It seems like a second birth for start-up Obi Worldphone with the launch of its new smartphones on Wednesday. In July last year, the company came out with its first set of - smartphones and feature phones - but it had limited success, especially in markets like India. It was then that the company decided to change its approach.
Obi management, led by co-founder John Sculley, and CEO Neeraj Chauhan, were aware of the problem. The biggest issue with the earlier versions of Obi phones were that they were not designed and conceptualised by the Obi team. These phones were bought from Chinese manufacturers and labelled with Obi branding. "Like many other mobile companies, we were also buying off-the-shelf," says Chauhan.
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