no other brand can com­pare With in­tex ser­vice

In an in­ter­ac­tion with PC Quest Nidhi Markan­day, Di­rec­tor & Busi­ness Head of In­tex high­lights the mar­ket strate­gies and the fu­ture plans of In­tex mo­bile

PCQuest - - MOBILE NEWS - – Anushruti Singh, anushrutis@cy­ber­me­ Jy­oti Bha­gat, jy­otib@cy­ber­me­

How many In­tex smart­phones and fea­ture phones are in the mar­ket right now? In­tex port­fo­lio cur­rently has about 15 mod­els, and soon there will be three more ad­di­tion to the fam­ily from July to Novem­ber. We will be launch­ing an­other six mod­els in smart­phone cat­e­gory. In­tex is known for the value of prod­ucts. To­day if we com­pare to any other Chi­nese brand phones like Oppo & Vivo, our phones are much cheaper than their phones. So, with the same spec­i­fi­ca­tions and fea­tures In­tex is al­most 70 to 80% cheaper. And we are very much in de­mand in the mar­ket be­low 8k cat­e­gory. The com­pany is stick­ing till 7K phones and not go­ing be­yond that as per mar­ket sce­nario. The rea­son be- hind that is that we don’t want to ex­per­i­ment on our price ranges.

What are the trends that have been fol­lowed by In­tex mo­bile in terms of phys­i­cal ap­pear­ance and soft­ware?

If we see the trend the mar­ket is go­ing to­wards the cam­era phones, which have be­come the first need of the cus­tomers. Ev­ery­body wants a cam­era phone and a good bat­tery life. So we have our in-house team who works on these apps and we also have var­i­ous apps de­vel­oped re­lated to health, beauty and diet. Peo­ple love to com­mu­ni­cate in their ver­nac­u­lar lan­guages, for these cus­tomers we have Ma­trabha-

“We will be launch­ing an­other six mod­els in smart­phone cat­e­gory. In­tex is known for the value of prod­ucts. To­day if we com­pare to any other Chi­nese brand phones like Oppo & Vivo, our phones are much cheaper than their phones.”

sha which helps you com­mu­ni­cat­ing in your own lan­guage. In­fact, our team has also worked to fix the OS so that it can en­tirely changes to lo­cal lan­guage like Pun­jabi, Gua­jarati or Marathi what­ever re­gion you be­long to.

Also we have tied up with few com­pa­nies which were of­fer­ing eco­nomic data us­age. Even with the Mi­cro­soft we have col­lab­o­rated for the cloud so­lu­tions.

What are the ini­tia­tives taken by In­tex in terms of brand­ing and mar­ket­ing of prod­ucts?

We be­lieve in the mar­ket­ing strat­egy. From last 3 years we come up very strongly in the In­dian mar­ket. In­tex has var­i­ous brand am­bas­sadors for dif­fer­ent re­gions. For mo­biles only, we have 4 dif­fer­ent brand am­bas­sadors for in­stance; Farhan Akhtar is our na­tional brand am­bas­sador. We also do brand­ing; tar­get­ing the in­di­vid­ual states that’s why in re­cent years we have been able to crack the mar­ket. The other ini­tia­tives are ATL ac­tiv­i­ties which we do­ing reg­u­larly. Very re­cently we have con­ducted our TV cam­paigns for the prod­uct called Aqua lions 4G with the Gu­jarat Lions team. Now again In­tex will be in ac­tion from Au­gust to Novem­ber. We are also plan­ning var­i­ous cam­paigns in dif­fer­ent cities.

In Fea­ture phones cat­e­gory, the re­gional lan­guages is our USP. In­tex was the first brand to launch a fea­ture phone which has a big­ger bat­tery that also acts as a power bank; that was ul­tra 400. We also have a phone which read the cur­rency to check whether it’s a real one or fake. We are also com­ing up with the Selfie phone in fea­ture phone seg­ment.

How many R&D, Re­tail & ser­vice out­lets are there?

We have a dis­tri­bu­tion setup of about 1500-2000 deal­ers who are as­so­ci­ated with us. In al­most every town and city we have a pres­ence. In terms of ser­vice, In­tex have a very good ser­vice setup which no other brand can com­pare. Above 1500 ser­vice out­lets are there in the mar­ket, out of which cou­ple of these are owned by in­tex. The bal­ance is on the fran­chisee model which is called In­tex care cen­ters. The deal­ers are mainly as­so­ci­ated with the re­tail out­lets in the mar­ket. Be­side these, we also have pres­ence in all the LFRs whether it’s Croma, Reliance or Metro.

What is the road map In­tex for next 12 Months?

We are plan­ning to take the full ad­van­tage of fes­tive shop­ping sea­son around Di­wali in October. The brand will con­tinue play­ing on its strengths, as the de­vices will be priced be­tween ` 4,000 to ` 8,000, with the most ex­pen­sive phone cost­ing ` 8,999. In­tex will opt for both on­line and off­line re­tail chan­nels for sell­ing its de­vices, and will also have ex­clu­sive prod­ucts for re­spec­tive e-com­merce web­sites. What­ever mo­bile phones we sell out of that 70% to 75% of the phones are fea­tured phones. To­day, what­ever range we have is all 4G smart phones. All In­tex’s up­com­ing de­vices will be 4G VoLTEready and run An­droid Nougat out-of-the-box. In­tex is also promis­ing that its smart­phones will be up­grade­able to the next build of Google’s OS, i.e. An­droid O. In­stead of fo­cus­ing on cer­tain fea­tures for its en­tire port­fo­lio, the brand will be launch­ing dif­fer­ent se­ries cater­ing to re­spec­tive users.

Nidhi Markan­day Di­rec­tor & Busi­ness Head, In­tex

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