{"id":122863,"date":"2026-07-13T08:10:11","date_gmt":"2026-07-13T08:10:11","guid":{"rendered":"https:\/\/www.europesays.com\/sk\/122863\/"},"modified":"2026-07-13T08:10:11","modified_gmt":"2026-07-13T08:10:11","slug":"do-europy-mieri-nova-znacka-smartfonov-ma-nizke-ceny-2","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/sk\/122863\/","title":{"rendered":"Do Eur\u00f3py mieri nov\u00e1 zna\u010dka smartf\u00f3nov. M\u00e1 n\u00edzke ceny"},"content":{"rendered":"

Eur\u00f3psky trh so smartf\u00f3nmi je u\u017e roky rozdelen\u00fd medzi nieko\u013eko ve\u013ek\u00fdch hr\u00e1\u010dov a nov\u00fdm zna\u010dk\u00e1m sa na\u0148 prenik\u00e1 len ve\u013emi \u0165a\u017eko. Indick\u00fd v\u00fdrobca Lava International si napriek tomu mysl\u00ed, \u017ee pri\u0161iel jeho \u010das a oslov\u00ed Eur\u00f3panov smartf\u00f3nmi s agres\u00edvnymi cenovkami. Do Spojen\u00e9ho kr\u00e1\u013eovstva vstupuje s odv\u00e1\u017enou marketingovou kampa\u0148ou namierenou proti Samsungu, no za reklamn\u00fdmi sloganmi sa skr\u00fdva ove\u013ea v\u00e4\u010d\u0161\u00ed pr\u00edbeh.<\/p>\n

Ide o pokus Indie uk\u00e1za\u0165, \u017ee dok\u00e1\u017ee postavi\u0165 glob\u00e1lne konkurencieschopn\u00fa technologick\u00fa zna\u010dku mimo \u010d\u00ednskeho dod\u00e1vate\u013esk\u00e9ho re\u0165azca. Lava nie je startup ani nezn\u00e1my v\u00fdrobca, ktor\u00fd by vznikol pred p\u00e1r rokmi. Spolo\u010dnos\u0165 funguje od roku 2009 a na indickom trhu patr\u00ed medzi etablovan\u00fdch hr\u00e1\u010dov.<\/p>\n

Siln\u00fa poz\u00edciu si vybudovala najm\u00e4 v segmente jednoduch\u0161\u00edch telef\u00f3nov, no posledn\u00e9 roky investuje do v\u00fdvoja smartf\u00f3nov a sna\u017e\u00ed sa posun\u00fa\u0165 vy\u0161\u0161ie. Pr\u00e1ve Eur\u00f3pa m\u00e1 by\u0165 \u010fal\u0161\u00edm ve\u013ek\u00fdm testom.<\/p>\n

Za expanziou nestoj\u00ed iba samotn\u00e1 firma<\/p>\n

Na prv\u00fd poh\u013ead m\u00f4\u017ee vstup Lavy p\u00f4sobi\u0165 ako be\u017en\u00e1 obchodn\u00e1 expanzia. V skuto\u010dnosti ide o s\u00fa\u010das\u0165 ove\u013ea \u0161ir\u0161ej strat\u00e9gie indickej vl\u00e1dy. India u\u017e nieko\u013eko rokov intenz\u00edvne podporuje dom\u00e1cich v\u00fdrobcov elektroniky prostredn\u00edctvom programu Production Linked Incentive (PLI), ktor\u00fd firm\u00e1m pon\u00faka finan\u010dn\u00e9 stimuly za rast v\u00fdroby. Ich ce\u013eom je zn\u00ed\u017ei\u0165 z\u00e1vislos\u0165 od \u010c\u00edny a vybudova\u0165 vlastn\u00fd technologick\u00fd priemysel schopn\u00fd konkurova\u0165 svetov\u00fdm zna\u010dk\u00e1m.<\/p>\n

Lava patr\u00ed medzi firmy, ktor\u00e9 z tejto politiky v\u00fdrazne profituj\u00fa. Spolo\u010dnos\u0165 dokonca presunula ve\u013ek\u00fa \u010das\u0165 svojho v\u00fdvoja z \u010c\u00edny sp\u00e4\u0165 do Indie, kde dnes pracuj\u00fa stovky in\u017einierov na n\u00e1vrhu nov\u00fdch zariaden\u00ed.<\/p>\n

