WIKO Arises a Very Difficult Challenge for The 2015: Be Relevant in The Range Medium

WIKO It is a young company. Enough, in fact. Last year marked a year and will gradually taking steps to become a manufacturer to take into account beyond the big names of this industry. Not going badly: in Portugal are already the second manufacturer on the free market (15%) and in Spain they have scratched 4% of all phones that are sold without any compromise with the operators. In Barcelona we saw their proposals for the 2015 and today we have been able to know a little better to its flagship: Highway Star.

Eye: not to be confused with top of the range flagship. This terminal is the first and not the second, but that does not detract from merit maybe WIKO will compete in the range most complicated 2015: the media. A range with many rivals and attractive proposals where shine and succeed is even more difficult than among those who struggle for the throne of being the best of the best. The French proposal is solid and this year should serve to grow and to be known.

Looking for a niche and identity

WIKO this year has been proposed continue in the range where he remained in 2015. Highest point is not within the reach of everyone, and less for a company that aims to compete in price and offer their best at a reasonable price. They want to, as I have explained in the presentation this morning, go to the audience looking for a phone that solve you many things but at the same time not having to pay much. We have the case of companies like bq and Motorola, who have found an opportunity to do business as the French,.

This year your reference will be a Highway Star committed by the attention on the outside (have great care taken in the design) and a tight specifications but sufficient to cover most common applications on a phone. Last year was surprised in the first section with really good finishes and in 2015 they have joined some unnecessary thickness fever: very fine, Yes, but by committing to a key element: battery.

Do not fool with the data: 2,450 mAh sound good, if they were ion lithium and not polymer material offers less power density and that in the end they end offer autonomy as we would like. It will have to try it out of doubt but perhaps Terminal it will come you better a little more from battery and not boast so much of thinness. First impressions are important, certainly, but in the long run, there are other issues that are more relevant.

The rest of the specs are good but somewhat different to that offered by other mid-range. They forget the Panel IPS LCD and Qualcomm to offer AMOLED (a technology that is little far from Samsung and Motorola) and MediaTek’s eight-core processor. Good partners who, in General, should be able to provide results similar to those of their competitors.

That Yes, MediaTek has still a thorn stuck that leaves a scratched in this new phone from WIKO: Lollipop will not come from series. The chip maker is taking to adapt Android to its SoCs and this is punishing their partners. That by 2015 may one of the leading manufacturers of mobile processors can guarantee Android 5.0 out of output is worrying, and face users also as innovations are substantial for KitKat.

In the House they have had good eye and your partner will be Sony. A Sony IMX214 you will be responsible for taking pictures on the back. On the front it draws much attention bet on flash, an element which hampers much in Mobile photography. Indeed, in the front seems a too good idea unless you want to use the flash to clear us the memory in the style of Men in Black.

Aside from the small details, they have a very attractive proposition for the 2015. It is a terminal that at first glance, we will bring you analysis shortly, it promises to be a good choice if you want a good mobile without making a large investment. However, they will have to tune very well in two aspects where the competition is much fine tuning: camera and screen.

