Smartphones and Accessories – Technology and evolution of smartphones and accessories

Portable, safe, functional, and essential in everyday life.

In addition to being indispensable, smartphones bring more and more amenities, organizing and optimizing the user’s routine with new attributes and technologies. Looking for upgrades contributes to sales. In the last 12 months, approximately 39 million cell phones have been sold, according to research firm GfK.

by Dilnara Titara

In recent years, communication and information technologies (ICT) have become indispensable as they contribute to improving and simplifying people’s lives. The pandemic has accelerated digital behaviors, and the demand for mobile devices with better speed and technology settings is increasing significantly, driving the acquisition or exchange of the device for a more advanced model.

Brazilian consumers are among the biggest enthusiasts of the internet and technology, says Cristiano da Silva, commercial director of TCL Mobile Brasil. “The sales expectation for the smartphone category, in the Christmas period, is very good. We seek to bring the combination of advanced technology, affordable prices and visual security.”

Users are increasingly aware of new technologies and demand options in the market. “Motorola was a pioneer in the implementation of 5G in Brazil. This year, we reinforced our bet on technology with all releases already compatible with the fifth generation”, says Rodrigo Vidigal, executive director of sales at the company. “We seek to meet different consumer profiles, genders and age groups. Our new device is a flagship with great potential in the Brazilian market”, says Thiago Araripe, marketing manager at Xiaomi Brasil.

Sales on the rise

It is possible that smartphone sales will grow at the end of the year. With new technologies and attributes, the user chooses to exchange or purchase a new model. “We have very positive expectations for Christmas this year. According to a survey conducted by Gartner, global smartphone sales grew 10.8% in the second quarter of 2021, which shows that there is a growing demand in the market”, highlights Junior Favaro, marketing and sales director for HMD Global in Brazil.

“There’s a lot of optimism about potential sales results”, says Renato Citrini, senior product manager for Samsung’s mobile devices division. “The optimism is a reflection of a series of product launches developed with innovation and technology.”

For Christmas this year, Asus reinforced its focus and sales efforts on premium category products. “With the boost of new releases and the work of distribution and marketing within channels and marketplaces, an increase in sales is expected compared to last year”, says Manuel Castro, commercial director of Asus Brasil.

Accessories market

The accessories market has reached a stage of maturity and, today having a quality charger, for example, is as essential as having a good cell phone, comments Gustavo Massette, mobile specialist at Positivo Tecnologia, a company that represents the Anker brand in Brazil. “Without a doubt, this is a very fertile market with many growth possibilities.”

The category is in constant growth and evolution, due to technological innovation and numerous launches of cell phones, tablets, computers, games, and other electronics, says Hicham A. Hamze, director of Summerland. “Accessories have become essential and gained more features.”

Smartphones are increasingly at the center of our lives, says Marcelo Sztajn, CEO of OEX. “The smartphone and accessories market is constantly evolving and growing, which has made accessories essential to ensure the best user experience.”

These items are already part of everyday life. They protect devices, eyes against lights and are increasingly customizable. They also charge quickly and without damaging the device. “Another niche with potential for growth in the accessories market is the offer of sustainable and innovative products, which are gaining more and more followers”, highlights André Weege, commercial manager at Customic.

Category on the rise

According to calculations by the National Confederation of Commerce of Goods, Services and Tourism (CNC), this year’s Christmas sales should move R$ 34.3 billion in retail trade, an increase of 4.3% compared to last year. “We believe that it will be a period of high sales”, comments Igerlange Silva Moraes, commercial consultant at Xtrad.

Accessories often accompany smartphone sales. “The big brands are removing the accessories from the packaging, today they are not only sold in specialized stores, but also in hypermarkets and decoration stores. All these factors are indicative that there is still a lot of room for the category to grow”, says Rafael Assa, commercial director at Geonav.

There is a supressed demand. Therefore, our expectation is very optimistic, says Felipe Almeida, director of HPrime Películas. “The global supply chain is affected by the pandemic, but we understand that this market has great potential, considering the search for new technologies.”

The market has grown a lot in the pandemic and is increasing every day, comments Jeferson Ferrão, CEO of iWill. “This is a changing market, and with the transitions of new devices, there is always room to grow. The expectation for Christmas is that it will be overheated. We await good numbers and prepare our inventory for the supressed demand in the market.”

