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Coolpad proves a hit in India, too

By Li Fei (China Daily)
Updated: 2009-08-17 08:04

It only took three years for Coolpad to become one of China's leading dual-mode smartphone brands, thanks to its forward-thinking strategy and the rollout of 3G services in the country.

Coolpad, produced by Yulong Computer Telecommunication Scientific Co, has been focusing on dual-mode handsets and 3G phones since its inception, a strategy that has enabled it to become a market leader in that niche segment.

According to an online survey by www.sina.com.cn, the largest Internet portal in China, Coolpad is ranked as among the best-known 3G mobile phone brands in China, behind only Nokia and domestic brand ZTE

"Samsung and Apple phones are fancy, while Nokia handsets are famous for their functionality and durability," said Li Wang, executive vice president of Yulong.

"We are striving to emulate and combine the best features from others in our products. As a result, some of our phones are now exceeding them in terms of both design and functionality," Li said.

Innovation center

The company established an innovation center three years ago to improve its design and R&D capacity, Li said.

The Shenzhen-based handset maker is now a partner with the country's three telecom carriers: China Mobile, China Unicom and China Telecom.

Yulong now has set its sights on more overseas markets and is planning to beef up its global presence, particularly in countries like India.

Overseas sales currently account for about 10 percent of the company's total revenues, Li said.

"We are trying to lift the proportion of overseas sales to about 50 percent in the long term," he said, declining to discuss a timetable.

Yulong, which now employs more than 2,000 people, entered India in 2006. India now is Yulong's biggest overseas market.

Coolpad in India

In India, Yulong established a joint venture with one of India's leading telecom carriers, Reliance Communications.

Coolpad accounts for 15 percent of Reliance Communications' high-end handset sales, Li said.

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The monthly shipment of its Coolpad-branded cell phones to India is already exceeding tens of thousands of handsets, Li said, declining to discuss specific numbers.

Yulong, Li said, can transplant its tested business experience in China to India, as customers in the neighboring countries share more similarities than differences.

As it does in China, the handset maker will partner with India's telecom carriers to distribute its mobile phones.

"And we will also look at other options such as opening retail outlets of our own," Li said.

Improving brand recognition is a difficult task there, but "we are making tremendous progress now", he said.

"Our cell phones, with their fancy design, high quality and multiple functionality, prove to be popular among Indian businessmen and executives," Li said.

Li said attention to local needs is also a major reason why it has scored a success in the Indian market.

Yulong has more than 100 employees in India, and many survey local customers for suggestions on how to improve or adjust phone features.