|Vishal Sehgal, Director, Lava International with
Paul S. Otellini, President & CEO, Intel Corporation
at the World Barcelona Congress 2012
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This strategy to associate with Intel before the other phone makers has delivered a huge lift to the brand that even crores of marketing wouldnt have done. Even if the Xolo phone fails to prove a success this association will surely benefit the brand Lava and its newly built sub-brand Xolo in the long run. For now Lava has already got its international network orders for Xolo and would soon be available in UK as Orange San Dieogo.
We look forward to how this strategy to associate with smaller phone makers will work for Intel in a category where 'Intel inside' isnt yet relevant to consumers. There isnt much choice as Intel is going to face huge pressure in being accepted by Apple or Samsung as they have put their might behind the ARM architecture and have hugely invested in it. They would wait till a consumer pull for 'Intel inside' mobile phone appears. Till then the smaller phone manufacturers can benefit by Brand associates of Intel like Lava presently has.
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