The Infinix Zero range of products is about experiential feel to its customer base. With Zero Ultra and Zero 20 addition, it has bolstered this image.
Brands in technology in general and consumer electronics in particular can be broadly categorised into two basis their positioning. Either a brand is an enabler brand or an experiential brand. Then there are few which cut across this and stand on both ends of the continuum.
Infinix has so far been an enabler brand where the focus was about the segment which wants to own technology, in this case smartphones, smart TVs and laptops. Here the play is about specifications to price and consumers in this segment want to primarily own a product and get into the ambit of a technology category. For instance, segment wanting to enter smartphones.
Not that Infinix’s products were any inferior, but since its introduction of ‘Zero’ range of products, the focus has been all holistic. I have experienced two product categories of smart TV and smartphone in zero series and in their segment, they are among the best.
With zero series, Infinix has now got into the territory of experiential brands in the smart tech world. While in the products it is already visible as one can see how Infinix is paying attention to detail to create that experience. For instance, the materials it is using and the designs it is adopting. In zero smart TV, it must be among few with a metal base stands. Similarly, in zero ultra, the premium material used in both the variants only underlines the intent of delivering experience than just enabling a product.
But this is not without challenges. We are witness to how some of the legacy as well as leading brands are struggling to smoothly tread this transition. The good part of the strategy that Infinix has taken here is it is doing this with a big bang. For example, look at the specifications of zero ultra. It is making a bold entry with such super specs. Zero ultra is not just a smartphone but a super smartphone if one considers the specifications alone. With this big bang, I think the transition of Infinix from an enabler brand to experiential brand should be somewhat smooth. However, that would not be enough. The brand has already worked on other aspects like servicing in 1000+ cities and towns across the country.
Now what is required perhaps is Infinix will need to create a zero club, a niche community of zero series users deliver the experiential service by co-creating it addressing each and every compartment of the value chain.
