Is it finally time you gave locally branded smartphones a try?

As I’m writing this article in the lobby of a posh hotel in the outskirts of Ortigas Center, I glance at the phone on the glass-top table in front of me, glistening under flattering artificial lighting. Its gold metallic frame is tapered on the edges and vaguely reminiscent of another handset from a certain fruit company. Its front panel is dominated by a sheet of scratch-resistant glass that curves slightly towards the bottom—again, similar to the fruit company’s current flagship.

Advertisement

I pick it up, then flip it on its face to reveal a stitched, faux-leather back and the Cherry Mobile branding on the bottom-edge of the panel. In case you haven’t been paying close attention, the iPhone-ish device I described earlier is from a local brand. If you didn’t know any better, it may seem like I was describing the Samsung Galaxy S6 or a rival product by HTC. Only it’s not, and you’d be happy to know that the phone in my hand sells for the price of a pair of basketball sneakers.

Which brings us to the common question I encounter when people find out that I mainly write about consumer electronics for a living: “Should I give locally branded devices a chance?” The answer isn’t clear-cut, but I do admit that there’s no better time to buy local, as the likes of Cherry Mobile, Starmobile, and MyPhone have seriously stepped up their game lately. I’m not just talking about internals, because let’s face it, that has never been a sticking point among rebranded devices. I’m talking about the entire assembly and beyond—the design, user experience, and the price, among many others.

Pricing is perhaps the most important factor that affects the purchase of smartphones and tablets, and it’s something homegrown tech companies have taken into consideration from the get-go. Some of the stuff that have come out over the past several months are indeed worthy of notice, while others push the label into new territory.

Last month’s Starmobile announcement introduced a phone that has not one, but two cameras peering from the rear— all the better to produce excellent macro shots I’m told. A Cherry Mobile slated for release this December incorporates a fingerprint sensor in its body for added security. So if you ask me if I’d consider plunking down thousands of pesos for either of those products, my answer would be yes.

Of course, not all releases are created and priced the same, which is to say that there are others out there that aren’t worthy of consideration. Surely I could rattle off a list of devices you should avoid like a plague, but I won’t. Instead, I’m going to list two major concerns that hold me back from saying that you would do well to include locally branded devices on your next smartphone or tablet shortlist: A) the long wait for software updates (that is, if there are any to speak of) and B) the low repairability of devices from Chinese original design manufacturers that create the products local brands sell to the public.

Anyone who has owned a rebranded Android device knows that major software updates may take months to roll out—or they never arrive at all. And when the updates do come, they tend to be limited to a small number of popular models. Sure, you could argue that several big name manufacturers are also notoriously slow to release updates. You could even argue that companies are also selective when it comes to choosing which products will receive updates. But at least they are able to push upgrades to more devices, in a timelier manner.

That’s the thing about big companies. They have the resources to stay current with constant software changes. Meanwhile, smaller players, with their limited research and development budgets, more often than not succumb to the whims of chipset makers and original design manufacturers that would rather sell you a new phone or tablet than support ageing hardware.

My other worry relates to the fast and reliable availability of spare parts for local devices. Consider that some brands maintain tens of models in their portfolio, and that some repairs may require model-specific parts, such as power buttons, earpieces, and camera lens covers, to name a few. You may think all brands keep a stockpile of hardware bits and bobs in their warehouses for every one of their products, but they don’t. Hence, the frustrating waiting game that usually follows after a trip to the service center.

However, I feel the question of whether devices from local outfits deserve a serious look is moot given their immense popularity, which has kept industry veterans like Samsung on their toes and more willing to take risks. According to recent data sent to me by research firm IDC, Cherry Mobile is again the country’s market leader for handsets, accounting for 17 percent market share of the total smartphones shipped in the first six months of the year. By contrast, Samsung holds the second spot with 14 percent market share, followed by MyPhone and CloudFone at 6 percent and 5.2 percent, respectively.

But you don’t need the data to realize as much; I mean, just look around you: There’s probably someone in your direct vicinity rocking a Cherry Mobile, with both arms close to the chest, legs folded Indian style while playing Clash of Clans. If you want to join the fray, the best advice I can offer is to carefully consider your options before making a purchase.