Mozilla and Intex have launched the first Firefox OS phone in India, called the Intex Cloud FX and costing just £19.90 (1,999 Rs).
The ‘Intex Cloud FX’ device is aimed at emerging markets consumers who are looking to upgrade from a feature phone to their first smartphone, a target audience to which the Cloud FX’s low price will be very attractive.
The phone is only for sale on India’s online shopping site, Snapdeal.
The Intex Cloud FX runs on Mozilla’s Firefox operating system and as such it will be the first low-cost device running that system available in Asia.
India’s emerging market is regarded as the world’s fastest growing for low-cost smartphones.
Various emerging markets across Asia are seen by mobile device manufacturers as the key remaining areas for massive growth.
“With the launch of Intex Cloud FX, we aim to enable the masses to get smartphone experience at the cost of a feature phone,” Mozilla said in a statement.
The device is expected to “redefine the entry-level smartphone and create strong momentum in Asia”, said Mozilla’s president, Li Gong.
Analysts expect these types of low-cost smartphones to give users in emerging markets an affordable opportunity to upgrade from so-called feature phones – or phones that do not easily access the internet.
Marco Veremis, CEO at Upstream commented on the launch of the phone and what it means for brands looking to grow in emerging markets.
“The release of Mozilla’s first low-cost Firefox OS phone, the Cloud FX, looks set to hit the right notes in its launch market of India,” Veremis said. “The phone’s price of £19.90 (1,999 Rs) means Mozilla has comprehensively won the race to the bottom of the smartphone market. By comparison, Nokia’s 130 budget feature phone costs just £4 (500 Rs) less and even though the Cloud FX is hampered by the classic cheap smartphone foibles of a slow user experience and a lack of apps, it does have easy access to social networks like Facebook and Twitter will be more than enough to attract users.
“With this move Mozilla are openly targeting feature phone users that are looking for their first smartphone, a wise move in emerging markets and particularly India where there is a massive opportunity for growth. In fact, when it comes to functionality 48% of consumers in India see device capability of their mobile as an important element, according to research we conducted with Ovum earlier this year. All this means that at this price point, the Cloud FX could spell the end for many feature phones in India, as well as further afield if Mozilla decide to expand its reach,” Veremis concluded.