Len\u017ee dom\u00e1ci trh u\u017e prest\u00e1va sta\u010di\u0165. Program PLI od v\u00fdrobcov vy\u017eaduje ka\u017edoro\u010dn\u00fd rast v\u00fdroby a predajov, ktor\u00fd sa na jednom trhu dosahuje \u010doraz \u0165a\u017e\u0161ie. Preto sa vedenie spolo\u010dnosti pozer\u00e1 do zahrani\u010dia. Nie je n\u00e1hoda, \u017ee prvou zast\u00e1vkou sa stalo pr\u00e1ve Spojen\u00e9 kr\u00e1\u013eovstvo.<\/p>\n

Brit\u00e1nia sa men\u00ed a Lava to chce vyu\u017ei\u0165<\/p>\n

Pred desiatimi rokmi bolo pre nov\u00e9ho v\u00fdrobcu prakticky nemo\u017en\u00e9 uspie\u0165 bez podpory mobiln\u00fdch oper\u00e1torov. V\u00e4\u010d\u0161ina z\u00e1kazn\u00edkov toti\u017e kupovala telef\u00f3ny spolu s dvojro\u010dn\u00fdm pau\u0161\u00e1lom.\u00a0Dnes u\u017e situ\u00e1cia vyzer\u00e1 \u00faplne inak.\u00a0St\u00e1le viac Britov si kupuje smartf\u00f3n priamo od v\u00fdrobcu alebo cez internet a n\u00e1sledne vyu\u017e\u00edva samostatn\u00fd pau\u0161\u00e1l bez viazanosti. Tento model v\u00fdrazne oslabuje moc oper\u00e1torov a z\u00e1rove\u0148 zni\u017euje n\u00e1klady nov\u00fdch zna\u010diek na vstup na trh.<\/p>\n

Pre Lavu je to ide\u00e1lna pr\u00edle\u017eitos\u0165. Nemus\u00ed investova\u0165 obrovsk\u00e9 sumy do exkluz\u00edvnych doh\u00f4d s oper\u00e1tormi a m\u00f4\u017ee sa s\u00fastredi\u0165 na online predaj.\u00a0Aj preto spolo\u010dnos\u0165 spustila marketingov\u00fa kampa\u0148, ktor\u00e1 otvorene \u00fato\u010d\u00ed na Samsung sloganmi nab\u00e1daj\u00facimi z\u00e1kazn\u00edkov, aby unikli z \u201erovnak\u00e9ho kolobehu\u201c ka\u017edoro\u010dn\u00fdch modelov.<\/p>\n

Nejde pritom o n\u00e1hodn\u00fd v\u00fdber s\u00fapera.\u00a0Apple si v Brit\u00e1nii dr\u017e\u00ed mimoriadne siln\u00fa z\u00e1klad\u0148u loj\u00e1lnych pou\u017e\u00edvate\u013eov, ktor\u00ed len zriedka menia ekosyst\u00e9m. Samsung m\u00e1 s\u00edce taktie\u017e siln\u00e9 postavenie, no jeho z\u00e1kazn\u00edci s\u00fa pri v\u00fdbere novej zna\u010dky v\u00fdrazne otvorenej\u0161\u00ed. Pr\u00e1ve na nich chce Lava zacieli\u0165.<\/p>\n

\"lava\"lavaLavaStavia na tom, \u010do konkurencia \u010dasto zanedb\u00e1va<\/p>\n

V\u00fdrobcovia smartf\u00f3nov sa dnes predbiehaj\u00fa v megapixeloch, umelej inteligencii \u010di extr\u00e9mnych v\u00fdkonoch procesorov. Lava sk\u00fa\u0161a trochu in\u00fa cestu.\u00a0Jej pripravovan\u00fd model Agni 4 s\u00edce patr\u00ed do strednej triedy, no pon\u00faka prvky, ktor\u00e9 boli doned\u00e1vna v\u00fdsadou drah\u0161\u00edch zariaden\u00ed.\u00a0Kovov\u00fd hlin\u00edkov\u00fd r\u00e1m, AMOLED displej s obnovovacou frekvenciou 120 Hz, modern\u00fd \u010dip MediaTek Dimensity 8350, r\u00fdchla pam\u00e4\u0165 LPDDR5X aj \u00falo\u017eisko UFS 4.0 vytv\u00e1raj\u00fa kombin\u00e1ciu, ktor\u00e1 by pri cene okolo 300 eur mohla zauja\u0165.<\/p>\n

