Vivo’s Jovi-branded phones spotted on GSMA database: new sub-brand incoming? | Tech Tips

The name ‘Jovi’ is associated with noted smartphone maker Vivo. It is the brand’s virtual AI assistant and is used for other system applications. However, it now looks like the brand might soon step up and turn Jovi from just a voice assistant into a separate sub-brand. This new development comes after three new Jovi-branded phones were spotted on the GSMA database along with their identity.

Jovi is Vivo’s AI Assistant

• As spotted by Smartprix, the three new Jovi branded phones bear the marketing names: Jovi Y39 5G, Jovi V50 Lite, and Jovi V50.
• These phones bear the model numbers V2444, V2440 and V2427, respectively.
• The listing mentions the brand name as ‘Jovi‘ and the manufacturer is Vivo Mobile Communications.

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• For context, the ‘V2427’ was earlier spotted on Europe’s EEC platform and is believed to be the Vivo V50. This suggests that the company might introduce rebranded phones under the Jovi brand.
• The report also notes that Vivo’s Jivo brand could be limited to China, at least initially before expanding to more regions.
• The GMSA listing doesn’t reveal any key hardware details of the phone but serves as a hint that the announcement could be around the corner.
• Having said that, since this is just a GMSA database listing, there’s no guarantee that Vivo will indeed bring out a new sub-brand. There are chances plans may get cancelled or changed at any point in time, especially since none of the phones have been unveiled yet.

Smartphone brands having sub-brands is not new. Xiaomi has Redmi and POCO and OPPO had Realme, before the latter became its own independent entity. For context, Vivo already has iQOO under its sleeve that caters to multiple segments, including budget, mid-range and flagship phones. iQOO has its presence not just in China but also in other markets, including India.

Considering the Jovi sub-brand is indeed in the works, it could be a move from Vivo to further expand its presence with more choices for users. We should know more details in the days to come.

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