How many of us remember John Sculley , Ex-Apple Executive who started bis own venture, Obi Smartphone. Now, it’s turn of Indian Apple Executive, Sharad Mehrotra, Ex-Enterprise Head, Apple India.
Sharad has been with Apple India since October 2007 ( information sourced from LinkedIn ), and previously worked with Commscope Solutions, Airtel Enterprise and Mudra Electronics.
The company is named as Hyve Mobility ( Hyve.buzz ), will be standing against Micromax, Intex, Gionee , Karbonn and Lava. Yes, you heard it right, Hyve smartphones will be Android based.
Hyve is brain child of Sharad and Aditya Agarwal – Head Euphoria along with four other co-founders. Hyve is targeting Android Customers basically, like all other Chinese Smartphone manufacturers, as most of the Android users are not brand conscious, rather they prefer Technical specs and price over Brand.
Though Entry barriers in Android Smartphones are not small, but still not that big to stop a new player from stepping In. Hyve will be targeting consumer segment ranging from Rs 12000 – Rs 20000, A segment which contributes to around 20 % of the overall smartphone market in India. This is one of the biggest category for Samsung Biz, specially with the models like J series, A series and E series.
Though, it will be slightly difficult for Hyve to survive in this category, but seeing the example of Oneplus, if the specs vs price is placed correctly, this segment could prove vital for survival of a new company.
Just to remind, In 2015, India crossed a landmark of 100 million smartphones ( 105 mn to be more precise ) and targeting 160 million in 2016. Even if Hyve manages to capture 2 % of the market share, it will be a great success for a new venture. That makes it around 3 million handsets in a year for a new start up !!!
Adita Agarwal, Managing Director of Hyve Mobility stated “In the current Android scenario in the country, no brand enjoys customer loyalty and we want to bring the change with our path-breaking products portfolio and service offerings,”