The European market for smartphones and wearable devices remains highly competitive, pushing manufacturers to look for new ways to differentiate through technology, ecosystems, and product strategy. According to Stefan Streit, Chief Marketing Officer for Europe at TCL, the company is responding by strengthening its presence in the mid-range and premium segments while building a broader ecosystem of connected consumer electronics.
“The European market is extremely competitive, with many strong players and high-quality products,” Streit explains. “At TCL, we are present across virtually all European markets, and our strategy is to gradually expand our portfolio into the mid and higher segments so we can bring our latest technologies, particularly display technologies, into those price categories.”
A key pillar of TCL’s strategy is the development of a fully connected consumer electronics ecosystem. The company’s portfolio spans multiple device categories, ranging from televisions and home appliances to smartphones, tablets, and smart home solutions. “We are one of the few manufacturers that can offer a complete smart connected ecosystem,” says Streit. “Our portfolio includes TVs, home appliances, air conditioners, smart locks, smartphones, and tablets.”
Within that ecosystem, mobile devices play a central role. “Smartphones and tablets are the most obvious connected devices because they allow consumers to control all other devices,” he explains. “They will play a very central role in the smart home of the future.” At the same time, TCL believes that success in Europe requires a strong focus on localization rather than a one-size-fits-all global product strategy.
“It is very important for us to have a localized product proposition,” Streit says. “You cannot simply create one product for the entire global market. Each country has different requirements and consumer expectations.” As a result, TCL adapts its product mix to specific national markets. “Thanks to the breadth of our portfolio across categories, we can offer tailored product combinations that fit the needs of consumers in each country,” he adds.
Artificial intelligence is also becoming an important component of the company’s product development strategy. However, TCL stresses that AI should serve a clear purpose rather than being deployed simply as a marketing buzzword. “AI is everywhere today, but our approach is very pragmatic,” Streit notes. “We always start by identifying the problem we want to solve, and only then apply AI technology to help solve it. We do not use AI just for the sake of AI.”
Another important differentiator for TCL is its proprietary display technology, particularly Next Paper. The technology is designed to significantly reduce blue-light emissions, helping reduce eye strain and potentially improving sleep patterns. “Consumers today spend up to six hours a day looking at screens,” Streit explains. “Blue-light emissions can contribute to eye strain and affect sleep patterns.”
Next Paper technology addresses that issue. “Our solution significantly reduces blue light from displays, making them healthier to use,” he says. “We believe this creates a very unique value proposition in the market.” According to Streit, many users experience eye fatigue or disrupted sleep without realizing the role that display technology can play. “Many consumers complain about eye fatigue or sleep issues but often don’t know the cause,” he adds. “We believe we have a differentiated solution here.”
Looking ahead, TCL expects continued strong growth in Europe and globally, driven by the expansion of its product ecosystem. “In the past three years, we have grown by more than 20 percent annually, while the overall market has been flat or declining,” Streit says.
Televisions remain the company’s strongest category, but TCL sees significant room for expansion. “Our TV category is already performing very strongly, but we are still at the beginning,” he concludes. “We have many more product categories to bring into the ecosystem.”
By combining a broad connected-device strategy with differentiated display technology and practical applications of artificial intelligence, TCL aims to strengthen its position in Europe’s increasingly competitive consumer electronics market.
The European market for smartphones and wearable devices remains highly competitive, pushing manufacturers to look for new ways to differentiate through technology, ecosystems, and product strategy.
Hrvatski Telekom closed the past year with strong investments and stable growth, and according to Nataša Rapaić, President of the Management Board and CEO, the company intends to continue on that path.
The telecommunications industry is entering a period of profound technological transformation in which network infrastructure, artificial intelligence, and new generations of mobile technologies are becoming key drivers of development.
