In less than two years, Vivo has established its place in the highly competitive mobile phone scene in the Philippines.
According to International Data Corporation’s (IDC) Quarterly Mobile Phone Tracker, Vivo is the fastest-growing smartphone brand, posting a quarter-to-quarter growth of 66 percent in the Philippines.
The brand disrupted the smartphone retail space through cash-rich marketing, aggressive sales promoter incentives and previously unseen levels of retailer support, thus challenging the traditional vendor-dealer relationship smartphone vendors have been accustomed to. 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.
Top of mind brand
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 celebrities Tony Labrusca, McCoy de Leon, Sue Ramirez, and Andrea Brillantes allowed discerning shoppers to discover the brand’s innovative products and their unique features up close.
Vivo’s flagship product is its V5s, an Android 6.0 mobile phone with 4GB of RAM and a 3,000mAh non-removable battery. Available in crown gold, rose gold, and matte black, the Vivo V5s boasts the world’s first 20-megapixel front camera with bokeh effect, giving your super-sharp selfies a much-desired artistic, defocused background. The powerful front camera is also capable of shooting the Perfect Selfie, Group Selfie (fitting all family members and friends into a single frame), and Softlight Glow Selfie (snap a clear portrait no matter what time of the day). A 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.
