Vivo to Launch New Sub-Brand ‘Jovi’ in 2024 with Three Initial Models: Report

Vivo Set to Launch New Sub-Brand ‘Jovi’ in 2024
Vivo is reportedly gearing up to introduce a new smartphone sub-brand called Jovi next year, aiming to expand its market presence further. According to recent reports, references to Jovi and its upcoming devices were spotted in a GSMA database. The initial lineup under the Jovi brand is expected to feature three smartphones, though speculation suggests these might be rebranded versions of existing Vivo models. This development comes as Vivo prepares to launch the Vivo Y300 in select markets on December 16, highlighting its continued focus on catering to diverse customer needs.

Upcoming Jovi Models Unveiled
As per a report from SmartPrix, the GSMA database lists three upcoming Jovi devices: the Jovi V50, Jovi V50 Lite 5G, and Jovi Y39 5G, bearing model numbers V2427, V2440, and V2444, respectively. Interestingly, the first two models appear to correspond to Vivo’s existing V50 and V50 Lite 5G smartphones. This suggests that Jovi’s initial strategy may involve leveraging Vivo’s current portfolio to establish its presence in the competitive smartphone market.

Targeting the Budget and Mid-Range 5G Segments
The Jovi brand is speculated to focus on budget and mid-range 5G smartphones, targeting regions with high adoption rates for 5G technology. By repurposing existing models, Vivo could quickly position Jovi as a competitive player in these segments. Additionally, Jovi might appeal to younger audiences by emphasizing features such as AI integration, gaming capabilities, or photography enhancements, aligning with the preferences of tech-savvy consumers.

Strategic Move to Broaden Market Appeal
The launch of Jovi signals Vivo’s intent to diversify its offerings and strengthen its position in the global smartphone market. By introducing a sub-brand, the company can cater to niche segments or specific demographics more effectively. Whether through rebranding or entirely new models, Jovi’s success could depend on its ability to differentiate itself within Vivo’s broader ecosystem, providing consumers with compelling alternatives in the increasingly crowded smartphone landscape.