We’ve Not Left Single Stone Unturned In Quality For Indian Consumers: Dinesh Sharma, Asus India
Taiwanese electronics brand Asus seems to be on a roll this summer in India, with two value for money smartphones in India which includes Asus Zenfone Max Pro M1 (price starting from Rs 10,999) and Asus Zenfone 5z (price starting from Rs 29,999). The price to specifications ratio with both these handsets is too high and honestly speaking no other phone offers better specs at this price in their respective segments.
Dinesh Sharma, Director, Mobile Product Center, for Asus India, in a conversation with BW Businessworld revealed about Asus’ plans for India.
“Let's just say that we are an end to end player globally in the smartphones space, in every critical price point we try to claim our part and we try to do our best in every segment but we are working very strongly on made for India strategy, said Dinesh Sharma.”
“Therefore every single phone in the segment you have seen today like ZenPhone 5z, a lot of thought has gone into it in terms of what Indians would have wanted it. We have tried to ensure that we tick those boxes when we are designing those products for Indians, he added.”
Asus Zenfone 5z
When asked about Asus’ ambition about their smartphones in India, Sharma replied, “Our intent of commitment and ambition is quite clear. Now we are really looking forward to consumer realisation and hopefully, it is giving us a great response like they gave us on Max Pro. We too have an ambitious number in our mind for sure but we don't reveal our numbers. We are not like those brands who say that we did so much in so much of time or about the quantity we sold.”
On Increasing Import Duties On Smartphones
“To be honest, import duty aspect is something, which hits the people who are importing from China. Even if we have Make in India initiative where we save import duty but the issue is that still the components are imported and the cost is of components or the raw materials will keep on increasing if the rupee keeps on falling. I think that’s the challenge for the industry to confront today. “
What about the flash sales strategy? Did it ever happen to you that your phones were not available here, they were out of stock and you have to bring more from China?
Honestly, the flash sale is not an intentional act. People criticized and blamed us for the sale. The product is bought in a certain stock with the volume that is anticipated. Now the thing is that if you are anticipated volume suddenly goes up with the actual demand, it takes some time to adjust the manufacturing.
For Max Pro, we have gone beyond on record. When it is a question of availability of the device, we are a customer-centric firm and we can import from any country in the world to fulfil the requirement of our customers. We are building trust with our customer via providing all the best possible.
Asus Zenfone Max Pro M1
Asus has been aiming 5 per cent market share of the Indian smartphone market, has it is been achieved?
Let’s wait for the latest IDC reports to come out. I think market share also will great to evaluate by segments. Let’s say if we launch between Rs 10,000 to Rs 15000 segments, it could be crossed 5% market share out here and 10% market share out there.
We really hope that with ZenPhone 5z price we are able to create a space in the hearts of consumers who are looking towards buying a very good quality flagship phone.
At the same time want to create the value of money and want a great product at the great price point.
Also Read: Asus Zenfone 5Z Detailed Review
Even if the product is great, a customer is still in a dilemma of buying the best product. They think the X brand is better or the Y brand is better they won’t buy the best product even if it is cheaper. So what strategy you think you should implement in the Indian consumers?
What matters is the relationship with the customers, when you buy a phone you get into a relationship with the company. How much the company cares about this relationship? Like first of all when you bought this were you happy with the purchase or the experience of the product, so if you look at the product front, we deliver the best in class experience.
It is not built in just 2 or 3 years, it has been built from the long period over a decade and it is been consistent so that is something you bring on the table. Second important aspect is a post-purchase experience like after sales services.
We have not left any stone unturned in the quality and we have top of the line specs, designed and display. Everything has been packed to the maximum value that we can deliver to the Indian market today.
After sale services
Asus has got well established after sale services set up in India for quite some time and the other thing is that we are trying to differentiate even on the services that are required.
“We are making the services more consumer-friendly, so you do not need to carry your invoice, for location if you are finding the service centre to far then we do free pick and drop service for you. We have got certain fact internally, which are stringent in terms of turnaround time and delivering time of the product back to the consumer and it is monitored very intensely.”
“With Flipkart, we have a long-term partnership and we work very closely with them so that we can create additional value for Indian consumers with Flipkart, which is unparalleled.”
For Asus ZenPhone 5z, the company has already declared two new initiatives - one is free pick and drop service. Also, the customers will be provided with a standby handset till he/she get the repaired one.
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