The smartphone industry is evolving at a fast pace and the increase in consumer consumption patterns and habits are also noticeable. Understanding consumer’s need and consumption pattern, at iQOO, our strategies are married to our motto of keeping up with the quest to provide the best of performance to our consumers. We focus on performance-led innovation to bring meaningful, innovative products and services that meet our evolving consumer’s requirements across price segments. We keenly observe, follow and listen to our consumer needs and create unmatched smartphones that provide a highly immersive experience to our consumers.
Explain how Z7 is doing in the market?
iQOO Z7 is yet another recently launched #FullyLoaded offering from the Z series. It is an India exclusive smartphone from the brand. The smartphone comes with best-in-class hardware specifications and software capabilities to provide segment leading performance to its consumers. Its segment leading performance helped in breaking all milestones and led the charts by becoming the highest selling smartphone on the first day of sale in the 15-20K price segment among the smartphones launched on Amazon.in in 2023.
The powerful smartphone is powered by the MediaTek Dimensity 920 5G Processor, allowing better performance as compared to the other processors in the segment. It has surpassed benchmarks with Highest AnTuTu score of more than 485K. Additionally, the smartphone is equipped with exceptional features such as India’s first 64MP OIS Ultra-Stable Camera in the segment, 44W FlashCharge, Ultra Game Mode, AMOLED screen with in-display fingerprint and an exceptional best in the segment screen brightness of 1300 nits to provide robust and unmatched smartphone performance. In addition, the company is providing three years of monthly security updates and two years of Android updates for the iQOO Z7. The phone will have Funtouch OS 13 based on Android 13 out of the box.
Priced at INR 18,999 (Effective Price – INR 17,499) for 6GB+128GB and INR 19,999 (Effective Price – INR 18,499) for 8GB + 128GB, the iQOO Z7 5G is available for purchase on Amazon.in and iQOO e-store in two elegant color options Norway Blue and Pacific Night.
What is the consumer that you look at and how is the brand evolving to match the preferences?
Smartphone market in India is highly competitive, with many players striving to succeed. Despite this challenging environment, we remain optimistic about the potential for innovation and growth in the country.
Our target consumers are primarily tech enthusiasts and young, tech-savvy customers who are seeking a high-performance package in their smartphones. These consumers are likely to value advanced features such as high refresh rates, fast charging, and powerful processors.
To appeal to this audience, we stay up to date with the latest technological advancements and meet the demands of its target consumers. With a focus on innovation and a commitment to meeting the needs of our customers, we strive for a competitive advantage in the Indian smartphone market.
iQOO has always kept performance at the core and we continuously innovate tech that caters to the youth with new high-end devices. We will continue to focus on bringing meaningful and innovative products and services that meet our evolving consumer requirements. We keenly observe, follow and listen to our consumer needs and create unmatched smartphones that provide an immersive experience to our consumers in the Indian market.
Is online channel a bigger priority for iQOO or offline? Describe your strategies.
Both online and offline channels have their own set of customers and advantages for any smartphone player in the market. While we would like to expand to offline channels and cater to the consumers in nooks and corners of the nation, for now we will continue to focus on increasing the market presence and gain a lead in the online segment. As of now, to offer hassle free after sales service experience to its valued customers, iQOO customers can now visit any of the 650+ company owned service centres located across the country.
iQOO has been synonymous with providing performance centric products and services that elevate consumers’ experiences. Discuss the road ahead for 2023- new innovations, etc.
In the past three years, iQOO has achieved remarkable growth by providing smartphones with exceptional performance capabilities and innovative features. As mentioned above, our recent offering – iQOO Z7 reflects our unwavering commitment to performance, boasting a powerful processor, camera, and other key specifications. It offers unbeatable gaming, video-watching experiences and provides 5G connectivity and powerful performance features at an affordable price, making it an excellent choice for budget-conscious customers who do not want to compromise on performance.
We have also launched two exceptional performance-oriented smartphones – iQOO 11 and Neo 7 this year which deliver superior performance across the premium and mid-range segment respectively. Both devices have received high praise and have become the top-selling 5G smartphones on Amazon.
Looking ahead, we have a strong line-up of products and innovations that will surely capture the interest of consumers. Apart from that, we will also continue to focus on providing the best service to our customers. With one of the largest service networks, we offer differentiated service experience to our consumers. We have dedicated service days on every second Saturday and Sunday of the month to provide a top-notch experience to our consumers.
Our unwavering focus on delivering top-of-the-line performance, innovation, and quality to our customers is our top priority. We look forward to continuing to deliver exceptional performance and quality in our future products and services.
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