It was a mystery as to what sort of a distribution approach Obi Mobiles will be adopting post the launch of its new smartphones, but it has been cleared up now. Obi Mobiles has revealed that it will be going for a multi-channel method instead of adhering to the latest trend of keeping smartphones exclusive to certain e-retailers.
Besides this, with an aim of establishing a strong presence for the brand, an all-round advertising campaign is also being planned by the company. For those unaware, Obi Mobiles is an upcoming phone manufacturer that’s set to enter India with a range of affordable Android-based smartphones.
It is being headed by Ajay Sharma who happens to have worked with HTC and Micromax in the past. Also, former CEO of Apple, John Sculley is promoting this company, a fact which had raised quite some eyebrows when it had first come to light.
According to The Indian Express, Sharma has mentioned that everything from ‘pop and mom stores, mobile stores, regional stores and online’ will be target of Obi Mobiles’ sales strategy. Although he has said that some specific models of its phones might go for online exclusivity, he has also mentioned that at the moment, the company cannot afford to choose just one channel.
Obi Mobiles will open up its bid by introducing about 5 to 6 devices in the Rs 5,000 to Rs 15,000 price bracket, with most of them placed under the hot Rs 10,000 benchmark. A 360-degree ad campaign on TV, online and print to make people aware of the brand is being considered, aside from store level guidance to customers.
You can expect the first crop of Obi Mobiles devices to enter India in June. Let’s see how much this new brand is able to stir up the smartphone market of the country.