The star attraction of MWC 2018 was definitely Energizer. It has caught the entire attention with the launch of its new lineup of Android smartphones. The series enlists name like ‘Hardcase’, ‘Energy’ and ‘Power Max’. Also, this entire project has been planned quite strategically and would include around eight to ten phones spaced out to launch every two to three months.
Energizer’s Manish Prasad, i.e. the Executive Sales Director for Asia has justified this strategy being put in place so that the company can bring its portfolio into the Indian smartphone market, which is right now the world’s second-largest market for smartphones.
To delve deep, the ‘Hardcase’ collection of phones are known for being rugged and durable. They are the ones to be placed first in the lineup, to be launched by Energizer. They include exclusive features such as being shockproof and waterproof. In fact, the H590S, i.e. the latest addition to this series, has been announced at the Mobile World Congress (MWC 2018). Further, this enlists full HD+ resolution and Corning Gorilla Glass 3 protection. In addition, this also boasts of 6GB RAM and 128GB storage, powered by a MediaTek Helio P23 chipset.
Once users are done with these, Energizer would be launching the ‘Energy’ series, that include both smartphones as well as feature phones. These phones are IP68/67 compliant, water and dust resistant.
These feature phones, in particular, would be able to connect to 2G as well as 4G networks. Here, Prasad added that the reason for launching 2G phones remains that, despite the 4G revolution that has taken hold of the country, a large market for 2G still exists.
Then, after this launch, there would be a gap of three months, and after which Energizer has planned for dispatching the ‘Power Max’ series, priced between ₹15,000 – ₹20,000. Despite the excitement over the Power Max P16K Pro at the MWC this year, Prasad has also regarded that this flagship won’t be coming to India. Although, it would be launched in Europe by September for 499 Euros i.e. ₹40,000.
India already has a highly competitive smartphone market, so it would be interesting to see how Energizer’s plans play out.