Vision - September/October 2007 - (Page 24) Partnering Lakshmi Mittal, Indian CEO and chairman of the Mittal Steel Company and one of the richest men in the world, says “Always think outside the box and embrace opportunities that appear, wherever they might be.” For foreign companies investing in the Indian CE market, that quote rings amazingly true. From local partnerships to product adaptations, CE companies are thinking outside the box to capture new business opportunities in India. For instance, many of Motorola’s mobile handsets for India are equipped with FM radio receivers and flashlights (or “torches” in the British-based parlance). They have extraloud ringers to overcome the intense ambient noise in many urban locations, and they are built to handle the extremely high temperatures, which can reach 120 degrees. Amit Sharma, president of Motorola India Private Ltd., explains that the FM tuners are built-in because Indian customers like quick access to portable music and radio programs. The flashlights are often needed in dimly lit locales. He cites the customized products as one way to serve the expectations of the massive, emerging electronics audience in India. For LG Electronics, the fundamentals of selling CE products in India include building devices that can survive higher dust, humidity and temperature levels, says Moon B. Shin, managing director, LG Electronics India Private Ltd. Shin also acknowledges a variety of customer expectations for audio and video devices. www.ce.org By gary arlen 24 September/October 2007 http://www.ce.org
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