“We are confident in the 15% market growth”, highlights Marcelo Castro, CEO of i2GO. “Consumers are increasingly wanting more, performance along with quality and choose to buy products with higher average ticket prices, therefore the most sought after in Christmas shopping,” says Marcelo. Following are smartphones and accessories for the date.

HIGHLIGHTS ON SMARTPHONES

ASUS

Manuel Castro,
Commercial Director Of Asus Brasil.

“An increase in sales is expected compared to last year”

Its latest releases are ROG Phone 5s and Zenfone 8. The first is a gamer smartphone with Snapdragon888+ processor, 5G features and Snapdragon Elite Gaming™. It features multi-gigabit class Wi-Fi 6, 12 GB LPDDR5 RAM, 6,000 mAh battery, and 144 Hz/1ms AMOLED HDR10+ screen with 360 Hz native touch sampling rate. Developed with visual processing company Pixelworks®, the visuals have color accuracy, HDR technology and screen protected by Corning® Gorilla® Glass Victus™. The smartphone has a fast-charging 30W HyperCharge adapter, also compatible with 65W charger.

The second smartphone features high performance, compact size, Qualcomm SDM888 processor with 5G technology, three cameras: Sony IMX686 64MP main with high resolution, Sony IMX363 12MP ultrawide secondary and a Sony IMX663 12MP punch camera with dual-pixel autofocus. It features a 5.9’’ Samsung AMOLED 120 Hz screen, 4,000 mAh battery with 30 W HyperCharge charging, combined with an energy optimization system to prolong usage time. The product is IP68 certified for water and dust resistance.

ROG Phone 5s – Suggested price as of October 14, 2021: R$ 5.849,10.

Zenfone 8 – Suggested price as of October 14, 2021: R$ 4.049,10.

HMD Global

The exclusive licensee of the Nokia brand for phones, tablets and accessories highlights for Christmas the new smartphones of the C series, Nokia C20 and Nokia C01 Plus. The devices already come with Android 11TM (Go edition), which offers 20% faster performance, and have security updates for two years. The Nokia C20 has a 6.51’’ screen, and the Nokia C01 Plus measures 5.45’’.

Junior Favaro,
Marketing And Sales Director For HMD Global In Brazil (Nokia).

“We have very positive expectations for Christmas this year.”

Both smartphones feature an Octa-Core processor and a 5 MP rear camera with HDR photography and a 3000 mAh battery lasting up to two days. They are made of tough polycarbonate with an internal metal alloy chassis and tested against twisting, heat, force and drop. In Brazil, the brand offers eight smartphones, two headphones – Nokia Power Earbuds Lite and Nokia Essential Wireless Headphone – and a basic phone.

Nokia C20 – Suggested price as of October 5, 2021: R$ 999,00.

Nokia C01 – Suggested price as of October 5, 2021: R$ 799,00.

MOTOROLA

Rodrigo Vidigal,
Executive Director Of Sales At Motorola

“This year, we reinforced our bet on technology with all releases already compatible with the fifth generation”

Among the launches, two devices stand out. The Motorola Edge 20 Pro features a 108 MP main camera, with a 1/1.5” optical format camera sensor. It has Ultra Pixel technology for sharp photos, even in low light environments. The third camera features the first periscope-style telephoto sensor, which provides clarity at five times the distance. The model features 50 times Super Zoom, ultrawide and macro hybrid sensor, and 8K resolution video recording.

The other smartphone is the Moto g100, the first device in the line equipped with the Qualcomm® Snapdragon™ 870 5G mobile platform. It has 8GB of the latest generation of memory, 128GB of built-in storage and 1TB more available with a microSD card. It has a 5,000 mAh battery that allows for more than 40 hours of use. The smartphone is compatible with the Ready For platform, technology that expands to screens and televisions.

Motorola Edge Pro – Suggested price as of October 5, 2021: R$ 4.999,00.

Moto g100 – Suggested price as of October 5, 2021: R$ 3.599,00.

POSITIVO

The Positivo Q20 has 128GB of storage, a 1.6GHz Octa-Core processor and 4GB of RAM memory. Battery with up to 11 hours autonomy, 6.1” HD+ screen with thin edges, glass back and curved design. It has a triple camera, the main being 13 MP, the second with 2 MP, which acts as a depth sensor to blur the background of the image in bokeh mode, and the third with 5 MP ultrawide, which allows photos with a wider opening angle. In addition, it has an 8 MP front camera in waterdrop format.

