28 January 2013, 05:30 PM IST
Micromax is on fire. It is riding the Android wave. As smartphones get more popular, the Indian company is launching handset after handset. And many of these are pretty good devices for the price at which they sell.
At an event in New Delhi last week, Micromax CEO Deepak Mehrotra proudly claimed that his firm imported more phablets into India than any other smartphone company in the last three months. This includes Samsung. While the numbers are not verified by third-party research firms, there is no doubt that there is a lot of buzz around Micromax in the market and it is selling a truckload of devices.
But I think Micromax needs to slow down and focus now.
At the same event, Mehrotra also said that the company would launch 30 smartphones this year. Yes, you read that right – 30!
There is no doubt that India's huge phone market, where the number of people looking to transition from feature phones to smartphones is growing, can accommodate 30 smartphones in a year. But I don't think it is a good idea for Micromax to focus on the number of models it will sell.
Micromax has already created a brand name for itself. Instead of getting the products from no-name Chinese companies, modifying them a bit and selling them under its brand, it should look to create genuinely great products. Some of the handsets, like Canvas 2, are good Android devices at their price but there are several issues around Micromax products that hold the company back. Let me list some:
-- The finish of the products can be better. It is improving but there is scope for more.
-- Ask a group of people using Micromax devices and they will likely tell the terrible tales of customer support. There is a perception that if something goes wrong with a Micromax device, it is better to chuck it out instead of going to a service centre and trying to get it fixed.
-- Micromax uses Android on its smartphones. But it doesn't seem to factor in something called software updates. Android versions change quickly and companies like Samsung and HTC try to keep their older devices up to date with software updates so that consumers don't miss out on new features. They don't always succeed. But with Micromax you are stuck with what you have got. If you want the newer version of Android, it is better to throw out your existing phone and buy the latest model from Micromax.
-- In India, good content is still difficult to find. Micromax, being a company that knows local people, can create a content store that can really enrich the experience for its users. It has a store called M! Store, but it is not a great service.
At the moment, the mobile industry is in a state of hyper growth. Micromax is benefiting from it. It seems to be registering impressive growth. But I believe it can also do a lot better. It can create a truly fantastic brand that will outlive the current hyper-growth period.
But for that to happen, Micromax needs to focus better. Launching 30 devices is not really focusing. It needs to bring fewer, but better, devices to the market. And then support these devices for at least one or two years with software updates. It also needs to handle the warranties and after-sales support in a better way. Maybe create more service centres. Maybe increase the number of support staff.
The best bit: this is all doable.
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