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Philips re-entering India with Xenium phones

gadgets Updated: Sep 09, 2011 11:46 IST

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Philips mobile phone is entering the Indian market after a gap of around eight years and USD 1 million would be spent in the first four months for its marketing activities.

China-based Shenzen Sang Fei (SSF), which sells mobile phones under Philips brand, has announced the re-entry of Philips mobile phone into India after 2003.

“Namaste, hum vaapas aa rahe hain (Hello, we are coming back),” CEO and managing director of SSF, Tan Jok Tin said.

SSF was formed as a joint venture between Philips and CEC to run Philips’ mobile business. In 2007, Philips moved out of the venture and the mobile business was acquired by CEC, through SSF.

SSF has set a target of selling 30 lakh phones over the next two years.

“We expect to sell three million phones in the next two years. To push the sales we will invest USD 1 million in first four months to spread awareness about our phones,” Tan said.

The new Philips mobile phones are equipped with Xenium technology, which saves the phone’s energy and increases its battery life, Tan said.


The company today unveiled six dual-sim devices, namely Xenium X806, X518, X523, X513, X116 and X121, priced between Rs 1,776 to Rs 8,280. Of these, X806 and X518 are high-end touchscreen phones.

Tan expects high-end phones will contribute 20 per cent to the company’s business, while mid-level will account for around 40-50 per cent. The rest of the business will come from economy segment.

SSF also plans to launch two Android-based smartphones next month on Xenium technology.

“Next month, we have plans to launch Android-based smartphones, which will also have longer battery compared to existing smartphones in the market,” Tin said.

SSF has appointed Conplex Telecom India as its distributor for India.

“We are launching phones in North Indian states and expect to have pan-India presence by 2012 end. Our plan is to launch products in those cities where we have at least one company service centre. Conplex has set-up 90 service centres across northern India. It is also talking to branded retail stores to expand its reach in the country,” Conplex Executive Director Satish Chopra said.