Amazon India To Launch Its Third Tenor Smartphone, Release Expected In January 2018


According to a report, Amazon India is going to launch the third smartphone under the brand Tenor (a.k.a. 10.OR) in January 2018.

The smartphone will come in colours Beyond Black and Go Grey with 4 GB/ 3GB RAM variants starting at INR 8999 and following are its specifications:

13MP +13MP dual rear camera with dual tone LED flash
16MP front camera with LED flash
32 GB internal memory expandable up to 128GB
4000 mAH battery providing up to 2 days of battery life with regular use
13.5 centimetres (5.5-inch) Full HD (1920 x 1080) IPS 2.5D curved display with Gorilla Glass 3 protection
Pure Android v7.1.2 Nougat (with October Security Patch) OS with 2.2GHz Qualcomm Snapdragon 626 octa-core processor with Adreno 506 GPU

Under the Tenor brand, the company already sells two smartphone models- Tenor E and Tenor G. These smartphones are targeted at the flat and mid segments.

Amazon India Vice-President Manish Tiwary said: 

The company wants to leverage the customer data and feedback to identify the gaps in the selection, pricing and reach out to the vendor to build relevant products.

Amazon India begets five in-house brands which purvey to the offbeat categories of products- Amazon Basics, Solimo, Myx, Symbol and Amazon Echo. It sells electronic accessories, home utensils, and fashion below these brands.

Arch rival e-commerce firm Flipkart has also adopted this model and sells their respective in-house products under the brands Billion and SmartBuy.

E-commerce companies are frequently addressing on private labels to stem better margins and attend the untapped market.

However, this is not the e-commerce giant’s original foray into an in-house smartphone. The Seattle-based company had quietly launched two models of smartphones – Tenor E and G – a couple of months before its homegrown rival Flipkart had come out with its own in-house smartphone under private label Billion.

We leverage the customer data and feedback to understand the gaps in the selection, pricing and reach out to our vendors or OEMs to manufacture relevant products.

-said Manish Tiwary.

The company pronounces it ‘Crafted for Amazon.’ And according to experts the private label market in India for smartphones is equitably nascent.

The overall mobiles and tablet market would be at $8.5-9 billion annualised run rate in terms of gross merchandise volume.

-said Anil Kumar, CEO, RedSeer Consulting.

The smartphones private label would be targeting the local, low-brand and mid-brand strength of smartphones which make up almost 20% of the market, thereby making it a $2-billion opportunity for these private labels.