realme, the world’s fastest-growing smartphone brand, has hit South Africa’s shores recently, and it promises to revolutionise the high-spec, low-cost market. Having hit the 140-million-user mark since its inception in 2018, the brand continues to challenge tech norms in 61 markets, including Kenya, China, India, Southeast Asia, Europe, Latin America, and the Middle East. It has garnered four international awards, including smartphone of the year at the 2020 TechRadar Awards and the 2021 GSMA GLOMO Awards.
realme will be the latest of several mobile technology companies that have entered South Africa in the last decade. But unlike its competitors, realme comes with an infectious youthful vibe that is sure to be a hit among a largely underserved demographic – of Gen-Z users between the ages of 18 and 25.
Gareth Clarke, realme’s Account Lead, says the company wants to recreate the same zesty appeal among Gen-Z content creators in South Africa as it did in India and Southeast Asia.
“Gen-Z is leading the charge in determining the value and direction of creative content. And they are looking for cost-effective ways of creating that content, which is where realme comes in. Our smartphones are very affordable, high-tech and aesthetically pleasing to this market.” says Clarke.
Value for money is the name of the game for realme. The company is releasing its C-Series range, which is a product line with flagship standards, leading the segment on image, storage, charging and design. The C55 and C30s in this range are available – through realme partners at prices that won’t dent the pocket. The C55, for instance, with its 64-megapixel camera, 16GB RAM and 256GB storage, is at RRP of R5999 and available at Takealot and MTN.
The C30s comes with a massive 5000 mAh battery and a 16,5cm (6,5″) full screen at an RRP of R 2499 available at local retailers, Truworths, Edgars and Woolworths.
Despite the C-series entry-level status, realme doesn’t compromise on the quality of its specs. “Our intention is to exceed users’ expectations and to raise the benchmark on the entry-level phone market, ensuring that we retain the ‘champion’ title within the segment,” says Clarke.
He added: “In other markets around the world, we have seen our devices gain traction among young consumers looking for a top-quality entry-level smartphone that is affordable. We expect the South African market to behave similarly.”
realme believes that entry-level phones do not mean the trade-off and degradation of specs, and promises to keep bringing segment-leading features that exceed users’ expectations, raising the benchmark of the entry-level phone market.
South Africans can look forward to more than just its range of smartphones. realme is introducing smart TVs and smart bulbs; wearables such as fitness bands and smartwatches; audio devices that include headphones, speakers, and wireless earbuds; and accessories such as cases, screen protectors, chargers, and power banks.
“We are for the content creators”
Clarke says that South African content creators are the catalysts for building a robust local creative industry. “Young creatives understand that content is the new currency. realme wants to be part of their journey. We want to be the go-to tool for young creatives who want to express their real, authentic selves,” says Clarke.
South Africa is saturated with mobile technology brands jostling for market share. But realme is not perturbed and instead looks to carve out a niche within the industry. “Although spoilt for choice, we believe South Africa is ready for our devices. It is a dynamic market steeped in creativity. It has a youth population that, while explorative and inspired by global influences, manages to keep their own identity,” says Clarke.
realme’s Foray into Africa
realme is no stranger to Africa. The brand exploded upon its entry into Kenya last year, becoming a sensation among young content creators in need of affordable smartphones. A China Daily report found that its C-series were crucial tools for those earning a living from their creations.
The demand for low-cost devices in Africa – less than US$200 (R3,800) – is on the rise. The International Data Corporation found that these devices account for 83.6 percent share of shipments. Realme reflects this demand as it has seen a surge in sales from its entry-level segment in recent years.
According to GSMA’s The Mobile Economy Sub-Saharan Africa 2021 report, the trend will only grow in the future. It states that African youth under the age of 15, who make up 40 percent of the continent’s population, will remain the primary source of growth for entry-level smartphones.
“Africa is the next frontier for the smartphone market. realme is already making the necessary plans to ensure we become the number one brand in the near future,” notes Clarke.
Realme encapsulates the spirit of youth
Founded by technologist Sky Li in 2018, realme brings the youthful verve that has been absent from the smartphone market. Its “Dare to Leap” motto is typical of an emerging yet confident player now the world’s youngest and fastest-growing mobile technology brand.
In its short lifespan, The Shenzhen-based company has become a force to be reckoned with. realme surpassed its annual five-million global sales mark in the first quarter of 2022, driven by the purchases of entry-level phones. In November last year, international tech research firm Canalys found that realme had three percent of the global market share after Transsion (49 per cent), Samsung (33 per cent) and Xiaomi (6 per cent).
“These achievements go to show that, come June, South Africans can expect a world-class brand with high-quality smartphone products,” says Clarke.
Over the next three years, realme plans to create an additional 15 markets with 1 million smartphone shipments under its “Market Cultivation” strategy.
“South Africa is just the start of the realme revolution in Africa,” says Clarke. “We want to become the continent’s leading smartphone brand, empowering young content creators who look to cement Africa’s place as the world’s creative powerhouse.”
