In­tex Smart­phones to Ride Dig­i­tal Ser­vices Wave

Voice&Data - - CONTENT - Nan­dita Singh

High per­for­mance pro­ces­sors, cam­era, screen size… the smart­phone is no longer about hard­ware. The next level of smart­phone growth will be driven by use cases and ex­pe­ri­ences that drive cus­tomer en­gage­ment. In­tex Tech­nolo­gies, which is emerg­ing as a key player in the mo­bile ecosys­tem, is busy in­grain­ing this shift in its busi­ness model.

A low and mid range price player in mo­bile phones seg­ment In­tex Tech­nolo­gies in FY 2015-16 had edged its way into top 3 mo­bile phones’ com­pany list in the Voice&Data In­dia Tele­com In­dus­try Study re­leased in Au­gust 2016.

“Our goal is to cre­ate en­gage­ment for the cus­tomer with brand In­tex,” says Vi­neet Singh, Head of Dig­i­tal Ser­vices at In­tex Tech­nolo­gies. It is no se­cret that the next 300 mil­lion users that are set to get smart­phone ac­cess for the first time in the next three years will be from tier II & III cities and will be na­tive lan­guage speak­ers pri­mar­ily, with English per­haps only as their sec­ond or third lan­guage, if at all.

Keep­ing this in view, In­tex is en­sur­ing that the smart­phone is cus­tom­ized to suit its next set of cus­tomers with an on-board­ing ex­pe­ri­ence that makes for a smooth shift to dig­i­tal life and con­tin­ued en­gage­ment with In­tex dig­i­tal ser­vices. The com­pany re­cently an­nounced that some of its mod­els will be on In­dus OS, which is an in­dige­nously de­vel­oped re­gional op­er­at­ing sys­tem sup­port­ing 12 lan­guages, with its own app store -im­prov­ing de­vice adapt­abil­ity to re­gional lan­guage apps.

Work on in­te­grat­ing dig­i­tal ser­vices in the In­tex de­vices has been on from the last one year, how­ever, most of these were third party ap­pli­ca­tions driven by cus­tomer de­mand, in­forms Singh. The fo­cus now is on be­ing pro-ac­tive in in­te­grat­ing dig­i­tal ser­vices. At the dig­i­tal ser­vices unit Singh is at the cen­ter of ac­tiv­ity. “Pre-load­ing third party ap­pli­ca­tion so­lu­tions on the de­vice was but a small piece of value add that we pro­vided, now we are work­ing on long term so­lu­tions for cus­tomer en­gage­ment, and in the process we are di­ver­si­fy­ing from a hard­ware com­pany to a so­lu­tion-ori­ented busi­ness,” says Singh.

In the last one year, driven by market dy­nam­ics In­tex has iden­ti­fied ar­eas where ap­pli­ca­tions will add value. The com­pany has tied up with Tata mRu­pee for mo­bile wal­let in the pay­ments space and a cou­ple others in health­care, ed­u­ca­tion, and en­ter­tain­ment. In­tex is also work­ing on ty­ing up con­tent part­ner­ships and has put in place tech­nol­ogy part­ner­ships that will en­able it to de­liver In­tex branded ap­pli­ca­tions & ser­vices to be em­bed­ded in In­tex de­vices, along with the third party bun­dle that the com­pany will con­tinue to of­fer. “As we re­al­ized pay­ments will be the pivot of mo­bile ecosys­tem, we closed on pay­ments part­ner Tata mRu­pee so­lu­tion since we wanted to get that in place be­fore mov­ing on to other utilities that will fol­low in due course,” says Singh.

In­tex Dig­i­tal Ser­vices as well as its In­dus OS de­vices will be launched in In­dia in the first quar­ter of FY 2017. The com­pany in­tends to fol­low con­sumer be­hav­iour very closely for its next round of growth. “Right from deeply in­te­grated pre-loaded so­lu­tions in de­vices to third party hy­per­local AI-based ap­pli­ca­tions, we will fol­low the con­sumer -- of­fer­ing just about ev­ery­thing pos­si­ble via the mo­bile de­vice,” says Singh.

Naren­dra Bansal led com­pany, In­tex Tech­nolo­gies, that has its roots in IT pe­riph­er­als trad­ing has come a long way and is ready­ing for an­other meta­mor­pho­sis with an am­bi­tion to make In­tex a house­hold name, in the face of mighty com­pet­i­tive and yet evolving smart­phone market in In­dia. Seventy five per­cent of In­tex over­all rev­enue comes from mo­bile phones which com­prises fea­ture phones and smart­phones. The com­pany has five man­u­fac­tur­ing fa­cil­i­ties in In­dia, three of which are lo­cated in Noida, and one each at Jammu in J&K and Baddi in Hi­machal Pradesh. nan­di­tas@cy­ber­me­

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