Sky Li on realme’s Vision: The Realme 13 Pro Series 5G and the Future of Mid-Range Smartphones

In a recent chat with Digit, Sky Li, the Founder and CEO of realme, shared the big ideas driving the launch of the realme 13 Pro and realme 13 Pro+ smartphones. I reviewed the new realme 13 Pro, and you can check it out here. Aimed at shaking up the mid-to-high-end market, these new models boast AI-driven cameras, more memory, and top-notch quality. Following realme’s 2024 plan to make advanced tech more accessible, the realme 13 Pro Series 5G promises a better user experience with its HYPERIMAGE+ Camera System, which uses AI imaging and cloud-based editing. Collaborations with tech giants like Qualcomm and Sony are set to boost performance and efficiency. Plus, realme’s team-up with the Museum of Fine Arts, Boston, brings unique designs inspired by Claude Monet’s art. Let’s dive into what the realme 13 Pro series has to offer and explore the brand’s vision behind these new mid-range contenders.

Digit: What was the vision behind creating the realme 13 Pro Series 5G, and how does it align with realme’s overall strategy for 2024? 

Sky Li, realme: The vision behind creating the realme 13 Pro Series 5G was to cultivate the mid-to-high-end market by offering an Ultra Clear Camera with AI, large memory as standard, and high-quality certifications. This aligns with realme’s overall strategy for 2024 by making advanced technology like AI-powered photography accessible to all. The aim is to leverage the power of AI to enhance user experience and provide superior quality products in the mid-to-high-end market segment. 

2. Can you share some insights into the user base and market share of the realme Pro series, and how the realme 13 Pro Series 5G is expected to impact these figures? 

The realme Pro series has been globally well-received, particularly the Number Series, which is designed to provide users with an unparalleled experience. This series has won over 50 million users worldwide and 32 million users in India alone, reflecting the popularity of our products and their ability to meet diverse consumer needs. 

The introduction of the realme 13 Pro Series 5G is packed with advanced features and cutting-edge technology, including Ultra Clear Camera with AI and reliable quality assurance. Moreover, it offers large memory as standard, high-quality certifications. These features make it an exceptional choice for users seeking an elevated smartphone experience. 

While it’s challenging to predict exact figures, we are excited about the potential of the realme 13 Pro Series 5G. Given its superior specifications and alignment with our strategic goals, we anticipate that this new addition will positively impact our user base and market share. 

3. How is realme planning to integrate AI technologies into its smartphones, particularly in the realme 13 Pro Series 5G? 

AI is a transformative force in the smartphone industry, and we understand its enormous potential to elevate user experiences and make smartphones more personalized and intuitive. We’re not merely adopting AI as a trend; instead, our goal is to popularize AI by incorporating it into an increasing number of our smartphones. 

Our strategy for AI integration is two-pronged. On one side, we utilize collaborations with leading chipset manufacturers like Qualcomm and MediaTek to boost performance and efficiency through their sophisticated AI capabilities. Simultaneously, we partnered with Sony for their sensor technology, which, when combined with AI, allows us to provide unparalleled photography experiences. This includes AI scene recognition, AI beautification, AI portrait mode, among others. 

We’ve positioned ourselves as the “AI Popularizer” in the smartphone industry by being at the forefront of releasing the Next AI IP and establishing the NEXT AI Lab. Our focus is primarily on three areas: AI imaging, AI efficiency, and AI personalization. We plan to extend the application of Next AI to more series, with the aim of delivering an extraordinary AI experience to at least 100 million users over the next three years. 

A perfect illustration of our dedication to AI integration is the realme 13 Pro Series 5G, which comes with the realme HYPERIMAGE+ Camera System, the industry’s first AI photography architecture. It boasts a three-layer architecture comprising flagship optics, on-device AI imaging algorithms, and cloud-based AI image editing. Furthermore, our latest flagship smartphone, the realme GT6, also exemplifies our commitment to democratizing intelligence. With these smartphones, we’re taking significant steps towards democratizing intelligence. These devices showcase our commitment to integrating user-friendly AI features that don’t just add value but also emotionally resonate with our users. 

We are dedicated to making intelligent smartphones available to everyone, and our emphasis on integrating user-friendly features across our entire product line positions realme as a leader in the smartphone revolution. 

4. realme has been focusing more on the mid-premium segment recently. What strategies are being employed to capture and retain this market? 

As a brand that thrives in a highly competitive market, we’re not deterred by challenges. Our ambition and determination drive us to aim for a position alongside industry giants as the premium smartphone choice for young users. Our strategy revolves around three key pillars: Large Memory Popularization, Quality Upgrade, and our AI+UI Popularizer strategy. 

Firstly, recognizing the need for more storage space due to advancements in AI imaging and gaming ecosystems, we’ve initiated the Large Memory Popularization Strategy. Counterpoint data shows that since 2019, global demand for 512GB large memory has been steadily increasing. However, in the $350-$450 price segment in India, less than 5% of products offer this capacity. To address this gap, every future Number Pro Series will come standard with a 512GB memory option, empowering young users with ample storage freedom. 

Secondly, we focus on quality improvement. With users’ phone replacement cycles becoming longer, the demand for phone quality and durability has increased. In response, we commit to enhancing our product durability. Every future Number Pro Series phone will feature a minimum of IP65 Water and Dust Resistance, undergo rigorous drop and impact tests, and incorporate upgraded charging and battery technologies. 

