The strengthening of its position in the Greek smartphone market and its consolidation in new product categories with the use of artificial intelligence, such as smartwatch and robotic vacuum cleaner, is sought by realme, in the context of the strategy it sets for dynamic expansion in Europe.
The goal for the fastest growing company in the world is to make 5G technology accessible to all consumers with smart devices and to provide smart solutions that facilitate everyday life.
Realme’s activity started in Greece in April 2020, launching high quality smartphones at competitive prices.
He talks to newsit.gr about the next plans he launches in the Greek market, the expansion of his activities in new categories, the development prospects and the specifications of realme devices, as well as the reasons that have ranked the company among the most powerful companies in the world. The Madhav Sheth VP, realme and CEO, realme India & Europe.
How is realme different from other smartphone companies? How would you answer this question by giving us some key messages?
The reason that realme differs from other companies lies mainly in the philosophy and the mission on which the company was built and developed. With our motto “Dare to make the leap” what we want to achieve is essentially to give young people worldwide access to all the latest technological trends in our industry and make them discover their full potential, through innovative technology. The dissemination of technology and the design of products that respond directly to the wishes, needs and expectations of our young people around the world have always been at the forefront of our corporate development.
A good example of this approach is our work with 5G technology: our latest launches, such as the release of the GT 5G model, aim to make 5G technology accessible to all consumers and that is why we have adopted the slogan “All in 5G ». we want to offer the full dynamics of the network through high and medium range devices. Our company aims to present at least four 5G models in its series, always collaborating with local agencies to offer the best possible 5G experience to all. Realme aims to become a pioneer of the 5G network by offering a wide range of 5G products that will make this new technology truly accessible. Our goal is to develop 5G capabilities even more among our models for our consumers than to include this innovation in a specific price range and palette.
What are the company’s plans for Greece?
The European market is a strategic goal of great importance for realme and the Greek market is a key part of this strategy, as it highlights in the best way the already rapid growth of the company worldwide. In fact, Greece is one of the most important markets within the European Union. The company successfully entered the Greek market in April 2020, as evidenced by recent measurements announced by Canalys, which rank realme in 4th place for the first quarter of 2021, in terms of shipments of goods. Our goal is to offer products that combine strong performance with modern design, always keeping in mind the importance of cost / performance ratio. We want to establish our brand as no. 1 among new consumers for popular high-tech products, constantly updating our portfolio with top flagships, such as the recent release of the GT series.
At realme we invest in the development of individual products and categories that appeal to all new consumers, such as the recent releases of realme 7 & realme 8. The realme 8Pro is the first phone with a 108MP camera and at a price that everyone can get, without sacrificing quality and performance. In addition, almost a month ago we launched in Greece the realme 8 5G, the first phone with a price below € 300 in its category, as well as the C21, an affordable but top device that has a TUV quality certificate. These are the characteristics that strengthen us as a company even more.
We also want to take the next step by adding artificial intelligence products (AoITs) that will make up our artificial intelligence ecosystem, called TechLife. TechLife is a smart platform that will incorporate the home ecosystem of our artificial intelligence products, but also the realme brand of artificial intelligence. Realme is partnering with leading global partners to offer a complete artificial intelligence experience to its ecosystem, while also developing a range of AIOT products that will soon be released worldwide, as you already had the opportunity to see at our first global presentation. These include products such as the smartwatch realme Watch 2 Pro and the Realme TechLife robot vacuum cleaner. They are products that want to change our daily lives having a significant impact.
Why should a Greek consumer choose realme? What will the company offer to its customer?
Realme products combine strong performance with modern design. These are innovative models that have achieved particularly significant technological leaps in their field, always taking into account the importance of cost / performance ratio. This is what sets us apart from the competition and also characterizes us as a whole as a company. In addition, realme has always focused on strengthening its individual teams, through partnerships that ensure the full alignment of the company with the needs of its consumers at the local level. We believe that this sets us apart from the competition and at the same time enables us to continue to evolve. At this point, I would like to note that realme launches in the Greek market the top smartphone realme GT, a mobile phone that will be loved by true technology lovers and taking into account the already positive comments that show the brand meets their expectations, we believe that it will definitely be one of the first choices of the public.
