MTV inks two-year licensing deal for tablets

Partners California-headquartered Swipe Telecom for launch of MTV Volt

MTV, the youth brand of Viacom18, has expanded its portfolio of consumer products with a new two-year licensing deal to enter in the “aspirational” smartphones, fablets, and tablets market.

MTV has partnered with Swipe Telecom, a technology solutions company to launch its first co-branded new generation 6 inch fablet, a intermediate between a smartphone and a tablet – ‘MTV Volt’.

Sandeep Dahiya, SVP and Business Head - Consumer Products – Viacom18 said that the aim is identify the categories and launch products to meet the needs and offer Information, Communication and Entertainment (ICE) on the move to the youth.

Three years back, MTV had done a similar licensing deal with Micromax mobiles for 1-year for MTV branded mobile phones. They sold 230,000 units under the partnership.

However, now the company wanted to enter in a more aspirational segment of fablets and tablets, because of which it selected Swipe, Dahiya said.

MTV Volt falls in the same category of Samsung Galaxy Note II with a 6' screen and dual core processor but at a very low price of Rs 12,999 compared to a Rs 36,000 price of Note II.

Weighing 239 gms, ‘MTV Volt’ sports a white velvet body textured back, comfort handling and high aesthetic value. It comes with in-built apps that allow users to network on Facebook, LinkedIn and to download videos. It is backed with 2 x 1 GHz, Dual Core Processor, HD Display and Android Jelly Bean 4.1.1, the latest and most advanced android version. It has a 8 MP rear camera with flash and 1.3 MP front camera and a Li-Ion Polymer 3200 mAh batter that provides a talk time of 8-10 hours.

“MTV Volt is a ‘made to order’ product for the generation that’s constantly communicating, entertaining and socialising. It is a great value proposition with features that address their needs and price-point that suits their pockets. And we know our consumer and will market it right to our target audience,” Dahiya added. 

“MTV Volt is a ‘made to order’ product for the generation that’s constantly communicating, entertaining and socialising.It is a great value proposition with features that address their needs and price-point that suits their pockets. And we know our consumer and will market it right to our target audience,” Dahiya added.  

Over the next few months, the company plans to develop with Swipe, a diverse portfolio of MTV phones and fablets, built around youth interests and aspirations. It is planning to introduce at least 1 new product every quarter and 10-12 in the twio year licensing period.

When asked about the pricing, Dahiya said that both aspirational youth, who do not have budgets for devices like IPAD Mini or a Galaxy Note II, as well as users who already have tablets and smartphones but want an alternative in between, will go for the device like Volt.

Shripal Gandhi, Founder & CEO, Swipe Telecom, added, “We are in a category which has a tremendous aspirational value. The MTV Volt promises to be a perfect muse for tech enthusiasts of the generation next. In partnership with MTV, we will be launching an array of revolutionary products over the next few quarters; which will be truly disruptive.”

In the recent past India has seen a paradigm shift in the usage of technology like tablet PCs and Fablets amongst the youth, which has witnessed a CAGR of 59%. During the first half of CY 2012, total shipments of mobile handsets in the country was recorded at 102.43 million units, according to Cyber Media Research. As per the report, total India shipments of smart phones were 5.50 million units during the same period.

‘MTV Volt’ will be available across 10,000 retail points across India, Swipe e-store and online portals like Flipkart, Snapdeal, Infibeam and eBay amongst others and other youth centric platforms.

The offline campaign consisting of launches, banners, hoardings, posters will be complimented by an interactive an engaging campaign in the digital space.
 
With the recent entry, MTV Consumer Products has now extended into over 15 categories, with presence in both, conventional as well as unconventional categories - Innerwear, Adventure Bikes, Footwear, Lingerie, Eye-wear, Bags, Stationery & Paper, Debit cards, Deodorants & EDTs, Mobile Phones, Tablets etc.