Phablets - smartphones with a screen size of 5.5 inches and larger - are surging in popularity in the Middle East and Africa as customers increasing look for a mobile device that can fulfil the combine role of  smartphone and a tablet, according to market research firm GK.

The devices represented 11.1 per cent of all mobile devices sold in the Middle East in the fourth quarter of last year, almost doubling from 6.2 per cent a year earlier, it said.

Top European mobile maker Fly is meeting growing regional demand for phablets with the latest addition to its big-screen phone family, the Fly Epic Note.

The Fly Epic sold out within weeks of its launch, as customers responded eagerly to the versatility of the phablet form factor at an attractive price point.

Now, Fly is introducing the Epic Note phablet to meet this growing customer demand for a big-screen phone.

Nitin Sood, managing director, Fly, MEA, said: “For those of our customers that want to have an all-round gadget in their pocket, the phablet is the perfect solution – combining the versatility of a smartphone with the alluring display size of a tablet into a single, powerful device.

“The cost-effectiveness of this format means it is unsurprising we have seen strong interest across the region, while the quality that the Fly brand promises and delivers mean customers know they are not compromising on performance and design.”

The Fly Epic Note features a 5.5-inch QHD IPS display, making it ideal for consuming media on the go, and a 1.2 GHz Quad core processor, delivering peak performance for users who need to work outside their office environment.

The Android KitKat, dual sim phone will be competitively priced and runs on a 3G network, as well as featuring an 8MP+2MP camera and supporting dual SIM technology.

Fly will be making the Epic Note available in the GCC through its partnership with Dubai-based Eurostar Group, which also supported Fly’s first foray into the phablet form factor, the Epic, which proved especially popular in Saudi Arabia.

The Epic Note will also be made available in other markets across the Middle East and Africa.

Abdul Jabbar Shahnawaz, vice president, Marketing, Fly MEA, said: “We are committed to supporting the needs of our customers and the amazing success of the Epic convinced us that we needed to give them something more in the phablet space.

“The Epic Note builds on our positioning in the market that we achieved with the Epic and continues Fly’s tradition of delivering innovation, quality and performance.” - TradeArabia News Service