Karbonn Mobiles enters Southern African phone market

It has begun operations in a low-key manner, setting up deals with retail groups and stores across Southern African countries, to launch the brand to these markets with all the processes in place.

"It is no use taking a shotgun approach to business, one needs to establish a solid footprint through reliable wholesalers and retailers alike in order to give the consumer peace of mind when choosing this brand over another," says Daryl Peel, successful entrepreneur and MD of Karbonn Mobiles Southern Africa.

He is confident the firm will make inroads into this market, which is dominated by the likes of Samsung, because it is in a position to offer a premium quality product at a much better price point that some of its competitors can.

"We have no doubt that we will be able to make good inroads into these markets, despite the competition from Sony, HTC, Samsung and, to some extent, Nokia, Apple and BlackBerry, because to go along with the launch of the products in store, we will be launching an aggressive marketing campaign to help drive awareness. However, awareness is only part of the solution, one also needs to have a quality product, which Karbonn is and you need to offer these products to the consumer at a fair price. And it is these aspects that we are experienced in and therefore we will make up ground in this highly competitive market."

In December, it will announce its latest offering, the Karbonn Titanium X, a smart phone that rivals some of the premium phones from Samsung and LG. This model will not be available immediately but highlights the brand's commitment to constant innovation and product improvements.

Karbonn India currently has over 40 different model derivatives, of which a selection has been made for the short term to satisfy the immediate needs of specific local markets. The models include feature phones as well as three smart phones. The current top spec model being the Titanium S5, which features a 5-inch, high definition touch screen, front and rear cameras, 1.2 GHz processor and Android operating system. Also on offer is a 7-inch tablet, which the company hopes to use to enter the growing e-learning phase that is sweeping the country.

He hoped that the introduction of this new brand to the market would see the other players react by lowering their prices; thereby allowing more people access to mobile communication devices. A telephone is no longer a luxury item, it is an absolute necessity and the company would like to see all Africans with one in their hand.