MTV, Swipe to launch phones, tablets

Music channel MTV today partnered mobile handset maker Swipe Telecom to launch a range of smartphones and tablets and is eyeing sales of Rs 25 crore in the next two years through the range.

The first device in the range — MTV Volt — is a 3G dual SIM six-inch phablet, priced at Rs 12,999. Powered by a dual core 1GHz processor, the device has Android 4.1 operating system, 8MP rear camera and 1.3 MP front camera.

“We have a two year licensing deal with Swipe and we will introduce 8-12 devices ranging from phones to phablets to tablets in the price range of Rs 6,000 to Rs 20,000,” Viacom18 SVP and Business Head (Consumer Products), Sandeep Dahiya said.

Volt is designed for a generation that is constantly communicating, entertaining and socialising and with features and price-point suited to their pockets, MTV is confident of generating a great response to the range, he added.

“In the next two years, the aim is to generate sales of Rs 20-25 crore from the MTV portfolio,” Swipe Telecom CEO, Shripal Gandhi said adding that the devices will be sold through its distributor network as well as large format retail stores.

A significant portion of the sales are expected to come from the top 25 cities, followed by the smaller towns.

MTV had launched two devices under a similar partnership with Micromax three years ago. It sold 2.3 lakh units of the two phones.

MTV has licensed its brands across more than 15 categories including apparel, adventure bikes, footwear, lingerie, eyewear, debit cards and deodorants and fragrances.

“This year, we expect to see sales (based on MRP) to the tune of Rs 150 crore, while Nick is expected to fetch Rs 100 crore,” Dahiya said.

In a licensing deal, a portion of the selling price goes to the brand owner, which is Viacom18 in this case.

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