itel seeks to overcome budget brand reputation

itel is facing a strategic challenge regarding its brand image as it attempts to move beyond its reputation for strictly budget-friendly devices. While the company has successfully established a presence in emerging markets, such as Cameroon, by providing accessible smartphones, this has created a lasting perception that its products involve compromises in performance, durability, or software experience.

To counter this, itel is introducing hardware with improved specifications. For example, the itel CITY 100 features a 6.75-inch 90 Hz display, a 5,200 mAh battery, IP64 protection, and up to 256 GB of storage. The company's goal is to demonstrate that an accessible price point does not necessarily equate to a low-quality product.