Carrier call

Another mobile operator gears up to enter the branded handset market. Will it click?

Virgin Mobile was the first in the market to start the trend. And while things aren’t going too great for the British telecom brand’s Indian foray, its strategy of introducing own-brand handsets is finding many takers here. Spice, Idea, Vodafone and MTS all have their self-labelled mobile phones and now, it’s the turn of Aircel Cellular, which is the Indian arm of Malaysia’s Maxis Communications.