Recently, some technology forums have raised the question of why the Bphone does not reduce its price?
In response to this inquiry, CEO Nguyễn Tử Quảng stated that ten years ago, no one believed that Vietnam could produce a “made in Vietnam” smartphone, and Bkav had made systematic investments to change this perception.
According to the CEO, while many believe that entering the market should be done with low-priced products, he chose the opposite approach. Starting with high-end products allows for easier expansion into the budget segment, whereas the reverse is rarely successful, particularly for tech companies due to the “brand positioning trap.”
“The goal of Bphone at this stage is to position itself as a high-end smartphone brand made in Vietnam, not yet focusing on market share or sales,” said Nguyễn Tử Quảng.
“First, we need to master the technology to eliminate the stereotype that Vietnam is a technology wasteland, unable to produce high-end products. Once we have mastered the technology, Bkav can freely infuse its creativity into the products. In reality, we have led many technological trends and created a unique imprint with innovations such as: AI Camera, Smacro shooting, edge-to-edge screens, full gesture control, computational photography…”
“Regarding marketing, I have previously shared that significant investment is needed for widespread marketing. However, at this stage, Bkav is focusing its resources on product investment, especially in core technology research and development (R&D), so marketing investments also require careful calculations.”
Additionally, the company has completed its supply chain with over 200 supporting manufacturers and standardized customer service…
The CEO of Bkav also boldly declared that with these strategies and goals, each generation of Bphone released is produced in limited quantities. Simultaneously, “Bphone does not reduce its price and does not need to reduce its price as it is already sold out before the new version is launched.” Moreover, with the investments made by the company, the actual production cost is significantly higher than the selling price on the market.
Back in June, when the Bphone B86 and Bphone B86s were officially launched by BKAV after three weeks, Nguyễn Tử Quảng announced that “it is sold out” and that “the number of units sold has doubled compared to the same period last year.” However, the lack of specific figures or evidence has left many skeptical about the actual sales of Bphone.