Mobility

Jun 13, 2006
Meridian mobile launches Fly

NEW DELHI -- Meridian Mobile, a part of the UK-based Meridian Group, recently launched its flagship brand for GSM phones 'Fly' in India. Fly was launched about two years ago in Eastern and Central Europe and has since emerged as a strong player in that market. It has, in a short span, carved a credible market in these countries and is now ready for a launch in UK, Spain, Germany and South Asia. Meridian Telecom is now poised to become one of the fastest growing companies in mobile telephony.

Product development is a key strength of Meridian. Sourcing professionals from the German office of Meridian Telecom have selected models for the Indian market that are both at the cutting-edge of features, design and incorporate the best of international styling. Meridian has, over a period of one year, carried-out extensive and rigorous testing and customisation of Fly products for the Indian market.

Rajiv Khanna, CEO, India Operations, Meridian, said: "Fly is being launched with a variety of exclusive and differentiated mobile phones. It is important to have fully loaded phones as the replacement market gets stronger. This is likely to result in huge demand for feature rich & stylish phones. Meridian will offer the critical buyer with smart value choices.

"Our marketing strategy is to focus on store branding and forging alliances with retailers. In the 1st phase our focus is on placement. We hope to reach 5000 premium counters by the end of first quarter, which will together account for 70 percent of the over-all retail sales. Our key success is getting more value with targeted marketing. Regular promotions reinforce our brand values. Our product roadmap is very vibrant and will differentiate us easily."

The marketing spend in the first year is likely to be US $2 million.