Gustavo Masette,
Mobile Specialist at Positivo Tecnologia, a company that represents the Anker brand in Brazil.

Without a doubt, this is a very fertile market with many growth possibilities.”

The other product for the sales season is the Positivo Twist 4 Pro S518 smartphone, with 64 GB of storage capacity and a 5.5” HD screen. Available in red and black, it has 1GB of RAM, 8 MP front and rear cameras, and support for two chips. Its processor is the 1.6 GHz Octa-Core ARM Cortex A55. It has an expandable microSD connector up to 256 GB.

Positivo Q20 – Suggested price as of October 5, 2021: R$ 1.299,00.

Positivo Twist 4 Pro S518 – Suggested price as of October 5, 2021: R$ 799,00.

SAMSUNG

Renato Citrini, Senior Product Manager For Samsung’s Mobile Devices Division At Samsung

“There’s a lot of optimism about potential sales results, is a reflection of a series of product launches developed with innovation and technology.”

Among the launches, the brand highlights the Galaxy Z Flip3 5G and the Galaxy Z Fold3 5G. They are foldable smartphones with anti-impact technology, stronger aluminum and a tough glass display. The first model, available in cream, green, violet and black, has an elegant design and compact size. Its Flex mode makes it easy to watch videos or movies by partially folding it and without using your hands.

The second model is the first collapsible on the market to support the S Pen pen. When unfolded, the premium 7.6” Infinity Flex display offers content experience with under-screen camera technology – a low pixel density that does not reflect the user. Its 120 Hz Super Smooth adaptive refresh rates on main and external screens allows for a sharper view. Both are IPX8 certified that guarantees protection against liquids.

Galaxy Z Flip3 – Suggested price as of October 8, 2021: starting at R$ 6.999,00.

Galaxy Z Fold3 – Suggested price as of October 8, 2021: starting at R$ 12.799,00.

TCL

Scheduled for arrival this year, the TCL 20B is an Android smartphone with a 50 MP camera and a curved 3D back. It has a slim 7.99mm body, 6.52” NXTVISION technology and 4GB RAM memory. Its 64GB storage is expandable up to 512GB with a removable microSD card. The battery supports up to 19 hours of video playback and 121 hours of music on one charge. Fast charging up to 18W provides 50% battery life in 34 minutes.

Cristiano Da Silva, Commercial Director At TCL Mobile Brasil

“The sales expectation for the smartphone category, in the Christmas period, is very good.”

O segundo destaque é o modelo premium da Série 20, o TCL 20 Pro 5G. Com tecnologia NXTVISION 2.0, o aparelho oferece conectividade 5G, display AMOLED curvo de 6,67” e reprodução HDR10 para streaming de vídeo. Tem câmeras traseiras quádruplas, com sensor principal Sony IMX de 48 MP, lentes ultrawide, macro e sensores de profundidade. Possui uma câmera frontal de 32 MP habilitada para HDR e bateria de 4.500 mAh, 6 GB de memória RAM e 256 GB de armazenamento interno com capacidade para microSD de até 1 TB.

TCL 20 Pro 5G
TCL 20B

XIAOMI

Thiago Araripe, Xiaomi Brasil Marketing Director

“We seek to meet different consumer profiles, genders and age groups.”

With an ultra-slim 6.81mm body and 158g ultralight, the Xiaomi 11 Lite 5G is a 5G smartphone with a flat 6.55” Amoled screen and Dolby Vision support. It features a DCI-P3 color gamut and 10-bit TrueColor color depth, it’s 1.07 billion colors on the screen. The screen also stands out for its high 90 Hz refresh rate and 240 Hz touch sampling rate.

With an ultra-slim 6.81mm body and 158g ultralight, the Xiaomi 11 Lite 5G is a 5G smartphone with a flat 6.55” Amoled screen and Dolby Vision support. It features a DCI-P3 color gamut and 10-bit TrueColor color depth, it’s 1.07 billion colors on the screen. The screen also stands out for its high 90 Hz refresh rate and 240 Hz touch sampling rate.

Xiaomi 11 Lite 5G – Suggested price as of October 13, 2021: R$ 3.999,90 (6 GB).

