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vivo at 30: Answering the Call of Innovation

In September 2025,
vivo proudly celebrates three decades of pioneering work in the technology sector. From its origins as a landline OEM to becoming a significant player in the global smartphone market, vivo’s journey is remarkable. Partnering with Fortune Magazine, vivo released a short documentary titled "Answer the Call", showcasing its commitment to user-centric design and innovation across different technological eras.

A Journey Through Time

From its inception, vivo has successfully navigated the transitions among landline telephones, feature phones, and now, smartphones. Hu Baishan, vivo's Executive Vice-President and Chief Operating Officer, acknowledged, "We must focus on creating products that users truly need," encapsulating the brand’s philosophy. This approach has been pivotal in ensuring vivo’s survival and relevance in a rapidly evolving tech landscape.

Innovations that Defined an Era

In 2012, vivo made headlines with the launch of the X1, which was lauded for being the world’s thinnest smartphone at the time, featuring a Hi-Fi chip that provided high-quality music to an emerging generation of young consumers. The evolution didn’t stop there; in 2020, the partnership with ZEISS, a leader in optics, transformed vivo’s camera technology, enabling stunning mobile photography that outperformed expectations.

Beyond aesthetics, vivo is deeply committed to accessibility, ensuring that the artificial intelligence features in their latest models also aid users with impairments. As a testament to this commitment, their AI functionalities enhance the user experience for everyone, breaking down barriers to technology.

Global Growth and Local Engagement

vivo’s international strategy has followed a clear mantra: “First More Local, then More Global.” During an enlightening visit to Bangkok, Thailand, Hu shared insights about how localizing production and marketing efforts in various regions boosts brand loyalty. A significant example is Thailand where features like the Four-Season Portrait mode resonate well with consumers, blending local culture with cutting-edge technology.

Indonesia also stands out in vivo's expansion strategy. Since establishing a local plant in 2015, vivo has prioritized employing local talent and fostering skills. This facility, staffed 80% by local workers, demonstrates a successful model for local production capacity and managerial empowerment.

Looking Ahead: A Vision for the Future

As vivo looks toward 2027, its ambition is significant. The company aims for over two-thirds of its phones sold outside the Chinese market, with a commitment to delivering premium products globally. The new X300 and X300 Pro will deliver a taste of this premium experience, coming with the latest OriginOS and reaching international audiences for the first time.

Also noteworthy is the limited-edition V60, co-styled with POP MART’s Zsiga, featuring a remarkable 50 MP Super-Telephoto lens. This has already turned heads within the Gen-Z demographic, particularly in emerging markets where collectors are eager for unique, stylish technology.

At the anniversary event, vivo unveiled the first mixed-reality (MR) headset, the vivo Vision Discovery Edition. Hu described this headset as a potential bridge between smartphones and future robotics solutions. Designed with an eye toward integration with advanced AI capabilities, this device signals a bold step into the future, aiming to refine the interaction between humans and machines.

A Continuing Legacy

As vivo embarks on its fourth decade, it is equipped to maintain its trajectory of growth and innovation. Hu emphasized the importance of comprehending future trends in technology and aligning the company’s actions accordingly: “First, we must clearly understand the future trends of industry development - what the right things to do are, then comes doing things right.” Guided by a user-centered approach, vivo is set to continue crafting solutions that address real-world needs, underscoring their commitment to "answering the call" as they stride boldly into the future.

For a deeper insight into vivo's journey and vision, watch the documentary "Answer the Call" here.

About vivo

vivo is a forward-thinking technology company dedicated to enhancing users' experiences through innovative design and smart services. Adopting core values of Benfen—an ethos centered around doing the right things—vivo aspires to build a sustainable, connected future. The company operates numerous R&D centers across China, focusing on cutting-edge consumer technologies including 5G and AI, ultimately striving to bridge humanity with the digital world.

As vivo continues to expand its reach, it remains committed to delivering quality products that enrich the lives of over 500 million users globally.