'Affordable smartphones a Rs 2800-cr opportunity in India'

May 18 2014, 13:24 IST
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Research firm IDC Senior Market Analyst (Mobile Phones and Tablets) Manasi Yadav said the category is Research firm IDC Senior Market Analyst (Mobile Phones and Tablets) Manasi Yadav said the category is "pretty dominant". (AP)
SummaryBullish on the sub-Rs 12,000 smartphone category, international brands as well as homegrown players are geared up...

by a strong uptake of affordable devices made by local firms such as Micromax and Karbonn.

While Samsung led the category, Micromax had 16 per cent, Karbonn (10 per cent), Sony (5 per cent) and Lava (4.7 per cent) in the fourth quarter of 2013.

Handset makers are lining up more devices in the coming days to stay ahead in the competition.

Lava is slated to launch 'Iris X1' with Android KitKat under Rs 8,000, Nokia will make available the single SIM variant of its Lumia 630 for Rs 10,500. Intex also plans to update the Aqua i5 HD to KitKat in the days ahead.

The strong growth in sales of affordable smartphones has been driven by growing demand in smaller cities. Also various buyback schemes and instalments EMI options by retailers has also helped increasing affordability.

Stating that affordable segment presents a sizeable and immediately addressable market opportunity, Nokia India (A Microsoft Mobiles Oy subsidiary) Director Marketing Viral Oza said the fast growth has "inspired competition" and availability of choice is good for the consumer.

The firm, which sells only Windows-based smartphones is also confident of the platform doing well.

"Our commitment is to deliver aspirational smartphones and experiences - uncompromised - at all price points. Windows Phone has made tremendous strides in recent months," Oza said.

With WP 8.1 bringing in an even more enhanced experience on Lumia devices across price points, the company is poised to further consolidate its position in the segment, he added.

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