Emitac Mobile Solutions aims to cash in on growing smartphone market

Dubai: Dubai-based regional Blackberry distributor, Emitac Mobile Solutions (EMS), aims to cash in on the growing smartphone segment by launching five new Android models.

“The mobile government initiative will help fuel increase in smartphone sales in the UAE. Our aim is not only to meet customers’ expectations through innovative and technologically advanced devices but also provide a reliable and responsive customer experience,” Babar Khan, CEO of EMS, told Gulf News.

He said quality was important to the company and that EMS provides international warranty in 14 countries.

EMS is present in 57 countries and its first generation models are already present in Middle East, Africa, CIS (Commonwealth of Independent States), Eastern Europe and South East Asia.

“Our intention is to be competitive as well as extremely affordable with the common man in mind,” Khan said.

The “Be” smartphones are priced between Dh299 and Dh699 for screen sizes between 3.5 and 5 inches and will be available in the UAE from December 10.

“Many of the major brands are moving out of the low- to mid-end smartphone segment and concentrating more on high-end models, so the low-to mid-end segment is getting less crowded,” said Hamza Saleem, senior research analyst at research firm, International Data Corporation (IDC).

He said due to the gap in the market, many of the unbranded vendors are getting into that space. “I do not see a market for low- to mid-end smartphones in the Middle East but Africa can absorb more. The mobile phone industry in the Middle East and Africa is expected to touch 220 million units this year compared to 218 million last year,” Saleem said.

When asked how many units EMS plans to sell, Khan said it is very difficult to predict numbers. “We would like to set a strong footing as the market is fluid and expanding very fast. With chipset and product prices going down and the mobile phone market registering 50 per cent year-on-year growth it is very difficult to predict numbers,” he said.

Being in the smartphone business for seven years, he said EMS aims to capture the UAE market by capitalising on international success. “We are in talks with regional telecom operators as have strong partnerships with 100 mobile phone operators,” he said.

He said EMS decided to venture into the Android market because Android is the fastest growing operating system and has more than 80 per cent market share as of third quarter.