Micromax eyes bigger chunk of budget smartphone mkt with Vdeo

Micromax, the third-largest handset player in the country, today launched a new range of 4G smartphones 'Vdeo', aimed at consolidating its position in the entry-level smartphone market of the country.

"2016 has seen a marked slowdown in the long-term trend of feature phone users shifting to smartphones. Also, there is perceived high cost of data and lack of differentiated mass-use case attached. With the launch of the Vdeo range, we have focussed on these issues," Micromax Chief Marketing Officer Shubhajit Sen told reporters here.

Micromax believes that Google Duo's video calling feature, coupled with free internet connectivity with the pre-bundled Reliance Jio SIM, is a compelling proposition that will accelerate the switch from feature phones to smartphones, he added.

"Our leadership position and strong brand equity has allowed Micromax, for the first time in the industry, to bring together key players in the ecosystem to deliver a complete solution for our consumers," he said.

Users will get three months of unlimited free data and voice calling option with the Reliance Jio SIM card.

The company has launched two handsets —Vdeo 1 and Vdeo 2 —priced at Rs 4,440 and Rs 4,990, respectively.

It expects to sell half a million units in the next 6-8 weeks. The devices will also be shipped to Bangladesh, Nepal, Sri Lanka and Russia.

In the coming months, the company will be extending the Vdeo range with the introduction of Vdeo 3 and Vdeo 4 with the prices expected to stay under Rs 7,500.

Vdeo 1 and Vdeo 2 feature a 4-inch and 4.5-inch display, respectively, with 1.3 GHz quad core processor, 1GB RAM, Android Marshmallow operating system, 5MP rear and 2MP front camera along with 8GB internal memory.

"Less than 15 per cent of the smartphones below Rs 5,000 are 4G-enabled. There is a huge opportunity that exists," he said.

The average selling price of 4G handsets, he said, is about Rs 11,000.

"There are three goals with the new range — accelerate adoption of smartphones, provide more intimate way of communication and building a platform to deliver affordable yet superior 4G experience for Indians," Sen said.