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‘We ensure that customers are satisfied with our products and services’



With stiff competition in the mobile technology space and the invention of new innovative communication devices, the Marketing Communications Manager, itel Mobile, Oke Umurhohwo in this interview HENRY EKEMEZIE, talks about the company’s strategic plan to take over the technology industry and proffer telecommunication solutions to meet the needs of Nigerians. Excerpts:

Itel is flooding the mobile technology space in Nigeria, what has been your success strategy?
Affordability and quality remain the principal motivation behind the high demand of our products in the market. Increasingly, users are evolving due to the trend dynamics in technology. Hence, we are also continually producing better and trendy mobile devices that will meet their needs. We care about our customers’ needs and make sure they are satisfied with our product and services. Hence we have the largest after-sales service network in Africa, more than 1,800 service touch points in Africa, Middle East and Southeast Asia for after sales support. We also provide 100 days replacement warranty and 12 months reliable after-sales service.

Can you tell us more about itel’s brand direction?
Join, enjoy is our brand spirit. We aim to provide fantastic user experience at an affordable rate. We believe that by providing customers with quality mobile communication product and reliable service, then we can allow more people to get connected with the rest of the world in an efficient way. With such belief in mind, itel is making efforts to get close to customers and understand their needs and expectation in various ways. We have gained favour and trust from customers as we keep on delivering love and care.


Kindly tell us some of your achievements so far?
When itel first launched in Africa, we were inspired with a mission to empower everyone with seamless mobile communication through reliable and trendy mobile devices. In almost 11 years journey, we have been able to achieve remarkable results by spreading to more than 50 countries and producing quality and powerful products to meet changing consumer demands. Through selfless teamwork and innovation, we are among the top three brands in Africa and reached landmark sales volume of 80 million handsets in 2017.

The brand has been bringing new products lately into the Nigerian mobile technology market, what products have itel unveiled at the launch event and what makes it spectacular?
We have launched three products in S and P series respectively – A15, A32F, P32. Our new models will be benchmarked as the most affordable smartphones, which is running the latest Android Oreo operating system powered by Google.

What are the features of these phones that make them different from others?
The phones are the first speedy and secure fingerprint sensor smartphone with the latest Android Oreo (Go edition) at the most affordable price and multi-functional, which allows users to programme up to five fingerprints to take photo or video, optimized to deliver a smooth and fast experience and offers consumers a number of benefits including, new and reimagined Google apps for entry-level smartphones including Google™ Go, YouTube Go, and the Google Assistant for Android (Go edition), enhanced data efficiency, long-lasting battery, which provides users the longest duration of performance and power, dual rear camera with dual soft lights to capture bright and great shot or selfie.

How do you see the company developing in the future? What goals would you like to achieve?
itel will continue to focus on providing seamless and affordable communication devices to meet the needs of our customers. Our wide-ranging product portfolio and a decade in the mobile industry will enable us offer customer the best possible telecommunications solutions long into the future. Our products have proved popular in the market, and as such we have been able to expand our global presence strongly over the decade.


We noticed that itel has maximised its advertising on digital, what is explanation on this?
The world is changing rapidly. There are big differences compared to 11 years ago when we entered this amazing and wonderful place. I am sure we all have experienced the changes and I believe the environment and living is getting better and better here. Hence we will invest more resources and efforts on digital marketing. Until now, we got 5.1 million Facebook fans and 600 million exposures each quarter.
Recently, there have been a few advertisements about your smartphones; does it indicate part of the company’s strategy in Nigeria for 2018?
Firstly, we are dedicated to maintaining itel as the mainstream brand to be trustworthy with its reliable brand, reliable technology and reliable service. As a Brand, it has successfully distributed its products across more than 50 countries with accumulated 160,000,000 end-users. It is now a brand, which is favoured by consumers worldwide and the brand has been awarded the Most-Admired Brand in Africa, ranking 16th above Huawei and Vodafone, as a reliable technology, it has established core partnership with global brands like Google, Facebook, Qualcomm, 9Mobile in different areas to provide up-to-date mobile products with good quality and as a reliable service, which has collaborated with Carlcare, who has built an after-sales service network with 2000+ branches globally, itel is able to guarantee the consumers on quality service efficiency.

It is a brand name devoted to providing more consumers with updated technology and good quality products at budget friendly price point. We are trying to provide the smartphone for everyone.

What should Nigerians expect from itel in the coming years?
Consumers should expect the best from us. We should all expect a future where our power of change will grow stronger. We will continue to empower Africa with quality and reliable mobile communication devices. We hope to become the most preferred mobile phone brand in the whole of Africa, while creating more sustainable change and reliability for our customers.

In this article:
itel MobileOke Umurhohwo
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