Infinix is taking the youths from Rising Stars to the Golden Generation – Olumese
Launched in 2013 and targeting the young generations, Infinix Mobile is a premium online-driven smartphone brand. With “THE FUTURE IS NOW” as the brand essence, Infinix aims to allow consumers to stand out in the crowd and to show the world who they really are. The brand is committed to providing the most cutting-edge technologies with bold and stylish designs, keeping consumers on trend and up-to-date. Infinix’s portfolio spans five product lines – ZERO, NOTE, HOT, S, and SMART; empowering users to own innovative technologies and experience intelligent lifestyles. Infinix as a youth centric brand has brand elements that are closely tied to some interests of young individuals. These elements include Fashion, Entertainment and Youth Empowerment. With these elements Infinix creates an undisputed synergy with it’s core fans and users.
In an exclusive chat with MARKETING EDGE, Infinix’s Marketing Communications Manager, Kevin Olumese speaks about the brand’s future-focused positioning and reviews its performance in the market.
The Infinix brand has always been about the future which is clearly reflected in its pay-off line: “The Future Is Now”. What informed such brand positioning?
Infinix is a Youth focused brand that is dedicated not only to providing cutting technology but also empowering the youths and taking them from rising stars to the golden generation, or as we call it, (Generation X), From this mantra the Infinix brand has always looked to set new trends and bring new innovations that will help our fans and customers achieve their aspirations now.
How is that positioning resonating with its target audience in this market?
As earlier said, the Infinix brand is targeted to a young audience and our brand resonates strongly with this target audience, as our brand interests and elements are closely tied to the interests of members of this target audience. These brand elements are innovative technology, fashion, lifestyle, entertainment and youth empowerment. Most of the brand communications and activities carry these elements and has helped us form a strong resonance with the target audience.
We’d like you to shed some light on Infinix’s merging of fashion and technology in its product offerings; and how is this reflected in its various product series?
Infinix is pretty big about fashion and style, this is clear to see in the stylish design of our products. We even go as far as using colors which are so unique, they are mostly always used in the fashion world. For instance, we have the beautiful Zero 8 which has a Silver Diamond colour variant. We understand that our target audience are fashion-sensitive but we also know that people express that in different ways so we always give them a variety of trendy designs to select from.
What would you say is the current state of the mobile phone market in Nigeria?
The Mobile phone market in Nigeria is still quite young but it’s growing rapidly. The total market for mobile phones is expected to grow by over 50% in the next 5 years. There are already many big players that have established themselves here in Nigeria which give them heavy leverage in Africa. However, new entrants and other notable international brands have noticed the viability of the Nigerian market and are setting up shop.
In what ways did the Coronavirus global pandemic which defined the whole of last year, impact on the mobile phone market, in general, and the Infinix brand, in particular?
The Global pandemic affected almost all businesses worldwide and the mobile phone market was no different. However, mobile phones played a major role in keeping people connected during the period. It was a go-to source of entertainment, information, learning and an enabler of remote working which has now become the new culture. Because of the need during the period, we had to innovate more and create products that could meet the technical demands of that changing time. We launched a couple of devices during the period and made impressive sales.
How has the brand weathered the storm?
Infinix has always been a trend setting brand and this time was no different. We looked for ways to give back to our community and staff through some Covid-19 relief packages. Next, we engaged fans with online activities like the #StayAtHomeChallenge to encourage them and take their minds off the gory details that were all over the media. We conducted the launch with several celebrities in Nigeria and it was also the first fully online launch. We also opened online sales channels through an Ecommerce site and Instagram live sales. The Infinix brand managed to weather the storm and still deliver to our fans on brand activities and brand products.
What are your company’s projections for this year; and how do you hope to attain to those projections?
We have lofty goals this year. The market has evolved due to recent events but as a tech company, we understand the value of data and the insight that it can give, and we’re monitoring the trends to ensure that we can still deliver optimally and record significant growth in all areas at the end of the year.
What more should the market expect from Infinix, going into the future?
For us, one thing is sure, no matter what approach we take, it would always be focused on creating better experiences for all our customers and creating a support system for them. So, you can expect more of initiatives that achieve that goal in the future.
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