As Realme launches the Realme 14 Pro series 5G in India, financialexpress.com sat down with its founder and CEO, Sky Li, to understand the current dynamics of the smartphone market and how the Oppo spin-off brand is trying to create its space amid stifling competition.
The Realme 14 Pro and Realme 14 Pro Plus rely heavily on design aesthetics and camera capabilities with high-end periscope zoom lenses. That is one of the ways Realme plans to differentiate itself which is why it has earmarked a whopping 450 percent investment boost to R&D and plans to increase Industrial Design (ID) talent by 300 percent, Li reveals in this exclusive interview. Edited excerpts.
Q: What is the target market for the Realme 14 Pro series?
A: The target market for the Realme 14 Pro series is primarily tech-savvy young adults who value innovation, design, and performance in their smartphones. These are individuals who seek the latest technology trends and appreciate a smartphone that can keep up with their dynamic lifestyle.
We have designed the 14 Pro series to cater to consumers who demand high-end features, such as a powerful processor, advanced camera system, long-lasting battery life, and unique design aesthetics. The series offers these premium features at a competitive price point, making it accessible to a wider audience.
Furthermore, we have also considered the specific needs and preferences of the Indian market. With features like India-exclusive colour variants and software experience tailored for seamless integration with popular Indian apps and services, the 14 Pro series is designed to resonate with local sensibilities. In essence, our target market encompasses discerning consumers who desire a high-quality, innovative, and stylish smartphone that offers excellent value for money.
Q: How did Realme perform in 2024?
A: In 2024, Realme demonstrated impressive growth and resilience both in India and across the globe. In Western Europe, we recorded a remarkable 117 percent growth in Q2 compared to 2023, driven by the success of our mid-to-high-end GT and Number series. Latin America also stood out, with an extraordinary 281 percent growth during the same period. In the Middle East and Africa (MEA), Realme became the fastest-growing brand in Q3, doubling our growth to 100 percent year-on-year.
India remained a key pillar of our success, where we reinforced our position as the most popular smartphone brand among the youth. The reintroduction of the GT series and the strong reception of our Number series helped us achieve an 18 percent year-on-year growth in Q1, capturing nearly 30 percent of the mid-to-high-end smartphone segment. The Realme GT 6T became a top-rated smartphone on Amazon in 2024, with a 221 percent increase in sales compared to the previous generation in India. The Realme GT 6 also saw an impressive 488 percent surge in sales volume compared to its predecessor, making it the best-selling GT series ever in India. Additionally, the Realme 12 Pro series 5G reached a major milestone, with 150K units sold during its first sale in India.
Our leadership in the 5G revolution was further highlighted by a 168 percent year-on-year increase in 5G smartphone shipments in Q1. We also made significant strides in the premium segment (Rs 30K+), where our contribution surged to 6 percent in Q3, marking a new milestone in our ongoing efforts to redefine value in this space.
Q: What does the Number series offer consumers?
A: The Realme Number series offers a compelling blend of cutting-edge technology, stylish design, and flagship-level performance, all within an accessible price point. The series also pushes the boundaries of mobile photography with advanced camera technology, including periscope lens capabilities. Starting with the 14 Pro series, users can expect substantial improvements in chip performance, battery life, and gaming experience. This is evident in the impressive battery technology incorporated into the 14 Pro series. Both the 14 Pro and 14 Pro Plus are equipped with a 6,000mAh Titan graphite battery. Utilising Realme’s Flex Pack battery technology, the 14 Pro Plus boasts a 15 percent increase in capacity and a remarkable 20 percent longer battery life compared to its predecessor, all while maintaining a slim profile. This translates to impressive power endurance, with the 14 Pro Plus capable of sustaining 10 hours of HOK gaming and 17 hours of video playback on a single charge.
Q: How much is Realme investing in quad-curved display technology?
