Even as the high-end iPhone 6 sold out within hours at most retail stores across the UAE post its midnight launch on September 27, Gitex Shopper this year is marking a ‘notable’ change in trend with customers demanding a more cost effective alternative to pricier smartphones.
As the eight-day consumer electronics exhibition kicked off at the Dubai World Trade Centre, retailers are noticing a surge in demand for smartphones from China and other markets that are offering a ‘packaged product’ for prices below Dh549.
Fuelling this price war further between low-end and high-end devices is the launch of several new brands introducing smartphones at the Gitex Shopper.
Vishesh Bhatia, CEO of Jumbo Electronics said: “Over the last few years, the smartphones segment has been the biggest driver of sales for most retailers. While this trend is expected to continue this Shopper, what is putting up a tough fight are the new smartphones coming out of China.
“People are investing in 2-3 phones today; not every one of them needs to cost Dh2,000.”
Neelesh Bhatnagar, CEO of Emax Electronics, said: “In a few years, every consumer will own a smartphone. And to have that sort of reach, smartphones need to be more cost effective across buyer profiles.
“Shopper this year has several new launches for entry level phones that are retailing for Dh299 and above. Those days are gone when that price category only offered the ‘no feature’ phones. Now every phone has features, be it cameras, wi-fi, touch technology, etc.”
The new brand launches include China’s Oppo and Wico, along with India’s Xolo and Obi. Meanwhile, Intex and Touchmate are also retailing their new phones at the Shopper.
Manish Chotrani, AVP, Jacky’s Electronics, which is exclusively retailing the Hong Kong-based Wico’s new smartphone at the Shopper, said: “Consumers are becoming smarter in their buyer profiles, and while brand loyalty still exists, there are others who are looking beyond the conventional known names and opting for options that are easy on the budget and still provide them with the features they demand.”