Former Apple CEO Targets Africa With Cheap OBI Mobiles

Former Apple CEO Targets Africa With Cheap OBI Mobiles

From Tanzania Daily News via AllAfrica

OBI Mobiles, the new smartphone brand co-founded by veteran marketer and former Apple CEO John Sculley, is preparing an ambitious launch in Tanzania and other countries in East Africa.

The firm has signed on DESPEC, the leading IT distributor as its exclusive channel partner in the region. It is set to roll out a superior line-up of Obi devices suited to consumers in March and capture five per cent of the market by the end of this year.

A new entrant in the consumer technology sector, Obi Mobiles, is a venture of Sculley’s Toronto-based Investment and Acquisition Company, Inflexionpoint. It marked its global launch in India, followed by the Middle East markets in 2014.

The brand, which aims to attract the growing segment of young and trendy smartphone users, confirmed that Tanzania is an important market in Obi’s rapid global expansion strategy.

“The African markets present a huge opportunity for new smartphone devices, with a growing population of technology- and fashion-savvy youth. Consumers today want the best feature-rich smartphone experience at desirable price points, without compromising on quality.

“There is also a growing trend of feature phone users moving towards smartphones. Our analysis has revealed that consumers today are more likely to switch brands as long as they have sufficient incentive.

Obi is uniquely positioned to leverage all these changing market dynamics,” the firm said in a statement made available to ‘Daily News’ in Dar es Salaam on Sunday.

Headquartered in Singapore, Obi Mobiles is a new and exciting venture promoted by Toronto-based Inflexionpoint, an international Investment and Acquisition Company.

The company launched in April 2014, with a rapid global expansion plan. Obi aims to grow its presence through a disruptive marketing and sales driven approach that is targeted at young consumers.

Read more at AllAfrica