India is a hotspot for budget range feature phones. The Nokia Asha series has a major stake in this segment with 16 million units sold out in the fourth quarter of 2012 and according to the company, Asha 305, a Rs 5029-priced phone tops in sales figures. Placing a challenge to the prevailing Nokia Asha models, Samsung has launched a new range of handsets named Rex, which ranges from Rs 4,280 to Rs 6,490. These devices are expected to compete with the Asha series that come for prices between Rs 3,500 and Rs 8,500.
This is for the first time Samsung has made the phones completely on Indian soil. A majority of the Samsung handsets sold in India were hitherto imported from China. The Rex series, developed at the Samsung Research and Development Center in New Delhi will travel to China, West Asian countries and the South American markets.
Asim Warsi, vice-president of sales, Samsung Electronics Mobile Business has been quoted as saying that the new series is suited for the young consumers.
Younghee Lee, Executive Vice-President, Global Marketing, Samsung Electronics said they have chosen India for the launch because the country is in so many ways at the centre of economic and technology trends that are reshaping the world.
The Rex series is based on Java platform and supports the TouchWiz UI and Samsung App Store.