Chinese firm tries celebrity endorsement to boost share in PHL smartphone market (Business Mirror (Philippines))

PHILIPPINE Oppo Mobile Technology Inc. (Pomti) launched its second device last week, tapping a celebrity as competition heats up in the country’s smartphone market.

Pomti, the Philippine subsidiary of Dongguan, Guangdong, China-based Oppo Electronics Corp., launched its 5-inch smartphone, with actress Sarah Geronimo as endorser. Geronimo was ranked in 2011 as the third in the top celebrity endorsers by a survey of the defunct AGB Nielsen Philippines, now The Nielsen Co. (Philippines) Inc.

Hopefully, my contribution to their sales would be big, Geronimo told reporters in Filipino.

We chose [Geronimo], because she had some similarities to the company, said Pomti Operations Manager Garrick Hung. [From] humble beginnings, we both love what we do and we have passion for our work.

Pomti’s new smartphone, called Mirror 5, which this writer won in a raffle during the media launch, is being introduced in the local market that International Data Corp. (IDC) said is being flooded by global vendors with price-competitive smart devices.

Citing its Asia-Pacific Mobile Phone Tracker 4Q14, IDC said China-based and global vendors are providing fierce competition to local vendors via further pushing the price limits of smart devices.

The proliferation of budget-friendly smart devices from local players has fueled the 76-percent year-over-year growth for smartphones, IDC said in a statement issued last month.

With the greater variety of smart-device options and creative marketing stunts flooding the consciousness of Filipino consumers, competition is absolutely growing by the day, Jerome Dominguez, mobile devices lead at IDC Philippines, was quoted in the statement as saying.

The vendors that will succeed in the smart-devices realm are those that are able to adjust to evolving consumer needs and touchpoints. Pomti’s new smartphone features an infrared blaster that allows users to control over 300 appliances remotely by downloading available softwares online.

Pomti’s new device carries a tag price of $245.51 when it was released in India.

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