TCL bets on display expertise for PH smartphone expansion

Insider Spotlight

• TCL is extending its display expertise beyond TVs as it seeks a bigger role in the Philippine consumer electronics market
• Its smartphone strategy centers on NXTPAPER, a display technology designed to reduce eye strain while retaining color and image quality
• The company is targeting several price tiers, with new devices ranging from P9,495 to P35,995
  
  
  
  

TCL is betting that its experience in display technology can give it a point of differentiation in the Philippine smartphone market, extending a capability that helped establish the company as a global television player into a more personal, frequently used screen.

The technology company introduced three smartphones locally: the NXTPAPER 60 Ultra, NXTPAPER 70 Pro and K70 Power 4G. The first two feature TCL’s proprietary NXTPAPER technology, while the K70 Power 4G targets consumers prioritizing battery life and affordability.

Why it matters

TCL’s move puts another consumer electronics brand into the Philippine handset market, but its pitch is built less around competing solely on conventional specifications and more around translating its existing display capabilities to smartphones.

NXTPAPER, first introduced in 2021, combines hardware and software features intended to reduce eye strain while maintaining vivid colors and sharp images. TCL describes the result as a paper-like viewing experience suited for prolonged reading, work, streaming and scrolling.

What they’re saying

“We're excited to officially introduce TCL Mobile Phones to the Philippine market. This launch reflects our commitment to bringing meaningful innovation to more consumers through devices that enhance the way people work, create, communicate, and stay entertained every day. With our expertise in display technology and user-focused design, we invite everyone to experience a smarter way to stay connected,” TCL Philippines CEO Peter Chen said in a press statement.

Zoom in

The NXTPAPER 60 Ultra has a 7.2-inch 120Hz FHD+ NXTPAPER 4.0 display, 12GB RAM and 512GB storage, while the NXTPAPER 70 Pro carries a 6.9-inch 120Hz FHD+ NXTPAPER 4.0 display, 8GB RAM and 256GB storage, both run Android 16.

The other end

The K70 Power 4G has a 6.75-inch 120Hz display and 5,200mAh battery. TCL lists introductory Shopee prices of P35,995 for the NXTPAPER 60 Ultra, P22,995 for the NXTPAPER 70 Pro and P9,495 for the K70 Power 4G. —Vanessa Hidalgo| Ed: Corrie S. Narisma