Q] What new and unique features set the Edge 60 Pro apart and how do you plan to market these two models in the next six to 12 months?
Edge 60 Pro is a massive leap in terms of innovation, and is extremely advanced in multiple areas. Similarly, Edge 60 Pro is a big jump when compared to its previous generation - Edge 50 Pro, which was immensely popular in the Indian market. When we launched Edge 50 Pro last year, we had shared that we would like to position it as a leader in AI capabilities. Edge 60 Pro takes it to the next level completely.
Q] How will AI simplify the phone usage journey of your consumer?
The new Edge 60 Pro comes with AI 2.0 including latest features like NextMove. Most consumers earlier were not able to proactively call upon the AI, we changed that to make it proactive to give suggestions to the consumer on the basis of their contextual setting, personal usage habits, etc.
In addition to the NextMove feature, we’ve got voice-activated smart connect, which means that you are able to transfer files and applications across devices with just your voice command to the AI, to a TV, laptop or tablet. You also get significant enhancements in features like Catch Me Up, which gives you notification summaries. In fact, we have integrated Perplexity AI, which is one of the leading AI solutions globally; CoPilot, which is Microsoft’s AI solution and also Google’s Gemini. So, consumers have the option to call upon any of the respective AI assistants that they want to. We are the only ones giving you the flexibility of all three AI assistants on the same device.
Q] What is the target audience for the Edge 60 Pro?
As the starting price would be under 35K for the base variant, the exact target consumer segment for this device is definitely the younger Gen Z consumers who are looking for devices which are exceptional in every way and also, are able to offer the latest and the greatest in terms of technology to them. Specifically, the Gen Z today are looking for the most advanced AI features that are not only able to help enhance their daily experiences but also give them ways to express themselves creatively. So, we are making sure that this device is catering to those consumers who want a product that stands for their style, in terms of imagery, while giving them the best-in-class features, i.e., a flagship grade experience at a very, very accessible price point.
Q] Will you use influencer marketing to promote this product considering that influencers are a big hit with the GenZ?
We have such advanced products that it takes somebody to explain all the features to the consumers in detail. It would make it easier for them to understand the features and to help make a decision when it comes to buying the product. So, we strongly believe that we need those kinds of influencers, who are able to explain the product, its benefits to the consumer, to enable their consideration or the purchase intent funnel.
Q] What cohort of influencers would be ideal for showcasing this product?
Our primary focus today in terms of influencer partnerships is -- tech influencers. However, we occasionally also look at striking partnerships with lifestyle influencers, specifically when it comes to devices that are leading with colours, materials, designs, etc. We certainly look at brand fitment as well as brand safety aspects when we partner with any such influencers. But overall, influencer marketing is an important part of our marketing mix and we believe that it is a trend that is likely to continue to see growth across brands within the industry. We are definitely leveraging or tapping into that trend.
Q] What is the marketing mix of the brand and which medium takes the lion’s share?
Digital is emerging as a very, very prominent player across categories. In fact, if you look at traditional media platforms, they are also evolving towards the digital or hybrid sort of models. For example, if you look at OOH, a lot of it is now moving to DOOH, which can be used from a programmatic perspective. If you look at linear TV, it is also becoming more prominent with CTV. So, we traditionally are always over indexed in terms of our investments on digital. However, I also believe that we need traditional media to be able to cater to the audiences who are behind paywalls on the digital platforms. So, we top up Digital with a healthy mix of OOH and television to be able to reach out to such audiences. We are also investing in retail to be able to cater to consumers who want to touch and feel the device and experience it at the point of sale.
Q] Where are you seeing more sale for your devices, online or offline? Are you investing a lot to enhance the in-store experiences?
When it comes to premium devices, as soon as it crosses a certain price point, the consumers would like to see, touch, and feel the devices before they make the final purchase. So, we are investing in retail to create experiences for consumers that are premium and differentiated. In fact, we have a partnership with Reliance Digital, so you would be able to see our devices across the 600 Reliance Digital premium stores in the country. We are also present in a lot of general trade stores and outlets with our pictures, promoters, and visibility elements, and demos across more than 5,000 stores as also the Reliance’s network, which includes MyJio, JioMart stores. In fact, we are focusing on expanding our distribution to more than 50,000 stores this year, which means that we will be able to give consumers across India an opportunity to touch and feel the devices in retail as well. However, in terms of media investments, we will continue to spend on top-funnel media across digital as well as traditional platforms. This will enable us to be able to create the pull for the product and give a great touch and feel experience at our retail stores.
