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Cape Town – Chinese handset maker Hisense is aiming for a new market with its new 'Infinity KO flagship' smartphone.
The company launched the device in Johannesburg on Wednesday.
A key selling point for the phone is its IP67 rating for water and dust-proofing.
“It is definitely one of our key selling points on this device,” Grant Pendlebury, Hisense product expert told Fin24.
Sony, though, has long advertised waterproofing as a key factor on its Xperia Z series.
The tagline for the Hisense's new smartphone is “Life proof” and Pendlebury said that the company was prepared to aim its devices at premium brands.
“What we’re trying to ensure is make this device as durable as possible. We thought ‘How can we take it further and make this device durable and withstand all types of situations?’.”
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He added that customers have to ensure they follow procedures to ensure the device’s integrity in the water.
“We are prepared and we have made it very clear what procedures and conditions should be followed. As long as the customers are following the correct protocols, this device will last.”
The KO’s 12.7cm (5 inch) display is protected by Gorilla Glass 4, ships with 3GB of RAM and is powered by a Qualcomm Snapdragon octa core processor.
The battery is rated at 3 200mAh (compared to the Samsung Galaxy S6 at 2 550mAh) and the device sport dual LTE SIM slots.
Hisense has equipped the smartphone with a 13MP (megapixel) main camera and 5MP selfie shooter.
However, unlike previous smartphones, the KO costs more than previous Hisense handsets.
“Price is not what’s important anymore. This device has stepped it up and we’ve gone into a different type of bracket,” said Pendlebury.
The Infinity KO costs R3 999 and will be available from major retailers from the end of February.
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