Micromax Informatics Limited ("Micromax"), which is the Indian cellular handset company, in terms of units shipped during the quarter ended March 31, 2010 and the third largest mobile handset seller as at March 31, 2010 (Source: IDC's India Quarterly Mobile Handsets Tracker, 1Q 2010, June 2010 release) announced its foray into United Arab Emirates, Sultanate Of Oman, Kuwait and Qatar these days, via its wholly owned subsidiary, Micromax Informatics FZE.
Micromax handsets will be aimed at customers across all segments with unique focus on the youth in the age group of less than 30 years. Item innovation has been a crucial factor in driving Micromax growth in India and it plans to bring an innovative item lineage to the customers in Middle East too. Micromax will offer a wide selection of phones that range from gaming specific phones to social messenger which are in also line with its model essence 'Nothing like anything' and are targeted at the youth population with the city.
With phone features rending from 30 day lengthy battery life (standby mode), Dual SIM, qwerty phones for youth, Multimedia cellular phones, and utility phones and being the only cellular phone that provides regional warranty, the Business believes it captured the entire value chain of handsets. The business has entered into a distribution arrangement with 2020 Mobile UAE LLC in the region who will distribute Micromax goods in UAE. For distribution in Oman, Molecules Group of Businesses has been shortlisted whereas Jumbo Electronics has won the distribution contract for Qatar and Kuwait.
Speaking on the occasion of the launch, Mr. Vikas Jain, Company Director, Micromax Informatics Limited commented, "Micromax is indeed privileged to have consumer confidence, which has enabled us to establish ourselves in India, in a short period. We are very excited about the marketplace opportunity Dubai offers and we believe that customers would appreciate our dual SIM handsets, which would permit them to carry two mobile numbers in 1 phone."
He further added, "Our strategy has usually been to supply distinctive worth additions to our customers and we believe that we will be able to replicate our growth within the region. We'll target the youth population of the region with our varied vary of goods and believe that we will probably be in a position to produce a new segment with each of our goods in the new markets."
Post the launch in Nepal, Sri Lanka and Bangladesh; this will be the fourth international foray for Micromax. Micromax aims to turn out to be an established brand in all the market territories where it operates.
To attain positioning and to enhance model visibility in the territory, Micromax aims to undertake a 360 degree branding exercise and focus will be on activities like, store branding, merchandisers in key retails and channel marketing.
