SEPTEMBER 2025 marked vivo’s 30th anniversary. To commemorate this milestone, the company partnered with ‘Fortune’ magazine to co-produce a short documentary titled ‘Answer the Call’.
The film traces how a user-centred philosophy, market-by-market strategy, and early investment in imaging and artificial intelligence (AI) transformed vivo from a landline OEM into a global smartphone powerhouse.
Three decades can see the rise and fall of many technology brands. Yet, vivo has endured across two major technological cycles, standing today as China‘s only phone brand to have successfully navigated the landline, feature phone, and smartphone eras.
To a question by ‘Fortune’ on what has kept the brand relevant through it all, vivo executive vice-president and chief operating officer Hu Baishan said: “We must focus on creating products that users truly need.”
The brand’s track record reflects this user-first approach. In 2012, the vivo X1 — just 6.55mm thick and the first smartphone to feature a Hi-Fi audio chip — appealed to young consumers seeking slim design and studio-grade sound on the go. In 2020, vivo’s strategic partnership with ZEISS addressed the growing shift towards mobile photography, integrating professional optics and colour science into its camera systems.
This user-focused mindset also drives greater accessibility. Artificial intelligence (AI)-powered features in current models assist users with hearing or visual impairments, ensuring technology serves a broader community.
Hu said vivo’s global expansion follows the same principle of local understanding.
“First more local, then more global,” he told ‘Fortune’ during his recent visit to Southeast Asian markets.
By 2027, more than two-thirds of vivo smartphones are expected to be sold outside China. This ambition is supported by a move upmarket.
The X300 flagship series, launched in China in October, will debut globally this month, marking the first international rollout of the new OriginOS 6 system.
Earlier this year, vivo introduced the limited-edition V60, co-designed with Pop Mart’s Zsiga and featuring a 50MP Super-Telephoto camera. First released in Malaysia in August, the model has since become a hit among Gen Z collectors.
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At its anniversary celebration, vivo also unveiled its first mixed reality (MR) headset, the vivo Vision Discovery Edition.
“Our MR device serves as an ideal bridge between smartphones and robots,” Hu said. “With large-model capabilities, it effectively becomes the eyes and brain of future intelligent machines.”
The headset will enter select overseas concept stores for user feedback and refinement before commercial release. In Malaysia, consumers will be able to experience the device first-hand at vivo concept stores nationwide starting this month.
As vivo steps into its fourth decade, its focus remains steadfast. “First, we must clearly understand the future direction of industry development — what the right things to do are — and then ensure we do them right,” said Hu.
Guided by its user-oriented philosophy, vivo continues to listen to the world — and answer the call of the future.
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Watch ‘Answer the Call’ here:
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