HIGHLIGHTS IN ACCESSORIES

ANKER

The Anker USB-C 5-in-1 Adapter cable and the Wireless PowerWave II charger are the highlights for Christmas. The cable is a device that works as a hub and allows you to connect up to five devices to the computer through USB 3.0, HDMI and Ethernet ports, which offers high data transfer speed, with rates of up to 5 Gbs through the USB ports and up to 1 Gbps via Ethernet port, enough to share music and movie lists in seconds.

Compatible with many Qi-enabled devices such as the iPhone 12, Samsung Galaxy s21 and AirPods, the charger comes with an adapter, a smartphone battery charging cradle and induction accessories. It has non-slip rings to support the devices, which are charged automatically, without the need for wires.

Anker USB-C 5-in-1 Adapter cable – Suggested price as of October 5, 2021: R$ 599,00.

Wireless PowerWave II charger – Suggested price as of October 5, 2021: R$ 299,00.

CUSTOMIC

André Weege, Commercial Manager At Customic

“Another niche with potential for growth in the accessories market is the offer of sustainable and innovative products”

The AntiBactéria (Anti-bacteria) line of accessories is the brand’s highlight for this year. Made up of special layers and films, it has antibacterial technology, which eliminates up to 99.99% of the most common bacteria present on surfaces. It has military certification against falls of up to two meters, German raw material with anti-yellowing technology and raised edges that ensure greater protection for the screen. It is approved by the SGS Group.

Another highlight is the line of special AntiBlue film protectors. With the technology of the same name, it attenuates the effect of blue light emitted by phone screens, preventing dry eyes and skin damage. It also helps in the quality of sleep, as it is effective against free radicals, difficulty sleeping and changes in melatonin (sleep hormone). Recommended for users who spend many hours in front of their cell phone screen. It also has scratch-free technology.

AntiBactéria – Suggested price as of October 14, 2021: starting at R$ 139,00.

AntiBlue film protector – Suggested price as of October 14, 2021: starting at R$ 139,00.

GEONAV

With a complete portfolio of cable accessories, chargers and covers, the brand highlights their releases. AerTune devices, from the AER audio line, are headphones that feature active noise canceling technology, enhancing music with external noise blocking. The product brings sound experience at a competitive price to the market, highlights the company.

Rafael Assa, Commercial Director At Geonav.

“There is still a lot of room for the category to grow”

Another innovation is the SuperPower 25W charger. Offers fast charging for Android devices, including Samsung’s new Galaxy S21 and iPhones 12 and 13, with a USB-C port charging with Power Delivery (PD) of up to 25W. Can also be used with tablets. All products in the energy line are certified by Anatel.

Fone de ouvido AerTune – Suggested price as of October 5, 2021: R$ 399,90.

Carregador SuperPower 25W – Suggested price as of October 5, 2021: R$ 119,90.

HPRIME PELÍCULAS

Felipe Almeida, Director At Hprime Películas

“We understand that this market has great potential, considering the search for new technologies.”

The QuickFilm on-demand film clipping device is easy to handle, lightweight, portable and with a lifetime warranty. The film is of premium quality, offering more security to the user. The newly launched options are the Matte Film, which reduces oiliness on the screen, as well as the fingerprints, and the Privacy Film, which prevents people close to you being able to see the screen. The 50 options for Verso Film print with exclusive designs are a differentiator.

Another highlight the brand presents is the Bumper case with film for the Apple Watch. It is a protective cover made of polycarbonate, which guarantees protection against scratches and impacts, with a tempered glass film integrated in a single piece. The high quality and resistant product is available in several colors to personalize the user’s watch.

QuickFilm – Suggested price as of October 6, 2021: R$ 2.499,00.

Bumper – Suggested price as of October 6, 2021: R$ 39,91.

I2GO

The brand’s highlights are the MagSafe 15 W wireless magnetic charger and the TWS Air Studio GO earphone. With a slim, lightweight design, the charger features standard Qi wireless charging technology and 15W of power. The product is compatible with Apple’s MagSafe technology present on the iPhone 12, and comes with two metal rings, which adapt any smartphone with induction charging compatibility to MagSafe technology.

Marcelo Castro, I2GO CEO

“We are confident in the 15% market growth.”

The TWS Air Studio headset, on the other hand, features the digital noise cancelling technology that electronically eliminates the sound around it and filters only the user’s voice, ideal for making video calls. The handset achieves up to 15 hours of music and calls, has Bluetooth 5.0 with up to 10 meters range, a compact case and magnetic attachment.

