LAVA Phones go ABCD... way!

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August 2010 Edition

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Posted on - Saturday, August 21, 2010 By VARIndia Correspondent

Transforming from the traditional multi-tap or QWERTY keypads, LAVA has unveiled its Alpha keypad phones. The keys are arranged in alphabetic order starting from A to Z in a regular order to provide convenience for the user.

With this new innovation, Lava has also marked its entry into the burgeoning segment of business-class phones in India. This unique keypad is introduced in its new B2 and B5 handsets.

The company expects intends to capture 10 - 15% market share in the business class segment. Apart from the alpha keypad, Lava also keeps the option of QWERTY keypad phones available to its users.

"Currently, Lava mobile phones are distributed by around 1,000 distributors, followed by 50,000 retail counters. We do have franchisee-based retail counters selling Lava phones also. But as of now we are not looking at expanding our Tier-I partners, i.e. distributors but yes Tier-II we would be looking at expanding on need basis," shared Sunil Raina, Head - Product, Lava International Ltd.

The idea behind the Alpha keypad phone is to increase adoption of full keypad phones at a faster pace. These keypads are meant for those who are not familiar or comfortable with the popular QWERTY keypads.

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