Realme targets global expansion and premium market with new three-year strategy

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Chinese handset maker Realme has set its sights on doubling its global user base and breaking into the mid-to-high-end smartphone market. At MWC 2025, it unveiled an ambitious three-year strategic plan. The brand also introduced the Realme 14 Pro Series 5G and unveiled the Interchangeable-lens concept at the show.

“Our new strategic plan focuses not only on market expansion but also on our dedication to empowering the younger generation as a tech popularizer, consistently exceeding global users’ expectations in technology,” said Chase Xu, Vice President and CMO of Realme.

The company, which emerged as one of the fastest-growing brands in Spain, Italy, and Mexico in late 2024, aims to expand in over 100 global markets and deliver 100 million AI smartphones over the next three years.

Realme said it is committed to democratizing AI technology, enhancing AI imaging, AI efficiency, and AI gaming across all its devices as part of its NEXT AI initiative. The brand has partnered with top gaming companies to revolutionize mobile gaming with high-frame-rate visuals, ultra-low latency, and immersive gameplay.

Realme will collaborate with iconic global IPs each year, launching exclusive limited-edition products in the entertainment and luxury segments. Two significant partnerships will be announced later in 2025.

At MWC 2025, realme introduced its Interchangeable-Lens Concept, a smartphone prototype with a 1-inch customized Sony sensor and a proprietary lens mount system that allows users to attach DSLR lenses. The device includes a 73mm portrait lens and a 234mm telephoto lens, enabling optical 10x zoom. While still a concept, it aims to address industry challenges related to sensor size and digital zoom. realme also unveiled two AI imaging features: AI Voice-based Retoucher, which allows users to edit photos using voice commands, and AI Video Eraser, which can remove objects or people from videos with a single tap.

Realme has also adopted an aggressive strategy in 2025 in India, with new product launches in the mid-to-premium segment and an expansion of its online presence through deeper partnerships with Flipkart and Amazon.  The Chinese mobile handset brand aims to outpace market growth and has set an ambitious target of increasing its market share by 50 percent, from 12 percent in 2024 to 18 percent in 2025.

“In 2024, we faced fierce competition in the Indian market as new brands entered and performed well. However, we achieved good results. Our market share remained around 12 percent in 2024, but in 2025, we are aiming higher. We aim to reach a market share of 18 percent, a 50 percent increase,” Chase Xu previously told Moneycontrol. “India is Realme’s number one market globally and is always our top priority.”