Lava International Ltd, one of the leading mobile handset brands in the country sets a new standard with its latest innovation. After months of market research and rigorous trials, Lava has succeeded in converting a consumer insight into a path-breaking innovation called Alpha keypad.

This innovative key pad is neither traditional Multi-tap nor QWERTY; instead the keys are arranged in ABCD order to provide convenience for the users. The brand has come-up with a new business series handsets featuring the innovative key pad.
 
With this new innovation, Lava has also marked its entry into the burgeoning segment of business class phones in India. To begin with, it has introduced this unique keypad in its new B2 & B5 handsets. This is the first time that any mobile handset player has been able to offer an option to make life simple for a large segment of mobile users, who were not familiar or comfortable with QWERTY or Multi-tap keypads.

At present estimated 10% mobile handsets sold in India belong to Business class segment with QWERTY keys. Most brands in India have QWERTY keypad phone in the market or planning to come up with.
 
LAVA is the first to create a new handset segment introducing Alpha series phones and intend to capture 10% to 15% market share within this segment. Apart from the alpha key-pad lava also has option of QWERTY key-pad phone.

The concept behind Alpha key-pad phone is to make texting and e-mailing easier and faster. The Alpha keypad is meant for those set of people, who are not familiar or comfortable with QWERTY key pad but aspire to have phone like this. Besides, individuals who require one-handed mobility will find this concept more helpful.

Garima Khanna/ITVOIR Network