Lastly, our AI+UI Popularizer Strategy aims to make phones future-proof. realme was among the first brands to integrate AI into our products via our realme NEXT AI Lab. We’ve been incorporating AI through three major innovation tracks: AI imaging, AI efficiency, and AI personalization. As AI phones are still in their infancy, many AI features aren’t quite mature when it comes to user interaction. Hence, our NEXT AI Lab is launching the AI+UI Popularizer Plan to enhance the AI user experience.  

We’re currently collaborating with industry leaders on platform, algorithms, and software to bring NEXT AI benefits to young users globally. We’re confident that as NEXT AI technology matures and more partners join us, realme will bring next-gen AI experiences to at least 100 million users within the next three years. 

5. Camera innovation is a key focus for the realme 13 Pro Series 5G. What advancements in camera technology and AI can users expect from this series? 

The realme 13 Pro Series 5G is designed with a multitude of cutting-edge AI features and camera technologies that transform the way users capture moments. A key feature is our AI Portrait Algorithm, which accurately distinguishes between the foreground, midground, and background of an image, as well as the subject being photographed. It carries out pixel-level segmentation and applies specific algorithm optimization and processing. Moreover, it refines skin tones based on AI-trained image recognition. 

Our AI HyperRAW Algorithm improves the authenticity of images by conducting light and shadow computations in the RAW domain, effectively reproducing true light and shadow with seamless transitions. The realme 13 Pro Series 5G also boasts an AI Ultra Clarity feature that employs AI large-scale models to enhance resolution and boost the clarity of blurry images, particularly when using the ultra-telephoto (10X to 30X) on the smartphone. 

Additional enhancements include AI Group Photo Enhance, which optimizes the clarity of individuals’ faces, and AI Smart Removal, which intelligently identifies objects, eliminates circled targets, and uses AI capabilities to seamlessly complete the picture. 

In terms of audio, we’ve introduced AI Audio Zoom, which leverages beamforming algorithms and AI noise reduction technology to achieve directional audio capture. By focusing on the audio source, it can selectively amplify the sound, similar to capturing distant subjects in telephoto photography. 

The realme 13 Pro Series 5G presents a compelling combination of AI-driven camera capabilities and reliable quality assurance, making it an exceptional choice for users seeking an enhanced smartphone experience. 

6. Can you elaborate on the collaboration with the Museum of Fine Arts, Boston, for the design of the realme 13 Pro Series 5G? How did this partnership influence the final product? 

The Museum of Fine Arts, Boston (MFA) is renowned worldwide for its art curation and exhibition and our collaboration with them in designing the realme 13 Pro Series 5G is indeed a unique endeavor. Both the realme 13 Pro 5G and realme 13 Pro+ 5G feature a design inspired by Claude Monet’s iconic “Grainstack” and “Water Lilies” series.  

For the realme 13 Pro+ 5G, we’ve transformed the golden haystacks into “Monet Gold,” a design that revolves around low-saturation colors. This color scheme imparts a sense of comfort while also exuding vitality, perfectly encapsulating the serene yet lively essence of Monet’s golden haystacks. Similarly, for the realme 13 Pro 5G, we’ve converted the purple water lilies into “Monet Purple.” This design, too, centers on low saturation colors, evoking a sense of both comfort and vitality. It captures the tranquil yet vibrant spirit of Monet’s purple water lilies. 

We employed sophisticated crafting techniques to translate Monet’s artistic vision into these devices. The Miracle Shining Glass, embedded with millions of sparkling particles, mirrors the dynamic interplay of light and shadow characteristic of Monet’s works. The realme 13 Pro 5G and realme 13 Pro+ 5G are more than just communication devices; they’re portable masterpieces that users can form a personal bond with. This collaboration underscores our commitment to merging technology and art, offering our users not only superior technological performance but also an elevated aesthetic experience. 

Moreover, realme aims to empower young users by presenting unforgettable designs and partnering with IPs they love. For instance, we have previously collaborated with famous designers like Matteo Menotto, former Gucci designer for the design of realme 11 Pro Series 5G and the renowned international luxury watch design master Ollivier Savéo for the realme 12 Pro Series 5G. These collaborations reflect our dedication to providing unique, stylish, and youthful designs that resonate with our target audience. 

7. How does realme incorporate consumer feedback into its product development process, and were there any specific consumer insights that influenced the realme 13 Pro Series 5G? 

Our consumers are at the heart of everything we do and their feedback plays a crucial role in our product development process, guiding us to create devices that truly cater to their needs and preferences. 

We actively engage with our users through various channels such as social media platforms, customer surveys, and community forums. We also conduct regular focus group discussions and beta testing programs where selected users can experience our products firsthand and provide valuable insights. 

These insights are then shared with our product development team, who analyze the feedback and incorporate it into the design and functionality of our upcoming products. This iterative process ensures that our smartphones not only feature the latest technology but also address the practical needs and preferences of our users. 

8. Bloatware in the UI has been a consistent issue/feedback for realme phones. Has this been addressed in the latest realme 13 Pro series, and how? 

We have taken the feedback regarding bloatware in the UI seriously and have made significant changes in our latest realme 13 Pro series. We understand that unnecessary pre-installed apps can affect the user experience, and we have made considerable improvements to address this issue. 

In the realme 13 Pro series, we have removed sections such as “Hot Apps”, “Hot Games”, and “Must Play”. Additionally, the number of pre-installed apps has been reduced to a range of 3-5 apps, depending on the ROM. 

These changes are part of our commitment to continually refine and improve the user experience on our devices, ensuring they are user-friendly and cater to the needs of our customers.