In a splashy debut at Mobile World Congress 2025, smartphone upstart realme isn't playing small ball. The brand just unveiled an ambitious three-year plan that's got industry watchers raising their eyebrows – they're aiming to double their global user base while climbing upmarket with their devices.
"We're entering a new growth era focused on user-driven development," said Chase Xu, realme's VP and CMO, who appears to be shooting for the stars with this new roadmap. And honestly, given their track record as one of the fastest-growing smartphone brands out there, I wouldn't bet against them.
The company's strategy breaks down pretty simply: sell more phones, make better phones, and catch the attention of younger users who might otherwise be eyeing the usual suspects like Apple and Samsung.
realme's product lineup is getting crystal clear positioning too. Their GT Series is being billed as a "Next-Level Performance Flagship with AI" – translation: this is where they'll pack their best tech and AI features. The Number Series aims to be the "Midrange Performance Benchmark" – solid daily drivers with enough power for gaming without breaking the bank. And the C Series, positioned as "Better Tech for Youth," is their entry-level offering that promises to punch above its weight class.
AI is clearly the buzzword du jour, with the company promising to deliver a whopping 100 million AI smartphones globally over the next three years. They're calling their approach "NEXT AI," focusing on imaging, efficiency, and gaming applications that are actually useful, not just tech for tech's sake.
Speaking of gaming – this is where things get interesting. realme is teaming up with some heavy hitters in the mobile gaming world, including Mobile Legends: Bang Bang, Free Fire, and Honor of Kings. These partnerships will span everything from co-branded devices to exclusive in-game goodies.
But wait, there's more! The company is teasing two major IP collaborations coming later this year – one with an entertainment brand and another with a luxury name. Details are scarce, but limited-edition devices are definitely in the pipeline.
For a brand that only launched in 2018, realme has made remarkable headway, cracking the top 5 smartphone rankings in 30 global markets and building a user base north of 200 million. Their new slogan, "Make it real," seems to be more than just marketing fluff – it's backing a renewed focus on bringing tangible benefits to younger consumers.
If realme can deliver on even half of what they're promising, the smartphone landscape could look quite different in three years. The question isn't whether they can grow anymore – it's whether the established players are ready for the challenge they represent.
Will these ambitious plans translate to actual market share? The tech world will be watching closely. One thing's for sure – realme isn't content with being just another Android alternative anymore.
- PakChaq Riq
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