TWS Air Studio GO earphone– Suggested price as of October 5, 2021: R$ 349,90.

MagSafe 15 W magnetic charger– Suggested price as of October 5, 2021: R$ 299,90.

IWILL

Jeferson Ferrão, Iwill CEO

“This is a changing market, and with the transitions of new devices, there is always room to grow.”

Among the novelties for the end of the year, the brand highlights the audio line. The Elite Bass Headphone, available in three colors, is wireless and features Bluetooth 5.0 technology. Allows control of music on speakers. It is capable of up to 25 hours of continuous music playback, 22 hours of calling and up to 120 hours of use. The products in the line are comfortable, have adjustable temples, long-range connection and stereo sound, which provides a more immersive music experience.

In the charging sector, the highlight is the wall adapter. The USB + USB-C adapter has a total power of up to 30 W and USB-C charging, which supports up to 20 W. It has Power Delivery technology that enhances the charging efficiency. It has plastic protection compatible with the Brazilian standard for plugs and sockets, and a metallic connector to optimize the passage of energy. As well as the headphones, they are products approved by Anatel, which provides greater security to the user.

Elite Bass Headphone– Suggested price as of September 28, 2021: starting at R$ 289,90.

USB + USB-C adapter – Suggested price as of September 28, 2021: starting at R$ 89,90.

OEX

The CG206 2-in-1 Plug Charger has a USB+ TYPE C (PD) input, 20W power and two-pin plug, ideal for quickly recharging various models of mobile devices. The device supports up to two simultaneous recharges and is compatible with iPhone (from version 12) and new iPads.

Marcelo Sztajn, OEX CEO

“The smartphone and accessories market is constantly evolving and growing.”

The newly launched Freedom TWS40 Bluetooth headset, available in black and white, has a Bluetooth 5.0 connection, 2.4 GHz frequency and TWS technology, when the headsets can be used together or separately. It is an in-ear headset, with a comfortable fit, and its range is up to 10 meters from the paired device. It has a touch sensor, and the case is recharged via USB 2.0. The battery capacity is 180 mAh and that of each earphone is 45 mAh. Its playing time reaches up to four hours.

CG206 2-in-1 Plug Charger – Suggested price as of October 18, 2021: R$ 89,00.

Freedom TWS40 Bluetooth headset – Suggested price as of October 18, 2021: R$ 229,90.

SUMMERLAND

Hicham A. Hamze, Summerland Director

“Accessories have become essential and gained more features.”

The company highlights two products from the Rock Space line, the V6 multifunction box and the T43 charger. The first has a retractable design, is portable and easy to store. Its built-in light of 100 LEDs on both sides provides illumination in low light environments. It has three colors, cool, medium or warm, and eight effects. The 50 mAh rechargeable battery guarantees up to 12 hours of use. The device comes with Bluetooth remote control compatible with iOS and Android.

Premium and compact design, the T43 charger features USB-C Power Delivery technology, which charges up an iPhone to 60% in 30 minutes. It has built-in IC chip, capable of automatically detecting and providing optimal charging power for connected devices. It also has safety features against overload, overheating and short circuit.

V6 multifunction box – Suggested price as of October 4, 2021: prices vary from R$ 20,00 to R$ 320,00.

Carregador Pro Dual T43 – Suggested price as of October 4, 2021: starting at R$ 29,90.

XTRAD

Its highlights are the CH0466 selfie stick and the LC-836 Bluetooth headset. The video and recording stick is a functional accessory for travel, sightseeing and work. With tripod format, it offers stability to the cell phone and has remote control via Bluetooth. It is easy to carry since it is light, compact and measures just 18.5 cm when stowed. Its full extension is adjustable and reaches up to 70 cm and 360º rotation.

Igerlange Silva Moraes, Commercial Consultant At Xtrad

“We believe that it will be a period of high sales”.

With Bluetooth 5.0 wireless technology, the headset is light and compact and allows for single or pair use. It has TWS technology and is sweat resistant. It has a built-in microphone and with a touch it is possible to execute commands. It has silicone protection, internal battery for up to 3 hours of use and is compatible with Android or iOS. Includes USB cable and magnetic charging base.

Selfie stick – CH0466 – Suggested price as of October 5, 2021: R$ 50,00.

Bluetooth headset – LC-836 – Suggested price as of October 5, 2021: R$ 100,00.

Source: Revista Eletrolar News #145

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