Handset vendor Micromax to participate at Distree MEA 2017

By Arun Shankar   7 May, 2017
Handset vendor Micromax to participate at Distree MEA 2017

Ashraf Fawakherji at tchannl, regional partners of Micromax.

Micromax Informatics, world’s 10th largest handset manufacturer, announced the roll out of four new handsets across major MENA markets. Only a few months into the partnership, Micromax and their regional channel specialist tchannl, have set up a distribution network across Bahrain, Oman, Palestine, Qatar and UAE and expanding into other MENA markets.

The new product line includes the Micromax Q465, a powerful yet affordable smartphone fully loaded with 4G connectivity, fingerprint sensor and long battery life; the Micromax Q301, an entry level smartphone and two feature phones; the Micromax X406 and the Micromax X704.

All the handsets target the fastest growing segments of the regional mobile phone user base which comprise of first time mobile users, consumers upgrading to smartphones, and consumers looking for a high-quality smartphone experience at an optimal cost.

Sandeep Saihgal, tchannl, regional partners of Micromax says, “Our immediate goal is to increase the footprint across the MENA region and ensure that the brand has proper representation and availability in the channels. We have covered a lot of ground over the last month and the acceptance of the product by the channel partners and consumers has been overwhelming. Using the market knowledge and feedback from our partners we will continuously introduce products in line with consumer insights from the region. Our aim is to bring forth world-class products within the consumer reach to this market.”

Targeting users who want power packed budget friendly smartphones that last all day long, the new Micromax Q465 product offers a 3900 mAh marathon battery, finger print sensor, 5 inch HD screen and more, to meet the increasing needs of consumers on the move.

Exquisitely crafted with a metal back cover, the device is equipped with 5-inch HD 1280×720 display offering superior image and high quality graphics. Driven by a 1.3 GHz Quad core processor, and 2 GB RAM. The new smartphone is equipped with a fingerprint sensor making the smartphone highly personal and protected. The smartphone also sports an 8MP rear camera and a 5MP front camera that will help users capture their moments perfectly. With superfast 4G internet experience, the smartphone gives the users a window to heavy web downloading, hard-core gaming, and high-quality premium video viewing without any lag.

Earlier in the year, Micromax Informatics, India’s leading handset player announced plans of expansion into Middle East and North Africa, starting with UAE in partnership with Tchannl.

The partnership with Tchannl is a strategic move, which would enable extensive reach for Micromax in the region with a plan to make Micromax products available not only in UAE but also in important countries in GCC and the North Africa markets. The partnership with the Tchannl will also enable Micromax with a deep market understanding as the co-founders of Tchannl have been instrumental in setting up many large telecom brands’ presence in the region.

Micromax, with its meaningful innovations based on in-depth consumer understanding has been doing a thorough research on the market for the last couple of months which included the price point that consumer demand and the features people are seeking. Tchannl and its founders Sandeep Saihgal and Ashraf Fawakherji have spent more than 2 decades in Middle East and Africa and have extensive relationships with key distributors, the knowledge of distribution, channel management and retail management which will be crucial to build the market of scale.

To start with, Micromax will be introducing its very popular and successful Bolt series of smartphones which have been a trendsetter, and have already sold more than 20 million devices across the operating markets for Micromax. Further, the smartphone portfolio will be expanded based on the consumer insights

Micromax has estimated that the international operations will contribute nearly half of the company’s total revenue in the next three to four years. The International business currently contributes about 20% of the total phones sold by Micromax annually, which presently stands at about 36 million.

Tchannl is a specialist in the business of launching brands in the Middle East and African markets. Tchannl is a company founded in Dubai by Sandeep Saihgal and Ashraf Fawakherji who have a combined experience of over 35 years in telecom, IT and consumer electronics field. The company brings expertise across the Middle East and Africa in terms of extensive relationships and knowledge of distributors, distribution, channel management, retail management.

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