Hello! Today I will talk about the Russian smartphone brand Vertex. At first glance, it is one of the many and many typical domestic umbrella electronics brands. At the end of two thousand tenths, they appeared as toadstools after the rain, offering a bunch of
deshman cheap gadgets from China with their logos. But Vertex can be attributed to them only if you do not dig deeply and are guided only by the first impression and stereotypes of the “Russian smartphone brands - everything
else is the same for one person”.
Vertex has a completely different kitchen, different benchmarks and a fundamentally different approach to business.
So to say, to attract attention - a budget protected smartphone Vertex Impress Tor is resting in a whole liter of intoxicating foamy drink :)For the seed, a small but significant fact: after the crisis of 2014, when the ruble exchange rate collapsed against the dollar, all these local brands of toadstools were pulled from the surface of the Earth and set off ... under this very surface. Read - died. Well, or reduced their activities to such a minimum, that now talk about it is ridiculous. Texet, Explay, Prestigio, Highscreen and another half a dozen brands - they all actually merged from the market in one form or another. Or, alternatively, they give very weak signs of life, read that they are in the stage of agony. Not so long ago, at this stage even such an old and deserved B-brand, like Fly, turned out to be at a minimum.
Whether Vertex business - today it is the local Russian smartphone brand, the first in terms of sales. Moreover, it has the sixth place with a market share of 4%: ZTE, Micromax, DEXP (a local brand of the DNS network, whose shelf will sell absolutely everything with a humane price tag) and even Lenovo, Sony and HTC are left behind.
How Vertex became the first in all respects among local brands and does not
survive in our difficult market, but
lives very well, I will tell you below.
The first point that I would like to convey - in Vertex are occupied primarily by the product, and not by dubious activities around the brand. That's what I'm talking about. In Russia, there are half-dead local brands that organize rock festivals. There are brands that sponsor sports teams. Third brands hire ambassadors from among the stars of pop, sports or movies. And they spend on all this some wild sums. Pay for such marketing activities - right, right! - consumer. Any
Yermolai Laskov will become the face of the V-brand "X", they will pay Ermolai Laskov a lot of money - and this brand itself will not have enough money to force the Chinese to optimize the firmware of smartphones. Or stick a couple of extra memory gigs into them. Or camera upgrade.
What is the result? Raw buggy machines, but - they are advertised by football players and singers. Vertex doesn't do that. In Vertex, again, doing the product. And only them.
How is it shown? For example, in the most severe quality control in Chinese factories. Actually, Vertex is the first in quality among brands of budget smartphones. In Vertex, the average reject rate does not exceed 2%. Is it a lot or a little? For Russian local brands, 5% of rejects are considered a very good indicator, and the majority of such brands demonstrate 10-15%. They simply do not follow the quality in any way (“Well, it’s expensive to send employees with whips to China, pay for their way, accommodation,
priestesses of love , food, and force them to build Chinese!”). But in Vertex - follow.
The algorithm for creating products and their production is approximately the same (without small details and particulars):
1. Chinese office Vertex receives from the Chinese factory samples of smartphones in the amount of at least four. They are studied by specialists of Vertex's Chinese office, a third-party auditing company (!) And specialists of Vertex's main office (located in St. Petersburg). Some numbers: in the Chinese office of Vertex, about 30 people are involved in product quality control with a total staff of about 150 people.
2. Based on their research, the Vertex team draws up a list of shortcomings and suggestions for the refinement of smartphones. All this is sent to the factory in China, which makes adjustments to the model.
3. Updated versions of smartphones are again being delivered to Vertex offices - see point No. 1. If the deficiencies are not corrected (or not fully corrected), there is a return to item 2. If there are no more comments, the Chinese factory produces a test batch of Vertex smartphones. This batch is transferred to an independent laboratory, which assesses the quality and reliability of devices through their comprehensive testing. If the laboratory does not find flaws, the mass production of smartphones will start.
4. Production is constantly 100% controlled by Vertex representatives from Russia, which allows you to carefully monitor Chinese workers and anticipate the occurrence of marriage. Each batch of smartphones is additionally tested for rejection by sampling 10% of the total production volume. Both Vertex and third-party auditors are involved in testing this quality.
5. The party goes to the shops, if during random testing no cases of marriage have been identified.
It turns out that Vertex is the first in quality among competitors from among local brands. With a marriage of less than 2%. Moreover, Vertex is the first not only among local budget brands of smartphones - Vertex overtakes some A-brands. Not only the Chinese, but also, for example, the Japanese.
We figured out the quality, and it's time to move on to the second important feature of Vertex - attention to the exterior of smartphones. Yes, Vertex is the first in design among the brands of budget smartphones. The position of Vertex with respect to the appearance of the devices is that budget smartphones, of course, cannot look the same as the most sophisticated flagships of world brands cost 30-50 thousand rubles. At the same time, frankly faceless “bars of the most deshmanskoy plastics” these budget smartphones should not be. Roughly speaking, attractive design is not only for the rich.
