Vivo’s smartphone shipments declined by -31% to 25.4 million units in Q1 2022. It was the sharpest ever decline for the vendor. It still managed to be the fifth largest globally, in the quarter. Detailed analysis is available here from our Wireless Smartphone Strategy (WSS) Service.

Vivo’s volumes and revenues have declined over the last two quarters. Its profit margins are at its lowest ebb. What led to this decline? How did it perform in its key markets? Where is Vivo headed from here? How did the vendor pan out on its 4P’s? Which of it requires the most attention?

Its performance in the 5G segment mirrors its overall standings in the first quarter. All its competitors are headed north while Vivo with half of the volumes on 5G has a lot of catching up to do here. Can it be back in the reckoning in the 5G segment and how?