A: Realme is investing Rs 100 Crore globally to advance quad-curved display technology for its smartphones. This significant investment underscores Realme’s commitment to delivering cutting-edge technology and unparalleled user experiences. The Realme 14 Pro series 5G exemplifies this commitment, showcasing a revolutionary bezel-less quad-curve design with India’s slimmest bezels at just 1.6mm on all four sides, achieving a remarkable 93.8 percent screen-to-body ratio for a truly immersive viewing experience. This focus on optimising every millimetre of the display, from the precision-engineered bezels to advanced eye protection features, demonstrates Realme’s dedication to enhancing user interaction with their digital world. This strategic investment in research and development of advanced display manufacturing techniques reinforces Realme’s commitment to leading smartphone innovation and setting new industry standards for design and user experience.
Q: Can you talk a bit about the design process. How Realme approaches it?
A: Realme’s design philosophy centres on the belief that a smartphone is a personal expression. This philosophy drives our meticulous and passionate approach to design, focusing on both stunning aesthetics and innovative materials. Strategic partnerships with renowned design studios, such as Valeur Designers for the 14 Pro series 5G, infuse fresh perspectives and world-class expertise into the design process, enabling exploration of cutting-edge design languages. A commitment to material innovation is evident in the use of premium vegan suede leather and the pioneering cold-sensitive colour-changing technology in the 14 Pro series. Realme employs a highly iterative design process, rigorously prototyping, testing, and refining every detail to ensure flawless execution. Ultimately, a user-centric approach ensures that the resulting designs are not only visually appealing but also comfortable and intuitive to use, creating smartphones that are both beautiful and functional.
Q: What are Realme’s global ambitions and how do they relate to innovation?
A: Realme’s global ambition is to become a leading tech lifestyle brand, prioritising cutting-edge technology, stylish design, and exceptional user experience, with innovation as its core driving force. We strive to make innovative technology accessible to all, believing it should empower individuals and enhance lives. This is particularly evident in India, a vibrant and dynamic region central to Realme’s vision and growth, where we’ve experienced exponential growth in both sales and brand recognition. This success is attributed to our strategic portfolio expansion, focusing on young users with products embodying the “Make it real” ethos and offering unique consumer experiences. Our diverse product portfolio caters to a wide range of needs, from high-performance devices to those focused on imaging, design, and essential functionality.
This, combined with a commitment to high-quality, accessible tech with distinctive designs and user-friendly experiences, has made Realme the most popular smartphone brand among Indian youth. This “consumer-first” approach is reflected in every aspect of our operations, further reinforcing our commitment to innovation, clearly demonstrated in the Realme 14 Pro series with its pioneering features like the world’s first cold-sensitive colour-changing technology. This commitment also focuses on building a strong global community and cultivating an internal culture of innovation.
Q: What are Realme’s key areas of focus for future growth?
A: Realme’s future growth strategy is anchored in a commitment to delivering cutting-edge technology and stylish design to the consumers. Recognising the increasing importance of AI, particularly in mobile imaging, Realme plans to significantly invest in these areas to drive future innovation and enhance the user experience. This commitment is focused across several key pillars, all working in concert to achieve Realme’s overarching goals:
Continued product innovation: Relentless pursuit of innovation in key areas like camera technology, display advancements, performance optimisation, and fast charging solutions. This focus is crucial for staying competitive and meeting evolving user needs.
Expansion into new markets: Reaching more users worldwide by understanding regional needs and tailoring products and marketing strategies accordingly.
Enhanced user experience: Providing a seamless and enjoyable experience across all products and services through refined software, improved customer service, and strong community building.
Strategic partnerships: Collaborating with local trendsetting brands and fashion designers, particularly in India, to offer exclusive custom colours and designs, adding a unique touch to their products.
Investing in R&D: Significant investment in research and development, with a focus on AI and mobile imaging, is planned. This includes collaborating with over ten top global design partners and increasing the Industrial Design (ID) talent pool by 300 percent and design-related R&D investment by 450 percent starting in 2025.
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