Dubai: Low-cost smartphone segment in the Gulf is going to become very competitive with the foray of the UK-based brand — Fly — into the region.
Fly is partnering with Dubai-based Eurostar Group to distribute its handsets in the Gulf and Africa.
“We have entered the very competitive smartphone business. We are targeting a mass market and not Samsung and Apple users. Everyone cannot afford high-end phones,” Youssef Saidi, chief operating officer of EuroStar Group, told Gulf News after launching six Fly models in Dubai on Wednesday.
He said Eurostar has a brand name in the Middle East and is in the electronics business for more than 30 years with presence in 23 countries.
He said many people in the region have more than one phone. The first phone may be Samsung or Apple while the second phone may be any brand and we are targeting those pople.
Value-added features
Fly is number two in Russia after Samsung and number three in Ukraine.
“We are targeting five per cent of the regional market share by the end of this year,” Suresh Radhakrishnan, group CEO of Fly, told Gulf News.
He said not many people are looking for a 3G experience; some are looking for a Full HD screen while others are looking for camera features. Attracting consumers is by offering “attractive prices with value-added features.”
“What Samsung and Apple are doing is that they create a flagship phone which incorporates the latest processor, camera, etc. and the price is very high. Even we have phones that have the same features as Galaxy S5. Where innovation comes in is by offering the same experience at a different price point,” he said.
The dual-SIM phones are priced between Dh199 and Dh619.
The company has already sold its first shipment of 25,000 units in Dubai to power retailers and Souq.com and the second shipment is expected soon.
Saidi said the company will launch 25 models, including high-end phones, this year.