‘Mi­cro­max Plans to Take Vol­ume Lead­er­ship Back’

The Economic Times - - Companies: Pursuit Of Profit -

Mi­cro­max plans to ag­gres­sively target the sub-`20,000 price seg­ment in the next two quar­ters in a bid to re­gain its smart­phone mar­ket share, which it lost mainly to Chi­nese ri­vals, co­founder Rahul Sharma told Karan Ba­jaj. The com­pany sold 2.83 mil­lion de­vices in July alone, sig­nalling its in­ten­tion to ramp up vol­umes, he said. Edited ex­cerpts:

How do you view In­dia’s smart­phone mar­ket? The be­low ₹ 10,000 seg­ment and the ₹ 10,000-20,000 price seg­ment are the ones we see grow­ing. Above ₹ 20,000 ev­ery­one is stuck in­clud­ing the Chi­nese brands.

What is Mi­cro­max plan­ning to do in such a sit­u­a­tion? The last month was good for us. We sold around 2.83 mil­lion de­vices in July. We did a lot of in­ter­nal as­sess­ment and now are at a clear point for the fu­ture. In this quar­ter, we plan to take our vol­ume lead­er­ship back. In the next quar­ter, we will work hard to­wards our smart­phone mar­ket share. We plan to hit hard on mass mar­ket seg­ment, which is up to ₹ 10,000 and ₹ 10,000-20,000. We launched Yureka Black, which is in good de­mand and we have re­cently launched Yu­nique 2. We plan to con­tinue launch­ing more phones un­der the YU brand.

How do you plan to make Mi­cro­max stand out from the crowd? FILE PHOTO The strength of Mi­cro­max was that we were the first ones to come up with some­thing. We want to bring back our in­no­va­tion and be the first ones to do a lot of things go­ing ahead. For now, we want to be the first one to make 18:9 dis­play on a smart­phone, a mass prod­uct. An­other thing you will see is a lot more Snapdragon pow­ered smart­phones from Mi­cro­max. At the low end, we will con­tinue with Me­di­aTek, but mid-range smart­phones will be all Qual­comm Snapdragon. You will see in­no­va­tion in Mi­cro­max will be back on de­vices as well as on the mar­ket­ing side.

Why did Mi­cro­max an­nounce Bharat 1 (4G VoLTE fea­ture phone) and Can­vas Dual 4, but never launched the phones? Cur­rently Bharat 2 is do­ing amaz­ingly well — we have sold over one mil­lion de­vices in three months. Can­vas Dual 5 and Yureka Black are also getting good re­sponse. We did a soft launch for the Mi­cro­max Dual 4 and we are plan­ning to do some ac­tiv­ity around the phone, which has taken some time to ex­e­cute.

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