Vivo has been a key player in the premium smartphone market in India with a commitment to consumer-centric innovation, cutting-edge technology, and collaborative partnerships like the one with ZEISS. The company recently launched the Vivo X200 series launched in India and we got a chance to interact with Mr Vikas Tagra, Head of Product Management, Vivo India. We discussed the company’s journey, its X200 series, and the brand’s efforts in the premium smartphone experience in India.
1. Please throw some light on Vivo’s journey and growth in the premium segment
Vivo’s journey in the premium smartphone segment has been marked by significant achievements and a commitment to consumer-centric innovation. We have increased our market presence in the premium smartphone segment (priced at INR 30K and above) from just 2% in 2018 to 16% in 2024 (Source: Counterpoint). This remarkable growth is complemented by Vivo’s sustained leadership in the offline market, where it has consistently led for 20 successive quarters since Q4 2019 (Source: GFK offline). This journey reflects our unwavering commitment to the Indian consumer, driven by a design orientation and superior core technology. Our focus on consumer-centric innovation has not only set us apart but has also allowed us to adapt and thrive in a competitive landscape.
2. How does the brand position itself against the competition in this segment?
Vivo’s positioning is rooted in a robust strategy that emphasises consumer-centric innovations across camera technology, operating systems, and design. By continually adapting to consumer needs and maintaining strong market presence, Vivo is well-equipped to navigate the competitive landscape of the premium smartphone segment.
3. Please elaborate on Vivo’s long-standing partnership with ZEISS and how it has helped the brand innovate in this category and otherwise as well?
Vivo’s long-standing partnership with ZEISS is founded on a shared commitment to creating products that align with consumer expectations. What sets this partnership apart is its profound depth; our collaborative research and development initiatives produce exclusive technologies specifically designed for smartphones. This alliance has been vital in the success of our X series and is now also enhancing our V series offerings.
With the X200 series, we are excited to introduce a 135mm focal length for portrait photography and a 3.7x optical zoom capability, empowering users to capture vibrant images with exceptional focus. A selection of additional focal lengths—23mm, 35mm, 50mm, 85mm, and 100mm—ensures that every portrait is rendered with superb sharpness and detail.
Furthermore, the X200 series also features ZEISS Natural Color technology, extending its influence from imaging effects to screen display calibration, earning the distinction of being the industry’s first ZEISS Master Color Display. This innovation completes the continuum from colour perception to reproduction, guaranteeing colour fidelity at every stage.
Together, Vivo and ZEISS are committed to surpassing consumer expectations and delivering unmatched imaging experiences.
4. We would like to hear more about the innovations introduced in the Vivo X200 series. How would you differentiate it from other smartphones in the market in the same segment?
The Vivo X200 series is designed for users seeking reliable smartphones that enable them to capture professional-grade photographs and videos. This series targets individuals who are exploring new places and seeking personal growth, reflecting a desire to upgrade their lifestyle through technology. The evolution in our flagship X series illustrates Vivo’s commitment to adapting to changing consumer preferences and fostering a sense of adventure among its users. Our product philosophy is driven by an in-depth understanding of consumer needs, aiming to enrich lives by balancing cutting-edge innovation with everyday usability.
Key Innovations in the X200 Series
- Camera Capabilities: The standout feature is India’s first 200MP ZEISS APO Telephoto camera, which allows for up to 100X digital zoom. This camera excels in capturing extreme macros, stunning nightscapes, and landscapes, along with offering industry-leading 4K HDR Cinematic Portrait Video capabilities.
- Performance: Powered by Vivo’s cutting-edge Dual Flagship Chip, X200 Pro leverages the dynamic duo of Vivo’s optimized V3+ Imaging Chip and the MediaTek Dimensity 9400 to achieve stronger imaging computing power and sustained performance.
- Battery Life: The vivo X200 series also features significant advancements to its battery system, powered by the 3rd-Gen Silicon Anode Technology for increased capacity and India’s first Semi-Solid Battery for unwavering reliability even in cold temperatures. X200 Pro packs an impressive 6000mAh Battery, while X200 offers a robust 5800 mAh Battery.
- Design: The X200 series features a sleek profile with a Quad-Curve display, enhancing the premium look and feel while improving user experience.
- OS Enhancements: Running on FunTouch OS 15, the X200 series offers enhanced performance for smooth and responsive operation, utilizing Google AI for on-the-go assistance. The series includes Google Gemini, an AI assistant that helps users boost creativity and productivity through tasks like email writing and event planning. Additionally, vivo incorporates Gemini models to provide productivity tools such as AI Note Assist, AI Transcript Assist, and live call translation to bridge language gaps.
- For security, the X200 series features a built-in security chip that encrypts sensitive data, including passwords and biometrics. The Secure Deletion function ensures complete data erasure, safeguarding privacy even if the device is lost or stolen.
5. How has Vivo effectively to consumer feedback to enhance its products, particularly within the premium segment?
Consumer feedback is paramount to Vivo, as it shapes the products and services we develop. Our commitment to a customer-centric approach has been a key driver of success in an increasingly competitive market. As technology evolves and consumer expectations shift, Vivo continuously innovates and adapts, ensuring we remain at the forefront of India’s mobile revolution.
The innovations we introduce are grounded in thorough market research and direct interactions with Indian consumers. Our design philosophy is encapsulated in the concept of ‘Design for India,’ which aims to enhance the consumer experience by localizing design, camera effects, and overall product functionality. Key features such as the 200MP ZEISS APO Telephoto Camera, quad-curved 2K display, and FunTouch OS 15 were developed based on consumer insights to deliver exceptional photography, immersive design, and seamless productivity.
Looking ahead, Vivo is committed to continuing our focus on India-centric products that resonate with local preferences. By fostering a culture of innovation driven by consumer feedback, we are well-positioned to enhance our product offerings in the premium segment and beyond. Our goal is not just to meet consumer expectations but to anticipate their future needs, ensuring that we deliver meaningful experiences that enrich their lives.
6. Has there been any change in Vivo’s OS experience especially with premium devices? What has changed with FOS15?
Definitely yes. Vivo has made significant enhancements to its OS experience, particularly with premium devices through the introduction of FunTouch OS 15. This latest version, based on Android 15, redefines the smartphone experience by prioritising seamless integration into users’ daily lives.
Key changes in FunTouch OS 15 include:
- Unmatched Smoothness: The new Lightning-Speed Engine and Memory Enhancement Technology significantly boost performance, reducing app launch times by 20% and improving multitasking efficiency by 40%. The proprietary Priority Scheduling model ensures that foreground tasks receive the necessary computing power, resulting in a 15% increase in app startup speed even under heavy load.
- Intuitive Design: FunTouch OS 15 features over 3,800 redesigned elements, offering a clean and modern aesthetic. Users can personalise their devices with various themes, wallpapers, and icon styles, allowing for a unique expression of individuality.
- Enhanced User Interactions: The Aqua Dynamic Effect provides a natural feel to interactions, while the Natural Light Effect Animation creates a calming experience as the screen transitions between brightness levels.
- AI-Driven Features: With tools like AI Sleep Mode and AI Photo Enhance, users can enjoy smarter battery management and automatic photo improvements. The Live Transcribe feature facilitates communication across over 80 languages, enhancing accessibility.
- Gaming and Productivity Tools: The Ultra Game Mode optimizes gaming experiences with quick access to settings without interrupting gameplay. Additionally, the Link to Windows feature allows seamless integration between vivo devices and PCs for enhanced productivity.
