After eating into Apple's share in China, Vivo sets eyes on India

Vivo, a brand of BBK Communication Technology that makes smart devices such as 4G Xshot handset, is now set to enter the fastest-growing smartphone market in India with the first launch planned later this month.

Last quarter, it sold more smartphones in China than Apple did.

From about a two per cent share in Chinese market, Vivo has jumped up to capture six per cent (Canalys report) by the end of September 2014 to emerge the sixth largest smartphone company in China, as Apple dropped to the seventh position in the world’s largest smartphone market. Vivo was at 11th spot last year.

“Vivo was launched in China in 2011 and we started entering the other markets only this year. We will bring four-five models in India in the first year with a price range between Rs 7,000 and Rs 40,000. Of the first lot, at least three will be priced above Rs 20,000,” said Jacky Liao, director, Vivo Mobile India.

While the company will import devices in the initial years, Liao said the firm will establish its manufacturing unit in India over the next three years. “We’ll start looking for location and finalise plans in details sometime next year,” he added.

Vivo, which sells about three million units a month in China, has also entered Thailand, Indonesia, Malyasia and Myanmar, besides India. The company has plans to enter about 100 markets outside China. In India, it has inked pact with 20 distributors in 20 states, and the number will go up to 25 over the next year.

The company has also entered into a partnership with Viacom18 Integrated Network Solutions, which will provide marketing and communications support for building brand Vivo in India. The partnership with Viacom18 is not just for India, and it also supports Vivo in other markets.

As part of its mandate, the Viacom18 entity will put to use large impact live properties and genres such as music to comedy catering to various target audiences, and also key broadcast properties of the network across brands, the company said in a statement.

All other marketing and brand communication activities will also be conceived and executed by Viacom18 Integrated Network Solutions, it added.

“The collaboration opens new avenues for media conglomerates to go beyond the perception of being a mere vehicle for advertisement. With a network like ours – with multi-screen, multi-platform, multi-regional presence - that caters to Vivo’s core TG of 18 to 34, we make for an ideal partner to provide complete brand solutions,” said Sudhanshu Vats, group chief executive officer, Viacom18 Media.

The association between Vivo and Viacom18 will be across broadcast and live platforms in the youth, music, and comedy genres with Brand such as MTV, Vh1, Comedy Central and Colors. 

WIDENING HORIZONS

Vivo has emerged as the sixth largest smartphone company in China, as Apple dropped to the seventh position

It will bring about four-five models in India in the first year with a price range between Rs 7,000 and Rs 40,000

The firm has also entered Thailand, Indonesia, Malyasia and Myanmar

It will establish its manufacturing unit in India over the next three years

Photograph: Courtesy, Vivo Cellular