Swipe Telecom & MTV launches co-branded Fablet

There is no doubt about the fact that India is one of the largest emerging markets for mobile phones, laptops, and tablets. This is one fact which cannot escape the eye of manufacturers of these products. Given the number of launches that have been happening, right from the big stalwarts in the industry to the value based domestic offerings at lower price; one can say that it’s been raining mobiles & tablets literally.

The uniqueness offered by a product hardly makes a difference to a layperson. Every manufacturer tries to package in the maximum features in the minimum price possible. This was exactly seen in launch of the first co-branded new generation 6 inch fablet-MTV Volt.

The term fablet is used to describe a blend of a smart phone and a tablet. Targeted at the youth, “the sleek fablet offers the youth, Information, Communication and Entertainment (ICE) on the move, says Shripal Gandhi, Founder & CEO, Swipe Telecom. “This is a very niche segment and the only product present in this segment is Samsung Note 2,” he said while speaking to Adgully.

The fablet priced at Rs 12,999 is the first device to feature an exclusive inbuilt TV-player, offering viewers on-the-go access to MTV. With a stunning touch screen, MTV Volt is both a portable TV set and a fully functional high-definition Android tablet with wi-fi, dual cameras, FM player and GPS functionality. Weighing only 239 grams, the funky looking ‘MTV Volt’ sports a white velvet body specially designed textured back for better use, comfort handling and high aesthetic value. It also comes with in-built apps that allow you to network on Facebook, LinkedIn and allows you to download videos too. Backed with a blazing fast 2 x 1 GHz, Dual Core Processor, HD Display and Android Jelly Bean 4.1.1, the latest and most advanced android version have enhanced the performance of the gadget.

If these features are not enough to make you rush to your nearest store, the sleek gadget also has a 8 MP rear camera with flash and 1.3 MP front camera to let you capture all the best moments and make them memorable. The MTV Volt also uses an internal rechargeable marathon battery Li-Ion Polymer 3200 mAh that provides a talk time of 8-10 hours.

Sandeep Dahiya, SVP & Business Head Consumer Products-Viacom18 said, “Our involvement with the product is much more than just a co-branding exercise. We are involved with the product right from conceptualization stage to the stage of sales. We want to use this to connect with the youth and this is a tool for us to connect with the entire MTV ecosystem, whether it is TV, online, social media or the fablet.” MTV VOLT is a ‘made to order’ product for the generation that’s constantly communicating, entertaining and socializing. With features that address their needs and price-point that suits their pockets, we’re confident about MTV VOLT by Swipe, to generate a great response, he added.

On their partnership, Gandhi says, “We are looking at a long term association and in the next 24 months we plan to launch another 8-10 revolutionary products which will be truly disruptive. Our idea of partnership with MTV is  very unique and it symbolizes innovation and the youth. As far as the youth is concerned, MTV has a very strong brand equity; therefore they come first in mind.” The partnership is looking at being in the top three in this segment and aiming to launch 3-4 more products in the next 9-12 months at varying price points between Rs 5,000 to Rs 20,000.

On pricing Gandhi said that the product of the closest competitor is priced at almost three times the value of MTV Volt while they are offering much more at a lesser value. Agrees Dahiya and says “At the price of 12,999 we are offering almost 90 per cent of the features that our competitor is offering at Rs 35,000 to 40,000 per tablet.”

Speaking on distribution of the fablet, Dahiya had to say the following, “It will be available across 10,000 retail points across India, Swipe e-store and also leading online portals like Flipkart, Snapdeal, Infibeam and eBay amongst others and other youth centric platforms. We are aiming to market it in top 25 cities.” The offline campaign consisting of launches, banners, hoardings, posters will be complimented by an interactive and engaging campaign in the digital space as well.” The marketing will extend across all platforms and will include TV, outdoor, print and most importantly digital because the presence of the youth of today is felt more significantly on the digital space. “We have a strong network with MTV as a platform to explore,” added Gandhi.