MTV, the youth brand of Viacom18, has expanded its portfolio of consumer products with a new two-year licensing deal to enter the ‘aspirational’ smartphones, fablets and tablets market.
Viacom18 is a 50:50 joint venture between the Network18 media group and US-based Viacom, a leading global entertainment content company.
MTV has partnered with Swipe Telecom, a technology solutions company, to launch the MTV Volt, its first co-branded, six-inch fablet, a intermediate between a smartphone and a tablet. Sandeep Dahiya, senior vice-president and business head, consumer products, Viacom18, said the aim was to identify the categories and launch products to meet the needs and offer information, communication and entertainment on the move to youth.
The MTV Volt is in the same category as the Samsung Galaxy Note II, with a six-inch screen and dual core processor. But, is priced at only Rs 12,999, compared to Rs 36,000 for the Note II. Weighing 239 gms, it comes with in-built apps allowing users to network on Facebook, LinkedIn and to download videos. There are a range of diverse features noted in the promotional literature.
“The MTV Volt is a made to order product for the generation that’s constantly communicating, entertaining and socialising. With features that address their needs and a price-point suiting their pockets, we’re confident about a great response,” said Dahiya.
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 one new product every quarter and 10-12 in the two-year licensing period.
Asked about the pricing, Dahiya said both aspirational youth who do not have budgets for devices like the 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 a device like the Volt.
Shripal Gandhi, founder and chief executive of Swipe Telecom, added, “We are in a category with a tremendous aspirational value. The MTV Volt promises to be a perfect muse for tech enthusiasts of ‘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 such as tablet PCs and Fablets among youth, with a compunded annual growth rate of of 59 per cent. During the first half of calendar year 2012, total shipment of mobile handsets in the country was 102.43 million, says Cyber Media Research. Total India shipments of smart phones were 5.5 mn units during this period.
The MTV Volt will be available across 10,000 retail points across India, beside online portals like Flipkart, Snapdeal, Infibeam and eBay, and other youth-centric platforms.
The offline campaign of launches, banners, hoardings and posters is to be complemented with an interactive one in the digital space.
With the recent entry, MTV Consumer Products has now extended into a little 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.
