The Chinese tech firm LeEco has launched two smartphone – Le 2, Le Max 2 – in India today.
Going through specifications, it is quite evident that both these products upgrade their predecessor – Le 1s and Le Max, which were launched in February this year and witnessed the phenomenal success.
According to company officials, LeEco sold over 5 lakh devices between February to May 2016 through e-commerce portal Flipkart.
With this new launches, company is aiming to surpass it previous performance. Therefore, other than selling products at a disruptive price point, the focus of the company is gradually moving towards offering comprehensive ecosystem that integrates software, content, services, applications, hardware and their own e-commerce marketplace.
“We are not targeting at selling particular number (of handsets). Our goal is to become the top-three smartphone players in the country,” says Atul Jain, COO, smart electronics business, LeEco India, adding that LeEco would like to repeat the success of smartphone business in India with its television offerings.
The first glimpses of both Le 2, Le Max 2 shows that they have more to offer – sharper display, fast processor, improved camera quality, better battery life and multiple options of connectivity. But above all, it is the new technology incorporation in audio division that is making the buzz.
Company has replaced the 3.5mm headphone port with the CDLA Type-C interface. The Continual Digital Lossless Audio (CDLA) technology enables end-to-end lossless digital music transmission. Earlier in February along with its entry into the market, LeEco had introduced USB Type-C connector for faster charging and quicker data transfer rates.
With CDLA, the Bijing headquartered LeEco is taking head-on with Vivo Mobile which has been differentiating its product for Hi-Fi music experience. “CDLA technology is completely different from Hi-Fi. It gives you completely different level of audio experience. On this feature, we are far superior than any of our competitors,” said Jain.
Under the hood of LeEco model, in the coming months, through membership program, company will offer a collection of 2000+ movies from across the world including popular regional cinema from India – across Hindi, Tamil, Telugu, Marathi & Bengali films. The program will provides 3000+ hours of curated shows, 150+ live TV channels and 3.5 million songs.
In addition, company has officially launch e-commerce website, LeMall.com. Both Le 2 and the Le Max2 will be available on Flipkart and LeMall.com in July 2016.
Company official said that to promote Make in India initiative of the Prime Minister Narendra Modi, LeEco has established R&D centre in Bangalore and it is likely to set-up a production unit in the country in July-Sept quarter.
Company will also set-up fully owned exclusive retail stores in 8 to 10 cities, starting with New Delhi, Mumbai and Bengaluru along with 500 franchise stores to showcase its products and services ranging from phones, TVs, VR Headsets, Bluetooth devices and power banks.