Indus OS, the world’s first regional operating system has announced partnership with home-grown Indian smartphone brands – Celkon and Swipe. The company in a press statement mentions the expansion as an effort to tap regional markets like South India where Celkon holds a significant market share. Going forward Indus OS will come preloaded on devices from Micromax, Celkon and Swipe.
Indus OS made its debut in May 2015 with Micromax Unite 3 and has achieved a user base of 4 million in a span of just 12 months. Indus OS is currently the second most used mobile OS after Android in India. According to Counterpoint Research, Indus OS commands a market share of 5.6 per cent in India, which in fact is better than Xiaomi’s MIUI, Cyanogen and iOS.
“We are very excited to join hands with Celkon and Swipe. Both brands share our enthusiasm and vision for connecting a billion people with technology and bridging India’s digital divide. They have a very strong connect with consumers, especially in the regional markets and Indus OS’ unique value proposition will enable them to further increase their market share,” said Rakesh Deshmukh, CEO, Indus OS.
Indus OS wants to be on 1 in every 6 smartphone sold in India by 2017. “The pain with Android is that it does not offer choice for users who are not comfortable with English. This type of audience is different and so are their needs. This consumer is coming from a feature phone background and our idea is to reduce their friction and learning curve,”Deshmukh said while speaking to IndianExpress.com.
Last month we had reported company’s plans to partner other smartphone brands and expand its OS to more devices. The company is also exploring opportunities to enter regions like Bangladesh and extend in offerings to more audience who consider regional language a plus for their interaction with the smartphone.
Indus OS says smartphones from Celkon and Swipe will come with Indus OS 2.0 and support company’s patented features like Indus Swipe, Indus Reader and Hybrid Keyboard. The OS currently supports 12 regional languages with recent additions of Urdu and Assamese.