Indian smartphone manufacturer Lava International made its debut in the UK at the end of August with a mid-tier offering. To coincide with the launch MD Sunil Raina caught up with Mobile World Live to discuss how he hopes it can stand out in its first market in the West.
Lava is positioning the AGNI 4N smartphone as having the highest build and component quality available in the mid-range, with the added benefit of no so-called “bloatware”. It is priced around the £500 mark.
The company’s foray into the UK comes after 17 years of supplying feature phones and then smartphones in its home market, where it also manufacturers the handsets.
It has a presence in over 20 countries, but Raina noted the UK would be its first “Western” venture.
The executive highlighted the business has “continuously grown in smartphones over the last 5 years,” though from a relatively small base, in an era of flat conditions for the overall market.
This factor “typically means that you are able to take share” from larger rivals; something the company aims to do in its new mature market.
Raina believes there is an opportunity in the UK’s Android segment given the high market penetration of Samsung and few alternatives in the mid-tier gaining significant traction.
He noted there was a relatively low penetration rate of Chinese brands in some Western markets, including the UK, companies which are stronger in this mid-range elsewhere in the world.
Lava’s origins, he hopes, will provide an advantage given India’s trustworthy status in the UK and the fact “there’s also a huge diaspora” who “I think would perhaps like to carry one of our products”.
Its debut device in the country is being sold initially through online channels. Subsequent releases are likely to be at the same or lower tier than the AGNI 4N.
“Because this is our first foray into a Western market we would like to gauge how it goes, take the first few steps wisely and cautiously,” Raina said, noting over the years it has learnt how to survive in a challenging and always shifting industry, building a brand for the long term.
“Very few companies who started around the same time we started could manage to survive in this industry,” he added, pointing to former big names who have come and gone include BlackBerry and HTC.
Youthful outlook
Lava intends to position its debut UK release at the “mid belly” of the market primarily to an audience of young people.
Promoted points include a lack of already installed apps and other “bloatware” on the device when people buy it and use of high-quality components for its price.
Raina noted there was a trend for some makers of Android-based phones to install “dozens of applications” before sale, which consume valuable memory and potentially raise security issues, as well as being a general inconvenience for the consumer.
Lava promotes supplying a “very clean” version of the operating system.
The executive noted it delivers a high build quality and performance levels at the upper end of the mid-range.
Its AGNI 4N has an aluminium alloy metal frame, glass back and uses a MediaTek Dimensity 8350 chipset, alongside AI and camera features similar to those frequently promoted in the mid-tier.
“Below a certain price point there are a lot of compromises that brands make in terms of the build quality of the phone,” he asserted, stating many around the mid-price were “more plasticy” than its offering.
Below a certain price point there are a lot of compromises that brands make in terms of the build quality of the phone
Sunil Raina, MD
Lava International
Raina argues some brands which also sell at higher tiers have a vested interest in making their top products “more aspirational and therefore compromise at the lower level”.
In terms of its audience, the device is aimed primarily at a younger demographic who want high performance to suit popular applications such as gaming, but may not have a premium budget.
“It’s in a sweet spot where young people will be able to do high performance tasks, but at a price point which is good for their pockets as well”.
“We believe this device will be able to do a lot more things that other devices cannot at this price segment,” he concluded.
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