Ex-Apple CEO's smartphone business stages UAE debut

John Sculley launches five new handsets for Middle East market

Tags: Obi Mobiles (www.obimobiles.com/)United Arab Emirates
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Ex-Apple CEO's smartphone business stages UAE debut Sculley: "We believe there is scope for doubling the growth by increasing accessibility in the market through aggressive pricing and a strong pipeline of products."
By  Helen Gaskell Published  September 29, 2014

Obi Mobiles has announced its launch in to the Middle East market, unveiling five new devices earmarked for the region.

The new technology brand, co-founded by former Apple CEO John Sculley, which launched last night includes Obi's flagship 5-inch octa-core smartphone, the Octopus S520; the Hornbill S551; the Falcon S451; the Wolverine S501; and a power bank feature phone, the F240.

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"Smartphone penetration in many parts of the world is seeing staggered growth, with consumers exploring options or delaying purchases due to the high cost of investment," explained John Sculley, co-founder and managing partner at Inflexionpoint.

"While smartphone growth figures in emerging markets, soaring at +32% CAGR, look promising, we believe there is scope for doubling the growth by increasing accessibility in the market through aggressive pricing and a strong pipeline of products. At Obi, we believe in building global brands and effective partnerships to channel our products to the right target groups."  

Jumbo Electronics has been appointed as the exclusive distributor for Obi Mobiles in the region. Jumbo will manage distribution across all channels in the UAE, Oman, Bahrain, Kuwait, Qatar and Iraq markets.

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Speaking on Obi's partnership with Jumbo Electronics, Vishesh Bhatia, chief executive officer at Jumbo Electronics, added: "We are excited to be partnering with Obi, a brand that has been co-founded by John Sculley, one of the most influential marketers in the world. Our campaign to achieve Obi's growth targets in the region will kick-off with a special showcase at Gitex Shopper this year, and be carried forward through dedicated sales and marketing strategies in target markets in the region."

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