Founded in 2013, Infinix Mobile is a global technology and smartphone company that came to Colombia to, in its words, “empower Colombians and democratize access to cell phones”. The principle is as simple as it is efficient: in a country where cell phone theft is on the rise, it makes no sense to pay in installments in the millions to have a device that can be obtained at a much better price and with the same or better technology. Rather, the invitation is acquire cell phones without surcharges and with cutting-edge technology.
“At Infinix Mobile we believe that buying a cell phone should not be synonymous with stopping doing other things: why would I want the most expensive cell phone if I am going to be in debt for several years? Why would I want an overpriced camera if because I’m in debt I can’t go to the places where I want to take the dream photos? Why do I need a powerful cell phone if I am not going to use all its functions? We arrived in Colombia so that people do not have to choose between living and acquiring technology“, it states Nicholas Vega, Marketing Director of Infinix for Colombia.
In your opinion, “life is lived today, the future is now. From Infinix Mobile we want to tell Colombians that having a cell phone with state-of-the-art technology does not mean sacrificing moments. Our smartphones have memory, camera and battery, at the price that people need, without having to defer life to 36 installments”.
Cell phone market in Colombia
According to figures from the Colombian market, in the country there are about 15 million cell phones of the so-called entry rangethat is, with prices between $500,000 and $870,000, which are sold in traditional points of sale, specialized and online stores, as well as in chain stores.
According to a Euromonitor study, In Colombia, the sale of 9.1 million cell phones is expected in 2022, for a value of 1,600 million dollars. The same report reveals that brands like Infinix continue to gain ground in the race to conquer the local market.
Indeed, the emerging consumer segment has begun to take a turn towards rational decision-making, because the mobile phone is today the main work tool of the new generations, which are characterized by their skills in the use of technology, and for being the promoters of the dynamics of digital transformation. Currently, more than 90% of people use cell phones for their work, according to the results of a global survey recently published by the website Ámbito, specialized in information on technology.
Furthermore, according to the study of Mobile Consumption Colombia 2020 of Deloitte, the smartphone has become an integral part of daily life, given the different activities that can be done with it: check bank balances, consult social networks, watch short videos, make calls, read news, play games online and more. take photos, among many other activities. The study indicates that, apart from being the most efficient channel for interpersonal communication, the Colombians surveyed use the cell phone to watch and record short videos (57%), take photos (55%) and check social networks (54%).
Faced with this panorama of changing consumption habits and rational decision-making by young consumers like Mónica Charry, Infinix arrived in the local market six years ago to change the rules of the game where acquiring technology should stop being a headache for become a fair ally of those who choose the brand.