Competition in the Affordable Smartphone Market Intensifies, Durability Becomes a Key Differentiator
REPUBLIKA.CO.ID, JAKARTA — Competition in the affordable smartphone market is increasingly focused on improving specifications that were previously associated with the mid-range segment. Thin designs, high refresh rate screens, and durability certifications are now being used to meet the needs of urban users with high mobility.
In this context, itel has introduced the itel City 200, targeting consumers in the entry-level segment with a focus on features and durability. The device is produced with a unibody design that is 7.45mm thick and features a 6.78-inch punch-hole display with a 120Hz refresh rate.
In terms of durability, the device is equipped with IP65 certification and the Military-Grade MIL-STD-810H standard, which provides protection against dust, water splashes, and minor impacts for everyday use.
In the camera sector, the itel City 200 features a 50MP rear camera and the itel AI Auto Zoom Selfies feature. For battery life, the device uses a 5,200mAh battery and is equipped with NFC to support digital transactions and electronic card balance checks.
Other additional features include Ultra Link for connecting devices without a cellular network or internet, and an IR Blaster that allows the phone to function as a remote control for household electronic devices.
Marketing Manager of itel Indonesia, Geza Febriandi, said that the device is designed to meet the needs of users who want a combination of design and durability in one device. “With a combination of a thin design, high durability, and a complete set of smart features, the itel City 200 is expected to be an ideal choice for users who need a stylish and reliable smartphone for daily activities,” he said on Thursday (February 26, 2026).
In the initial distribution phase, the itel City 200 is marketed exclusively through Shopee at a price of IDR 1,399,000. During the period from February 25 to March 2, 2026, a free BudsAir 5i will be available for the first 400 units.
Amid price pressures and intense competition in the lower segment, the strategy of offering features that are identical to higher-end devices is one way for manufacturers to expand their appeal while maintaining relevance in a price-sensitive market.