But because key retailers are selling only online, the great unwired will be hard to reach at first. On Tuesday last week, Google launched the low-price Android One smartphone, attempting to target the ever-shrinking price gap between smartphones and phones without internet features. The Android One smartphone retails between Rs 6,000 and Rs 7,000.
But this may not necessarily be the best strategy, warned Sanchit Vir Gogia, chief analyst and CEO at IT advisory firm Greyhound Research. “While it’s true that online marketing helps a brand go live, it doesn’t guarantee that your phone is selling,” he noted. “It’s good to test a pilot and see how consumers respond to a product online, but for a brand to be truly successful, offline marketing is the way to go.”
If Jivi wasn’t selling only online, it could have had enormous sales in smaller towns. “There’s a huge market that Jivi could have captured,” Gogia said.
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