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Reliance targets high-end handsets at lifestyle segment

13-October-2004
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Reliance targets high-end handsets at lifestyle segment

Reliance Infocomm Ltd has decided to launch four to five high-end mobile handsets priced at around Rs 20,000 each within the next two months. Reliance will source these phones from Nokia, Samsung and LG.

The handsets, with bigger displays, higher memory and colour resolution, and bigger phonebooks, are targetted at the lifestyle segment.

This will be the first time that Reliance is introducing mobile phones in the Rs 20,000 range.

Reliance’s launch is based on psychographic analysis on consumers’ living patterns and love for high-end gadgets.

Instead of lumping its potential customer base as one market, Reliance has started segmenting the market.

So if R World, the window to a world of information, communication and entertainment, is for the youth segment, R Connect is for the business class, which wants to surf the net.

Kaushik Roy, marketing head of Reliance Infocomm, said mobile operators in general have to further segmentise the SEC-A category if they are to increase the average revenue per user (ARPU). So the initiative is to target housewives, students and others in this category who have a special attraction for lifestyle products.

At present, Reliance offers 20 handset models of various brands priced between Rs 2,500 to Rs 11,000. It also offers a personal digital assistant (PDA) at Rs 30,000.

“Though we have always positioned our brand as one of the mass brands, we have realised we should segmentise our potential customers. One of the possible areas is to address the needs of the lifestyle segment, which is ready to spend more,” said Mr Roy.

Hence the need to launch high-end phones capable of handling various interactive multimedia services. For example, the new phones will be able to support large video clips.

Such handsets are already available for users of GSM mobile phone services.

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