IFA: debuting Realme targets top-five European smartphone spot in 2021

Added emphasis placed on AIoT product ecosystem

Realme set out a target of becoming a top-five smartphone brand in Europe next year at this year’s IFA.

In its debut appearance at the trade show in Berlin, Realme’s recently appointed European and Indian CEO Madhav Seth laid out the ambitious target, and added that Realme would establish a European headquarters in Germany.

“It is a great challenge and a new beginning for me to be responsible for both Europe and India markets,” he said. “We are determined to become top five in Europe in 2021 with over 15 million handset sales in the upcoming year.”

Seth further outlined Realme’s One Europe strategy, which will see it simultaneously launching its smartphones across eight European markets, including: the UK, Germany, Poland, the Czech Republic, Spain, France, Greece and Italy.

Realme also plans to set up localised sales and marketing teams in these markets. “The most important growth driver would still be our smartphones,” said Seth. “Our all-range products are offering some of the best-in-class experiences in each price segment, from entry level to flagships.”

Realme also announced that its new 7 series phone, which launched in India yesterday, would launch in Europe “very soon”. The Realme 7 Pro has a 65W SuperDart charger, which the manufacturer says is capable of charging the phone’s 4,500mAh battery fully in 34 minutes.

AIoT

Realme also emphasised its “1+4+N” product ecosystem, which it says will see it launch 100 AIoT products such as smart TVs, smart speakers, watches and earphones, in 2021.

This strategy is not dissimilar to Huawei’s 1+8+N strategy, which emphasises the interplay between the brand’s devices.