Innovative ideas for targeting Indian customers from an Indian company called Micromax

Micromax was a company set up in March 2008 and within 3 yrs captured over 7% of the Indian mobile market. Their growth has been mainly due to their innovative phone ideas that target certain niche needs of people. They have been giving people things that have not been provided by other companies and the customers have rewarded them by giving them a big market share. They have come up with things like motion sensors, voice changers and extremely high battery life on their phones.

One of their phones called the X1i+ has a talk time of 15 hrs and a standby time of 30 days which is unheard of anywhere as most phones go down within 10 hrs of talk and have a much lower standby time. The phone is a very simplistic one. It’s not a Smartphone and has simple things like a music player, an fm radio, expandable memory card space. A person can use the phone for sms messaging, games, conference calls but this is all the phone is good for. You cannot take pictures or make videos on this phone and the main purpose of this phone was to give the user the ability to talk for a long period of time and the person can even leave the phone without charging for as long as a month without losing power completely. Such ideas set this company apart and show us what the future holds for mobile phones with very interesting new innovations coming about.