Lava launches alpha keypad phones; targets enterprise segment

Lava International, an Indian mobile handset company, has announced the launch of alpha keypad based handsets. The alpha keypad is neither traditional multi-tap nor Qwerty, instead the keys are arranged in ABCD order.
The launch of B2 and B5 handsets, with alpha keypad, marks the entry of Lava into the enterprise phone segment. With their new keypad concept Lava intends to capture 10 to 15 per cent market share in the business phone segment.
A market study done by Synovate for the company said t a large group of consumers who crave for business class phones, but are not comfortable in using the same.
SN Rai, co founder and director, Lava International said , “Most of the consumers surveyed find the existing QWERTY keypads cumbersome to use and would be comfortable if the keys are arranged in their known alphabetical order.”
Rai added, “We currently have 450 service centers and try to open 80-100 service centers every month. We are hopeful that by the end of this year we shall have 1000 service centers.”