Obi Mobiles has officially marked its entry to the East Africa market in March. Targeted at the growing population of young and aspirational smartphone users, Obi devices have already been well received in both Kenya and Tanzania and the brand will expand to other African markets over the next few months.
At Obi Mobiles’ gala launch in Nairobi, Francis W. Wangusi, director-general of the Communications Authority of Kenya, said: “We are expecting an explosion of ICT services in Kenya, and it is devices such as Obi Mobiles that will support them.”
Speaking about the firm’s strategy for Africa, Amit Rupchandani, managing director at Obi Mobiles EMEA, said: “Consumers are increasingly looking to upgrade from feature phones to smartphones. However, the high cost of investment in state-of-the-art devices is a huge deterrent for a large number of aspirational buyers. At Obi Mobiles, we believe in ticking the right boxes in terms of superior design and quality at desirable price points. With the support of strong channels that reach every segment of the market, we are confident that we can add immense value to the African smartphone market.”
“We are charting out our entry in to the East Africa market currently and aim to rapidly grow in the region by forging synergies with effective channel partners. Obi Mobiles will continue to expand extensively through 2015, with Africa, Latin America and the former CIS region on our list of priority markets. By the end of the year, we aim to be in 70 emerging markets globally,” Rupchandani added.