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Motorola to strenghten India operations, launches phone for the masses

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Motorola to strenghten India operations, launches phone for the masses

Mobile handset maker Motorola is betting big on India and as part of its strategy to increase its share of the mobile pie in the country, has decided to improve its distribution platform along with catering to the low-end segment.

The company has tied up with service providers like BSNL, Airtel and Idea to exclusively retail its new phone Motofone F3. Allen Burnes, Corporate VP, High Growth Markets, Mobile Devices, Motorola, explained, “Motorola won’t be retailing the phone because it has roped in BSNL as the bundled distributor, which will be retailing it with its services.”

Lloyd Mathias, Marketing Director, Motorola India said that the bundled offers were targeted at first-time buyers. He further said that the company would be focusing more on building its retail presence in the India market 2007.

In keeping with its strategy to target first time buyers, Motorola has launched several phones at different price levels in the last two years, including the low-end segment. The company is also extending its interest-free financing tie-up with GE Finance Ltd to 35 cities from the present 10 cities. Motorola is also setting up a handset-making unit in Chennai.

The new phone, the Motofone, too, is targeted at the lowest strata of the society, especially the rural market, with prices starting at as low as Rs 1,600-Rs 1,700. However, Burnes added that it was up to the service provider to fix the price.

Made specifically for the Indian market, Motorola is further enhancing the Motofone experience by offering voice prompts in local languages such as Hindi, Punjabi, Tamil, Telegu, Kannada, Malayalam and Bengali.

Moreover, the company will adopt a 360-degree communication involving television, print, outdoor and radio. The campaign will be breaking in the next one-two weeks. The outdoor activity would commence soon followed by radio, print and television.


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