Founded in 2015 in Palestine, Multicell is BCI Mobile’s strategic multi-brand extended arm. Multicell introduced Honor and Realme —two of the fastest-growing Chinese mobile phone brands — to bring more diversity and accessibility to the mobile market. Following Honor’s success in Palestine, and given the company’s substantial experience and knowledge in the smartphone industry, Multicell extended its presence as the distributor of Honor in Jordan in 2018.
Honor was founded in 2013 as part of Huawei Consumer Business Group’s dual-brand strategy, taking advantage of Huawei’s accumulated expertise in ICT fields and creates trendsetting smartphones for young people around the world. By adopting an Internet-based and asset-light business model, revenue has soared to over 10 billion USD in the last five years. As a result, Honor is now the largest smartphone e-brand in China.
Meanwhile, Realme is a relative newcomer, having emerged in May 2018 as a smartphone brand offering device with both a strong performance and a trendy design in the broad context of e-commerce. Currently, Realme is offered in 18 countries that span China, India, Indonesia, Vietnam, Thailand, Malaysia, Pakistan, Egypt, etc. In May 2019, Realme entered the European market.
In India, Realme effectively created a sales phenomenon by selling 1 million mobile phones in 3 days during Diwali. Realme also broke the sales record on Lazada in Southeast Asia and became the No. 1 brand in the mobile phone category of this platform.