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UK-based Bullitt Group, the license holder for
Caterpillar, Land Rover , JCB and Kodak brands for phones and audio products, is bringing some of them to India, the world’s largest smartphone market, targeting niche users in the premium segment with its ‘rugged’ phones. Linda Summers, Chief Marketing Officer, Bullitt Group told ET that the company is already in talks with individual consumers and businesses to sell the Cat brand of smartphone meant for outdoor use, slotted for a launch this month.
Excerpts:
Which mobile phone brands will be brought to India this year? And how many models of each?
Bullitt Group is the worldwide licensee of Caterpillar Inc. for ‘rugged’ mobile devices and accessories, and has global licences with Kodak and Land Rover for the design, development and marketing of mobile phones in the lifestyle and outdoor categories. We are excited to be bringing the Cat S60 by March and Kodak Ektra by April to India. As the opportunity presents itself, we will bring our other brands as well. Globally, 1 million Cat phones have been sold.
Would the group look at smartphones or feature phones, or both?
We believe in delivering devices which are innovative, differentiated and designed to meet the needs of consumers we believe will value the features and functionality our products provide. Through our brand partnerships, we have been able to bring distinct products to market which deliver real benefits to our consumers’ in their work and personal lives. We are currently focused on smartphones for the Indian market, but do have a significant customer base for our Cat branded feature phones in Europe. We will be keeping a keen eye on opportunities for these products too in the Indian market, but have no plans to launch right now.
Why has the Group thought of entering the Indian market now, specially when competition is so high here?
We do not compete in the mass products market. This is where we have observed the bulk of launches and competitive activities in the India market over the last months, with aggressive brand and variant launches appearing every few months. Following our evaluation of the India market over a the last year, we have spotted an opportunity for our partner brands. We recognise that India is a sophisticated market when it comes to smartphones and of course, one of the fastest growing ones too. However, we design and develop products with our partner brands which are designed to meet unmet or underserved needs of specific consumer segments, with a highly targeted offer.
Will the brands be sold online or offline?
The product will be available via both online and offline channel. We will ensure that our consumers have access to the product through the channels they prefer to use. In online, we’re talking to Amazon for local sales.
What are the likely price points that you plan to enter the market?
Our products are priced to offer value for money to the consumer and reflect the functionality and benefits of each device.
How are the devices different from the lot already here?
These are rugged, tough devices that are waterproof, dust proof, break proof, military grade, with infra red dual cameras, which can be used to make phone calls, access the internet as well. As an example, people in South African forests use the Cat phones’ infra red camera to track baby rhinos. In India, we’re talking to the fire departments of Delhi and Mumbai for using the phone. We’re also talking to various industrial verticals.
Who makes the devices? And how do you plan to sell offline?
Compal Electronics, based in China. We have a distributor Brand Eyes, out of Noida, which will sell the phones at is own six stores in Delhi NCR, and they will also distribute it to 40 high street retailers in India, to start with.
Caterpillar, Kodak brand smartphones to hit India market shortly, Telecom News, ET Telecom
Caterpillar, Land Rover , JCB and Kodak brands for phones and audio products, is bringing some of them to India, the world’s largest smartphone market, targeting niche users in the premium segment with its ‘rugged’ phones. Linda Summers, Chief Marketing Officer, Bullitt Group told ET that the company is already in talks with individual consumers and businesses to sell the Cat brand of smartphone meant for outdoor use, slotted for a launch this month.
Excerpts:
Which mobile phone brands will be brought to India this year? And how many models of each?
Bullitt Group is the worldwide licensee of Caterpillar Inc. for ‘rugged’ mobile devices and accessories, and has global licences with Kodak and Land Rover for the design, development and marketing of mobile phones in the lifestyle and outdoor categories. We are excited to be bringing the Cat S60 by March and Kodak Ektra by April to India. As the opportunity presents itself, we will bring our other brands as well. Globally, 1 million Cat phones have been sold.
Would the group look at smartphones or feature phones, or both?
We believe in delivering devices which are innovative, differentiated and designed to meet the needs of consumers we believe will value the features and functionality our products provide. Through our brand partnerships, we have been able to bring distinct products to market which deliver real benefits to our consumers’ in their work and personal lives. We are currently focused on smartphones for the Indian market, but do have a significant customer base for our Cat branded feature phones in Europe. We will be keeping a keen eye on opportunities for these products too in the Indian market, but have no plans to launch right now.
Why has the Group thought of entering the Indian market now, specially when competition is so high here?
We do not compete in the mass products market. This is where we have observed the bulk of launches and competitive activities in the India market over the last months, with aggressive brand and variant launches appearing every few months. Following our evaluation of the India market over a the last year, we have spotted an opportunity for our partner brands. We recognise that India is a sophisticated market when it comes to smartphones and of course, one of the fastest growing ones too. However, we design and develop products with our partner brands which are designed to meet unmet or underserved needs of specific consumer segments, with a highly targeted offer.
Will the brands be sold online or offline?
The product will be available via both online and offline channel. We will ensure that our consumers have access to the product through the channels they prefer to use. In online, we’re talking to Amazon for local sales.
What are the likely price points that you plan to enter the market?
Our products are priced to offer value for money to the consumer and reflect the functionality and benefits of each device.
How are the devices different from the lot already here?
These are rugged, tough devices that are waterproof, dust proof, break proof, military grade, with infra red dual cameras, which can be used to make phone calls, access the internet as well. As an example, people in South African forests use the Cat phones’ infra red camera to track baby rhinos. In India, we’re talking to the fire departments of Delhi and Mumbai for using the phone. We’re also talking to various industrial verticals.
Who makes the devices? And how do you plan to sell offline?
Compal Electronics, based in China. We have a distributor Brand Eyes, out of Noida, which will sell the phones at is own six stores in Delhi NCR, and they will also distribute it to 40 high street retailers in India, to start with.
Caterpillar, Kodak brand smartphones to hit India market shortly, Telecom News, ET Telecom
