New brand ‘iQOO’ set to intensify competition in India’s premium smartphone segment

iQOO will launch its first smartphone in India, featuring Qualcomm's Snapdragon 865 processor and 5G support.

iQOO will launch its first flagship smartphone in India by the end of next month. (Image for representation)

Vivo, India’s third-largest smartphone maker, is set to debut iQOO as an independent mobile brand in India. iQOO will take on Apple, Samsung and OnePlus in the premium smartphone segment. The first device will be launched in India next month, according to Gagan Arora, who leads marketing for iQOO, in the country.

“When we studied the Indian market, we found that consumers are looking for the latest innovation and technology in the premium space, Arora told indianexpress.com in an interview. “We think that we can fill these gaps with iQOO, where a clear focus is on experience and performance,” he said.

After China, India will be the only second market where iQOO-branded smartphones will be introduced. But the big takeaway is that iQOO will be an independent brand in India. The brand is headquartered in Bengaluru and has a strong 80-member team. iQOO will have separate service centers.

Must read| Interview with Vivo’s India Director for Brand Strategy

Arora said that iQOO has the potential to become a global brand. Where India fits into the strategy, according to Arora, is the potential to grow in the high-end segment. According to the Hong-Kong-based research firm Counterpoint, India’s premium smartphone segment grew 66 per cent year-over-year in the third quarter of 2019. Apple, Samsung and OnePlus dominate the premium smartphone segment in India.

Arora, who was previously with Foodpanda, looks after marketing for BBK Electronics’s iQOO. (Image credit: Anuj Bhatia/Indian Express)

Arora said iQOO will launch its first flagship smartphone in India by the end of next month. Although Arora did not disclose too many details, he did say that the device will be India’s first 5G smartphone. The handset will be powered by Qualcomm’s Snapdragon 865 processor and will come in two variants: one model will support 5G networks and another variant will only support 4G LTE. The upcoming smartphone will be sold online and not through Vivo’s sales channels.

Without revealing the name, price and availability, Arora hinted that the mysterious smartphone will see its global launch in India. Arora made it clear that iQOO will compete with Vivo in India’s smartphone market.

Of lately, Chinese handset makers are creating new brands in order to capture India’s huge smartphone market. Just recently, Xiaomi announced that it was spinning off Poco as an independent brand. Oppo’s spin-off brand Realme has seen a huge success in India, which is headed by Madhav Sheth. Oppo, Vivo and OnePlus are owned by the same Chinese company called BBK Electronics.

Anuj Bhatia

Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle. Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University. Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include: Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech. Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture. Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups. Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech. Authoritativeness & Trust Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape. Find all stories by Anuj Bhatia here. You can find Anuj on Linkedin. ... Read More

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