It has been quite a long time since Gionee released a high-end smartphone. The maker of the two smartphones that held the record for slimmest smartphone in the world for the most of last year - the Elife S5.5 and, later, the Elife S5.1.
But now, Gionee is sending out press invitations for its keynote event which is to be held during MWC 2015, where it is expected to officially unveil its next smartphone, the Gionee Elife S7.
As per the company's press release about the event, the company no longer wants to pursue in releasing the slimmest smartphone in the world, in spite of being a part of its Elife S lineup of smartphones, which are known for being one of the slimmest smartphones in the world.
The company wants to prioritise on device performance as per Oliver Sha, the head of global marketing at Gionee. The press release also mentions about building new smartphones which are slim enough but also focus on performance as well as a superior use experience, be it technology, design, or usability.
"The race to make the slimmest smartphone was getting out of hand. Going so slim is actually not benefiting user experience without the performance to back it up." Stated Oliver Sha, Head of Global Marketing at Gionee.
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Since the entry of brands like Motorola, Xiaomi, Asus, and OnePlus, Gionee's popularity has tanked in India, mainly due to the company's ignorance towards online marketing and a proper sales model through online channels, as well as its bad software quality and lack of software updates.
It would be interesting to see if the company has any plans to improve upon its shortcomings, especially in the software department.