How do you sell mobile phones to an island nation with a 1340 km long coast line? Target the coast line. Micromax has targeted the people who depend on the coast line, the fisher folks, to sell its mobile phones. In Sri Lanka, Micromax is launching a water proof phone which is targeted for the fishermen. Other details of the phone are not known yet but Micromax is doing what it does best.
It’s Micromax after all and segmentation and launching niche phones is something Micromax does very well. It launched dual SIM phones in India, when a slew of mobile phone operators entered the Indian telecom space. It launched phones which can last up to 30 days to deal with India’s power cuts. Most recently it launched a phone with Bluetooth headset built-in. Micromax is continuing the same strategy in Sri Lanka too.
As per this, Micromax is already in second position behind Nokia, in terms of the handsets sold per month. It is selling 40,000 handsets per month in Sri Lanka and so far has introduced 8 models with plans to introduce 14 more. Micromax is extending its reach to other parts of the world and its next stop is Africa. I’m sure Micromax has its own Africa strategy.
Micromax is an epitome of : Think global, act local
Via Sunday Times
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[...] Micromax’s Sri Lanka strategy : Water proof phones for fishermen [...]