Sony Ericsson won't do what others do

Rules out plans to launch low-cost handsets.

When global majors are gearing up to launch low-cost handsets to capture the Indian mobile market, Sony Ericsson is looking the other way. The company is also planning to set up 100 exclusive showrooms for retailing its handsets in the country.

Sony Ericsson has no plans to roll out low-cost handsets, and instead will focus on medium- to high-end mobile phones users in the country. This is at a time when major operators are planning to launch sub-Rs 1,000 handsets in the country.

According to a telecom analyst, this is an encouraging sign. Companies are realising that country's market is maturing along with the increase in cellular penetration.

"We don't have a policy of rolling out absolutely low-cost handsets such as black & white or monochrome voice only phones. In India, more than the price, users are interested in the value," Sony Ericsson General Manager (India) Sudhin Mathur said.

Sony Ericsson, which gained popularity with its 'Walkman' series, has priced its low-end handsets at Rs 2,000 per piece.

These are colour handsets, not just voice-only phones, and comes with a range of value-added features.

However, the company would not completely stay away from the entry-level category as it has recently tied up with another handset-maker Sagem to sell Sagem's low-cost handsets.

The company is also looking at setting up another 100 Sony Ericsson Experience Stores across 35 towns in the country. Currently, the handset major has around 25 exclusive outlets in the country.