Obi Mobiles, backed by ex-Apple CEO, to launch affordable phones in India

Obi Mobiles, backed by ex-Apple CEO, to launch affordable phones in IndiaAnother mobile phone brand is set to enter the Indian market. Obi Mobiles, backed by former Apple CEO John Sculley, is planning to invest about $20 million this year to develop supply chain, design centre and sales/aftersales across India. First Obi Mobiles-branded phones are expected to hit the Indian market by early next month. Like other smartphone players in India, Obi is also aiming at the “affordable” segment. The company says it plans to sell “affordable smartphones with superior technology”. According to reports, the company will be targeting the Rs. 5,000-Rs. 8,000 price range. “India leads in mobile phone penetration. However owing to the delay in implementation of 3G services and high smartphone prices, the smartphone share in India is only 20%, leaving larger part of the ground with opportunities yet to be tapped,” says Sculley, co-founder and managing partner at Inflexionpoint, which is promoting Obi Mobiles. in a release. The scenario becomes a favourable and attractive chance for us to launch Obi Mobiles and offer the best of the smartphone with an apt pricing model.” After working with PepsiCo. for almost 15 years, Sculley joined Apple in 1983. He worked Apple co-founders Steve Jobs and Steve Wozniak. Sculley worked for Apple for about 10 years. You can r ead more about John Sculley here. Ajay Sharma, who has previously worked with brands like Micromax and HTC, is the Obi Mobiles CEO. He said: “We feel that it is a good time to enter this space considering the advent of 3G and 4G services, increasing affordable mobile internet plans, rising popularity of internet based communications and social media platforms coupled with availability of local content.” Obi will be competing against several Indian smartphone players such as Karbonn and Micromax, which have a strong base in the 'affordable smartphone' segment. The company will also have to watch out for Chinese manufacturer Xiaomi , which is also entering the Indian marketwith "aggressively priced phones focused on performance and quality”. According to reports, Xiaomi is already in talks with telecom operators and other partners to build an eco-system in the country.