Lava to launch a 5-inch Android One smartphone on July 14?



Lava may launch a new Android One based smartphone on July 14 in India, according to reports. The smartphone is expected to cost more than the Android One smartphones launched last year and will be priced around Rs 12,000. The launch is expected to be attended by top Google executives involved with the project.

The Android One smartphones have not received a lot of success in India till date. Analysts state vendors and Google didn't formulate and execute a robust go-to-market strategy. One of the main problems of Android One devices was lack of availability in retail stores Caesar Sengupta, vice president of product management stated, "We've learnt a lot from the initial round with our partners and they have learnt in terms of device availability, in channel and others. Initially, when we had launched, people couldn't buy them in all channels... In our future (launches) with our partners, we want to make sure that we're truly available everywhere."

Google has also given Lava more control in the hardware and specifications of the device. A source close to the deal stated, "The first-phase partners took devices from original device makers (ODMs) in China and had no say over hardware and software. The latest device is controlled by Lava, which would be in a position to provide an enhanced experience."

The new Lava Android One smartphone will be available online and in retail shops across the country. Google plans to spend $10 million-15 million on marketing and promotion during the second phase of the Android One project in India this year, according to reports.



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By: Silky Malhotra

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