Vivo’s Jovi Phones Spotted on GSMA Database: New Sub-Brand?

The name ‘Jovi’ is mostly related to Vivo, the brand name of the other famous smartphone brand, because it is actually the virtual AI assistant of the brand, used in different system apps. But it seems like Vivo wants to take Jovi a step higher, from a voice assistant to a powerful sub-brand. This change of heart comes after three new Jovi-branded smartphones were recently cleared by the GSMA database, revealing what the devices are.

Vivo’s Jovi Phones Appear on GSMA Database: Could a New Sub-Brand Be Coming?

The three phones under the Jovi brand are the Jovi Y39 5G, Jovi V50 Lite, and Jovi V50, according to Smartprix. The model numbers are V2444, V2440 and V2427. Its manufacturer listing states Vivo Mobile Communications and the brand name is “Jovi.”

The model number V2427 has previously appeared on Europe’s EEC platform and is presumed to be the Vivo V50. This implies that Vivo could re-brand its current phones with the Jovi name. The Jovi brand might remain limited to China at first, before creeping into more markets as well.

The GSMA listing does not include any detailed hardware specs, but it suggests that an official announcement might not be far away. But since this is just a listing in the GSMA database, Vivo may or may not go forward with these plans, and there is no guarantee that a Jovi sub-brand will see the light of day.

Smartphone manufacturers aren’t strangers to sub-brands. Xiaomi owns both Redmi and POCO, while OPPO started Realme as a subsidiary (albeit it became an independent brand). Vivo already has iQOO, which covers budget, mid-range, and flagship segments in China and even in international markets like India.

Vivo might also be looking to expand its product lineup with the release of the sub-brand, which could even be a way for them to capture a bigger chunk of the smartphone It would be a good option for users as well. Updates can be running through soon.

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