It appears like Vivo is preparing to unveil a new sub-brand, Jovi, which was previously known as the brand’s AI helper. This interesting breakthrough comes after the discovery of three Jovi-branded phones in the GSMA database. Could this be Vivo’s next major move? Let’s get into the details.
Jovi
Jovi is currently known as Vivo’s virtual assistant, which is used for system apps. However, things may be changing, as the GSMA database now has three Jovi-branded phones: Jovi Y39 5G, Jovi V50 Lite, and Jovi V50.
The model numbers for these devices are V2444, V2440, and V2427, respectively. Interestingly, the V2427 was previously detected on Europe’s EEC platform, implying that it could be the Vivo V50 in a new configuration. This suggests that Vivo may rebrand current models under the Jovi moniker, possibly beginning with the Chinese market.
What This Mean
Creating a sub-brand is not a new approach in the smartphone industry. Xiaomi had Redmi and POCO, whereas OPPO introduced Realme, which eventually became an independent brand. Vivo already has the iQOO sub-brand, which targets the budget, mid-range, and flagship markets.
The addition of Jovi could allow Vivo to serve to even more diversified client demographics. If successful, this method could help Vivo strengthen its position in competitive areas.
What’s next
While the GSMA database listing does not provide any detailed specifications, it does indicate that Vivo may make an official announcement shortly. However, there is no certainty—plans can change, and Vivo may decide to abandon the idea entirely.
If Jovi becomes a sub-brand, it might make its debut in China before extending to other markets. Vivo’s expertise in building sub-brands might let Jovi carve out a niche, much like iQOO did in global markets.
