Keshav Bansal, Director, Intex Technologies, in an interaction with Mobility, speaks about changing scape of mobile industry and Intex’s plans for 2015
The overall mobile phone market in India grew by 6% year-on-year but declined sequentially on account of a mixed seasonality during the last quarter of 2014. Smartphones contributed close to 32% of the overall mobile phone shipments in 2014
Increasing mobile penetration is a positive indicator of growth in the Indian mobile industry. As this penetration increases further, it opens up enormous opportunities for all smartphone players in the market, an opportunity that no company in its right mind would like to miss out. The industry is launching a new handset almost on a weekly basis, new platforms, apps and upgraded interfaces being revealed monthly. With so much of technological activity disrupting our market, it is only advisable to keep your eyes on the prize i.e. growth of user base and innovation. Intex is constantly pioneering innovation with its upcoming smartphone models and customer service. We strongly feel that we have the ammunition to resist and progress in this smartphone war.
Intex Technologies has a strong focus on product innovation. The products are designed to cater to different segments keeping in mind the consumers demands and needs.
Brand Intex:
Intex Technologies has witnessed a remarkable growth and innovation since its inception in the year 1996. Started as an IT peripheral company, today, Intex has evolved as a leader in smartphone category. Since the last two years, company is growing at 100% annual growth rate with mobile verticals contributing the most. Recently, according to Counterpoint and IDC Report, Intex saw an immense growth last quarter of 2014 (Oct-Dec 2014) by reaching the third position in Indian smartphone market capturing around 8% of the market share during the quarter.
The brand has set a benchmark with not one but many products. Right from the lowest priced Firefox-based smartphones to the finest consumer electronic products, Intex Technologies is a trusted name that has won many hearts.
We have brought the brand to resonate with the youth of India, with products being designed to suit needs and the pockets of the consumers.
Marketing plans for the coming fiscal?
Intex saw 100% growth last year powered by some effective marketing strategies. Last year, we executed many 360-degree aggressive marketing campaigns with a major focus to expand in the South Indian market to cater to the demand and increased sales. While Farhan has been the face of Intex, to make our presence stronger in South India, we have roped in Sandalwood superstar Sudeep as its Brand Ambassador in Karnataka &Tollywood diva Anushka Shetty as its Brand Ambassador in Andhra Pradesh, Telangana, Tamil Nadu, and Kerala. This year too, the brand will witness some interesting developments and has a lot in store for the future. While the North and West markets of India are our strongholds, we are now focusing more on the South and East Indian markets.
In the face of increasing consumer demand in India and the company’s strong emphasis on innovation, the company has a suite of novel marketing plans in its roster. Intex aims to invest Rs. 250 crores in its marketing operations in FY 2015-16 to take its product portfolio to bigger heights. This year, we are heavily focussing on cricket associations, digital marketing and ground level visibility. Brand will be noticeable more on television this year.
Focus area for 2015
In a thriving market, Intex is witnessing great traction from the masses. In the last quarter of the year 2014, Intex smartphones have already captured 8% of market share and this year the brand has a vision to become the leader. Seeing the huge surge in smartphone market, a consistent and dedicated focus will remain on smartphone segment. We are looking at launching at least 20 smartphone models this year. Already being a star in the speakers segment, Now Intex will focus considerably on LED segment with Indian LED market which is projected grow 32% in next five years.
We also would be focussing on our manufacturing in India along with enhanced R&D.
Intex Goal
Our goal would be to make Intex the most preferred Brand in the mind of consumer and leader in the respective categories. We are already leading in the speakers industry and have emerged as one of the top three smartphone players of India in the last quarter (Oct-Dec 2014). We are confident that we will achieve more market share this year and grow. In January itself, we were number one in smartphone sales.
While our vision is to make Intex a globally respected name, our approach is to work towards improving the quality of life of our consumers by providing them superior quality handsets at unique price points. We are constantly working towards increasing our presence and visibility.
Tell us about yourself
I have a passion for acting. I have been featured in a few TV commercials of Intex. I believe that my deep understanding of my Brand and the products helps me endorse MaDonald as well.
Are you a Gadget-Junkie?
I can’t imagine my life without them. My friends call me a ‘Gadget Freak’. I admire technology and the innovation possibilities. I use a fit band to track my steps, calories burnt, hours of sleep, etc. My mobile phone, the Intex Aqua Power, entails a great talk time that I do not need to compromise with. I also use lots of apps to sort my time and work. All of them make my life much easier.
