How is Positivo trying to survive in the competitive smartphone market?

In just six years, the number of players in the world smartphone market Dropped from 20 to 5. The fact that the five largest companies (BBK, Samsung, Apple, Transsion and Xiaomi) hold 75% of this market makes it difficult for small and medium-sized manufacturers, which are struggling to compete, to grow.

Data are from IDC Brasil commissioned by Positivo and can be found in full at the end of the article.

For Brazilian company Positivo, staying afloat in the smartphone market means having quality products at a competitive price. However, the consolidation of global players makes partnership with giants almost mandatory. Without volume, there is no way to reach the prices of brands such as Samsung, Xiaomi.

“It was already very difficult for little guys to compete, and now it has become an almost impossible task,” said Norberto Maraschin, vice president of mobility at Positivo Tecnologia, in an exclusive interview with Filho. PUSH-UP. In addition to business automation, the Vice President cites the scarcity of semiconductors and other materials in the production chain as factors driving increased competitiveness.

TO SEE A LOT

Semiconductor shortage expected to continue until mid-2022

Positivo Tecnologia was born in 1989. made its name in the market with computers even in the era of desktop computers. In 2021 alone, the company had revenue of 4 billion reals. The expectation is to reach between 5 and 6 billion in 2022 billing.

“We are the largest hardware technology company in Brazil,” said Maraschin. “But we need to build partnerships to keep factories running, to gain scale and access to certain things.”. Positivo in October 2021, Transition holdingsIt is considered the fourth largest smartphone company in the world.

The agreement includes licensing. forever, the mobile phone brand that officially arrived in the country through Transsion’s Brazilian tech company. Operations are based in Curitiba, São Paulo, Ilhéus and Manaus.

Cell phones are the world’s largest technology market, with approximately 1.4 billion devices sold each year. In total, approximately 48 million devices were sold in Brazil alone in 2020, generating revenue of R$71.7 billion.

Models in the highest demand compared to the previous period are in the price range ranging from R$1.1 thousand to R$1.99 thousand and from R$2,000 to R$2.99 ​​thousand. exactly where the Infinix brand is so strong.

Brazilians are looking for quality alternatives and Transsion wants to gain market share in Brazil. Positivo’s bet is therefore strong.

“Other big brands don’t have local factories in Brazil. Going with one of the top five in the world and having a local co-production is unheard of. By producing locally, you gain 30% competitiveness at the final price”, says Maraschin.

TO SEE A LOT

Positivo has record revenue, sees relief in dollar and bets on a new front

Vivo is starting to show which smartphones are more sustainable; see list

Infinix Line in Brazil

In October 2021, Positivo Tecnologia launched the first Infinix smartphone in Brazil, the Infinix NOTE 10 Pro, which exceeded the brand’s expectations due to its sales success and has sold out the first batch in less than two months since the announcement.

Recently, Positivo Tecnologia announced three more Infinix models, one in Brazil, one with 5G. Infinix ZERO 5G will be available at the end of April and will cost around 2,499 reales. The other two are cheaper, ranging from 1,199 to 1,599 reals.

With the partnership, Positivo aims to reach the fifth place in the Brazilian smartphone market, which has been “empty” after LG exits the market. But the biggest challenge is brand awareness.

“Positivo aims to grow and make us proud. “Infinix is ​​coming to market to add many benefits,” Maraschin said. “We have two big clients: Casas Bahia and Vivo. When things come together, we will open it up to other interested parties from July.”

Who are the giants of the smartphone market?

Data from IDC Brazil commissioned by Positivo shows that 75% of the current global market belongs to the five big players. See full data:

Main players in Brazil in 2021

Samsung – 38%

Motorola – 28%

Xiaomi – 7%

Apple – 7%

Top global players in 2021

BBK (Oppo; ‎vivo‎; ‎realme‎; ‎OnePlus‎ – 20%)

Samsung – 17%

Apple – 14%

Pass – 12%

Xiaomi – 12%

Top global players of 2015

Samsung – 20%

Apple – 12%

Huawei – 5%

HMD – 5%

BBK – 4%

Motorola – 4%

LG Electronics – 4%

TCL – 4%

Xiaomi – 4%

Pass – 3%

ZTE – 3%

Micromax – 2%

Lava – 2%

Sony – 1%

Coolpad – 1%

Intex – 1%

Meizu – 1%

ASUS – 1%

HTC – 1%

Microsoft – 1%