The smartphone industry has undergone significant growth and evolution since the invention of the first telephone in the 1800s, to the rotary phones in the 1900s, the first mobile phones in the 2000s and to the current smartphone devices that we have come to love.
Throughout the evolution of the various telephones, the driving force to their evolution has been the user demands and purchasing power of the various generations during the evolution.
Looking at the current times, we have seen smartphone manufacturers adjust to user needs by having unique features and functionalities in their devices such as AI functionality, unique designs, powerful performance, competitive pricing and a strong brand presence, to be able to cater to their target audience.
At the centre of the current smartphone evolution is the GenZ, who compared to previous generations are at a significant advantage, this is in regards to accessibility to information and has a higher purchasing power compared to previous generation
.With their significant purchasing power, their needs in smartphones continually call for innovation and devices that cater for their specific needs. Unlike previous generations, Gen Z has grown up in worlds where technology is at their fingertips, they are more tech-savvy, demanding and decerning than ever before.
This continued unique preference coupled with a significant purchasing power has reshaped the way smartphones are manufactured and marketed to them. One such brand that has found a way to cater to their needs is OPPO, a leading smartphone brand that seeks to champion innovation in the smartphone industry. Through their recently launched A3 series and Reno 12 series, we see how they incorporate device functionality, user needs into their devices, one such functionality is AI technology.
The AI functionality in their camera features seeks to enhance content creation and ease user experience in how they edit and create content. Through their AI Studio, AI Eraser, and AI LinkBoost features, OPPO offers their users a wide range of creative ideation that they can use to their advantage. For this social media generation, content creation and camera quality are a non-negotiable aspect that all phones should possess if they want to remain functional. According to Forbes, in 2024, approximately 5.04 billion people are on social media, either on a business or social basis.
In a world where every industry needs to have eco-friendly practices, Gen Zs are taking into consideration the sustainability of mobile phones. Durability is now the in-thing and many people are opting for devices that can stand everyday strenuous activities.
A Gen Z would beg to ask, why make a phone mobile when you can’t take it hiking, fishing or even running for fear of it getting destroyed in the case of an incident? Well, many phone manufacturers including OPPO, are striving to meet these demands.
OPPO’s durable devices, like the OPPO A60, and A3 series just to name a few, have been put through rigorous tests to guarantee they can handle strenuous environments.
Apart from durability and creativity, phone manufacturers are taking into consideration the consumer behaviour of Gen Z especially in the gaming industry and the need to provide software and features that accommodate users who game on their phones. Such features like HD or AMOLED screens, long battery life, high-performance systems and great graphics are just some of the key features gamers look into when considering a smartphone.
These not only apply to Gen Z but also the general smartphone user market as many users watch and play videos on their phones and they expect value for their money in terms of quality and delivery.
With the promise of making life simpler and easier, phone brands are working to maintain relevance in the market through simplifying, personalizing and inspiring the users’ lives.
With the help of AI, smartphones are becoming better and more useful to their users by helping them in their daily lives about their occupations. Whether it’s through recording summaries, boosting connectivity, writing, photographing or gaming, smartphones are gradually growing to become man’s best everyday AI companion.
By Fredrique Achieng, PR Manager at OPPO Kenya
