Arijeettalapatra – CEO, TRANSSION India
Launched by Hong Kong-based Transsion Holdings, Itel Mobile claims its focus is on delivering cost-effective and high-specification mobile devices. itel mobile phone portfolio was created to deliver a full mobility experience to the Indian customers by providing them access to premium quality products, which are localized and designed to meet their specific requirements at a budget-friendly price. Vivek Singh Chauhan spoke to Arijeet Talapatra, CEO, TRANSSION India, to understand about the company’s vision and future plans. Here are the edited excerpts from the interaction.
itel is a global brand. So, how important the Indian market is for the company? How has India performed for itel till now? itel entered the Indian market in 2016 with a singular objective of democratizing technology and empowering the customers with budget-friendly mobility experience. Over the last three years, itel mobile has seen robust growth and is one of the leading smartphone players in the emerging rural, and semi-urban markets. We are committed towards India as it remains a key market for us and we are consistently working towards increasing our presence in the market. India currently holds the second position in terms of the largest smartphone market in the world after China, according to a Canalys Report. itel smartphone has managed to create a niche for itself and is among the most admired smartphone players in the sub Rs 5,000 price bracket. We have achieved a momentous landmark of more than 4 crore happy customers in 2018. We are consistently working towards providing the best
customized mobile solutions to our users in Tier 3 and below markets, thereby adding to an enhanced sense of satisfaction and augmented consumer experience.
itel consistently focuses on strengthening
the overall distribution strategy by nurturing deeper penetration into offline channels. This has helped the brand to create a robust and well-connected distribution network of more than 1 lakh retailers and more than 970 channel partners enabling better accessibility and availability of its products across the country.
With new budget smartphones available in the market, what is the future of feature phone? The latest Counterpoint report states that the feature phone market has continued to achieve growth in the past three years. The report also highlights that more than 400 million feature phones will be purchased by consumers worldwide in the current year while the shipment for the same is expected to cross one billion units by 2021. Knowing that the consumption of feature phones mostly lies in Tier 3 regions and below, the pace at which feature phones are evolving indicates that they still have a bright future in the mobile phone industry. Having said that, we also believe
that the sub Rs 5,000 smartphone category is witnessing tremendous growth owing to affordable mobile data plans and hi-end specifications. Over the next few years, below Rs 5,000 segment will capture a major market share of feature phone segment as the users are constantly aiming to upgrade their handsets.
Aligned with this trend, itel is consistently working towards providing its users with a smartphone with highend features at affordable prices in the sub Rs 5,000 price bracket. itel smartphone portfolio boasts of latest technologies such as enhanced AI dual camera, dual security features -- multifunctional fingerprint sensor and face unlock, 5.45-inches HD+ IPS full screen, Dual 4G VOLTE.
Do you plan to increase production capacity in India? TRANSSION India has a factory in Noida, Uttar Pradesh. We have plans to strengthen our mobile ecosystem in the country such as expanding manufacturing capacity, building up a strong network of a back-end integrated supply chain including own warehouse and repair centres, focusing on developing ‘customised innovation’ for ‘India-first’ product portfolio and increasing the penetration of our after-sales service network.
How is your channel strategy evolving in India? What is your go-to-market strategy? itel is a channel-driven brand and our channel partners play an integral part for our business; strengthening our relationship with our channel is key to us. We have an extensive footprint via mass-market distribution and is present across India with more than 970 channel partners and 1 lakh retailers along with more than 950 service touchpoints to cater to the post-sales need of our consumers in India. We believe our success in India is based on our strong relationship with our channel partners. We constantly strive to create and implement several distribution engagements programs and partner-focused schemes to strengthen our relationship with them.
itel rides on it’s local connect and aims to strengthen the bond with its customers by connecting with them at the grassroots levels. Over the last few years, itel’s marketing strategy in Tier 3 to Tier 6 hinges on localisation -- it varies from region to region, depending on consumers’ requirements and sensibilities with the right balance of conventional and unconventional marketing initiatives to ensure brand connect and awareness. itel is a brand for everyone and believes in creating affinity across its audience segments through associations that would strike an immediate connection with its consumers.
“itel smartphone has managed to create a niche for itself and is among the most admired smartphone players in the sub Rs 5,000 price bracket. We have achieved a momentous landmark of more than 4 crore happy customers in 2018”
What is your goal for the next quarter? Do you have any key message for the customers? itel family is growing stronger and bigger with each passing year and we are overwhelmed by the response we have received so far. Aligned with our singular objective of democratizing technology and empowering the consumers with budget-friendly mobility experience, we aspire to be the leading, most admired smartphone brand in below Rs 5,000 segment. We will continue to deliver a magical experience to our consumers through our ever-evolving smartphone range. Consumer satisfaction is our priority and to satisfy our customers, we will continue to provide our customers access to premium quality products, which are localized and designed to meet their specific requirements at a budgetfriendly price. ■