Obi Mobiles captures over 4% market share in the UAE, surpasses several established brands

•    Six months since its Middle East launch, Obi Mobiles rises to 7th spot in smartphones sales in the UAE
•    Growth indicative of brand’s success as a differentiator in the smartphone segment
•    DSF product launch, line-up of eight uniquely designed smartphones well-received by UAE consumers

Dubai, UAE - 23 February 2015: Six months in to its launch in the Middle East region, Obi Mobiles, the new smartphone brand co-founded by veteran marketer and former Apple CEO John Sculley, is among the 7 most popular smartphones in the UAE market, based on retailer feedback at the end of week 5 in 2015.
Obi Mobiles has consolidated 4.3% of UAE market share in the smartphone segment in the week ending 05 February 2015, surpassing several brands that have been present in the market for a longer period. Cumulatively, Obi Mobiles secured 3.2% market share in the UAE smartphone market over the first five weeks of 2015.

A promising new venture from Sculley’s Toronto-based firm Inflexionpoint, Obi Mobiles seeks to be a market disruptor and challenge the status quo in the smartphone segment with its refreshing brand identity, intelligently designed devices and strong distribution networks. 

Speaking on the brand’s success so far, Amit Rupchandani, Managing Director at Obi Mobiles EMEA, says: “Obi Mobiles is the vision of one of the most brilliant minds leading change and innovation in the global consumer technology industry today. With John Sculley’s mentorship on game-changing strategies to build a brand that resonates across consumer segments and geographies, we have been able to push the envelope and gain traction in high-potential markets in India, the Middle East and Africa. 

“Obi’s rapid rise in popularity and sales has further reiterated the confidence UAE retailers and distributors have placed in our brand. In fact, we launched in the UAE with a bid to win 5% market share within a year. At the current rate, we are confident of surpassing our forecasts for 2015.”

Obi Mobiles unveiled its second line-up of smartphones for the UAE market during the Dubai Shopping Festival 2015. The current portfolio includes eight superiorly designed handsets, including the Octopus S520, which retails at AED799; the Hornbill S551 at AED599; Crane S550 at AED599; Leopard S502 at AED499; the Wolverine S501 at AED399; Fox S453 at AED299; Racoon S401 at AED249, and a power bank feature phone, F240, which retails at just AED99.
Rupchandani adds: “We are delighted to have had a remarkable first DSF, and become part of the great retail experience that is synonymous with Dubai and the UAE. The Gitex Shopper Spring Edition is next on the horizon, for which we have huge plans in the offing.”