Zauj\u00edmav\u00e9 je v\u0161ak nie\u010do in\u00e9.\u00a0Lava sa nesna\u017e\u00ed presved\u010di\u0165 z\u00e1kazn\u00edkov len \u010d\u00edslami v technick\u00fdch parametroch. V\u00fdrobca zd\u00f4raz\u0148uje \u010dist\u00fd Android bez rekl\u00e1m a bez mno\u017estva predin\u0161talovan\u00fdch aplik\u00e1ci\u00ed, ktor\u00e9 b\u00fdvaj\u00fa \u010dast\u00fdm ter\u010dom kritiky pri lacnej\u0161\u00edch smartf\u00f3noch.<\/p>\n

Prid\u00e1va aj vlastn\u00e9ho asistenta Vayu AI, ktor\u00fd funguje priamo v zariaden\u00ed. Nejde iba o generovanie obr\u00e1zkov alebo \u00fapravu fotografi\u00ed. V\u00fdrobca hovor\u00ed aj o hlasov\u00fdch funkci\u00e1ch \u010di interakt\u00edvnych vzdel\u00e1vac\u00edch n\u00e1strojoch.\u00a0Pre be\u017en\u00e9ho z\u00e1kazn\u00edka m\u00f4\u017ee by\u0165 pr\u00e1ve jednoduch\u0161\u00ed softv\u00e9r v\u00e4\u010d\u0161\u00edm argumentom ne\u017e \u010fal\u0161\u00ed fotoapar\u00e1t navy\u0161e.<\/p>\n

\"lava\"lavaLavaLacnej\u0161ie zbrane<\/p>\n

Popri Agni 4 pripravila spolo\u010dnos\u0165 aj model Yuva Star 3.\u00a0Ten mieri na \u00faplne in\u00fa skupinu pou\u017e\u00edvate\u013eov. Cena pribli\u017ene 80 eur jasne ukazuje, \u017ee ide o zariadenie pre nen\u00e1ro\u010dn\u00fdch z\u00e1kazn\u00edkov.\u00a0V\u00fdkon patr\u00ed medzi z\u00e1klad trhu, no v\u00fdrobca sa sna\u017e\u00ed zauja\u0165 aspo\u0148 odolnos\u0165ou IP64 \u010di syst\u00e9mom Android Go, ktor\u00fd je optimalizovan\u00fd pre slab\u0161\u00ed hardv\u00e9r.<\/p>\n

Pr\u00e1ve podobn\u00e9 telef\u00f3ny m\u00f4\u017eu by\u0165 zauj\u00edmav\u00e9 na rozv\u00edjaj\u00facich sa trhoch, no v Eur\u00f3pe ich \u010dak\u00e1 ove\u013ea n\u00e1ro\u010dnej\u0161ia cesta. Pri poh\u013eade na technick\u00e9 parametre m\u00f4\u017ee vznikn\u00fa\u0165 dojem, \u017ee najv\u00e4\u010d\u0161ou v\u00fdzvou bude presved\u010di\u0165 z\u00e1kazn\u00edkov, aby dali \u0161ancu nezn\u00e1mej zna\u010dke.\u00a0V skuto\u010dnosti m\u00f4\u017ee Lava narazi\u0165 na ove\u013ea v\u00e4\u010d\u0161ie prek\u00e1\u017eky e\u0161te sk\u00f4r, ako pred\u00e1 prv\u00fd mili\u00f3n smartf\u00f3nov.<\/p>\n

Eur\u00f3psky trh toti\u017e nie je len o kvalite zariaden\u00ed \u010di marketingu. V\u00fdznamn\u00fa \u00falohu zohr\u00e1vaj\u00fa patentov\u00e9 spory, licen\u010dn\u00e9 poplatky za technol\u00f3gie mobiln\u00fdch siet\u00ed a \u010doraz pr\u00edsnej\u0161ie regula\u010dn\u00e9 pravidl\u00e1.\u00a0Pr\u00e1ve tieto faktory u\u017e v minulosti v\u00fdrazne skomplikovali \u017eivot viacer\u00fdm \u00e1zijsk\u00fdm v\u00fdrobcom. Niektor\u00e9 zna\u010dky dokonca museli na \u010das zastavi\u0165 predaj svojich smartf\u00f3nov na v\u00fdznamn\u00fdch eur\u00f3pskych trhoch po prehrat\u00fdch patentov\u00fdch sporoch.<\/p>\n

\"yuva\"yuvaLavaEur\u00f3pska \u00fania pripravuje nov\u00e9 pravidl\u00e1<\/p>\n

