Sky Li, born in 1975, in Sichuan province, is the founder of Realme. Graduated in aeronautics and astronautics, he was vice president of Oppo, of which Realme was a subsidiary brand for a while before becoming independent. From 2018 to today, Realme has become a recognizable brand in the crowded smartphone landscape, and has a vocation as a young company, also aiming at this category of users as its main objective. The brand’s initial idea continues with the latest devices, including the new 12 Pro + 5G, probably the most interesting mid-range at the moment in terms of quality/price ratio and overall performance for photos and videos. In a market that continually evolves and demands ever more power and artificial intelligence from personal devices. We met Li on the occasion of the launch of this smartphone.
Mr. Li, smartphones are increasingly becoming tools for artificial intelligence. What is Realme’s vision in this sense?
Realme aspires to become a technology brand that resonates deeply with the younger generation. Integrating AI into various aspects of smartphone use is a crucial method to connect with young people. This is why AI is strategically important to us. We have created an AI tam and are focusing on long-term investments to expand our capabilities in this field, ensuring that these advancements are reflected in our products.
We plan to focus on four key areas of AI development, including assistant, entertainment, imaging and efficiency. Realme’s commitment to AI is not only a promise for the future, but is already taking shape in our current products, such as the Realme 12 Pro 5G series. Additionally, the Realme GT series will come equipped with new AI capabilities. Additionally, at an appropriate time, we will reveal Realme’s comprehensive AI strategy and show what we have developed over the years.
Precisely the new Realme 12 Pro + has features that push it towards the top of the range. How has the company’s proposal evolved over time?
The Realme 11 series, launched last year, introduced the first 200MP smartphone in its segment. Now in 2024, the Realme 12 Pro 5G series brings the introduction of the first periscope camera in its segment. The commitment to bringing the next generation image to young people reflects our belief in enabling them to capture the beauty of life and enjoy the flagship product experience. We are continually setting higher standards while staying true to our original mission. 2024 is a year of rebranding for us – a year of change, rejuvenation and progress. We are raising the bar for ourselves by focusing not only on performance and design, but also on the entire brand and product experience. Realme aims to be a technology brand that understands young users, and our mission is to provide technology experiences that consistently exceed expectations for young users around the world. We believe that exceeding expectations starts with achieving the impossible and raising the bar to make it real.
What are the main challenges facing the technology sector today?
In recent years, it is evident that there has been a lack of significant changes and innovative technologies in the cell phone industry. However, in 2024, the development of AI has brought new vitality to the industry, sparking renewed interest and driving a wave of innovation. This has led to the emergence of revolutionary features and capabilities in smartphones, changing the way users interact with their devices and opening up new possibilities for the future of mobile technology. Furthermore, cutting-edge technology has often been exclusive to flagship devices, leaving many young users unable to experience it. Therefore, Realme is committed to making technology more accessible by integrating advanced technology into mid-range models, allowing more young people to enjoy flagship-level features.
How does Realme address data privacy and security issues?
Realme places a strong emphasis on data privacy and security, implementing robust measures to address these concerns. In the past, we have introduced several features to protect users. For example, the Privacy and Compatibility feature allows you to remove location information and shooting data when sharing photos. Additionally, features such as System Clone and App Lock have received positive feedback. Realme complies with relevant data protection laws and regulations in the regions in which it operates. This involves adhering to the principles that govern data collection, storage, processing and sharing, ensuring that user data is processed legally and responsibly. Going forward, Realme will continue to prioritize protecting user privacy when developing its products.
Are there new scenarios, for example VR and AR or generative AI, in your projects?
Realme continually strives to keep the product team updated on cutting-edge innovations within the industry. We regularly organize industry sharing sessions, covering topics such as VR and AR, to explore their potential applications and impacts. While we maintain a keen interest in emerging technologies such as VR and AR, our current focus in technology development remains centered on AI. As previously mentioned, Realme’s AI initiatives are tailored to enrich the lives of young people, with a recent example being the introduction of AIGC smart deletion functionality in the Realme GT5 Pro launched in China, addressing the photography needs of our youth demographic. We are excited to announce that in the near future, our flagship GT series products will be officially launched in Europe, featuring even more cutting-edge AI capabilities.
How do you evaluate the importance of sustainability in the technology sector? Can technology really be eco-friendly?
Sustainability is crucial in the technology sector as it directly impacts the environment, resources and communities. The technology can actually be eco-friendly through various measures such as the use of sustainable materials, reducing energy consumption and promoting recyclability. Realme has always attached great importance to environmental protection and has made significant efforts in this regard. For example, using bio-based materials derived from leaves, pulp and paper, which have received the ISCC environmental certification. These materials have been applied to the back cover of the Realme GT2 Master Edition, and it has improved characteristics suitable for use in smartphone back covers. By integrating bio materials, Realme has effectively combined technology with environmental sustainability, creating technological products with a “warmth” that resonates with eco-conscious consumers.
Additionally, we will eliminate the need for adapters in future product packages and focus on a lightweight design to reduce material use. By integrating eco-friendly practices into product design and manufacturing processes, we can minimize our environmental footprint and contribute to a more sustainable future.
What do you think of the Italian smartphone market and personal technology more generally?
The Italian smartphone and personal technology market is a vibrant and expansive arena where consumers not only welcome new brands and cutting-edge technologies, but also place high value on brand prestige, innovative features and overall user experience . Furthermore, Italy’s reputation as the epicenter of fashion means that any technological product must excel not only in functionality but also in aesthetic appeal to resonate with the style-conscious Italian consumer. Therefore for Realme, Italy represents a crucial European market with significant growth potential. We are committed to not only meeting, but exceeding the refined expectations of Italian users, aiming to transform your market into a stronghold of millions of customers.