The realme GT, our newest flagship recently, includes all the necessary specifications for cutting-edge performance and full access to the features offered by the 5G network along with additional top specifications such as Qualcomm’s powerful Snapdragon 888 processor, Sony triple camera for all portrait types and striking exterior design with vegan leather. With this top model we really want our consumers to experience the ultimate speed, efficiency and accuracy that a phone can offer. It is for us the ultimate product of the year and in terms of specifications and performance can be easily compared to other models in its range, such as the iPhone 12 Pro or the Samsung S21. It is undoubtedly a flagship model with the difference that one finds it at a “killer” price.
Within a few years, realme has grown so much that it can compete with the tech giants. Is there a limit to where it can go?
The rapid success of the company is due to the fact that it has developed a very strong business model using targeted tactics and strategies, depending on the location and the specific mode of operation of each market. I believe that the more technology evolves, the more the boundaries within which we can operate expand, further evolving products and cutting-edge technologies.
Our rapid growth is also evident through the pace at which we began to distribute our products in Europe: within a year we were able to operate in almost all EU markets, as well as to make our start in the Latin American markets. Our growth in every market we enter is rapid, we manage to quickly reach the top-4 of local markets, as in the case of the Czech Republic or Slovenia, according to data as published by Canalys.
To grow further, it is important for us to always find new ways to take our skills one step further, as in the case of the new AIoT artificial intelligence line that aims to bring a revolutionary AI ecosystem to every new consumer worldwide with a range of products. ranging from laptops and tablets to robotic brooms.
What is realme’s vision?
Realme’s ambition is to provide products that will offer a complete high-standard experience for new users and that is why it is committed to being a technology brand that will set new trends. Thanks to cutting-edge technologies of smartphones and artificial intelligence, realme brings to consumers products with technologies crucial in shaping new trends that are applied for the first time at low prices. Our vision is to be a sustainable company that contributes substantially to a better world.
In the case of Greece, our goal is for Greek consumers to be able to buy realme products from all available distribution channels by this year, so that we can reach the top-3 of the Greek market for 2021. Our product range will be further expanded, and especially with regard to our latest model, the GT, we want to see it evolve into a symbol of Greek preferences among the flagship models used by the Greeks, as in the case of the iPhone.
What other categories does realme focus on?
Our goal is to create a smart and technologically advanced lifestyle based on the Artificial Intelligence of the “Internet of Things” (AIoT) for all young people around the world. Our mission is to enable young people everywhere to have access to “smart” products, the performance of which will bring leaps in technological innovation with a design that creates new trends, always at reasonable prices. Already, the release of more than 50 artificial intelligence products in 2021 is included in the company’s plans. Our new “1 + 5 + T” strategy is a natural continuation of the previous “1 + 4 + N” strategy and further expands the AIoT ecosystem and the realme product portfolio.
“1 + 5 + T” is defined as:
- 1 “smart” phone, as realme smartphones are at the heart of the AIoT ecosystem.
- 5 key categories for realme AIoT artificial intelligence products, including True Wireless Stereo (TWS) headphones, accessories, TVs, smart speakers, and laptops.
- T refers to “TechLife”, it is the open platform of realme partners, which aims to support innovative and dynamic AIoT artificial intelligence startup companies, through the sharing of realme sales networks and supply chains that it offers. TechLife focuses on three product categories: Smart entertainment (eg TVs, projectors, speakers and gaming accessories). Smart care (eg robotic vacuum cleaners, air purifiers) and Smart interface (eg smart sockets, smart light bulbs and cameras).
AIoT artificial intelligence is a key element of our long-term vision, which aims to change the way young people live and work in the future. With our new strategy, we are delving deeper into the AIoT field, creating an interconnected, customized artificial intelligence experience that will enhance every aspect of the modern lifestyle for today’s youth worldwide. To achieve this, we will continue to adopt next-generation technologies and expand our AIoT product line and work with promising partners with similar ambitions to bring the world’s most exciting AIoT products under the TechLife platform.