Australia’s number three television brand, TCL has upped its game with the introduction of its NXTPAPER smartphone technology to the Australian market.
The 40 NXTPAPER delivers features beyond it’s low range competitors, however, with mixed reviews it’s entered the Australian market as a good phone for the price. The NXTPAPER is neither an iPhone or Samsung killer, with those two brands commanding 85% of sales in Australia. The challenge for TCL is that it’s launched at a mid to low-range in a market that’s not price sensitive.
Retailing at $349 across national sellers including JB Hi-Fi, The Good Guys, Harvey Norman and Officeworks, TCL is clearly looking to carve out a niche in the market.
In announcing the release, says TCL, “The world’s first and only smartphone to provide a revolutionary full-colour and monochrome paper-like visual experience, the ground-breaking TCL NXTPAPER 40 bridges the niche between smartphones and e-readers.
“As screen time surges, so do concerns about eye health risks due to harmful blue light exposure. The TCL 40 NXTPAPER, with full-colour Electronic Paper Display, addresses these concerns, offering industry-leading eye comfort with a tactile paper-like experience that focuses on reducing blue light and minimising glare. It merges the convenience of modern technology into one seamless product.”
The company hopes to target users consuming heavy amounts of screen content, concerned about eye health. The NTXPAPER 40 could also fit the needs parents, delivering them a phone that’s not a budget breaker. It’s also a good option for on-the-go users wanting a smartphone with next level anti-glare features.
Says the company, “With a 9.8% market share, TCL is the number five global smartphone brand. An overall global leader in screen technology, with a 12.5% market share TCL is the world’s second largest selling television brand (source: Omdia’s Global TV Sets Report 2023); and, with a 13.3% market share (2023), is the third largest in Australia.
“The TCL 40 NXTPAPER joins a suite of TCL products in Australia that includes: smartphones, tablets, smart glasses, iOT devices, and QLED / Mini LED televisions.”
The company has already announced a higher-spec TCL 50 series NXTPAPER 5G will be rolled out across the UK/Europe and North American markets later this year. There’s no indication as to when they might hit the Australian market, but the flagged retail price is similar to that of the TCL 40 series. With the 3G network in Australia on the verge of being completely decommissioned interested buyers might hold out for the 5G version.
Staff Writers
