Transsion Holdings focuses on multi brand strategy to tap on India market 

In chat with VARINDIA, Sudhir Kumar, Chief Executive Officer, itel & Spice Devices speaks about the present Smartphone market landscape, its different strategies, its position in the market, strategy around service support, retail and much more…. 

Transsion Holdings has entered the India market with a long-term vision to contribute towards the growing mobile phone ecosystem in the country. With Smartphone users growing rapidly in India market, a lot of reports second this growth. For instance, as per the latest Canalys report, India has surpassed USA to become the world's second-largest Smartphone market after China, with over 40 million units shipped in the third quarter of 2017.

“In fact, there is a new brand of smartphone launched every single day which clearly showcases the opportunity bundled with challenge of serving new things to the customers to attract them and also to grab market share,” says Sudhir Kumar, Chief Executive Officer, itel & Spice Devices.

Consumer behaviour helping expansion...
Observing the consumer behaviour and their requirements, Sudhir says that in line with the brand’s Go-To-Market strategy, the company has launched Spice Devices in a phased manner. “The initial response from phase 1 markets has been overwhelming and has further given us impetus to launch the brand pan India,” he says. 

In the first quarter of its operation itself, Spice Devices has garnered remarkable traction from the phase 1 markets, with major contribution to sales volume coming in from UP, Rajasthan, MP, Bihar, Gujarat and Kerala. “Our aim is to give our consumers a captivating experience of their first Smartphone something that is stylish with vibrant colours, super battery, great music experience and easy to use features that help the youth to stand out,” he asserts.

Talking about the new innovations to attract the customers Sudhir says that they have included some innovative features to their new portfolio such as, 3D immersive sound (proprietary audio codec) which provides better gaming & entertainment experience which can be delivered via dual speakers or headsets as well, innovative camera features such as age/gender detection that helps the users to take better selfies and added to that the new intelligent fingerprint sensor which supports multiple features allows the users to be more creative.

Also, its unique service proposition of 1-year replacement warranty across its product portfolio including both feature phones and Smartphone’s has seen huge traction from Tier II/III market and helped the brand build momentum. 

Strategy for growth...
Speaking about the market strategy, Sudhir shares with VARINDIA that to understand the market and needs of the consumers they have a team that is exclusively dedicated to research and analyze the consumer trends in the Indian market. “Our product portfolio creates a new segment in the Indian market with the robust range of products and services catering and fulfilling the requirements of the Indian Youth,” he says. 

He also mentions that with its multi-brand strategy targeted at different consumer segment, Transsion is creating an end-to-end experience for its customers. The group has four mobile brands - TECNO, itel, Spice and Infinix catering to different target markets.

“We have planned our Go-To-Market in a phased manner and have successfully concluded our first phase where we launched the product portfolio across 10 states. So far, we have launched the Spice Devices product portfolio comprising of 9 mobile devices including 5 feature phones and 4 Smartphone’s,” Sudhir explains.

Opportunities and challenges…
In the current scenario, the Indian smartphone market is cluttered with handset manufacturers, both home grown and global players. In line with this, the brand has planned a phased approach to launch its product portfolio in India as it wants to provide its consumers with the wide range of products and cater to them with best-in-class after sales services. The recently launched Carlcare store in India is the first after sale service brand from Transsion Holdings in India. The store services all brands under Transsion Holdings including TECNO, Infinix, itel, Spice Devices and Oraimo. Carlcare store caters to consumers’ needs and requirements by resolving the queries and problems on a real time basis. It offers another unique service proposition of 72-hour turn-around time across its brand portfolios thus, bringing in faster and superlative repair efficiencies. 

Going forward, Transsion wants to ensure that all sections of society can contribute and benefit from the digital revolution. With its unique offerings, it is confident that it will be able to help people live their dreams and enable them digital lives. 

Megha
Megha@varindia.com