Micromax to launch a GSM desktop phone

Christened MMX 3010, Delhi-based Micromax Informatics is all set for a

national launch of its GSM D-Cellular phone. The company had a team of 15

working on the product for over a year before it came up with a prototype.

"We will launch as soon as we get the green signal from the service

provider," said Vikas Jain, Country Manager, Micromax Informatics Ltd.

The company has been talking to a number of operators and Airtel is most

likely to be their first customer. "MMX 3010 offers the convenience of a

mobile phone with features ranging from a two-way SMS capability, caller line

identification, speakerphone, record of missed calls with times-tamps, history

of dialed and received calls, voice mail, phone book to choice of ring tones and

three-way conference call capability," informed Vikas.

One of the first among the channel community to get into the telecom market

by spinning off Micromax Informatics, CEO Rajesh Agarwal, has great expectations

from the product. "We would be doing 5,000 units a month," he said

elaborating that the basic business model is ready and has been arrived at along

with the service operator. Ready for a January 2005 launch the company has

already worked on a manufacturing deal, outsourcing it to an equipment

manufacturer in China.

"MMX 3010 can be best leveraged by an operator which has presence across

the country," said Rajesh. He believes, that the instrument will

cannibalize some of the CDMA fixed-phone market and see customers shifting from

the conventional fixed-line network to GSM. "The comfort level with the

instrument will be high. And now that the price differential between a cellular

and the landline call is hardly of any consequence, the price points and the

tariff plans will be attractive," he elaborated. The enterprising ones can

even put one in their car as well. However, apart from portability, it is the

ease of installation, especially in areas with dense buildings and rural regions

that will drive its adoption, added Rajesh.

NANDITA SINGH