Jednou z najv\u00e4\u010d\u0161\u00edch sk\u00fa\u0161ok pre nov\u00fdch v\u00fdrobcov bude pripravovan\u00e1 legislat\u00edva Eur\u00f3pskej \u00fanie o bat\u00e9ri\u00e1ch. Od febru\u00e1ra 2027 za\u010dn\u00fa plati\u0165 pravidl\u00e1, ktor\u00e9 v\u00fdrazne spr\u00edsnia po\u017eiadavky na kon\u0161trukciu smartf\u00f3nov. V\u00fdrobcovia bud\u00fa musie\u0165 zabezpe\u010di\u0165, aby bola bat\u00e9ria pou\u017e\u00edvate\u013esky vymenite\u013en\u00e1, alebo splni\u0165 nieko\u013eko pr\u00edsnych v\u00fdnimiek. Tie sa net\u00fdkaj\u00fa iba \u017eivotnosti akumul\u00e1tora, ale aj odolnosti zariadenia vo\u010di vode a prachu.<\/p>\n

A pr\u00e1ve tu m\u00f4\u017ee ma\u0165 Lava probl\u00e9m. Oba predstaven\u00e9 modely toti\u017e disponuj\u00fa certifik\u00e1ciou IP64. T\u00e1 posta\u010duje na ochranu pred prachom a striekaj\u00facou vodou, no na z\u00edskanie v\u00fdnimky pod\u013ea pripravovan\u00fdch pravidiel Eur\u00f3pskej \u00fanie pravdepodobne nebude sta\u010di\u0165.<\/p>\n

Ak by spolo\u010dnos\u0165 nechcela meni\u0165 cel\u00fa kon\u0161trukciu zariaden\u00ed, musela by investova\u0165 do v\u00fdrazne lep\u0161ieho utesnenia, odolnej\u0161\u00edch bat\u00e9ri\u00ed a drah\u0161\u00edch v\u00fdrobn\u00fdch procesov. To by z\u00e1rove\u0148 zv\u00fd\u0161ilo v\u00fdrobn\u00e9 n\u00e1klady a oslabilo jednu z jej najv\u00e4\u010d\u0161\u00edch konkuren\u010dn\u00fdch v\u00fdhod \u2013 n\u00edzku cenu.<\/p>\n

Naopak, ak by sa rozhodla pre jednoduch\u0161ie rie\u0161enie v podobe pou\u017e\u00edvate\u013esky vymenite\u013enej bat\u00e9rie, musela by z\u00e1sadne prepracova\u0165 dizajn telef\u00f3nov. Modern\u00e9 tenk\u00e9 unibody kon\u0161trukcie by ust\u00fapili hrub\u0161\u00edm zadn\u00fdm krytom a mechanick\u00fdm z\u00e1padk\u00e1m, \u010do by bolo v segmente strednej triedy v\u00fdrazn\u00fdm kompromisom.<\/p>\n

\"lava\"lavaLava\u010eal\u0161ou hrozbou s\u00fa patentov\u00e9 vojny<\/p>\n

Ani splnenie v\u0161etk\u00fdch technick\u00fdch po\u017eiadaviek e\u0161te automaticky neznamen\u00e1 \u00faspech.\u00a0Eur\u00f3pa patr\u00ed medzi regi\u00f3ny, kde v\u00fdrobcovia smartf\u00f3nov pravidelne ved\u00fa spory o licencie na technol\u00f3gie mobiln\u00fdch siet\u00ed. Takzvan\u00e9 \u0161tandardn\u00e9 esenci\u00e1lne patenty s\u00fa nevyhnutn\u00e9 pre fungovanie 4G a 5G komunik\u00e1cie a ich vlastn\u00edci si za ich pou\u017e\u00edvanie \u00fa\u010dtuj\u00fa licen\u010dn\u00e9 poplatky.<\/p>\n

Hist\u00f3ria ukazuje, \u017ee podobn\u00e9 konflikty dok\u00e1\u017eu ochromi\u0165 aj ve\u013ek\u00e9 zna\u010dky.\u00a0V minulosti sa do sporov dostali napr\u00edklad OPPO \u010di vivo, ktor\u00e9 museli na niektor\u00fdch eur\u00f3pskych trhoch do\u010dasne zastavi\u0165 predaj svojich zariaden\u00ed po konfliktoch s Nokiou.<\/p>\n

