Vivo to Launch New Sub-Brand ‘Jovi’ in 2024: What to Expect

Vivo, one of the leading Chinese smartphone manufacturers, is reportedly preparing to launch a new sub-brand named Jovi in 2024. The news surfaced after references to the sub-brand and its upcoming devices were spotted in the GSMA database, sparking significant interest in the smartphone industry.

Key Details About Vivo’s Jovi Sub-Brand

According to a SmartPrix report, the GSMA database mentions three devices under the Jovi banner:

1. Jovi V50
2. Jovi V50 Lite 5G
3. Jovi Y39 5G

These devices are identified by their respective model numbers: V2427, V2440, and V2444. Interestingly, the report suggests that the Jovi V50 and Jovi V50 Lite 5G could be rebranded versions of Vivo’s existing V50 series smartphones.

Target Audience and Market Position

The Jovi sub-brand is expected to focus on the mid-range and budget 5G smartphone segments. These markets are currently seeing high demand for affordable 5G handsets, particularly in regions where 5G adoption is growing rapidly.

The report further indicates that Vivo might position Jovi as a sub-brand aimed at:

• Younger audiences seeking affordable yet high-performance smartphones.
• AI-driven technologies and advanced features to differentiate from competitors.

Why Vivo is Launching Jovi

Vivo’s move to introduce Jovi comes amid stiff competition from brands like Xiaomi, which has successfully launched sub-brands like Redmi and Poco. The sub-brand strategy enables companies to:

• Capture different market segments without diluting the parent brand’s premium image.
• Offer more focused product lines for specific consumer preferences and needs.

Notably, Vivo is part of the BBK Electronics Corporation, which also owns popular smartphone brands like OnePlus, Oppo, Realme, iQOO, and imoo. With Jovi’s rumored launch, Vivo aims to strengthen its market presence both domestically and internationally.

Upcoming Vivo Y300 Launch

While Jovi is generating buzz, Vivo is also gearing up for the release of the Vivo Y300 in India on December 16, 2023. The Y-series smartphones are known for their budget-friendly pricing and decent specifications, catering to value-conscious buyers.

What Does This Mean for Vivo and Its Competitors?

The launch of Jovi could be a game-changing move for Vivo. By focusing on mid-range and budget 5G smartphones, the brand can:

• Strengthen its market position in regions where affordable 5G devices are in demand.
• Compete directly with Xiaomi’s Redmi and Poco sub-brands.
• Leverage its BBK Electronics network to streamline production and innovation.

However, industry experts caution that the registration of devices in the GSMA database does not guarantee their official launch. It remains a preliminary step, and Vivo is yet to confirm these developments.

The potential launch of Vivo’s Jovi sub-brand signals an exciting development in the smartphone market. Targeting mid-range and budget-friendly 5G devices with AI-driven features could give Vivo a competitive edge. However, until there’s an official confirmation, the news remains speculative.

As the tech industry eagerly awaits updates, Vivo’s strategy with Jovi could redefine its position in the competitive smartphone market, offering consumers affordable, feature-rich alternatives in 2024.

Stay tuned for more updates on Vivo’s Jovi sub-brand and the upcoming Vivo Y300 launch.