Recently, some tech forums have been asking why Bphone hasn’t lowered its price.
Answering this, CEO Nguyễn Tử Quảng shared that 10 years ago, no one believed Vietnam could produce a “Make in Vietnam” smartphone. Bkav invested seriously to change that mindset.
The CEO explained that while many think entering the market with low-cost products is the way to go, he chose the opposite approach. Starting with premium products makes it easier to expand into cheaper segments later. The reverse rarely works, especially for tech companies that get trapped by brand positioning.
“Bphone’s goal at this stage is to position itself as a premium Make in Vietnam smartphone brand, not to chase market share or sales volume,” said Nguyễn Tử Quảng.
“First, we need to master the technology to break the stereotype that Vietnam is a tech backwater and can’t produce high-end products. Once we control the tech, Bkav can freely bring creativity into the product. In fact, we’ve led many tech trends and created unique features like AI Camera, Smacro photography, bottom bezel-less screens, full gesture control, computational photography…
Regarding marketing, I’ve said before that big marketing campaigns require huge budgets. But right now, Bkav is focusing its resources on product development, especially core tech research (R&D), so marketing investments have to be carefully planned.”
Additionally, the company has completed its supply chain with over 200 supporting manufacturers and standardized customer service.
The Bkav CEO boldly stated that with these strategies and goals, every generation of Bphone is produced in limited quantities. He emphasized, “Bphone does not reduce prices and doesn’t need to because it sells out before new versions launch.” He also noted that the actual production cost is much higher than the current market price.
Back in June, when Bphone B86 and Bphone B86s officially went on sale after three weeks, Nguyễn Tử Quảng declared they were “sold out” and that “sales doubled compared to the same period last year.” However, the lack of concrete numbers and evidence has made some people skeptical about Bphone’s real sales figures.