Pre spolo\u010dnos\u0165 ve\u013ekosti Lava by podobn\u00fd scen\u00e1r predstavoval ove\u013ea v\u00e4\u010d\u0161\u00ed probl\u00e9m. Okrem finan\u010dn\u00fdch n\u00e1kladov by riskovala aj po\u0161kodenie d\u00f4very obchodn\u00fdch partnerov a z\u00e1kazn\u00edkov e\u0161te predt\u00fdm, ne\u017e by si na kontinente vybudovala silnej\u0161iu poz\u00edciu.<\/p>\n

Samsung mo\u017eno nie je jedin\u00fd cie\u013e<\/p>\n

Hoci marketing Lavy otvorene \u00fato\u010d\u00ed na Samsung, skuto\u010dn\u00fdm cie\u013eom spolo\u010dnosti m\u00f4\u017ee by\u0165 nie\u010do ove\u013ea ambici\u00f3znej\u0161ie.\u00a0Indick\u00fd v\u00fdrobca sa sna\u017e\u00ed dok\u00e1za\u0165, \u017ee India u\u017e nemus\u00ed by\u0165 iba mont\u00e1\u017enou diel\u0148ou zahrani\u010dn\u00fdch zna\u010diek. Chce vytvori\u0165 vlastn\u00fd glob\u00e1lny technologick\u00fd produkt, ktor\u00fd bude schopn\u00fd konkurova\u0165 zaveden\u00fdm men\u00e1m aj mimo dom\u00e1ceho trhu.<\/p>\n

Ak sa mu podar\u00ed uspie\u0165 vo Ve\u013ekej Brit\u00e1nii, otvor\u00ed si dvere aj do \u010fal\u0161\u00edch eur\u00f3pskych kraj\u00edn. Ak zlyh\u00e1, nebude to nevyhnutne preto, \u017ee jeho smartf\u00f3ny boli hor\u0161ie ne\u017e konkurencia. O v\u00fdsledku m\u00f4\u017eu rozhodn\u00fa\u0165 patenty, regula\u010dn\u00e9 pravidl\u00e1 alebo rast\u00face n\u00e1klady na splnenie eur\u00f3pskych noriem.<\/p>\n

\u00daspech by znamenal viac ne\u017e len nov\u00e9 smartf\u00f3ny v obchodoch. Bol by sign\u00e1lom, \u017ee glob\u00e1lny technologick\u00fd priemysel sa postupne prest\u00e1va deli\u0165 len medzi \u010c\u00ednu, Ju\u017en\u00fa K\u00f3reu a Spojen\u00e9 \u0161t\u00e1ty. A pr\u00e1ve preto bude zauj\u00edmav\u00e9 sledova\u0165, \u010di sa z odv\u00e1\u017enej kampane proti Samsungu stane za\u010diatok dlhodobej eur\u00f3pskej expanzie alebo len kr\u00e1tka epiz\u00f3da v mimoriadne tvrdom biznise so smartf\u00f3nmi.<\/p>\n

\n \u010c\u00edtajte viac z kateg\u00f3rie: Novinky<\/a>\n <\/p>\n

\n \u010eakujeme, \u017ee \u010d\u00edta\u0161 Fontech. V pr\u00edpade, \u017ee m\u00e1\u0161 postreh alebo si na\u0161iel v \u010dl\u00e1nku chybu, nap\u00ed\u0161 n\u00e1m na redakcia@fontech.sk<\/a>.\n <\/p>\n","protected":false},"excerpt":{"rendered":"Eur\u00f3psky trh so smartf\u00f3nmi je u\u017e roky rozdelen\u00fd medzi nieko\u013eko ve\u013ek\u00fdch hr\u00e1\u010dov a nov\u00fdm zna\u010dk\u00e1m sa na\u0148 prenik\u00e1…\n","protected":false},"author":2,"featured_media":122850,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[3],"tags":[57,56,55,39734,10451,39735,39736,43,40,42,39737],"class_list":["post-122863","post","type-post","status-publish","format-standard","has-post-thumbnail","category-europa","tag-eu","tag-europa","tag-europe","tag-lacny-smartfon","tag-lava","tag-lava-cena","tag-lava-smartfon","tag-sk","tag-slovak","tag-slovencina","tag-znacka-lava"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@sk\/116911658041710990","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/posts\/122863","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/comments?post=122863"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/posts\/122863\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/media\/122850"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/media?parent=122863"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/categories?post=122863"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/sk\/wp-json\/wp\/v2\/tags?post=122863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}