WIKO Highway Star Xiaomi my 4i Sony Xperia M4 Aqua Samsung Galaxy A5 Bq Aquaris E5 FHD ZTE Blade S6
Screen 5 inch AMOLED 5 inch IPS 5 inch IPS 5 inch SuperAMOLED 5 inch IPS 5 inch IPS
Resolution 1280 x 720 pixels267 DPI 1920 x 1080 pixels441 ppp 1280 x 720 pixels294 ppp 1280 x 720 pixels294 ppp 1920 x 1080 pixels441 ppp 1280 x 720 pixels294 ppp
Processor MediaTek MT6592OCTA Core 1.5 GHzARM Mali GPU-450 Qualcomm Snapdragon 615 MSM8939Quad Core 1.7 GHz Cortex-A53 & Quad Core 1.1 GHz Cortex-A53GPU Adreno 405 Qualcomm Snapdragon 615 MSM8939Quad Core 1.7 GHz Cortex-A53 & Quad Core 1.1 GHz Cortex-A53GPU Adreno 405 Qualcomm Snapdragon 410 MSM8916Quad Core 1.2 GHz Cortex-A53GPU Adreno 306 MediaTek MT6592OCTA Core 2.0 GHzARM Mali GPU-450 Qualcomm Snapdragon 615 MSM8939Quad Core 1.7 GHz Cortex-A53 & Quad Core 1.1 GHz Cortex-A53GPU Adreno 405
RAM 2 GB 2 GB 2 GB 2 GB 2 GB 2 GB
Memory 16 GBSlot microSD up to 64 GB 16 GB 8/16 GBSlot microSD up to 32 GB 16 GBSlot microSD up to 64 GB 16 GBSlot microSD up to 32 GB 16 GBSlot microSD up to 64 GB
Version of Android 4.4 Android KitKat WIKO UI 5.0 Android LollipopMIUI v6 5.0 Android LollipopXperia UI 5.0 Android LollipopTouchWiz UI 4.4 Android KitKatBq UI 5.0 Android LollipopMiFavor UI
Cameras Rear: 8 MP. Autofocus. LED flash. HDR. FullHD videoFront: 5 MP. HD Flash Rear: 13 MP. Autofocus. Dual-LED flash. HDR. FullHD videoFront: 5 MP. HD Rear: 13 MP. Autofocus. LED flash. HDR. FullHD videoFront: 5 MP. HD Rear: 13 MP. Autofocus. LED flash. HDR. FullHD videoFront: 5 MP. HD Rear: 13 MP. Autofocus. LED flash. HDR. FullHD videoFront: 5 MP. VGA Rear: 13 MP. Autofocus. LED flash. HDR. FullHD videoFront: 5 MP. HD
Connectivity LTE dual active SIM (microSIM and NanoSIM)Wi-Fi 802.11 b/g /, hotspot, Wi-Fi DirectBluetooth 4.0 LEaGPS + GLONASSFM radiomicroUSB v2.0, USB Host LTE dual active SIM (2 x microSIM)Wi-Fi 802.11 a/b/g/n/ac, dual-band, WiFi Direct, hotspot4.1 Bluetooth youaGPS + GLONASSFM radiomicroUSB v2.0, USB Host LTE (nanoSIM)Wi-Fi 802.11 a/b/g/n dual-band Wi-Fi Direct, DLNA, hotspot4.1 Bluetooth youaGPS + GLONASSNFCFM radiomicroUSB v2.0, USB Host LTE (nanoSIM)Wi-Fi 802.11 a/b/g/n, dual-band, hotspotBluetooth 4.0 LEaGPS + GLONASSNFCFM radiomicroUSB v2.0 HSPA + dual SIM active (2 x microSIM)Wi-Fi 802.11 a/b/g/n dual-band Wi-Fi Direct, DLNA, hotspotBluetooth 4.0 LEaGPS + GLONASSFM radiomicroUSB v2.0, USB Host LTE dual active SIM (2 x nanoSIM)Wi-Fi 802.11 a/b/g/n/ac, dual-band, WiFi Direct, hotspotBluetooth 4.0 LEaGPS + GLONASSFM radiomicroUSB v2.0
Dimensions 141 x 71.4 x 6.6 (mm) 138.1 x 69.6 x 7.8 (mm) 145.5 x 72.6 x 7.3 (mm) 139.3 x 69.7 x 6.7 (mm) 142 x 71 x 8.65 (mm) 144 x 70.7 x 7.7 (mm)
Weight 123 (g) 130 (g) 136 (g) 123 (g) 134 (g) 134 (g)
Battery Li-Po 2,450 mAh (non-removable) Li-Ion 3,120 mAh (non-removable) Li-Ion 2,400 mAh (non-removable) Li-Ion 2,300 mAh (non-removable) Li-Po 2500 mAh (non-removable) Li-Ion 2,400 mAh (non-removable)
Price (*) €349 €299 €349 €259 €225 €199
Other data IP68 certification Gorilla Glass 4 Crystal DragonTrailSound Dolby

Perhaps where more complicated is going to have it is in the price. For the range average this year will be very difficult to justify the 300 euros where move most. With terminals such as the Moto G threatening for more than 100 euros less, should offer the best possible and differentiate themselves. To all this must be added to the efforts of some companies as Xiaomi proposed burst the category with very aggressive pricing. Remember that your mid-range will be priced at 200 euros, something more when it is available in online stores.

We will see if this year they are able to continue growing and improving results. Competition is tough in the free market as against those who have reached agreements with the operators. Maybe 2015 will not be the year that blunt but that are probably months to continue to grow, make great products takes time, with a few exceptions.