February 22, 2018

Flipkart enters smartphone market with Billion Capture+

12 November 2017, 02:20 | Megan Pierce

Flipkart Billion Capture Flipkart screenshot

Flipkart Billion Capture

Bansal said Flipkart will look to add categories like FMCG and large appliances to Billion, helping the company take up its share of private labels from 1% now to double digits going forward. It is being called a "Made For India" brand. While Amazon has been diversifying its line of offerings with the launch of its membership programme Prime and focus on content, food and grocery, Flipkart is stressing on bringing in localised innovations which cater to Indian needs of the masses. The phone will be available for purchase from Flipkart starting November 15.

Under the Billion brand, the company now sells mixer-grinders, irons, cookware, and backpacks. Central to the success of any smartphone user experience is the integration of the device's OS with the hardware on board - something that could be tricky for Flipkart to achieve with the Capture+ as it has no prior experience in manufacturing smartphones. This is reminiscent of Amazon's foray into smartphones in the US with the ill-fated "Fire" smartphone. The company will be launching their first smartphone on November 15, one day before OnePlus reveals its own OnePlus 5T. The phone is available in two configurations: 3GB of RAM + 32GB of storage and 4GB RAM + 64GB storage. The 3GB/32GB variant comes for Rs 10,999, while the 4GB/64GB model comes for Rs 12,999. Flipkart will be offering no-cost EMIs and discounts on debit and credit cards. Commenting on the launch of its first smartphone, Sachin Bansal, Co-Founder and Executive Chairman, Flipkart said, "The features in the Capture+ have been derived from deep data-mining of millions of Flipkart customers' reviews".

"This is a very significant event for us, given that a hi-tech product like a smartphone takes our brand to another level". "And that's something that we've used to over-index on those features that they need more in a smartphone, and we've taken away those features that they don't value as much.".

Every city, every lane, every temple, every plain - there are billions of colours to capture.

Do you think that the Billion Capture+ will be able to rival ell with the likes of Xiaomi Redmi Note 5 and Lenovo K8 Plus?

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Billion Capture Plus 4GB RAM runs Android 7.1 Nougat. The phone is powered by Snapdragon 625 SoC (System on Chip). The phone comes with a 3500 mAh battery with Quick Charge support.

The Billion Capture+ will be arriving with connectivity features like 4G VoLTE, Wi-Fi 802.11 b/g/n, v4.1 Bluetooth and USB-C. Flipkart claims that the battery will last for up to two days at a single charge. This will help Flipkart overcome one of the biggest challenges of a new smartphone brand. The device comes packing two 13-megapixel sensors at the back paired with a dual flash module.

Overall smartphone sales account for more than 50% of all e-commerce in India. It plans to launch products in categories such as large appliances in the coming months.

On one hand, these products can be positioned like Amazon's Basics. For firepower, Flipkart has partnered with American chipset maker Qualcomm.

Flipkart, the leading e-commerce player in India has launched quite a few private label brands in the past. Only time will tell.

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