Idea launches smartphones to boost 3G services

Idea has launched a range of affordable smartphones to promote 3G services in India. Priced between Rs 2,609 and Rs 4,751, the phones are expected to lead to increased 3G usage, especially in semi-urban areas, which are Idea’s traditional strongholds.

e4m by exchange4media Mumbai Bureau
Updated: Nov 24, 2011 10:20 AM
Idea launches smartphones to boost 3G services

Idea has launched a range of affordable smartphones to promote 3G services in India. Priced between Rs 2,609 and Rs 4,751, the phones are expected to lead to increased 3G usage, especially in semi-urban areas, which are Idea’s traditional strongholds.

Talking about the launch of Idea 3G Smartphone, Himanshu Kapania, Managing Director, Idea Cellular, said, “Idea has always innovated to support the telecom services penetration in the country. In line with this commitment, India has introduced affordable, yet fully-loaded 3G smartphones, which will now fuel the aspirations of the evolving mobile user in India. The new smartphones will further drive our existing 3G services in areas of industrial and commercial activity, centers of learning, and high potential rural hinterlands.”

While Sashi Shankar, Chief Marketing Officer, Idea Cellular, said it was too early to comment on the communication strategy for the new smartphones, he added, “We will initially focus on outdoor and print campaigns. Our core idea of communication as always will be completely massed focused.”

The new idea 3G smartphones will be available at all major mobile retail stores and Idea outlets across all major cities from early next week. However, sales of smartphones, which currently account for 6 per cent of the overall handset shipments, are expected to surge, driven by growth in Internet usage among the country’s 1.2 billion people.

Idea Cellular offers 3G services in more than 1,600 towns and is expecting to reach out to at least 3,000 towns by the end of the financial year. Like its peers, the company’s profitability has been under pressure over the past few quarters due to intense competition. But it is now betting on higher revenue-generating services such as 3G to boost its financial performance.

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