rich content flow on the network. Handset makers have to also factor in the fact that power supply to rural areas in India is so erratic that recharging the battery of smartphones is a challenge in the villages. Consequently, the battery life has to
be longer and it has to support a variety of applications.
All these prerequisites of consumers have today redefined the smartphone category in India. Handset makers have to come out with devices that can serve the purpose of both urban and rural consumers. Another key factor for success of a handset is the user-friendly interface. Touchscreen phones have now gained precedence over handsets with physical keyboard, both in the urban and rural markets.
An important aspect, which is integral to all these, are the prices of a handset. A college student or a farmer may not be in a position to possess the latest smartphone priced in excess of $200. Therefore, it becomes imperative for handset makers to have market-capturing strategies.
Lenovo smartphones entered the Indian market only after studying all these differentiating aspects, be it the consumer mind set, user categories, the growing subscriber base, the preferences of the urban and rural markets, or the price consciousness. Today, Lenovo offers the widest range of smartphones at highly affordable prices, which suits all categories of customers in India. The biggest differentiator of Lenovo smartphones is the longer battery life, which no other competition in the market can boast of.
Changing the concept of ‘budget’ phones in India, the new ‘A’ series smartphones from Lenovo are equipped with most advanced features in this segment. Equipped with a dual-SIM feature, the entire range gives users the power of two phones in one. In addition to this, the new phones offer all the entertainment and social features such as camera, music and internet.
The smartphone market in India is undergoing a rapid metamorphosis in terms of consumer preference. For instance, dual SIM phones in smartphones were unimaginable a few years ago. But now, dual SIM smartphones have become ubiquitous. This should be a pointer to the changing dynamics of the smartphone market in India.
- Sudhin Mathur
(The writer is director—smartphones, Lenovo India)