India’s Micromax enters ME smartphone market
DUBAI, February 12, 2017
Micromax Informatics, India’s leading handset manufacturer and the 10th largest smartphone player in the world, has announced its foray into Mena region with the entry into the UAE smartphone market.
Micromax has entered a strategic agreement with Tchannl, one of the leading players in telecom, IT and consumer electronics domain, to bring the latest smartphone technology within everyone’s reach in the region.
Its partnership with Tchannl will make Micromax products available across the GCC and North Africa market. Micromax will introduce its trendsetting and successful ‘Bolt Series’ of smartphones that have already sold more than 20 million devices across the company’s operating markets. Furthermore, the smartphone portfolio will be expanded based on consumer insights.
Micromax aims to extend and solidify its presence in the region armed with in-depth market insights of Tchannl co-founders, Sandeep Saihgal and Ashraf Fawakherji, who have spent more than two decades in the region setting-up presence of several global telecom brands.
Tchannl’s extensive relationships with key distributors, understanding of distribution networks, know-how on channel and retail management will be crucial to building the profile of Micromax brand in the region.
Micromax, with its USP of pioneering meaningful innovations based on in-depth consumer understanding, has been conducting extensive market research for the last couple of months which includes the price point that consumers demand and the features people are seeking.
Rahul Sharma, co-founder, Micromax, said: “We have tasted success in many International markets and feel this is the opportune time to expand our reach in the Mena region. This region will be one of the key international markets for us after Russia. The market opportunity is huge and our large portfolio of devices will be able to cater the customer’s need here. To start with, we feel our internationally successful range ‘Bolt’ will charm the consumers and we are confident that Micromax will serve as a key player in the market. Our initial focus in the region is to replicate the success witnessed in our other markets in the last couple of years.”
Sandeep Saihgal, founder and managing partner, Tchannl said: “We are excited to work with Micromax, one of the leading mobile phone brands. UAE and the region is an ideal market for Micromax to bring its innovative product portfolio and services customized for consumers in this market.”
Micromax has estimated that the international operations will contribute nearly half of the company's total revenue in the next three to four years. The international business currently contributes about 20 per cent of the total phones sold by Micromax annually, which presently stands at about 36 million. – TradeArabia News Service