With the introduction of BlackBerry and other handsets with QWERTY keypads, a lot of business class people found mobile phones that cater to their requirements perfectly, especially with regard to texting and e-mailing. However, a market study conducted by Lava International Ltd., one of the fast emerging Indian mobile handset brands, has revealed that there are many consumers in the business class, including a number of small entrepreneurs, who are not comfortable using such handsets. In order to provide a solution to these customers, Lava International Ltd. has come up with handsets that have Alpha keypad, in which the keys are arranged in alphabetical order, unlike that in traditional Multi-tap or QWERTY keypads.

Speaking to the press, Shailendra Nath Rai, co-founder and director of Lava International Ltd., said, “It required a lot of research and consumer trials to conceive the idea of coming up with Alpha keypad. From our market study conducted in the major cities of the country, we realised that many consumers in the business class segment find it difficult to use QWERTY keypad phones and can gain if the keypad is arranged in alphabetical order. Therefore, we have launched the new B series phones with Alpha keypad to offer consumers a first-of-its-kind mobile experience.”

B2 and B5

Incidentally, the handset maker has introduced this unique keypad in its new B2 and B5 cell phones. According to Nirupam Bhattacharya, a telecom analyst in Kolkata, “Another factor that can prompt small entrepreneurs to purchase these handsets is that they are equipped with almost every possible feature one can look for, yet available at reasonable rates. B5, for instance, comes with a price tag of just Rs 4,399.”

Considering that about 10% of all mobile handsets sold in the country belong to the business class segment with QWERTY keypads, Lava has the scope of attracting a large number of users from this segment towards its newly launched devices.

Prasenjit Das