John Scully To Introduce New Brand Of Smartphones Starting With India

John Scully has chosen to debut his smartphone brand ‘Obi’ in India next month.

Former Apple CEO John Scully has decided to venture out on his own and has been developing a new brand of smartphones. He has envisioned expanding his company’s IT and telecom distribution business to $1 billion in two years. Accordingly, he has chosen India as the first destination that his company will setup shop and manage distribution.

What has Scully planned for India? Inflexionpoint, a company promoted by Scully has already earmarked US$ 20 Million for setting up a design centre, supply chain, sales and marketing network in the country. This will be just the initial seed–funding for the venture and will be used to scale–up the business. Inflexionpoint is a Singapore based IT Distribution Company stepping into the mobile device market for the first time and Scully feels the Indian Territory is the ideal place that will ensure dependable growth metrics.

From a hardware point of view, Inflexionpoint is attempting to offer Value For Money (VFM) devices that will all be priced below Rs. 12,000 (US$ 180). Though the prices seem to be aimed at disrupting local players, the company is confident of taking on relatively premium brands like Samsung and Apple.

The Indian markets have seen Samsung emerging as an overall market leader, but regional players like Micromax and Karbonn have proven to be equally potent. Together, these three players have managed to grab almost 2/3^rd Market Share and Sculley’s Inflexionpoint will attempt to challenge the leadership.

From a commercial standpoint, Scully has priced the Obi handsets slightly above regional brands, but far lower than Samsung and Apple products. Though the exact specifications haven’t been released yet, it would be interesting to see how the ex-Apple CEO manages to lure customers.

Source | fonearena

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