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Philco debuts in the R $ 999 handset market

Hit PCS01 marks Philco's debut in smartphones

Hit PCS01 marks Philco's debut in smartphones

They say that the first time we never forget. Philco, the brand best known for its TVs, hopes that its first smartphone in history will also be remembered by Brazilians. The company announced on Wednesday, 6, its debut in the segment with the Hit PCS01, an Android device that has a suggested retail price of R $ 999, in addition to gaining other retail discounts.

The debut does not take place in a simple moment. Global smartphone production is expected to drop a record 16.5% in the second quarter, according to TrendForce – an impact caused especially by the new coronavirus pandemic.

"We know that the market in 2020 will be difficult, but people will not stop buying smartphones. That is why we chose a product in this price range. Consumers can decrease their purchasing power, but they will not stop buying. And on the other hand , she will try to go after a device with good specifications. We feel that we have a cell phone with a good price and with good specifications ", said Rafael Morais, Philco's product and engineering coordinator, in response to state videoconference with journalists.

Hit PCS01 has a 5.45-inch IPS LCD screen and HD resolution, eight-core A55 processor with ARM architecture, 4 GB of memory, 64 GB of storage (with microSD card slot up to 128 GB), 4,000 mAh battery and fingerprint reader. The rear camera is dual and has 13 MP on the main sensor; the front has 5 MP. In addition, it runs an almost pure version of Android 9, without many pre-installed apps or interventions in the operating system. Even so, a range of prices and specifications is disputed and, even with the pandemic, has not stopped winning competitors. On Sunday, 3, Nokia announced the return to Brazil with a device of R $ 900.

In addition to the dispute, Philco faces an unfavorable history – other Brazilian brands of electronics have already ventured without much success in the world of smartphones. In the past decade, names such as Semp, CCE, Gradiente and Itautec already have their own cell phones.

"This is a question of positioning. There are brands that fight with very cheap products and with the minimum possible to run Android. It is not our focus. We want to deliver products with good performance", says Morais. The company already prepares the successes of Hit, Hit Plus and Hit Max, with improvements in specifications, including Android 10 – should be launched soon, according to the executive.

Initially, the devices will be imported. According to Morais, the coronavirus crisis, which closed factories in China and shook global retail, did not delay the import and launch strategy of Hit PCS01. Hit Plus and Hit Max suffered a minimal impact of just a few weeks, he said.

Around here, Philco has online commerce and hypermarkets, which are open for selling essential products, to market the new device. In physical points, cell phones should be close to the brand's TVs. The idea is to transfer consumer knowledge from one product to another. If the consumer remembers Philco, it is not yet possible to know. But for the brand it is already an unforgettable event.