By far, The MobileStore that is powered by Essar (and now even Virgin has joined the party) and kicked off 
its operations in April 2007 is seen as the most aggressive contender (by virtue of having the largest number of stores on a pan-India basis) in the category. These Essar backed outlets had a big budget launch late last year and presently follow three different size formats: large (1000-1500 sq ft), medium (800-1000 sq ft) and express/corners (150-200 square feet), with even smaller format stores located primarily in large malls. These distinct formats have helped the mobile retail chain to cater to a variety of customers, as also enjoy greater brand visibility.
For the uninitiated, Hot Spot, promoted by Spice Corp., was the first to spot an opportunity in this segment way back in 2005. Reminiscences Sanjay Mahajan, CEO, Hot Spot, “At that time, although the mobile industry was growing at a CAGR of 70%, the sector was highly unorganised.
Consumers did not have a choice of going to one shop which would answer all their mobility needs in terms of handsets range, volumes and after sales services. And it was not just about mobile handsets, but also music players (iPod style), laptops, digital camera and DTH.”
Seeing the potential and also sighting an opportunity to promote their respective brand to end consumers, handset manufacturers like Nokia, Sony Ericsson and Motorola have also opened their own concept stores to push sales via the experiential route. Lloyd Mathias, Director Marketing India, Mobile Devices, Motorola says, “With phones getting sophisticated, one needs to add the touch and feel factor to enable customers to experience the phone, before making a purchase decision.” But emerging mobile retailing companies say a resounding ‘NO’ to feeling the competitive heat from these experiential stores? “These companies would never be able to provide the amount of variety and the kind of value adds that we do,” says Rajamudhiah pointedly.
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Source : IIPM Editorial, 2008
its operations in April 2007 is seen as the most aggressive contender (by virtue of having the largest number of stores on a pan-India basis) in the category. These Essar backed outlets had a big budget launch late last year and presently follow three different size formats: large (1000-1500 sq ft), medium (800-1000 sq ft) and express/corners (150-200 square feet), with even smaller format stores located primarily in large malls. These distinct formats have helped the mobile retail chain to cater to a variety of customers, as also enjoy greater brand visibility.For the uninitiated, Hot Spot, promoted by Spice Corp., was the first to spot an opportunity in this segment way back in 2005. Reminiscences Sanjay Mahajan, CEO, Hot Spot, “At that time, although the mobile industry was growing at a CAGR of 70%, the sector was highly unorganised.
Consumers did not have a choice of going to one shop which would answer all their mobility needs in terms of handsets range, volumes and after sales services. And it was not just about mobile handsets, but also music players (iPod style), laptops, digital camera and DTH.”
Seeing the potential and also sighting an opportunity to promote their respective brand to end consumers, handset manufacturers like Nokia, Sony Ericsson and Motorola have also opened their own concept stores to push sales via the experiential route. Lloyd Mathias, Director Marketing India, Mobile Devices, Motorola says, “With phones getting sophisticated, one needs to add the touch and feel factor to enable customers to experience the phone, before making a purchase decision.” But emerging mobile retailing companies say a resounding ‘NO’ to feeling the competitive heat from these experiential stores? “These companies would never be able to provide the amount of variety and the kind of value adds that we do,” says Rajamudhiah pointedly.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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