Mr. Arshit Pathak, MD, Kingtech Electronics Pvt.ltd.
BRIEF PROFILE:
Established in 2003, G’FIVE International is a part of Kingtech Electronics Private Limited; headquartered in Hong Kong, China. G’FIVE International now has multiple factories and assembly line operations based out of Shenzhen, China with a global operation center in Hongkong. It has a presence in more than 180 countries including China, Taiwan, India, Indonesia, Vietnam, Thailand, Nepal, Bangladesh, Pakistan Dubai, Egypt, Nigeria, Kenya, Cote d’Ivoire, Cameroon, Congo, South Africa, Argentina, Brazil, Peru, Mexico and Bulgaria besides other emerging markets.
G’FIVE has become the No. 1 mobile phone brand exported out of China to the international market in terms of unit sales volume. It has been recently ranked as the third largest mobile phone brand in India (as per Gartner’s Report – Market Share: Mobile Communication Devices by Region and Country, for 3Q11), one of the top 10 mobile phone brands globally (as per Gartner’s Worldwide Mobile Device Sales to End Users in 2Q10); and also the fastest growing mobile phone brand in India (as per V&D 100, June 2011).
Product Range.
We have a wide portfolio of products that encompasses entry-to-mid segment handsets. Our handsets are priced as low as Rs. 1000 and go up to about Rs. 5500. Our products are not only competitively priced but also feature loaded. It’s an absolute value proposition, and this is what makes us a mass market brand.
Market Strategy.
India is a huge market, owning about 12% share in the global handset market and expected to grow by 8.5% in 2012 (according to a recent Gartner report). It is reason enough to treat India as a high-focus market. Besides this, our state-of-the-art R&D and manufacturing facilities give us an edge over most home-grown brands in India. Our vision for the Indian market is to become a leading market player by offering our customers with innovative products at the most competitive prices.
The handset market is growing and the replacement market is growing even faster. The buying behavior of the consumer is changing, and this change is mainly driven by 2 factors rapid commoditization of the mobile handset with progressively reducing price points and the higher propensity to switch handset models, particularly in the mass market segment due to the low cost of switching.
We are a mass market brand and our strategy is simple. We strive to constantly improvise and innovate to stay competitive in this low cost & replacement dominant market.
Focus on Channel Partner.
We are strengthening our channel community day-by-day. We have partnered with some of the biggest names in the industry and the workforce pool is also being increased. The distributors and dealers are favoring our brand and we keep them motivated through various incentives plans.
Our channel partners drive our business. We have a strong distribution network reaching to even the remote areas of the country & this works in our favor. We have a strong relationship with our channel partners and they push our products in the market, ensuring awareness among the otherwise unaware mobile users.
The channel community is as imperative for G’five as for any other business. We acknowledge and appreciate their contribution to our present position.
Future Expansion Plans and Programmes in India for 2012.
We’ll soon be launching the much awaited Android & 3G range. The tablet that would co-support Windows & Android is also on its way. We also plan to launch our own cloud service that is already functional in China.
We are a strong mass market brand and we have extensive distribution presence to reach to our target group. The market is changing and so are we. The net subscriber additions are de-growing, month on month basis, which essentially means that the first time buyer segment of the market is shrinking. Business is largely driven by the replacement market, which is an up gradation. So far our focus was on first-time buyers but now we are trying to acquire a new set customer; evolved and tech savvy, so it is essential for us to be present at retail points where such customers shop. That’s our focus expansion area.