In devices world we see OEMs across different product categories going high on performance or design, or any other particular element. For the smartphone world it has been camera since. However, little has any brand looked at this from a pure consumer perspective and how the consumer actually uses such features and applications.
I have been using Infinix GT 20 Pro for some weeks now, which is offering a great performance as a gaming smartphone. The phone is powered by MediaTek Dimensity 8200 ultimate and is India’s first smartphone on this processor. This powers Infinix GT20Pro with adaptive gaming technology and AI enhanced variable rate shading technology (AI-VRS) which are proprietary enhancements of MediaTek. The 4nm node makes the processor power efficient as well as dissipates less heat. To further elate the gaming experience, Infinix has also powered this phone with a dedicated gaming display chip in collaboration with Pixelworks.
Generally, we see OEMs truncating the product story here and top it up with the necessary specifications with matching RAM, storage, display, battery, audio, etc., to support the requisite performance. This is where I see Infinix doing it differently. Infinix has created GT Verse, or a universe of GT products that lets gamers immerse and indulge into a gaming ambience. This is very important from a consumer’s perspective.
Gamers and other cult cohorts do not just interface with a product, but they want to be a part of the experience. Not only gamers, even the fans do so. In the just recently concluded T20 championship, fans in the stadium or in their homes do not just watch it live or on TV or smartphone. They become a part of the experience by wearing their favourite team’s jerseys, merchandise and other accessories. They simply want to be a part of it. There are many fans and cricket enthusiasts who wear complete cricket kits and watch matches from the comfort of their home sofas.
So, gamers and enthusiasts don’t only connect with a device, they rather want to connect with the experience, which doesn’t alone come with the device. With GT Verse, Infinix has exactly addressed this customer (gamer) expectation. Firstly, the device is inside out gaming device. While its loaded with all the tech – hardware and software to extract the best possible gaming experience, the Cyber Mecha Design 2.0 takes care of the exteriors making it a distinctive gaming smartphone just by view. The Mecha loop lighting is highly customizable making personalisation possible, to make it distinctively unique to the preferences and choices of the gamer. With 8 colour combos and 4 lighting effects, there are effectively 32 permutations possible making it probabilistically challenging to find two gamers using Infinix GT20Pro having same exterior looks of the phone.
Not only that, but there is also a complete gaming kit that Infinix has created around this phone. There is a Mag Case with Cyber Mecha Design imprints on it, a trendy cooling fan, which is very effective and doesn’t let the phone heat up, and finger sleeves to let gamers ‘pad-up’ for the game. With this kit, the gamer becomes a part of the system and not someone who is just interacting with a gaming device.
This is exactly what the OEMs need to understand. Even, I would at times think these RGB lights and such gaming accessories are just gimmicks and don’t add any value. But these are the essential add-ons that form an experiential and immersive bridge between a gamer and the device making them a part of the ecosystem.
With this GT Verse approach, Infinix has PEPed up the gamer experience. It has adequately emphasises on Performance, added all possible elements to define Experience and finally provided all the ingredients to Personalise the device. I am sure that not only will the gamers appreciate this PEP up approach of Infinix with GT20Pro but other OEMs will also follow the pursuit. Let’s understand that while looking for a nail and a hammer, the customer is looking for a solution for a hole in the wall or to hang a picture. We need to bring customer first in our value proposition creating process.
