Mobiistar, a Vietnamese smartphone brand is set to enter the Indian market in 2018. The company was founded by Carl Ngo in the year 2009 with the vision to “Enjoy More” with reference to a superior user experience. Mobiistar promises to deliver uncompromised and affordable user experience to Indian customers. The brand has adopted psychographic segmentation to target selfie loving consumers who want to get the maximum from their self-clicked pictures. Mobiistar is headed by Carl Ngo (Global CEO & Cofounder) with its Indian headquarters in Noida (Uttar Pradesh).
Tower B, 5th Floor, A-8A, Knowledge Boulevard, Sector – 62, Noida, Gautam Buddha Nagar, Uttar Pradesh
|Toll Free Number||1800-108-5599|
|CEO||Mr. Carl Ngo|
Some of the direct competitors for Mobiistar phones include Chinese brands such as Oppo, Vivo, and Xiaomi. Mobiistar has chosen India as its global headquarters to run operations in other countries. Factors such as India’s rising middle class income, economic growth and favorable political climate have played a crucial role in this decision. Mobiistar has tied up with V-Sun Technologies to locally manufacture handsets. The Haryana based company has already started its trial production with Mobiistar. Mobiistar is expected to launch its first handsets exclusively online in the price range of INR 6,000 – INR 10,000. Mobiistar plans to have 850 service outlets for its mobile phone on the first day of its launch followed by up to 1000 outlets within the next three months.
As a part of its marketing promotions strategy, Mobiistar plans to copy Xiaomi by focusing on social media marketing and digital channels. Starting with the current workforce of 50, the brand is expected to hire 200 employees in the upcoming months.
|Consumer Segmentation||Psychographic Segmentation – Selfie Phone Consumers|
|Product Strategy||Selfie camera phones assembled locally in India|
|Pricing Strategy||Penetration Pricing INR 6000-INR 10000|
|Promotions Strategy||Online – Social media and digital|
|Place (Distribution) Strategy||Online in the initial phase|
Whether Mobiistar makes a mark in the Indian smartphone market already flooded with Chinese phone brands, time will tell.