India’s burgeoning smartphone market is host to a number of smartphone giants and some very impressive start-ups. The leading 5 Indian cities are contributing to more than 60% of smartphones sales, and players Samsung and “value for money brands” like Micromax, Motorola, and Lenovo are cashing on it nicely.
Seeing a situation like this, one could easily presume that India’s smartphone industry will see further increase by the first quarter of 2017. The growth rate is close to 18% per year, and all phone makers have suited up to make the most of it.
But in all this hustle, China’s rebranded LeEco is creating a new ecosystem in India. The company is still a newbie, but unlike any other phone maker, it has managed to deliver some new stuff from the world of digital media. It’s Ecosystem Membership Program will certainly change the face of digital media in the country!
So what is LeEco’s Ecosystem?
The ecosystem introduced by LeEco allows Le smartphone users access to a massive stock of digital media. It packs a slew of features and includes local and international movies, TV shows, and music from different genres.
LeEco has initiated this program in collaboration with three media companies. It’s parent service Le Live has partnered with YuppTV to provide access to channels like Sony Entertainment, NDTV, Gemini Movies, 9X Tashan, Times Now, Colors, Nickelodeon and other Indian TV channels. The movie service providing access to 2000+ titles in multiple Indian languages will be provided by Le Vidi, in partnership with Eros Now. And lastly, the music service will be endowed by Le Music in partnership with Hungama. It will include 3.5 million tracks and 50 live concerts from different parts of the world.
In addition to this, the program will also include 5TB of online storage on Le Drive, company’s own cloud storage service.
Cost of LeEco Ecosystem
For existing LeEco Mobiles users, LeEco’s Ecosystem Membership Program will cost INR 450 per month or INR 4500 per year.
The company introduced this service with a slightly tweaked variant of its famous Le 1s smartphone. Touted as Le 1s Eco, the new smartphone ships with one year of free membership of this content service, and is available at a discount price tag of Rs. 9,999.
What more LeEco has on offer?
While the Chinese have always seen opportunity in the affordable smartphone segment, it was LeEco that introduced real Superphones to take on the likes of home-grown favourites and leading giants. The company, since its global expansion, has focused on its unique business model and has delivered exactly what the buyers have been looking for- “Price and Performance”. It has penetrated into Indian metros and Tier I cities and exists online as of now!
LeEco stresses on its product’s value proposition and is set to enter Tier II and Tier III cities with small marketing campaigns. The company is focusing on expanding its product portfolio above and beyond those cities that are already host to online as well as offline channels. It is driving the sales instead of the distributor and will also go offline to lure the bigger consumer-base. We should probably see offline LeEco stores in the next 3-4 months.
Though offline setup brings a significant price increase, LeEco will ensure the same value for money proposition as it does today. Pricing and specifications are the biggest highlights of LeEco superphones and will stay that way in future as well.
But if you think price is the biggest determinant for a smartphone’s success, it’s not so! LeEco thinks differently, and gives importance to all 4 factors that govern consumers’ decision- price, design, availability, and battery life. It has been making phones that look, feel, and work perfectly!
A Step Towards Improvement
With meticulous products and a brilliant pricing strategy, LeEco also aims to increase its share in a market overcrowded with fiery competition. The company is doing well today, but to cope with future changes, it will setup up a R&D unit and devise cost control measures. The research unit will help the company experiment and implement the changes as per consumers’ preference.
Exquisite Product Portfolio
Normally, a new smartphone brand operates in two segments, a regular model or the value for proposition, and a beautifully crafted flagship with high-end internals. LeEco stands out with both and boasts a perfectly crafted package. The company has already introduced Le 1s and Le Max phones in India and has received a terrific response for their stunning metal construction and slim form-factor. All of its phones are spectacular in terms of design and are built with extreme precision. The entry-level models not just look or feel good but give a complete flagship feel, while the high-end variants make an even better package.
Being a leading display giant, LeEco has always focused on providing extensive services to its customers. The company has already announced 555 service centres in more than 300 Indian towns, and is also providing 24 x 7 assistance via call. On-call support is also available in multiple Indian languages such as, Hindi, Gujarati, Bangla, Kannada, Marathi, Malayalam, Tamil, Punjabi, and Telugu.
Having that said, we all can see LeEco is targeting a lot more than budget hardware. The company now has its own ecosystem, and has tied up with leading digital content providers in the country. Atul Jain, LeEco India CEO, has already said that they don’t believe in making profits from hardware and can retain lucrative prices even if that means bearing losses on per device basis. Their large volume of content in China as well as in India will bring the balance and earn that money back.
As of now, the Ecosystem is only available on LeEco Mobiles, but we expect to see massive expansion in coming months. LeEco has 24 years of experience in its bag and can definitely bring the big change!