Realme India ups focus on non-smartphone business, to enter 15 new categories, Telecom News, ET Telecom

NEW DELHI: Handset maker Realme said it is stepping up its focus on non-smartphone business in India and seeks to venture into over 15 new product categories by 2022. The Chinese company also aims to become a leader in 5G handsets and will only launch 5G smartphones in the category Rs 15,000 and above.

“We have received a huge response for our TechLife products. We launched a tablet and laptop along with other lifestyle products. In 2022, we are looking to venture into more than 15 newer categories,” said Madhav Sheth, CEO of Realme India to ET. “In 2022, we aim to become a leader and democratizer of 5G. Therefore, all new realme products over Rs 15,000 will be 5G enabled. “

The business of the Chinese smartphone without handsets contributes 10% to its total Indian business.

Realme is also stepping up its focus on the premium segment and will bring its first $ 800 5G phone in India. “In addition, over the next two years, we plan to invest $ 300 million globally in research and product development based on 5G technology and establish seven 5G R & D centers, including India,” he added.

As counterpoint data for Q3 2021, 5G smartphone shipments exceeded 10 million and Realme is the best 5G smartphone brand in the price range below INR 20,000. “We have also recently launched the realme GT 5G, realme GT Master Edition 5G and realme GT Neo 2 and are looking to have a larger share of the market share in Q4.”

Realme, he said, has taken the necessary steps to minimize the impact of shortage of chipset supply, which is likely to decline only after the second quarter of 2022.

“As India is an important market for Realme, we anticipated such problems in advance and have taken the necessary steps. Lack of supply chain has also led to a slight increase in smartphone prices for consumers, despite brands trying their best to absorb these internally. ,” he said.

He added that smartphone shipments experienced a significant decline in Q3 2021, and the same is likely to happen in Q4 as well.

“Factors such as suspension in production, massive demand due to telework and disruptions in logistics have significantly affected the supply chain, which has caused a global shortage of chips. Due to these roadblocks, a number of brands have been forced to postpone new launches and are out able to meet consumer demand, ”Sheth added.

Realme works with mainstream chip makers to stay ahead of the curve with new 5G chipset. “We are also looking at collaborating with chipset manufacturers who can supply processors to us without compromising on performance.”

Realme, he said, experienced an “overwhelming demand” during the festive season this year. During Realme Festive Days, it achieved 9.3 million in sales for smartphones, AIOT and Techlife products across all online and main channels with a growth of 40% year-on-year.

“Between October 2 and November 8, total sales contributed to sales revenue worth over 9000 crore Rs,” he added.

In the AIoT segment, Realme sold 1.4 million units of wearables and hearables, 250,000 units of Smart TV and over 70,000 units of realme Book (Slim) and realme Pad.

Realme recently started manufacturing realme Watch 2 Pro, realme Buds Wireless and realme 4K Smart TV Google Stick in India. “So far, we have created over 10,000 job opportunities in the Indian market. We will continue to explore more opportunities to make local manufacturing of our AIoT products,” said Sheth.

Realme works with Bhagwati Products Limited and Videotex International Pvt. Ltd. to make smart TVs in India, while KHY Electronics manufactures smart wearables and smart hearables for the brand.

Oppo, Wingtech Mobiles and DBG Technology are Realme’s production partners for smartphones. It will soon manufacture tablets and laptops in India.

Realme also plans to enter the smart consumer market with smart washing machines and water purifiers.


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