As a result, almost every Vertex smartphone has a certain feature associated with the design. For example, Vertex Impress Calypso (the beginning of sales - in December 2017) became the first V-brand smartphone with a 18: 9 screen - the main trend of the smartphone market in 2017-2018. Previously, such screens were found only in smartphones priced at 20 thousand rubles, and then a similar option can be obtained for 7 thousand rubles. In this case, the entire body (and not just the screen) Vertex Impress Calypso has an oleophobic coating. It is necessary that the smartphone is not covered with fingerprints and does not cause disgust because of this, which often occurs in the case of low-cost models.
Vertex Impress CalypsoIn general, the design feature of Vertex smartphones is that if you put several B-brand models on the table next to each other, it will immediately be clear which model is Vertex. The devices of the brand stand out against the background of a nondescript gray majority - sometimes by the aspect ratio of the screen, sometimes by materials, sometimes by the quality of plastic (see oleophobic coating in the same Vertex Impress Calypso).
Well, the third important feature of the brand Vertex. Vertex - the first technology and chips. Vertex is the first technology and chips in the "world" of budget smartphones. That is, devices costing a maximum of 7-10 thousand rubles, no more. In this segment, it is much more difficult to experiment with case materials, cameras, screens, memory, chipsets — the developers' room for maneuver is very narrow. And to offer the market a really interesting product that differs from its analogues is as difficult as possible. However, Vertex is the first local brand to regularly do this. Pass models in his lineup is simply not there - all of his devices at least in something first and most. So to say, with a chip and a twist. In order not to be unfounded - a few examples.
Vertex Impress Luck - the first full-featured smartphone for 3,400 rubles. Devices with such prices were before, but it was about operator models with ridiculous characteristics, which, moreover, through one were locked up on the network of these same operators. Moreover, we are talking about times (2012-2013), when 3 thousand and a penny rubles - it was $ 100. And now it's 50 dollars. Following the results of the 2017 New Year sales, Vertex Impress Luck became the best-selling smartphone from the MegaFon retail chain, overtaking all iPhone and Samsung models.
Vertex Impress Luck
Smartphones
Vertex Impress Tor (9,000 rubles) and
Vertex Impress Grip (12,000 rubles) are the first low-end protected smartphones with Qualcomm chipsets (USA). To understand: these chipsets provide really high-quality navigation, which is especially important for protected smartphones (their audience is tourists, travelers, etc.). Usually, cheap protected smartphones of other brands have MediaTek (Taiwan) chipsets that do not provide the proper navigation quality - solid glitches, loss of communication, errors, etc.
Vertex Impress GripVertex Impress Tor additionally is the first budget protected smartphone in the case, which in terms of size and design practically does not differ from the cases of those not protected by the smartphone. Roughly speaking, there is an iPhone 8 - and this is an elegant device, but with protection. That's Vertex Impress Tor, too, but for the first time in the budget segment.
Vertex impress torVertex Impress Frost - the first budget (6,000 rubles) smartphone with NFC support. Makes it possible to contactless payment using Android Pay and, for example, view the number of trips on transport cards. Previously, smartphones with NFC cost from 10-12 thousand rubles and above.
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Vertex Impress FrostVertex Impress Play (11 000 rubles) - the first thin smartphone with a large battery of 5000 mAh. Its thickness is 8.9 mm. That is, this long-playing smartphone with a very powerful battery is as comfortable to use as a conventional average device with a battery of 2,500–3,000 mAh. Vertex Impress Play is not felt thick and heavy, it is only 1-2 mm thinner than modern flagship iPhones and Samsung.
Vertex Impress PlayVertex Impress Nero - Russia's first budget frameless metal smartphone (6,000 rubles). That is, in the budget model, for the first time, two important design-technolonic trends are combined at once: the 18: 9 screen and the metal. Usually smart phones with such price tags are either metal, or with a 18: 9 screen.
Vertex Impress NeroTotal it turns out that Vertex is on three pillars:
- Vertex is the first in quality: tank level is on average 2% versus 10-15% for all budget competitors;
- Vertex is the first in design: there are no faceless devices in the brand's lineup, all of them stand out in one way or another against the background of analogs and look as tasty as possible for their price;
- Vertex is the first in terms of technology and chips in the budget segment: all models of the brand have one or another highlight, and there are simply no devices in the lineup.
As a result, Vertex is also the first among local Russian brands and brands that offer low-cost smartphones in terms of customer confidence. As I said at the very beginning, Vertex is in sixth place with a market share of around 4%. HTC, ZTE, Micromax, DEXP, Lenovo and Sony left behind.
You can familiarize yourself with the Vertex models
here , and all questions about the Vertex brand, its products and other points related to it - in the comments.