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Flipkart Enters Indian Smartphone Market with Billion Capture+

by Rajeev Nair | Nov 10, 2017

Flipkart, the premier distributor of smartphones in the online channel in India is launching its own device. Billion Capture+ would be available starting mid-November in a hyper competitive market, that is increasingly getting dominated by the Chinese vendors. Our Q3'17 quarterly analysis on the Indian Smartphone market is available here, from our Handset Country Share Tracker (HCST) Service.

Billion Capture+ would be a camera centric phone, with dual cameras and features such as super night mode. Flipkart with such a product is clearly trying to woo the young Indian smartphone consumer, who constitutes the bulk of online device purchases. Flipkart’s other claims include longer battery life with short charging time, cloud storage and 130 service centres across the country.

Flipkart enters a hyper competitive market and at a time where it is showing signs of consolidation. While it may have success in the short term, with the dominant market share, it has with in the online channels for smartphones, its long term success would hinge on multiple factors to include stand out features, device quality, value for money to the end user.

Strategy Analytics is also of the opinion that it could have better timed this launch. An earlier third quarter launch would have helped it with the festive season frenzy in India and where the online purchases have been typically been the strongest. Also, if not positioned appropriately the ecommerce vendor runs the risk of alienating other online smartphone vendors, who may look switch to its nearest competitor in Amazon.





                               Flipkart phone

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