Campaign India Team
Aug 13, 2014

Idea Cellular expands 3G smartphone portfolio, eyes non-metros

Entry level phones targeted at young professionals and students; company plans to expand distribution

L to R: Sashi Shankar & Rajat Mukarji, chief corporate affairs officer, Idea Cellular
L to R: Sashi Shankar & Rajat Mukarji, chief corporate affairs officer, Idea Cellular

Idea Cellular has expanded its portfolio of 3G smartphones with two new models. At a launch event in Mumbai on 12 August, the telecom major unveiled Idea Ultra+ and Idea FAB with the target of penetrating the non-metro regions better. Idea Ultra+ is expected to retail at Rs 8,300 and Idea FAB is priced at Rs 4,999. The entry-level smartphones are targeted at young professionals and students.
Infibeam is the official online retail partner for these phones and the physical distribution of the products will be done across Andhra Pradesh, Gujarat, Haryana, Kerala, Maharashtra and Goa, Madhya Pradesh and Chhattisgarh, Uttar Pradesh (East), Uttar Pradesh (West), and Punjab.
Speaking at the launch, Sashi Shankar, chief marketing officer, Idea Cellular, said, "With the mobile phone increasingly becoming the first screen for a majority of users across semi-urban and rural India, Idea has remained focus at proliferating mobile internet through these smart devices by making them available at affordable price points for increased adoption. The new Idea Ultra+ and FAB will offer a wider choice of 3G smartphones in the low to mid-segment price category, while giving our users an experience of high-end smartphones."
Shankar projected sales of 25,000 to 30,000 in the first two months for the two models. The focus for Idea Cellular would be further expand distribution and be present in the regions that it currently caters to only through Infibeam, without undermining sales through the online channel.
On the marketing initiatives for the two products, Shankar told Campaign India: "We won't do too much of advertising for these. There will be some BTL advertising but we will primarily depend on our distribution. We have a number of promoters in the marketplace stationed at outlets to engage with the consumers and explain them the features of the devices.”

Campaign India

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