Infinix, a leading smartphone brand, hosted a media parley in Lagos, Nigeria, last week aiming to establish strong relationships with members of the media. The event witnessed the presence of esteemed media professionals and representatives from various organisations, including Technext.
In the conversation, some points about the brand were highlighted:
Understanding user needs: video quality and faster charging
According to Mia Liu, the Global PR Director of Infinix, the phone brand doesn’t just manufacture smartphones but actively conducts research to identify the most critical requirements expressed by smartphone users.
Research conducted across various states in Nigeria revealed that users highly prioritise video quality and faster charging. In response, Infinix aims to address these demands by providing superior smartphone experiences to its customers. The brand aspires to be recognised for exceptional phone performance, enhancing the overall quality of its smartphones to impress and satisfy a broader range of users.
Establishing an emotional connection with consumers
Liu further emphasised the significance of establishing an emotional connection between the brand and its consumers. Infinix is dedicated to localising its communication and sharing authentic stories that resonate with the target audience.
By promoting social well-being, corporate social responsibility (CSR), and embracing African culture, Infinix aims to shift the perception of being solely a product-focused brand. The goal is to create a deeper connection with consumers and instill a sense of pride among those who choose the brand.
Insights into youth empowerment and counterfeit phones
Yemisi Ode, the Integrated Marketing Communications & PR Manager of Infinix Nigeria, shared insights into the brand’s extensive involvement in youth empowerment projects across Nigeria.
Infinix has actively supported various initiatives focusing on the growth and development of young Nigerians. The brand’s presence can be felt across campuses nationwide, with collaborations established with prominent institutions like the University of Ibadan.
Infinix insists on youth.
To combat the issue of counterfeit Infinix phones in Nigeria, Yemisi Ode advised customers to purchase their phones exclusively from authorised retail outlets. In cases where issues arise with phones bought from dealers, Infinix provides support through its dedicated after-sales service, Carlcare.
“Make your purchases from authorised Infinix outlets,” Yemisi insists. But, those stores do not sell used phones, especially for low-budget-minded individuals.
Catering to the growing gaming industry
Infinix recognises the burgeoning gaming industry in Nigeria and has made significant strides to cater to this trend. The brand’s HOT series of smartphones are designed with gaming capabilities in mind, incorporating features that empower gamers, such as optimised screens, extended battery life, and powerful processors.
Infinix actively engages gamers through competitions and events like the Infinix Gaming Master, fostering collaborations to drive gaming development in Nigeria.
“We also organise or sponsor gaming competitions to enable networking for gamers and the growth of the industry in Nigeria,” Yemisi says.
“We were also the only mobile phone brand at the Paris Games Week in 2022.”
Success amid challenging market conditions
Despite the decline of the African smartphone market by 3.4% in the first quarter of 2023, the phone brand attributes its success to delivering top-range products that cater to the specific needs and passions of Nigerians.
Yemi Adewunmi, Retail & Marketing Manager, highlighted the brand’s commitment to gathering feedback through extensive market research.
We continuously seek feedback to enhance our products, ensuring they meet the evolving demands of consumers.
Balancing technological advancements and marketing communications
In response to valuable suggestions from media professionals, Infinix acknowledges the importance of balancing technology advancements with effective advertising and marketing communications.
The brand plans to strengthen its marketing efforts to ensure that its technological innovations are effectively communicated to consumers. By maintaining a strong focus on both product development and marketing strategies, Infinix aims to continue its growth trajectory in the Nigerian and African markets.
The future
Liu says ‘overtaking’ other smartphone brands is not the goal, but it wants to maintain a competitive nature. In other words, when it talks competition, it is talking about affordability while maintaining product quality.
Affordable does not mean cheap, it means we are offering products at the base cost that meets your needs.
Mia Liu
On the AI trend, Ode says Infinix is already in the game with new AI features in the latest models and will continue to follow trends knowing that the target is ‘young Nigerians who just got their first jobs,’ ‘students in school,’ etc.
What should the market expect in the coming years?
“We have received your feedback and we would work to improve on the issues. Our social media handles are open for more feedback,” Infinix says.
What are the chances that Nigerians should take their word for it? Well, they have been awarded for being customer-centric and have shown commitment to improvement over the last few years.
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