Telecommunications

November 23, 2006
Accessorise not just yourself!

Runa Mukherjee

NEW DELHI -- Today, handsets are no more just an electronic device, they are a style statement. It’s all about enhancing the device with more and more technologically advanced gadgets that effortlessly combine with the handset and add more functionality to it. Accessories ranging from decorations, holsters, to handsfree devices brings in US $1 billion a year at the retail level in the US with the market growing 10 percent to 15 percent annually.

The latest trends in cell phones show a convergence of voice, video and data communications. By mixing information with entertainment, the industry is now moving towards the perfect blend of utility and entertainment.

Fashion trend gurus and entrepreneurs are tapping into this phenomenon as they are offering more colourful mobile phones with better designs. Handsets in snazzier shapes and sizes, and in colours such as blue and pink, with accessories ranging from crystals and tiny designer purses to Bluetooth devices and car chargers are being added to make it an extremely desirable package.

“Consumers have become very style conscious about the products and accessories they associate themselves with. At the same time, they have very high expectations of the technological capabilities from a gadget or product they use. Keeping this in mind, Plantronics keeps both technology and fashion in mind while developing a headset. Plantronics provides attractive powerful wired and wireless headsets for mobile phones, computers and even landlines in the market today. “For instance, the look of the Discovery 640 hands free device will definitely make heads turn. This is integrated with a superior sound quality, high battery reliability and noise cancelling ability,” said Bobby Joseph, country manager, Plantronics.

The Indian Market- Personalisation or Use?

India is today one of the largest mobile markets in the world, and is poised to emerge as the world’s second largest by 2008. Just five years ago, there were only five million mobile phones in India. Today, there are over 90 million, growing at the rate of six million a month leading to a rise in the demand of mobile headsets.

From an industry perspective, with wireless technology becoming the driving force for innovation, Bluetooth headsets have become key focus areas over the last few years. A technology that allows the computer or phone to communicate with other devices wirelessly not only provides convenience to the consumer but also frees the home and work place from cluttered cables and wires.

There is an increasing visibility in the demand for Bluetooth headsets which have the unique ability to switch between different Bluetooth devices like laptops, mobile phones and music gadgets. The new range of Bluetooth wireless headsets from Plantronics is targeted at technology enthusiasts and style-conscious individuals who are looking at convenience and mobility. The range comprises of four trendy and ultra-modern headsets – Plantronics Voyager 510, Pulsar 590A, Plantronics Discovery 640 and Plantronics Explorer 320.

“These headsets have the unique ability to switch between different Bluetooth devices like laptops, mobile phones and music gadgets. This provides users with the flexibility to talk on their mobile phone and also pursue different activities such as listening to music, talking on the phone or watching a movie. Moreover, the sound excellence and overall quality of Plantronics’ genuine headsets can never be duplicated by pirates, and that we believe, is the biggest benefit to customers,” said Joseph.

“Also, with the massive upsurge in the gaming industry across the world and its potential to become a revolution in India, Plantronics believes that the gaming headset will provide gamers with an intense gaming experience and will soon become a pertinent accessory for all gamers,” he added.

While the money is big in the accessories segment, in India, it is still a grey-market dominated business. Piracy is a major issue that companies encounter, not only in India, but in most other developing economies. It is prevalent both at the business and consumer level. In these economies, it is very important for the industry – government, vendors, channel and nodal industry bodies to come together and educate the consumers on the advantages of using genuine products.

Experts say that a mere 5 percent of the Rs. 2,500 crore mobile accessories business is done in a legal manner. With the monthly addition of six million subscribers today, the accessory market is expected to see good growth in the next couple of years.

Due to the sudden commercialisation of the electronic industry of the country, many mobile companies are tying up with their international counterparts to import mobile fashion accessories to India and even going to the extent of investing in R&D units to develop accessories and club them with handsets.

The latest in the market

“We are the world’s leading lightweight communications providers in the world. In India, we cater to users in the contact centre, enterprises and retail segments. We are focused on providing the best wired and wireless headsets to users in within each of these categories,” said Joseph of Plantronics.

The road ahead

As the industry comes under the influence of further advancement in technology, and gets inspired from the West on how to personalise and accessorise utility based devices like mobile handsets, consumers are realising the importance of communication devices in our urban lifestyle. While it was unusual to have an expensive mobile phone even a few years back, today not only is it common fare, but it also boasts of your personal style and the ripples it creates among your peers.

For business entrepreneurs, accessorising is just a step further to facilitate smooth communication and efficiency in the transaction. For the youngsters, it just another way of being hip and happening.

It is all about suiting different needs for different people. The accessory segment may be miniscule compared to the handset market, but the variety and the utility quotient that the new products on the horizon are offering today goes on to promise a better future. The time has come when the consumer not only accessorises himself, but can afford to accessorise his handset too, and with the best gizmos in town.