Bezeq Israeli Telecommunication Co. Ltd. (TASE: BEZQ) unit Pelephone Communications Ltd. is launching an own-brand smartphone under the name GINI.
The Israeli mobile telephony company is initially launching three handsets at attractive prices aimed at different market segments: a premium device at NIS 1,499; a device at NIS 999; and, within two weeks, an entry level device at NIS 599.
The devices support 4G, and service for them will be available at all Pelephone centers. The next stage will be the launch of phablet and tablet models.
The company is offering warranties for life on the devices, and cloud services.
Pelehone VP marketing Ilan Sigal said, "The global trend is towards private brands," mentioning as an example Vodafone, whose own brand takes a 15% market share after three years.
Sigal said that research showed that own brands and brands not from the major companies would take 50% of the market in the next three years.
Ronit Epstein, who is responsible for end-user equipment at Pelephone, said that the company had been working on developing the own-brand category for eighteen months. She stressed that the factory producing the telephones met the highest international standards.
Pelephone CEO Ran Guron said, "The mobile market is at a turning point, after the mobile telephone has become a consumer product in recent years with an emphasis on price. Our aim is to provide value, whether in speed or in innovation. Our advantage is that we come with a complete package that only we are capable of giving."
Published by Globes [online], Israel business news - www.globes-online.com - on February 8, 2016
© Copyright of Globes Publisher Itonut (1983) Ltd. 2016